What: Creekside Estate Cellar Club
Where: 2170 Fourth Ave., Jordan Station, or www.creeksidewine.com/cellar-club/Winemakers:Craig McDonald, Rob Power
Specialties: Members get first crack at new releases, rarities and library wines (back vintages) Must try: Undercurrent label consists of different blends and one-of-kind wines that the creative minds at Creekside dream up. Also, first look at the 2007 iconic Broken Press Shiraz
By Rick VanSickle
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. 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 are different, 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.
But there are incentives for members including first access to limited-quantity wines, prerelease pricing, special barrel tastings and discounts on non-wine merchandise.
Other clubs offer prerelease 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, 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, prices listed are release prices and some wines are limited to members only).
Creekside Undercurrent Muscat/Sauvignon Blanc/ Gewurztraminer 2008 ($18 for 500 Ml, 3.5 stars) — From the rare release program at this innovative winery comes this even rarer white blend. It’s exotically aromatic on the nose with tropical fruit, apricot and spices. A highly unusual aperitif.
Creekside Reserve Viognier 2008 ($29, club members had the first opportunity to buy but it’s now available at the winery, 4.5 stars) — 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. This won at Cuvee last weekend for best Viognier and best limited edition white.
Creekside Reserve Sauvignon Blanc 2007 ($27, released to public March 20, 4.5 stars) — 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 Blanc, it is full bodied and vibrant with added oak-kissed spice. This also won at Cuvee, for best Sauvignon Blanc.
Creekside Broken Press Shiraz 2007 ($40, 4.5 stars) — Club members had first crack at this iconic and much awarded Shiraz (which is now available at the winery), perhaps the one wine that defines Creekside. After that it goes on sale to one and all. 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 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!
Enjoy!
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