Interesting news from Domaine Drouhin regarding their wine club
Thursday, August 24th, 2006I was poking around the lovely new Domaine Drouhin Web site yesterday evening, and I noticed something interesting. When I joined the club last year, I noticed a few key details that intrigued me:
- After 2 shipments, you could cancel your membership (which I have absolutely no intention of doing at any point)
- You get either 3 or 6 bottles of Louise, their flagship and highly limited Pinot Noir, depending on which level you join (Classique or Classique Plus)
Well, I checked the DDO Direct fact sheet last night and I noticed two interesting changes since I joined the club:
- After 3 shipments, you can cancel your membership now
- Louise is offered “when an annual allocation becomes available,” which means you might not receive any at all!
Very interesting. I think I know what happened here:
- Many people joined DDO Direct just to get a few bottles of Louise.
- After 2 shipments, of which the 2nd was Louise, a bunch of people cancelled their club memberships.
- Domaine Drouhin noticed this behavior and changed the rules to avoid this situation in the future.
I am fully and completely supportive of Domaine Drouhin on this one. I think the way they have changed their DDO Direct club setup makes perfect sense; I know when I signed up, I thought about how easy it would be for people to take advantage of the arrangement and snag some Louise without having to buy any Arthur Chardonnay or Laurène Pinot Noir at winery prices. I think that’s sad, although I realize that many people probably signed up after consuming a few samples of Domaine Drouhin wine at the winery itself, and then when they sobered up they didn’t want to spend $100-$300 every few months on wine. I pity those fools.
Anyway, I’m excited to see that the DDO Direct club has slightly more stringent rules to prohibit this behavior, but I do hope I can keep receiving Louise in the future. I’m curious to know if they think their next vintage will yield far less Louise, which could also explain why they discuss an allocation queue in their club brochure. Interesting…