Getting into wine can feel intimidating, not just because of complex flavors and endless varieties, but also because it’s often wrapped in a reputation for pretension and snobbery—Vina Robles’ Rookie Club was created to welcome younger consumers and newcomers to wine. This new wine club tier made with Gen Z and young Millennials in mind is modern, digital-forward and experience-driven, featuring text-only communication and a flexible structure.
This engaging wine club recognizes that the next generation’s drinking preferences are changing, with many viewing traditional wine culture as formal, expensive, unattainable, and intimidating. Rookie Club avoids emails, removes the pressure to purchase in cases and offers a low-commitment welcome into the world of wine with fun, social-first activities like trivia game nights, jewelry making events and other activities,
Image Credit: Matthew LeJune, Unsplash