SInce 2010, the Poplar Grove Wine Club has become one of the most entertaining winery wine clubs in the Okanagan. The list of benefits not only entices customers to join but is also a wish list of the best things to do in the Okanagan.
Of course, the focus is on the wines in their portfolio, many of which are reserved exclusively for club members. “We keep wine aside just for the wine club,” explains AJ Thompson, wine club manager. Joining the club will get you six bottles of wine shipped directly to you in March, July, and November. Members receive a 10% discount on all wines, including wines sent out in the shipments.
There are three club packages – Family Tree (all reds), Family Branch (mixed), and Family Roots (whites) – and members are able to switch between them. “Some people are a little more seasonal,” says AJ. “They can get the Roots package in July, the Tree package in November and the Branch in the spring.” No matter which package you choose, there will be something special in every shipment. “We never send the same thing twice. We send at least one pre-release wine club exclusive or library wine in every set.” The recent shipment for November included a rare Late Harvest Viognier 2012 in the Roots package.
Wine club shipments are always a surprise and some of them have become interactive with special bottles of wine. “We did a blind tasting last March,” says AJ. “No vintage, no varietals, no indications of what it was and encouraged members to guess which varietals were in it.” Prizes were given out to the best guesses, and one person won a double magnum bottle of wine.
Other club benefits include access to wines reserved exclusively for the club, customized recipes for each wine, referral benefits, anniversary rewards, and special members’ parties which includes the famous barbecue. “Poplar Grove throws the best parties,” says AJ with a smile.
What can members look forward to in the March shipment? It’s always been a well-kept secret, but AJ does offer a one-word hint: “Vertical.”
~ Luke Whittall

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