Sometimes it looks like TWS has a great offer on traditional wines. Do you feel that sometimes it can miss the next thing. If you are to get young members then maybe more low intervention wines. And a wider range where new young makers are ie South Africa, Oregon to name just two
Hi, I may need to be clearer on the problem here. There is no minimum order - members can order just six bottles, no problem - although this would incur a delivery charge where the value is lower than £75.
Thanks for that
But it contradicts what customers service has said, that I’m on the list for fine wine offers.
Further I think I buy widely in the fine wine areas so I would think I would be an interested member.
I’m afraid your answer just does help me understand TWS policy
I just would like some of the offers that get highlighted on the forum to come to me as well.
Hi Russ, we looked at the structure of our range last year, a massive project comparing ours with competitors. The Society’s is the broadest range in the country- it is skewed to traditional areas because that’s what members want. But we sell Uruguay, were the first to champion Chile twenty years’ ago, have an extensive range from Australia and New Zealand, Eastern Europe, Greece, Lebanon etc…Low intervention is an interesting area- there is no doubt that low intervention results in better wines, most of our growers take this sensible approach to vine growing and winemaking. The only problem is that it is something that is difficult to certify and therefore state in our marketing material.
It will become very smooth once we have our preference centre and better tools to communicate. There is definitely no hidden agenda, just tools that sometimes struggle to keep up with more modern ways of running a business - e mail, preferences, member targeting…
There’s just one more advance question we haven’t answered, from @Richard about sending samples to critics and influencers. As this is all done by @Ewan I thought I’d let him answer that for you later today!
Time for maybe one or two final questions before we wrap up?
I shared to the Forum the “simple” front end that BBR (cough) use for their preference facility within your account - it works well…obviously a lot of back end work to ensure the right communication gets to the member
Just wondering if you could clarify this a little. I read it as meaning that the recruitment drive was a means to an end rather than an end in itself to result in particular representation in the membership. Struck me as a little odd as the two seem entirely compatible to me, particularly when it comes to expanding female membership?
Ah yes, I see. There are some challenges to address to make this work logistically and with our systems - so not something we can do soon, but there is certainly a will to make our Members Reserves facility more flexible for members.
Hi Mark - it was a probably clumsy way to say that we don’t plan to pick out a particular demographic and target it in isolation. Our main criteria is to find members with an interest in wine. I believe that campaigns have been previously targeted at young or female potential members. I prefer a broader scope that better fits with the values of The Society
That’s all we have time for today I’m afraid! Thanks SO much to everyone for your brilliant questions, and thanks to @PierreM, @SteveF and @LizCerroti for giving up your lunch hour to be here to answer them!
We’ll be hosting our next AMA in early July - I’m thrilled to reveal it’s going to be a Bordeaux EP AMA with our buyer Tim Sykes! We’ll be inviting questions for that in the next few weeks.
'In another thread yesterday I posted this. Notes 2 & 3 are pertinent to this question. The actual answer can be found below the quoted post.
While the answer to the question is: “As many as we can!” , the actual number sent out is around 500 bottles a year (plus c. 225 in the press tastings) resulting in c. 2000 mentions in the nationals, regionals, periodicals, trade publications (print and web), plus on-line only publications. (NB This does not include social media mentions from these same writers.)
Given that a mention from a top writer can mean several hundred bottles-worth of incremental sales, it’s a very valid way of both getting our message out there and getting a great ROI.