The Spirits Business reported on Monday that Uncle Nearest launched a whiskey membership program called the Fifty-Six Society. The outlet reported that the program rolled out with a five-week application period with over 3,000 interested applicants filling out the membership in less than 14 days.
“For the first time ever, we’re able to invite our whiskey family into the heart of everything we do — offering them an insider’s look at our craft and our heritage,” said Chief Marketing Officer Brielle Caruso in a statement according to The Spirits Business.
Caruso claimed the response was “nothing short of extraordinary” and claimed the speedy response from customers eager to join the brand’s membership program was “truly amazing.”
Uncle Nearest shares on its website that the program offers complimentary pours for members when they visit the distillery, 20% discounts on merchandise at the distillery store — excluding whiskey. It additionally offers free tour and tasting tickets, a 25% discount on the brand’s premium tour, a welcome event that features a Master Blending session with Uncle Nearest’s Master Blender Victoria Eady Butler and more. The brand also shared that a Holiday Pop Up Bar would launch in December for Society Members this year.
An individual membership costs $299 per quarter or $999 a year. The Family Plan costs $425 a quarter or $1,499 each year, and Uncle Nearest recommends it for couples or pairs of friends.
Whiskey Membership Programs: A Growing Trend?
Whiskey membership programs are nothing new, but they appear to be a trending phenomenon amongst brands.
In February, the World Whiskey Society announced the launch of a membership program offering subscribers content, access to rare releases, discounts and other perks. One of the limited releases within the program involved a rare, 12-year-old Kentucky bourbon that was finished in ex-Macallan barrels.
“The World Whiskey Society Membership represents the next evolution of our commitment to the whiskey community,” Founder of World Whiskey Society Alex Kogan said in a statement, “We’ve built this program to offer our members more than just exceptional whiskey. It’s about connection, discovery and sharing our passion for the craft with a like-minded community. Whether you’re new to whiskey or a seasoned collector, there’s a place for you in the Society.”
Whisky membership clubs have generated appeal across the pond, with The Orkney Distillery’s launch of a whisky club that offers distinctive benefits, including access to future single malt offerings. Yet perhaps the most interesting aspect of the program involved the distillery itself.
The Whisk(e)y Wash reported on the launch in January, sharing that the Orkney’s Latitude 59 Club would offer members the ability to get a share of the distillery and purchase 100 liters of the brand’s single malt. The release shared the whisky would reach peak maturity in 2030.
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