Repositioning a Wine Club for Growth

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Problem:
Underperforming and outdated wine club with limited choices. Millennials were under-represented.

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Solution:

Created a third tier and add-on club membership, targeted to millennials through redesigned marketing collateral, social media, pricing and various incentives.

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Results:

Club membership grew 64% over a three year period. Almost one-third of existing members joined the newly created tier.