Wine Without a Wallop (to the Wallet)

Submitted by Beach Point Club

by Joe Barks (editor@clubandresortbusiness.com)
June 2007
 

Some clubs are discovering that the success of their wine programs doesn’t have to hinge on charging prices that look like they include someone’s personal airfare to have the bottles delivered directly from Europe or other sources.

“Pricing on wine at [our] club has changed the past few years,” says Randall Ruder, General Manager of the Beach Point Club in Mamaroneck, N.Y. “Now, most wines are only marked up over $5 per bottle over cost. This more-marginal markup has created a larger volume of wine sales, and the program has evolved from selling a few bottles a week to over a case now on most evenings.

“Members and guests marvel at our prices,” Ruder adds. “People can’t pass up this incredible bargain while dining, and now our cuisine is able to be supplemented with amazing wine.”

At the California Yacht Club in Marina del Rey, Calif., General Manager Eric Gregory reports that a “three levels of wine” approach has provided “wine lovers of all levels [with] an event suited for them.”

“From casual to formal events, tastings, education and wine and food pairings generate interest and excitement in our wine program, and add to our food and beverage operation,” Gregory says. “The members love the opportunity to not only attend the events, but to be able to purchase wines at 10% above the club’s wholesale costs. Working with the wine vendors, we keep event costs low by getting product and expertise donated.”