Vina Robles winery has introduced the Rookie Club, a wine club designed specifically for younger consumers, particularly Gen Z and millennials. This initiative emphasizes a modern, digital approach with flexible membership, approachable pricing, and themed events aiming to make wine more accessible and enjoyable. Unlike traditional wine clubs, Rookie Club communicates via text messages, eliminates pressure to purchase in bulk, and fosters a fun, social environment. The launch reflects a shift in the wine industry as it seeks to engage a new generation that finds traditional wine culture intimidating and formal.
"Innovation isn't optional anymore, it's essential if we want to stay connected to new consumers," says Courtney M. Benham, owner and president of CMB Family of Wines.
Rookie Club breaks down those barriers by embracing a more relaxed, inclusive model - centered around discovery, connection, and fun.
With no emails (just texts), no pressure to buy in cases, and a strong social focus, Rookie Club offers low-commitment entry into the wine world.
The club debuted in April with a sold-out vision boarding event inside the winery's stunning new 20,000-square-foot tasting room.
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