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Future-proofing your Society

A Broad Appeal

Sarah Evans Future Proofing Your Society

At every tasting I attend, members tell me that they would like to see a greater proportion of younger wine lovers in the membership. Often younger wine drinkers simply haven’t heard of The Society; we don’t advertise after all (usually not a sensible use of money in our view), and have even been called ‘the wine world’s best kept secret’. So, if you enjoy The Society, tell your families and friends; ask them to give us a call or to look at the website or sign them up as members, especially the younger and female ones, and help us to build a strong, diverse membership for the future.

Meanwhile, we’re also trialling a few changes to the way we look and our tone of voice so that we might have greater appeal, both to a generation of younger recruits and our existing loyal members. You might spot some differences in the look of our offers and the way that we sound. Do you like what you see? We do want to hear what you think. We’re also exploring services such as a click and collect facility; things that other retailers offer and people are coming to expect.

Our range of wines is just the same, as is the high level of service that I know you enjoy, but we want to make sure that the impression that we create has a broad appeal and hate the idea that potential members could be put off from joining because they think we are a bit old fashioned!

Sarah Evans Chairman

Look out for details next month of this year’s recruitment campaign offering members who propose new wine lovers to The Society the chance to win a place on a behind-thescenes, trip of a lifetime to Bordeaux.

February 2017

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