Bottle Up

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

Bottle-Up began in the fall of 2024 as a creative way to boost wine sales during slower months. Partnering with our wine vendors, we created a casual tasting event where members could sample wines not featured on our regular list and purchase them by the bottle or by the case at 15% and 10% above cost, respectively. This initiative not only drove wine sales but also strengthened our relationships with vendors and enhanced our members’ engagement with our beverage program.

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

The event is a simple, low-cost pop-up that typically requires only one manager to host and does not require reservations, making it easy for members to stop in, taste, and order wines. Because of its strong performance in fall 2024, we expanded Bottle-Up to both the spring and fall of 2025. The event has performed as one of our most impactful sales initiatives. Bottle Up contributed approximately 10% of our a la carte wine sales in 2025. Members enjoy discovering new wines directly from our vendors and appreciate the relaxed, social atmosphere the event creates. Vendors typically present 6 to 8 wines and choose the price points they want to highlight, ensuring variety and engagement at every event.