Turning Pick-Up Parties into Profitable Connections: Why Wineries Should Encourage Members to Bring Guests

Wine club pick-up parties have long been a staple of member engagement—offering loyal fans a chance to sample new releases, enjoy light bites, and mingle with staff in a relaxed, celebratory setting. But there’s a simple way to make these gatherings even more powerful: invite your club members to bring their friends and family.

Not only does this enhance the overall experience for your members, but it opens the door to a valuable pool of warm prospects—people who arrive already curious, open-minded, and accompanied by someone who loves your wine.

Turn a Pick-Up into a Party—and a Business Opportunity

When club members bring guests (up to four is ideal), you instantly expand your reach without any extra advertising. For a modest fee—typically $10–$20 per guest—these new faces can receive a curated introductory tasting, light bites, and maybe even a behind-the-scenes tour.

These events don’t just make your club members feel more appreciated—they give them a chance to play host, share your story, and become active ambassadors for your brand. And for your staff, it’s the perfect opportunity to connect with future club members in a casual, no-pressure environment.

Why It Works

• Built-in social proof: Guests arrive with someone they trust, who’s already a fan of your winery.
• Higher conversion potential: With an engaging experience, guests are more likely to purchase wine or join the club.
• Elevated atmosphere: A room full of laughter, clinking glasses, and genuine conversations creates a lasting impression.
• Efficient and scalable: One event can deliver both member appreciation and prospect nurturing without doubling your effort.

Make It Seamless with CellarPass

Planning and executing these types of events doesn't have to be complicated. CellarPass provides the perfect guest management tools to support your strategy—whether you’re using reservations or ticketing to manage attendance. The platform lets you:

• Control capacity
• Automate discounts for club members
• Customize guest pricing
• Track RSVPs and purchases
• Promote the event to the public if you decide to go beyond a traditional pick-up party and turn it into an open house

With CellarPass, wine club managers gain a flexible and powerful platform that makes it easy to host polished, professional events that leave a lasting impression.

Don’t Just Hand Out Wine—Create a Moment

At the end of the day, a club pick-up party is more than just a transaction—it’s a chance to build community, deepen loyalty, and invite others into the fold. By encouraging members to bring their friends, you’re planting the seeds for your next wave of customers in the most organic way possible.

So pour a few extra glasses, welcome a few new faces, and watch what happens when your biggest fans become your best marketers.

‍