At the heart of Edinburgh's vibrant wine scene lies the Gleneagles Townhouse Wine Club, a unique initiative that has redefined how wine can bring people together. Spearheaded by Elizabeth Mellish, Head Sommelier and London Wine Competition judge, the club is more than just a tasting experience—it’s a community-building phenomenon. By blending expertly curated wine selections with an inclusive and educational approach, Elizabeth has created a space where members connect, learn, and share their passion for wine.

In this article with On Trade, one of the UK’s newest drinks magazines that is focused on the UK on-trade business, Elizabeth reveals the secrets behind the club’s success, from selecting wines that spark conversation to crafting experiences that foster genuine connections. 

For sommeliers looking to elevate guest engagement and create memorable programs, her insights offer a masterclass on how wine can be a powerful tool for community-building and hospitality excellence.

Inspiration Behind the Wine Club: What was the driving idea behind launching the monthly wine club, and how did you identify the need for such an initiative at Gleneagles Townhouse?

The idea behind launching the monthly wine club at Gleneagles Townhouse came from a desire to offer wine dinners for our members and guests, but we wanted to make sure it was in a relaxed, welcoming setting where people could truly unwind and enjoy the experience. We didn’t want it to feel too formal or stuffy, but rather an opportunity for members to explore new wines, share their thoughts, and learn in a comfortable atmosphere. 

Gleneagles Townhouse Wine Club.

It was important to us that the wine club not only added value to the guest experience but also created a space for genuine connection over shared tastes. The wine club also aligns perfectly with the broader ethos of Gleneagles Townhouse, which emphasises exceptional quality, warm hospitality, and crafting unique experiences. We wanted to build on that ethos and offer something thoughtful and memorable, a way for people to discover wines they might not have encountered before while also enjoying the company of others who share their passion. It was a natural evolution of our commitment to providing thoughtful and memorable experiences that go beyond the typical visit.

Designing Engaging Experiences: How do you curate themes or selections for each month's wine club events to ensure they remain both educational and exciting for members?

Curating themes and selections for each month’s wine club events at Gleneagles Townhouse is a thoughtful process designed to balance education and excitement. The goal is to offer a fresh, engaging experience each month that both educates and delights members. Firstly, we always consider the time of year, is there anything exciting happening in the world of wine or outside it that we can incorporate into that month's wine club? Next, we think about variety, both in terms of wine styles and regions. 

We aim to introduce members to new regions, lesser-known varietals, or boutique winemakers, offering them the opportunity to taste wines they might not otherwise come across. At the same time, we maintain a balance by occasionally revisiting classic, well-loved wines, ensuring there’s something familiar alongside the more adventurous selections. To keep the educational aspect strong, each theme is designed to provide members with insights into the world of wine.  We often invite guest winemakers or producers to share their expertise, enriching the experience through storytelling and personal anecdotes, allowing our members to connect with the wines on a deeper level.

Elizabeth Mellish

Audience Engagement: What strategies have you found most effective in fostering a sense of community and engagement among wine club members?

Fostering a sense of community and engagement among wine club members is all about creating meaningful, personalised experiences. We aim to create an environment where everyone feels valued and part of something special. We actively seek and value the input of our members, taking their suggestions to heart as we plan our upcoming events. This collaborative approach not only enhances our offerings but also ensures that we align with the interests and preferences of our members. 

We also keep things entertaining by hosting events like blind tastings to help choose the next wine to be offered by the glass. Involving our members in the wine selection process is a great way to strengthen community bonds and ensure that they have a voice in our overall wine program.

Educational Approach: How do you balance education and entertainment in the wine club to cater to both novice wine enthusiasts and seasoned connoisseurs?

The aim of the wine club is to encourage people to try new wines and step outside their comfort zone in a relaxed environment with like-minded people. We therefore strive to create an atmosphere that is welcoming to all levels of wine knowledge, offering something for everyone without overwhelming or underwhelming guests. Every event is interactive and social, blending learning with plenty of laughs and great conversations. Members are encouraged to engage with one another in meaningful conversations while exploring the world of wine. 

We believe that learning about wine should be fun, so we incorporate interactive elements that spark curiosity and foster connections. Our knowledgeable hosts guide the discussions, sharing insights into the origins, flavors, and unique characteristics of each wine, while also allowing plenty of time for laughter and social interaction. Each event is thoughtfully curated to ensure a delightful balance between education and enjoyment, making it easy for everyone to participate regardless of their prior wine knowledge.

View the full wine list here.

Measuring Success: What metrics or feedback do you rely on to measure the success of the wine club, and how has it evolved since its inception?

To measure the success of the wine club at Gleneagles Townhouse, we rely on a combination of metrics and guest feedback, which offer valuable insights into both the tangible and intangible aspects of the experience. One key indicator is the growth of the wine club over the past two years, particularly how quickly tickets sell out once they are released. 

This not only demonstrates the increasing popularity of the club but also highlights the strong demand and interest in the events we offer. Members’ feedback plays a crucial role in shaping the evolution of the wine club. Through direct conversations with our members, it allows us to understand what members enjoy most and where there might be room for improvement. Positive feedback on specific themes, wine pairings, or events informs our future programming, while suggestions for new wine regions or types guide future events. One of the most rewarding pieces of feedback I receive is when members tell me they’ve developed a new appreciation for something they once thought they didn’t like.

For instance, just recently, a member shared that they’d never been fond of red wine, but after exploring different styles, they’re beginning to understand what they enjoy and are eager to try more. To me, this is a huge success. The core purpose of the wine club, and why I became a sommelier, is to help guests discover new wines and experiment with their palates. Seeing members broaden their tastes and find wines they truly enjoy is incredibly fulfilling and speaks to the heart of what we aim to achieve. 

Overall, the success of the wine club is not only measured by its growth but by how well it fosters a sense of community, enriches members’ wine knowledge, and continues to create memorable experiences that resonate with our guests.

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This article offers invaluable insights for sommeliers across the UK, providing a roadmap to transform wine programs into dynamic hubs of community engagement. By drawing from Elizabeth Mellish’s innovative approach at Gleneagles Townhouse, sommeliers can discover practical strategies to elevate their guest experiences, foster meaningful connections, and build a loyal following. Whether you’re looking to revamp your wine offerings or create an immersive, educational wine club, this piece serves as an essential guide to operating with greater purpose and success in today’s hospitality landscape.

Also Read:
Balancing Tradition and Innovation: Elizabeth Mellish’s Approach to Elevating the Wine Experience
Behind the Wine List: Maria Boumpa’s Philosophy at Two-Michelin-Starred Da Terra
A Boutique Approach: Molly Newport Talks Wine Selection at Ellis Wines

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