By Rick VanSickle

ST. CATHARINES, Ont. - They were bellied up to the tasting bar three deep. With big Bordeaux-style glasses held high, wine enthusiasts pondered the deep red-garnet glow of the wine and listened intently as Creekside Estate winemaker Rob Power spared no detail explaining how the wine in their hands made its long journey from vineyard to the tasting room.

This was a captive audience that wanted to drink in every bit of wine wisdom that Power wanted to dole out.

As the award-winning winemaker talked, guests swirled, sniffed and finally drank in the rare and limited releases that Creekside had either saved just for them or offered up as a "first in line" program reserved for the winery's new club members.

Creekside has long debated including a "club" program at the winery and finally decided that giving loyal customers access to special tastings, offerings and events was a great way to build interest in the entire portfolio.

And judging by the intensity of the tasting on the debut weekend for perspective Creekside Cellar Club members and the steady flow of patrons flooding through the tasting room doors, there is keen interest in wine clubs.

Most Niagara wineries have some sort of wine club program with a range of benefits and conditions. But, the greatest benefit of all is enjoying the wines of Niagara without having to make what can be a long journey to get there. Most wineries have a delivery program that allows members to get first crack at new release wines as well insider information of upcoming events that they can plan for. At Creekside, membership is free just by signing up on the website. Members are given access to special tastings, offerings and events, and also are first in line for the winery's most limited and sought-after wines prior to their release. There are also library (back vintages) wines offered up from time to time. While all wine club programs differ, with some wineries asking for a level of buying commitment from each member, the Creekside program is free and there is no pressure on the consumer to purchase wine if they don't want to.

The Winemakers The Creekside Tasting Bar

But there are incentives for members: including first access to limited-quantity wines, pre-release pricing, special barrel tastings, and discounts on non-wine merchandise. Other clubs offer pre-release pricing, first dibs on wines that generally sell out quickly, and access to exclusive events, but ask for a minimum annual buy-in on a selection of the winery's best vino. These commitments can be a few bottles a month up to several cases a year.

It's best to explore your favourite wineries for a wine club program best suited to your needs (and wallet). If you live in Niagara (or close enough that you can visit regularly), you might prefer a club that is event heavy and doesn't have a monetary buy in on wine. But, if you live outside Niagara, and can't visit as often as you'd like, a minimum, front-of-the-line plan might be what you're looking for.

Wine clubs build brand loyalty, product knowledge and a much needed revenue stream for local wineries. No matter what wine club you choose, it's win-win on both sides of the tasting bar.

Here are a few wines that consumers enjoyed at the first Creekside club member tasting (Note, most of these wines are available through the winery's website.)

Creekside Undercurrent Muscat/Sauvignon Blanc/Gewurztraminer 2008 ($18 for 500 ml) From the rare release program at this innovative winery comes this even rarer white blend. It's definitely exotically aromatic on the nose with tropical fruit, apricot and spices. A highly unusual aperitif.

Creekside Reserve Viognier 2008 ($26) Intense tropical fruit, sweet peach compote, apricot and floral notes on the nose. It's rich on the palate but has excellent vibrancy and length. Very fine white from the Queenston Road Vineyard.

Creekside Reserve Sauvignon Blanc 2007 ($25) Creekside really sets the bar for serious Sauvignon Blanc in Niagara. This big 07 reserve shows intense tropical/grapefruit/gooseberry notes on the nose with a sprinkling of vanilla and oak. Not your typical and grassy sauvignon blank, it is full bodied and vibrant with added oak-touched spice.

Creekside Broken Press Shiraz 2007 ($36) The 2007 is a sensational wine with lifted aromatics that are helped along with a shot of Viognier added to the Shiraz. Viognier brings a floral element to the rich red berries and spicy core. On the palate, the rich and ripe red fruits are balanced by layers of spice, oak and ripe tannins. This is a highly structured red with persistent and layered fruits that will deliver a rewarding experience for years down the road. Bravo!

Some other Niagara winery clubs worth checking out:

Fielding Estate Winery: Membership to this small-batch winery includes home delivery of specially selected VQA wines six times a year (two bottles per shipment), first notice of new releases, 15% off non-wine purchases, complimentary tours and tasting when visiting. Cost is $350 per year, which includes all the wine.

Flat Rock Cellars: Membership in the "Club on the Rock" club at this winery includes discounted pre-release wine prior to release, 20% discount on none-wine merchandise, access to limited and back vintage wines, discount on shipping and monthly e-newsletters. Cost is $50 per year but doesn't include wine.

Henry of Pelham Family Estate: Henry of Pelham's "Distinctions" wine club is free just by signing up on the website. You will receive the club newsletter that has insider information, wine country events listings, first in line invitations to events at the winery and events across the country, and special offers on back vintages. Members also receive the VIP treatment when they visit the winery in person.

Hillebrand: Membership in the Hillebrand Wine Club includes a monthly shipment of two wines selected by winemaker Darryl Brooker. Along with the wines are detailed tasting notes and recipes that match the wines. A six-month membership is $242.

winesniagara@gmail.com

03/10