20/05/2026
There’s been a lot of discussion recently around wine memberships, discount clubs, and whether some pricing models in the wine trade are genuinely transparent.
And honestly, some of the criticism is valid.
If discounts are built around inflated RRPs, associated-company pricing, or wines that can’t realistically be benchmarked elsewhere, then customers absolutely should ask questions.
Consumers deserve transparency.
But I also think it’s important not to throw every membership model into the same category.
At WineKraft and Good Brothers Wine Cellars, our Insider Wine Club works differently.
Our pricing is benchmarked directly against the shelf prices in our own physical retail stores. Customers can walk in, see the wines, speak to the team, attend tastings, and understand exactly what they’re buying and what value they’re receiving.
The membership isn’t simply about “cheap wine.”
It’s about building a modern independent wine merchant model where customers can: – support local independent businesses – access genuinely competitive pricing – get advice from people they actually know – attend tastings and events – order online for collection or delivery – and feel connected to the people selecting the wines
For £165 per year, members receive: 🍷 25% off wine 🥃 15% off spirits 📦 click & collect and delivery access 🍇 tastings, events, and member experiences 🏪 all backed by real bricks-and-mortar wine shops
That last point matters.
In a world increasingly dominated by faceless algorithms, warehouses, and manufactured discounts, there is still huge value in knowing who you buy from.
Not all discount clubs are bad. Some are simply independent businesses trying to build a more transparent, community-driven way of selling wine.
