Steal This Play · May 27, 2026
Turn your best customers into hosts of a wine night
Offer current customers 50% off a 3-pack or 6-pack if they host friends for a wine night within 30 days. New drinkers try wine in living rooms, not tasting rooms, and a friend is the most credible salesperson you have.
Setup: An email or text to your existing customer list. No agency and no new tech.
The play: Send customers a 50% discount on a 3-pack or 6-pack. In exchange, within 30 days they:
- Invite friends over for a wine night that feels like an event, not a sales pitch.
- Walk those friends through each bottle: the winery, the vintage, the people.
- Post photos and short videos on social media and tag the winery.
- Have their friends follow the winery's social accounts.
- Get a thank-you gift if any of those friends join the wine club.
Why it works: Most new wine drinkers will never visit your property, click your ad, or open a cold email. They will try something a trusted friend hands them. Every post is social proof you can repost, use in ads, or send your distributor as proof of demand.
Run the math: Send it to 500 customers. If 10% take part, that's 50 wine nights. At 4 guests each, 200 new people taste your wine in a month. A 5% club conversion on those guests is 10 new members, and the only cost is the margin on the discounted packs.