The Ultimate Brand Builder : How this wine subscription business stays top of mind with clients

How this wine subscription business stays top of mind with clients

Lady with painted nails holds wine list printed on mini newspaper

About Club Argaux

Club Argaux is a wine subscription service based in Los Angeles, California. Each month they send out hand-picked, small-production, sustainably farmed wines based on their clients’ preferences.

The challenge

With customers all over the world, Club Argaux doesn't always have the option of talking face-to-face. They needed to find another way to share all the unique benefits of their service, build customer loyalty and stand out from the competition.

And with a mission of making wine accessible to everyone, they wanted to tell the human stories behind their wines to get rid of any “intimidation factor”.

"Our newspaper has become a staple of our service and we’re thrilled to provide something unique that members look forward to each month (aside from the wine!)"
— Margaux Reaume, co-founder of Club Argaux
Black and white photo of Margaux Reaume
Piles of mini newspapers in pastel colours

What they did

First Club Argaux printed their tasting notes on regular paper, but they wanted to do more to reflect the personality of their brand.

They came up with the idea of a monthly mini newspaper as the perfect pairing for their wines. It would describe why and how each month’s wines were chosen, introduce the winemakers behind them, and provide tasting notes and recipes.

The idea was that customers could reference the newspapers as they built their wine collections – a physical memento that Club Argaux’s clients could treasure. Fun designs would make it an interactive, accessible experience consistent with their brand.

What happened next

Club Argaux’s newspaper has been a big hit, keeping them top of mind with all their clients. Co-founder Margaux Reaume explains:

"The newspaper has become a huge part of our brand. It allows us to communicate with clients that we don’t see all of the time. It’s just cool – something unique that you’d want sitting on your coffee table even after you’ve flipped through it."

Margaux Reaume sitting at a table holding up a newspaper
"We can’t tell you how many compliments we receive every month from members raving about the newspaper. I’ll go to a client’s house for a wine tasting and they’ll have a folder in their kitchen with every one, with notes in them about their favorites."
Cartoon image of three colourful newspapers

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