Churchill’s launches digital first Port.Club for ‘Port curious’
Port lovers and the ‘Port curious’ are being targeted by Churchill’s Port in a new direct-to-consumer initiative, described as the first of its kind.
Port.Club’s mission, says the leading Douro producer, is to “share the fun of port with this generation of drinkers”, by making the wines easy to buy and learn about.
Membership is akin to those subscription clubs that have found such success with a host of products such as gin, coffee and chocolate, with a three-bottle Port pack delivered to participants quarterly.
This is then to be supplemented by “access to unique travel and port education experiences both in Portugal and online”, with the launch offer also featuring an additional pack to gift over Christmas.
“We know that port can be a confusing category, but the fun of port couldn’t be simpler, and our mission is to make people feel why what they’re drinking is so good,” said Zoe Graham, Churchill’s family member and Port.Club co-founder.
“Different ports will be delivered direct to your door each quarter to try, drink and share, and we hook you up with memorable experiences in our hometown of Porto, the epic vineyards of the Douro, and in the digital world – where you’re likely spending most of your time these days anyway.”
Each Port pack will feature one everyday port, one special occasion port, and one unique Club Port, selected and blended by Churchill’s head winemaker Johnny Graham exclusively for the club.
Members will also have “VIP access” to the lodge’s Vineyard House in the Douro Valley and to tailored Port programmes at Churchill’s lodge in Porto.
As Harpers recently reported, the UK remains at the forefront of the premium Port category, with sales of late-bottled vintage (LBV), quality white Port, aged tawnies, single vineyard and classic vintage ports, all remaining resilient through Covid.
Annual membership costs £240, with further information on Port.Club here.
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