Vintage Wine Experience

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

The experience helped bring a lot of attention to the revamped and updated wine list. We have put a lot of work into creating a wine list that equal ones you would find in a Michelin star restaurant. This has shown a significant uptick in higher end wine being purchased on a weekly basis. This has also allowed us to bring in more higher end wines for the mixed beverage and retail wine programs.

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

Over a year ago we committed to making the mixed beverage and retail wine list one of the best in Texas. One of the biggest things we wanted to add was age to the lists. As we continued to grow we realized not a lot of members were ordering nor even realizing the additional wines to the lists. Even with all the emails, word of mouth, and news letters they still just ordered what they knew/trusted. We wanted to do a wine experience that was not a wine paired dinner. This is all about the wine. We had the kitchen create small elevated bites so members could experience how the wine was with a little food. We had tasting sheets and note cards for them. We had them taste straight out of the bottle, 10 minutes later, with food, and 30 minutes later. They got to see the wine evolve and in some cases die in the glass. We went with one sparkling, two old world and two new world wines so members could see and experience the differences. It sold out in a day. The members absolutely loved it and a large portion of members are asking when we will do it again. The members thought being able to enjoy 20, 40, and a 60 year old wine in the comfort of their club was amazing.