Australian wine clubs are an expression of the huge Australian wine success!

When Australian vintners began tasting success in growing vineyards and reaping rich profits by exporting their produce overseas, the habit of wine consumption was sure to catch up amongst the inland populace. Wines come in
several flavors and tastes, and some of them can be quite expensive, too. In order to be able to savour the exquisite tastes of fine wines that might be out of reach, the idea began germinating of buying them in bulk, through
pooling of monies from like-minded people. And like-minded people there were, indeed!

The first Australian wine club, called the Australian Wine Consumers' Cooperative Society Limited, also simply called more affectionately as the Wine Society, came up in the early 1950s, and today boasts of a membership of fifty thousand like-minded wine aficionados! Sensing business opportunity, and with a view to providing diversity, more such Australian wine clubs have sprung up in the past few decades, with at least two even surpassing the Wine
Society in terms of sheer volumes of cases sold.

Today, membership of the top Australian wine clubs is a matter of prestige in the society. For corporate customers, such membership is now a standard perk.
Business houses offer membership of the Australian wine clubs as a freebie along with their merchandise, in order to entice and retain customers. Retail stores and four-wheeler companies were the first to join the band wagon, and even the armed services have caught up with the latest fad.

There are about a dozen wine clubs in Australia operating in full swing today, led by the Cellarmasters, The Wine Cellar, National Wine Direct, Cellar Door Direct, Farmer Brothers Direct, and the Qantas Wine Club. Then there's also the Hunter Valley Wine Society and the Societe de Vignerons, both progenies of the Wine Selectors. The Cellarmasters - the one that rules the roost - boasts of more than 400,000 members, with a sale of 1.2 million cases every year.

After becoming a member of any of these wine clubs, one gets to enjoy the various themes that they come up with from time to time. Most of the clubs send a case every three months direct to the member's doorstep. These cases
usually contain a dozen bottles; and since somebody else is doing the selection of these dozen, a major headache of indecisiveness when purchasing them directly from some store is taken off of one's head. The bottles may be
of a mixed variety in one instance, or they may come from a particular vineyard in another. Another good feature of the Australian wine clubs is that they give a money-back guarantee - in case of any dissatisfaction, or, simply, if the corks are damaged, a full replacement or refund is carried
out, no questions asked.

While comparing the services offered by the Australian wine clubs, it would be very logical to start with the actual fare provided by them every quarter.Some clubs are more expensive than the rest, but their cases contain some
very fine wines, too, every now and then. A typical case may have bottles with an average price of upto $15 or thereabouts. Some of the clubs put their own labels alongside or overlapping the winery's own labels; this gives them a niche and exclusivity feel and look.

So the next time you visit Australia and visit a home, and when the host proudly offers you wine from a bottle with an insignia of one of these wine clubs, you would know how and where they have come from!

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