A couple of days ago the North Bay Business Journal ran a short story on FirstLeaf. (read my FirstLeaf Wine Club review). If you aren’t familiar with the North Bay Business Journal, it’s one of the definitive sources on the wine industry because it covers large employers and general business news for the counties of Napa and Sonoma.
The article itself caught my eye because it had the one item that an online wine club almost never divulges, their membership count! Evidently Firstleaf has over 150,000 members. I don’t know if those are all active or not, but it’s an almost impossible number to comprehend. Having talked to well known wineries over the years, I understand that some have as few as a couple of hundred members whereas others have a couple of thousand. An online wine club having 100x that number is truly unbelievable. I don’t mean I don’t trust that number, all I mean is that it’s a hell of a lot easier to sell wine priced at $6-$13 instead of wine priced at $35 which is the average direct to consumer wine sale from a small winery.