Wine clubs are more than just a recurring revenue stream—they’re a relationship. Members aren’t just buying bottles; they’re buying into your story, your land, and your values. But in a saturated market, where every winery offers discounts and quarterly shipments, how do you stand out? The answer lies in experience—and branded merchandise is one of the most powerful tools to shape it.

When used strategically, promotional products can elevate your wine club from transactional to emotional. They create moments of delight, reinforce your identity, and give members something to hold onto—literally. This guide explores how wineries can use custom merchandise to drive signups, increase retention, and turn members into lifelong ambassadors.

Why Merchandise Works for Wine Clubs

Branded merchandise adds tangible value to your wine club. It transforms a shipment into a gift, a membership into a lifestyle. According to Crestline (2025), wine club members who receive branded merchandise are 42% more likely to renew and 38% more likely to refer a friend. The key is choosing items that are useful, well-designed, and emotionally resonant.

Merchandise also extends your brand beyond the bottle. When a member uses your tote bag at the farmers market or pours from your branded wine tumbler at a picnic, they’re telling your story to others. That visibility builds recognition, curiosity, and trust.

Three Strategic Phases: Signups, Onboarding, and Retention

To maximize the impact of branded products, wineries should think in terms of three strategic phases: acquisition, onboarding, and retention.

1. Incentivize Signups with Tangible Value

A well-timed gift can tip the scales for a hesitant prospect. Instead of offering a discount, consider bundling the first shipment with a custom item that feels exclusive.

• Branded corkscrews or bottle stoppers
• Reusable wine bags with your logo
• Insulated tumblers or stemless glasses
• Canvas totes with vineyard artwork
• Wine-themed journals or tasting notebooks

These items not only add value but also serve as conversation starters. When members use them at home or with friends, they showcase your brand and spark organic referrals.

2. Create a Memorable First Shipment

The first shipment sets the tone for the entire membership. It’s your chance to impress, surprise, and build emotional connection. Include a welcome kit that feels curated and intentional.

• A handwritten welcome card
• A branded tasting journal
• A custom corkscrew or pourer
• A seasonal recipe card with wine pairings
• A small gift like a coaster set or wine charm

Packaging matters. Use tissue paper, branded inserts, and a consistent color palette to reinforce your identity. The goal is to make the unboxing experience feel like a gift—not just a delivery.

3. Keep Members Engaged with Seasonal Merchandise

To maintain loyalty, wineries must continue to surprise and delight members throughout the year. Seasonal merchandise tied to holidays, harvests, or wine releases keeps the experience fresh.

• Spring: Picnic blankets, sun hats, or branded sunglasses
• Summer: Cooler bags, wine chillers, or outdoor tumblers
• Fall: Beanies, insulated mugs, or harvest-themed tote bags
• Winter: Candle sets, fleece throws, or branded ornaments

These items can be included in shipments, offered as add-ons, or used as rewards for referrals and renewals. The key is to make members feel like insiders—part of a community that receives exclusive perks.

25 Branded Merchandise Ideas for Wine Clubs

Here are 25 promotional products that work especially well for wine clubs. Each item is selected for its utility, branding potential, and emotional appeal.

1. Custom Stemless – Wine Glasses Sleek and spill-resistant, perfect for casual tastings and home use.
2. Etched Crystal – Glassware Ideal for premium members or anniversary gifts. Adds elegance to the experience.
3. Insulated Wine – Tumblers Great for outdoor sipping and travel. Keeps wine at the right temperature.
4. Canvas Tote Bags – Useful and stylish. Include vineyard illustrations or vintage logos.
5. Reusable Wine Bags – Eco-friendly and practical. Helps members transport bottles while showcasing your brand.
6. Branded Corkscrews – A classic item that every wine lover needs. Choose ergonomic designs with foil cutters.
7. Wine Glass Charms – Fun and functional. Helps guests identify their glasses during tastings.
8. Bottle Stoppers – Preserves unfinished bottles and keeps your logo in view.
9. Tasting Journals – Encourages members to record their impressions and deepen their wine knowledge.
10. Seasonal Recipe Cards – Include pairings for your wines. Adds value and encourages engagement.
11. Picnic Blankets – Perfect for spring and summer shipments. Choose foldable designs with carrying straps.
12. Cooler Totes – Keeps wine chilled during outdoor events. Include compartments for glasses and snacks.
13. Branded Apparel – T-shirts, hoodies, or hats with vineyard branding. Great for loyalty rewards.
14. Custom Coasters – Include wine quotes or seasonal artwork. Easy to bundle with shipments.
15. Candle Sets – Adds warmth and ambiance. Ideal for winter or holiday gifting.
16. Wine Chillers – Functional and elegant. Great for summer shipments or VIP kits.
17. Branded Ornaments – Seasonal and collectible. Perfect for holiday campaigns.
18. Fleece Throws – Cozy and memorable. Include in winter shipments or renewal packages.
19. Enamel Pins Create – a sense of exclusivity. Offer to long-term members or event attendees.
20. Greeting Cards – Include thank-you notes, birthday cards, or seasonal messages with shipments.
21. Referral Cards – Offer a discount or gift for referring a friend. Trackable and easy to distribute.
22. Branded Sunglasses – Fun and functional. Ideal for summer events and outdoor tastings.
23. Wine-Themed Stickers – Include in shipments or use as packaging accents. Adds personality.
24. Custom Notebooks – Great for wine education or event planning. Include vineyard branding.
25. VIP Member Badges – Create a sense of belonging. Offer at events or in welcome kits.

Packaging and Presentation Tips

Merchandise is only as impactful as its presentation. To maximize perceived value:

• Use branded tissue paper, boxes, and inserts
• Include a welcome or thank-you card in every shipment
• Bundle items into kits with a theme (e.g., “Summer Sipping Set”)
• Rotate designs seasonally to keep things fresh
• Offer personalization when possible (e.g., member names on journals)

The goal is to make every shipment feel intentional and curated—not just transactional.

Final Thoughts

Wine club loyalty isn’t built on discounts—it’s built on moments. Branded merchandise gives you the tools to create those moments: the surprise of a picnic blanket in a spring shipment, the comfort of a fleece throw in winter, the pride of wearing a vineyard-branded hoodie to a tasting event. These aren’t just products—they’re touchpoints that say, “You belong here.”

In a world where wine can be shipped from anywhere, what sets your club apart is how it makes people feel. Thoughtful merchandise turns a quarterly delivery into a year-round relationship. It transforms members into advocates, and advocates into lifelong fans.

And while this article focuses on wine clubs, many of these same items double as high-impact promotional products for tasting rooms—where first impressions and impulse purchases often begin. When your merchandise strategy is aligned across both spaces, your brand becomes not just memorable, but magnetic.

References

• Crestline. (2025, September 26). 11 ideas: Winery promotional items, merch & wine gift baskets. https://crestline.com/c/winery-promotional-items-merch
• TopNest Designs. (2025). Promotional products for wine industry – custom gift specialist. https://topnestdesigns.com/
• WineGuide101. (2025, June 18). Wine promotion ideas that work. https://wineguide101.com/wine-promotion-ideas-examples/
• Reusethisbag.com (2025). Custom Reusable Wine Bags that work. https://www.reusethisbag.com/category/reusable-wine-bags