Upcoming Events with The Luxury Marketing Council of San Francisco

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Wine Club Trends – The Who, What, When, Where and Why

Thursday, December 7th, 5.30-7.30 PM

Wine club sales continue to grow and for most wineries, they make up the bulk of company revenues and an even greater share of margins. Patrick Merrill, founder and partner of Merrill Research, an established leader in wine industry research will share insights gained from two consumer studies his firm has conducted on the topic of Wine Clubs. Pat has been supporting the wine industry by bringing unique consumer insights and perspective to wine producers and marketers for more than three decades.

Presentation topics include:

  • What does the typical wine club order look like?
  • What motivates a consumer to join a wine club?
  • What consumer segments exist among wine club members?
  • How satisfied are members with their clubs?
  • Is interest in wine clubs waning or waxing?
  • What number of shipments and bottles per shipment is ideal?
  • Why do consumers drop out of a wine club?
  • Can you win them back?  How?
  • What are considered the most valuable aspects and benefits of a wine club?
  • How can you increase club tenure?

Q & A and audience interaction encouraged.

About Pat Merrill
Pat Merrill has 30+ years of custom marketing research experience and is equally adept at quantitative and qualitative methods. He is renowned for expertise in research methodology and study design, sampling and his approach to questioning respondents. Prior to founding Merrill Research in 1986, Pat held marketing research positions at the Joseph Schlitz Brewing Co. and Heublein Wine (Inglenook and BV).  His company has supported 9 of the 10 largest wineries in the U.S. along with many smaller wineries, wine appellations and wine industry suppliers.
Pat is a wine enthusiast and research expert in the wine and alcoholic beverage industries and is a frequent speaker at wine conferences around the world. His articles have appeared in leading wine industry publications, and he has served on amateur and professional taste panels in both the wine and beer categories.

Pat began his research career in Cincinnati, Ohio with Burke Marketing Research, the largest custom marketing research firm in the world. He earned an MBA from the University of Illinois with an emphasis in Marketing and Quantitative Analysis.  Pat’s undergraduate degree is in Marketing with an emphasis in Psychology and Advertising.

Inglenook Winery
1991 St Helena Hwy.
Rutherford, CA 94573

Inglenook Winery

RSVP Information:

  • This program is open to all members and invited guests of The Luxury Marketing Council of San Francisco without charge

We are in the process of finalizing details for additional upcoming events…

  • February 2nd, 2018: Annual Wineries Boot Camp
  • August 16th, 2018: Alpha Agents Real Estate Boot Camp

Frequently Asked Questions

Is there an admission fee for Luxury Marketing Council events?

With the exception of a small number of programs (e.g., Annual Boot Camps), there is no admission fee for Council members.

Can Council members bring a guest (s)?

Yes they can, but please note that on occasion, (e.g., high demand events) a nominal admission fee will be applied for quests who are not a members of the Council.

How many events does The Luxury Marketing Council conduct annually?

The Council conducts 25 + events annually in the form of standard monthly programs (75-150 in attendance), intimate industry roundtables (10-15 in attendance) and annual Boot Camps (300 + in attendance)

What is the format for Council meetings and events?

Meetings and events are traditionally held in the evening (Tuesday, Wednesday and Thursday) from 6.00-8.00 PM. The first hour is devoted to socializing and networking accompanied by fine wines and small bites. The second hour is devoted to business presentations, panel discussions, information sharing, roundtables, etc.

Luncheon meetings, traditionally industry roundtables, are also held from 12.00-2.00 PM.

The Council recognizes that time is a precious commodity. Therefore all events start and end on time with strict adherence to time management and meeting discipline.

How am I advised about forthcoming events?

All Council events are promoted and advertised to the Council’s member database via HTML email announcements that are normally sent 3 weeks prior to the event. Announcements and invitations for each event are sent three times (Save the Date + two reminders). A final reminder message including parking details is sent 48 hours prior to the event to all confirmed parties.

What is the RSVP procedure?

RSVP’s for all Council events are received and processed through Eventbrite. Those wishing to attend an event simply click on the “To RSVP” button featured in the HTML announcement/invitation. That will automatically bring up the Eventbrite registration page.

Are there any event rules and requirements that I should be aware of?
  • Every attendee (Council members and their guests) must be pre-registered on Eventbrite
  • Unregistered, walk-in attendees may be refused admission given that most Council events are sold-out in advance
  • Guests must be accompanied by the Council member who issued them the invitation
  • While we realize that some cancellations are unavoidable because of emergency situations or  late-minute business demands, we ask for the courtesy of a minimum 48 hour notice of cancellation so that cancelled seating can be reassigned to waiting listees and adjustments can be made to costly catering orders
  • Dress code is business or business casual

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