---
title: "Last week I joined The Wine Society"
url: https://sam-page.com/thinking/last-week-i-joined-the-wine-society
date: 2025-10-22
author: Sam Page
type: Post or article
categories: [Sales]
reading_time: 2 min
summary: "Last week I joined The Wine Society, despite the fact I've decided to significantly cut back on drinking."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7386763593058328576
---

# Last week I joined The Wine Society

Last week I joined The Wine Society, despite the fact I've decided to significantly cut back on drinking.

![](https://sam-page.com/img/thinking/last-week-i-joined-the-wine-society-li1.webp)

I know that sounds contradictory, but I wanted to stay engaged with something I genuinely enjoy, through a different approach... more exploration and less quantity.

I'd heard they deliver a brilliant experience from Jake Bowen-Bate, and I wasn't disappointed, in fact, I'm super impressed.

It feels seamless and personalised - smart, frictionless digital touchpoints matched by warm, offline materials and events.

It's a great example of how digital can play a pivotal role of turning what is usually a transaction into an actual relationship.

Great customer experience isn't about selling more. It's about fitting better into people's lives.

Personalisation and flexibility now matter more than promotions.

The Wine Society proves that loyalty grows when you deliver real value.

Their success shows that a great experience is a strategic necessity, not just a tick box exercise to try and sell more.

Simplicity, trust and fairness keeps people coming back.

And the numbers show it pays off:

- Founded in 1874, they are a member-owned co-operative.  
- 175k active members.  
- £60m in annual revenue.  
- £40 one off fee, £20 credit towards your first order.  
- Buy when you want to.  
- Prices to serve their members, not short-term margins.

As good as the digital experience is, I can't help but see opportunities to take it even further. There's space for deeper storytelling, more playful exploration, and more little digital moments that genuinely delight.

If this resonates. The Wine Society team, we'd love to have a chat!

Any membership experiences you can recommend?