The National Wine UnClub

1
The National Wine UnClub

• United States
• Member Store Program
• Created by Donald W. White

2
Purpose Goal

• To build and support a nation-wide association of
  Wine UnClub Member Stores that all wish to
  implement a professionally designed,
  user-friendly program of connecting, educating
  and informing their existing staff and clientele,
  as well as attracting new wine customers through
  an entertaining, relationship-oriented approach
  to the complex world of wine.

3
Historical Overview

• After serving four years as the wine
  steward for a Dallas-based fine dining
  establishment (Arthur's), Don created the Fine
  Spirits Wine UnClub in 1984 (while managing a
  legendary San Antonio wine shop). This Un-Club
  was originally intended as a user-friendly
  program to help wine enthusiasts learn more about
  the subject while enjoying wine as an everyday
  pleasure. It was determined that an alternative
  wine club was needed to accommodate those
  individuals who weren't part of the more
  exclusive wine societies then in place in the
  U.S.
• Don's focus on fun and friendly wine
  education was further developed through his local
  involvement with offering extensive 4-part wine
  appreciation classes under the auspices of the
  Texas Department of Agriculture (at the former
  Joske's Store in San Antonio). Don also was until
  recently a long-term steering committee member of
  the KLRN Annual Wine Cuisine Tasting (now
  called the Winter Wine Festival). In 2000 Don
  innovated an educational dinner tasting series
  based on The Home Wine Course called The Wine
  Olympics, a judged wine competition with
  audience participation benefiting Special
  Olympics and Big Brothers/Big Sisters of South
  Texas.
• Don currently is the 'cellarmaster' of the
  Fine Spirits Emporium in Alamo Heights, an
  upscale community just north of downtown San
  Antonio. The Fine Spirits Emporium is a
  proof-positive 'bricks mortar' example of the
  proposed National Wine UnClub program, available
  for all to see.

4
Features

• 12-Part Home Wine Course - available online at
  www.thehomewinecourse.com - can be used by your
  customers as a presentation-oriented traditional
  wine course program or for home-based study.
  Allows for an in-store Region of the Month
  soft-sell display as well as a source of ideas
  for theme-based wine events. Also useful as a
  staff-training tool to quickly qualify owners,
  managers new staff.

5

• A Discovery Wine is recommended regularly via
  internet with full color photos and short, pithy
  reviews. These wines can be displayed in a front
  area of the Member Store to build sales as well
  as to form a week-by-week monthly Discovery Wine
  program that can be further promoted through
  traditional print ads or e-mail ads.

6

• Recommended Wines for Tasting in Inexpensive
  and Moderate categories are offered for each of
  the twelve segments of The Home Wine Course to
  help you facilitate your customers wine
  exploration.
• Recommended Wines for Tasting are also useful as
  ideas for a core wine-set for new stores or
  regular store re-sets.

7

• Monthly Newsletter- Use this as a mailer to your
  in-store wine un-club members or just offer it to
  your general clientele as they shop your store.
  Stamp the generic newsletter with your individual
  store name to personalize. Include your own
  inserts for special wine sales, events, or other
  general info you want to include.

8

• Universal Wine UnClub Member cards a national
  Wine UnClub Member card used to identify store
  wine customers (either sold as membership dues or
  given away to top wine customers to build your
  clientele). Used by your customer to get store
  wine discounts. This card can be serialized and
  tracked nationally by bar code and computer so
  that your customer can use his/her card at Member
  Stores around the U.S. This card helps to create
  the overall cohesiveness of the National Wine
  UnClub program.

9
Member Store Dues Start-Up

• Each Member Store pays annual dues in the amount
  of 500. This qualifies them for the full range
  of management and consulting services offered
  through the National Wine UnClub program.
• Each paid-in-full Member Store will receive The
  Home Wine Course reference book and how-to
  manual as well as 100 Universal Wine UnClub
  membership cards to help them initiate the
  program in their location.

10
Target Stores

• The National Wine UnClub program is designed to
  help the fledgling wine shop that is seeking a
  way to build customer relationship and loyalty.
• Possibilities in this regard include Mom and
  Pop stores to upscale groceries and small chains
  that havent yet developed a cohesive wine sales
  strategy. This program can also be used by a
  non-retail wine society.

11
Contact Info

• To contact Don White for more information on
  The National Wine UnClub program
• Phone - [phone] / [phone] / (210)
  884-0804
• E-mail donobewan_at_yahoo.com
• Mail Fine Spirits Emporium (c/o Don White)
• 5140 Broadway
• San Antonio, TX 78209