Why Wine Clubs Have Become Essential for Retailers and Consumers
Independent retailers like Helen’s, Psychic Wines, and Leon & Son show how wine clubs have evolved into powerful tools for education and community.
Written by Vicki Denig
Artwork by Cerise Zelenetz
Wine clubs are more than just monthly subscriptions—they’re reflections of curation, personal taste, and the identity of the shop you know and love. With every delivery, wine clubs tell you more about the special people behind the register, as well as the bottles they’re personally excited about at the moment. Most importantly, wine clubs also create a sense of community amongst the like-minded drinkers who form them, encouraging convivial moments and thought-provoking conversation—after all, that’s what popping a wine’s cork is all about.
From New York to the West Coast, we checked in with three retailers to learn how having a wine club has helped shape their personal identity, as well as create a sense of camaraderie amongst their clientele.
An Extension of Identity
Upon opening in 2018, Los Angeles-based Psychic Wines launched their monthly wine club, Visions, almost immediately. “Our wine club reflects what we feel is an interesting conversation each month,” says Zach Jarrett, co-manager of the shop. Jarrett cites storytelling as a big part of the Psychic shopping experience, and notes that Visions is an extension of that; in addition to bottles, Visions members receive a monthly zine, featuring a collaborative effort of submissions from friends, chefs, winemakers, and other industry voices. Currently, Visions is offered at two tiers ($55 and $130), and includes two or four bottles per month, respectively.
Elsewhere in Los Angeles, Helen Johannesen of Helen’s Wines launched her eponymous wine club eight years ago during a private wine class. “Everyone signed up!” she exclaims, revealing that she used to drive the deliveries around herself in a sprinter van. Since its humble beginnings, the club has grown significantly, yet maintains the same spirit of showcasing Johannesen's discoveries. “I try to curate wines that are cutting edge, limited, and delicious—I never want to phone it in,” she says. In addition to monthly bottles, members receive access to exclusive virtual wine club events led by Helen, 10% off all retail orders, and early access to Helen’s Wines product drops.
Photo: Courtesy of Helen’s Wines
Like Psychic, Chris Leon, owner and wine director of Leon & Son in Brooklyn, launched his wine club, Leon Circle, back in 2018, with the goal of giving a boosted platform to what he’s currently excited about. “The idea is to share what I drink with my own friends—hence the circle!” he explains. Each monthly Leon Circle shipment includes three wines, along with notes that explain why each bottle was chosen. “My store’s selection is deeply personal; I buy what I love, and the club gives context as to why I love it, while [also] adding value and access,” he says.
Creating a Sense of Community
As of 2025, Leon started providing club members discounts to all of the shop’s classes and events, so as to encourage the sense of community and connection. “Every month, we hear about members bringing our notes to dinners and turning the release into a shared tasting—[one of the many] ways in which a wine club fosters community!” he exclaims. Johannesen agrees, describing the communal feel—and backdrop for conversation—that opening a bottle of wine provides. “Creating community through a shop, a restaurant, or online platform is about welcoming people in and starting a dialogue that goes beyond the wine and hits to the humanness of it all,” she says.
Like Johannesen, Jarrett finds that wine communities centered solely on wine can often become too niche. “I think the intersection of wine, art, fashion, music, and tradespeople makes for a really interesting community, because suddenly wine—which was previously just this hard-to-access object—becomes both the creative expression of a person, as well as something that's been crafted,” he says. Jarrett believes that this intersection of arts can ultimately lead to wines resonating in a deeper way—and ultimately sets the backdrop for creating relatable and genuine connection.
Top Models for Success
Above all, Johannesen believes that honest models—that is, clubs that curate bottles that correlate to the price of the membership—is a big key to success. “Wine clubs should not be about driving cheap bottles or second tier; members should get the best of the best at every price point,” she says. In terms of members, Leon has found that club clients generally fall in one of two categories: those looking for convenience and those looking for engagement. “They are not mutually exclusive, but you have to cater strongly to at least one of those groups. I find the engaged path the most fruitful and fun,” he says. Across the board, all three experts agree that fostering community is essential, and Jarrett sums it up best: “I would guess that the most successful wine club models give people something to look forward to, something that they feel a special part of.”
