A Fresh Take on Wine Culture That Captures Younger Consumers — Offering a Bold Solution to an Industry at a Crossroads
PASO ROBLES, Calif. (April 29, 2025) – Vina Robles winery today announced the launch of its “Rookie Club,” a bold new wine club tier specifically designed to engage younger consumers and newcomers to wine. Rookie Club is a modern, digital-forward, experience-driven platform tailored specifically for Gen Z and young millennial consumers. Featuring text-only communication, flexible structure, approachable single bottle monthly selections under $40, and vibrant themed events, Rookie Club redefines how the next generation explores, enjoys and connects with wine.
“Innovation isn’t optional anymore, it’s essential if we want to stay connected to new consumers,” says Courtney M. Benham, owner and president of CMB Family of Wines. “With Rookie Club, Vina Robles is rewriting the rules of wine engagement — offering a fresh, modern approach to how a new generation discovers and connects with wine. It’s exactly what the industry needs right now.”
The launch comes as the U.S. wine industry navigates an evolving landscape: younger consumers are drinking differently, and they often view traditional wine culture as formal, expensive, unattainable, and intimidating. Rookie Club breaks down those barriers by embracing a more relaxed, inclusive model — centered around discovery, connection, and fun. With no emails (just texts), no pressure to buy in cases, and a strong social focus, Rookie Club offers low-commitment entry into the wine world — designed for how and where young people engage today. Monthly pickup events highlight this spirit with themes like Swiftie bracelet-making, trivia game night, wine tasting 101, and white elephant shenanigans, encouraging guests to show up, sip, and socialize.
The club debuted in April with a sold-out vision boarding event inside the winery’s stunning new 20,000-square-foot tasting room, an inviting space that merges indoor-outdoor design with retractable glass doors, communal lounges, and high-vibe energy that reflects the next wave of wine lovers.
Rookie Club highlights include:
- Text-Only Communication: Easy QR-code sign-up. No emails, just texts.
- Affordable & Accessible: One bottle per month, always under $40.
- Exploration & Flexibility: Diverse wine styles, with swap options when available.
- Exclusive Perks: 15% off wine, two complimentary tastings per month, concert presale access to Vina Robles Amphitheatre, and birthday bonuses.
- Pick-Up Only at Monthly Themed Events: Skip the shipping fees. Fun gatherings designed for connection and content.
- Referral Rewards: Sign up a friend, earn fun extras.
“Having spent decades breathing new life into legacy wine brands, I’ve never seen a moment more ripe for reinvention,” says Benham. “Rookie Club reflects that same drive, an evolution in how we connect with the next generation. It’s about breaking down barriers and proving that great wine can be both high-quality and highly accessible. The future of wine depends on it.”
To join Vina Robles’ all new Rookie Club, scan the QR code or visit the sign-up page here.
About Vina Robles
Founded in the late 1990s by Swiss entrepreneur Hans Nef, Vina Robles has been a defining force in Paso Robles, crafting exceptional, award-winning wines that showcase the rich terroir of California’s Central Coast. Now, under the leadership of Courtney Benham and CMB Family of Wines, Vina Robles is entering an exciting new era. With a renewed focus on interactive tastings, approachable hospitality, and elevated wine experiences, the winery continues to honor its roots while embracing the future. For more information, visit VinaRobles.com or follow Vina Robles Winery on Instagram, Facebook and LinkedIn.
About CMB Family of Wines
CMB Family of Wines is a family-owned and operated portfolio of premium wine brands based in California’s Russian River Valley, on the Laguna Ridge at Martin Ray—one of the state’s oldest continually operating wineries. The portfolio includes Martin Ray, Angeline, Synthesis, Courtney Benham, and the newly acquired Foppiano and Vina Robles. Known for revitalizing legacy brands, CMB Family of Wines seamlessly blends tradition with modern innovation, crafting wines that celebrate California’s most esteemed appellations. With an unwavering commitment to quality, sustainability, and a family-first philosophy, CMB Family of Wines is shaping a dynamic future for generations to come.
