Abstract
This qualitative research study, utilising document analysis, identifies the various components of winery wine clubs available to prospective wine club members. This includes a frequency report of the wine club practices in use today as described by wine club brochures and supporting materials, as well as a verification of the wine club components described in industry literature. In addition, a check-list of 30 wine club components is presented. The study is useful for the wine club manager, the wine club member/customer, or organisations and individuals interested in winery marketing to advance the understanding of the span of choices in the marketplace.
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