Fiddler’s Wine Club

How has this idea enhanced your club's operation, etc.?

Members of the Fiddler’s Wine Club are part of an exclusive club within a club. The Wine Club is made up of discerning members that appreciate wine, enjoy unique and intimate wine events with vintners and sommeliers, and recognize the value of always having access to their collection – no matter where they are.

Many clubs offer wine programs, but the Fiddler’s program has exceeded all expectations. It started with the conceptual framework of a club of members with a shared passion for wine, and was supported by the installation of showpiece wine refrigerators that now form the backdrop for the lounge in our upscale dining venue, the Elbow Room. Limited by temperature controlled locker and wine cellar storage space, the wine club was fully subscribed in its first week of presale, and has remained so.

In addition to being able to bring their wines into the club and store them on site, wine club members get access to exclusive events and wine experiences. This year, we had an event with celebrated glassmaker George Riedel where each attendee left with a more comprehensive understanding of wine glasses and their shapes, as well as several glasses for their personal collection. Our club members also enjoyed Gaja and Hartford wine dinners, after which they were permitted to buy wines immediately for their personal lockers.

How was this idea implemented, and what have been the club members' reactions?

The wine lockers have been implemented by creating rules that wine club members have to follow, along with benefits that each wine club member receives. Their wines are properly documented and charged (at zero cost) through the point of sale for recording. Every wine club member has a Menu Screen in their name at the Point of Sale and a line item with a countdown for each wine bottle they deposit. We also have created wine events that are only for Wine Club members offering them rare wines to purchase.