Subscription clubs are a trend for the beverage sector

A sector that moves about R$ 1 billion every year, according to data from the Brazilian Association of Electronic Commerce (Abcomm). Signature clubs are a trend and are present in all consumer sectors, including beverages. Receiving at home, monthly, exclusive labels and products at attractive prices are its main differentials.

Clube do Malte, a company from Curitiba created in 2009, started offering drinks by subscription in 2012. Today, there are 12,000 subscribers throughout Brazil. “Last year, we recorded an increase of 15% compared to the previous year”, says Douglas Salvador, founder of the company.

In the wine segment, Clube Vinhos Nacionais, in two years of operation, saw sales grow by 300%. “We have loyal customers who have been part of the club since the beginning, which is great”, says Leonardo Curra, CEO of the company.

Selected products on the doorstep

With the growth of online commerce and delivery, drinking clubs have seen sales increase exponentially. Clube do Malte launched its own brands, invested in advantages and exclusives for its members, all to delight customers. “To continue in the subscription club market, you need to keep a close eye on innovation and change in consumer behavior”, explains Salvador.

Members of the beer club receive monthly, at home, 4 special labels, a collectible glass, a magazine and discounts, for prices starting at R$69.90. Considered one of the biggest beer clubs in the world, it has sold to more than 150,000 people and connected around 2,000 national and imported brands with the Brazilian market.

“It’s important to stay ahead, because with the same ease in which you purchase, you can also cancel a subscription”.

Douglas Salvador, founder of Clube do Malte

Offering unique products, hard to find, to consumers thirsting for exclusivity is also one of the strengths of Clube Vinhos Nacionais. Every month, subscribers receive two wines chosen by sommeliers specializing in national grapes, starting at R$145. Depending on the period, for example, it is possible to receive the Cave de Angelina Domans 1931 Tinto Corte I, limited edition of 1402 bottles and Manus Teroldego 2020, which had only 1070 bottles produced.

More than subscription clubs

In both cases, both in the beer and wine clubs, members receive more than drinks, they gain information and incentives to get to know the products in depth. “Each month, the wine indicated as a highlight is accompanied by a technical sheet that gathers information on harmonization, sensory and detailed tasting part”, explains the CEO of Clube Vinhos Nacionais.

At Clube do Malte, in addition to the magazine that comes with the shipment, the subscriber also has other benefits. “We offer free courses with beer sommeliers and also discounts on the website and cashback”, says the founder.

All to form an audience that definitely wants to know what they’re drinking. “We usually say that we are demystifying Brazilian labels, opening bottles and minds”, points out Leonardo Curra.