The Traditional Wine Club Is Ruined

And that's exactly why we're doing it differently.

Let’s be honest: wine clubs used to feel kind of fancy. You’d sign up, get some mysterious bottles, and suddenly feel like you were in on something. The idea was charming. A little bit of adventure in every box.

But let’s call it what it is now: a margin game.

Most online wine clubs aren’t about taste. They’re about numbers. They charge a fixed fee and quietly send wines that cost less than the shipping they give you—often bulk juice, repackaged and retold. The pitch? That it’s “undiscovered,” “unconventional,” “surprisingly bold.” The truth? These brands don’t even exist.

You didn’t pick the bottle. You don’t know what it’s worth. And if you actually like one? Good luck finding it again in 6 months. You convince yourself it’s special because it’s unfamiliar—but that’s not discovery. That’s roulette.

And let’s be real. When you're paying $100 for twelve bottles that together don’t cost even $12 to make, that’s not magic—it’s lying to yourself.

We get it. We’re wine people too. We don’t want surprises in the box. We want control over what’s in our glass. Especially when it hits.

That’s why at Bruno, we’re starting our subscription options off easy: a simple way to keep drinking the bottle you already love—before it runs out for good.

Here’s how it works: when you try a bottle of Bruno and love it, you just check a little box. That’s it. We’ll ship however much of that bottle you want every month with an extra 5% off. You don’t have to pick a “varietal personality profile” or commit to a bundle. You don’t have to pretend to enjoy a surprise Vermentino that tastes like lemon-scented hand soap just because it came in a pretty box.

You pick what stays. You decide when it stops.

We built this because we’ve seen it happen—again and again. Someone falls in love with a bottle. They swear they’ll order it again. But a month goes by, then two, then it’s sold out. The small-batch nature that makes it special is also what makes it disappear.

So this subscription isn’t about locking you in. It’s about giving you a shot to hold on to the thing you actually liked, without thinking twice.

We work with small producers. Real people. Wines made in small batches, not in factories. And when a bottle is gone, it’s gone. The subscription just gives you first dibs. It’s a reorder button disguised as a quiet little perk.

And as for a proper club? We’ll get there soon ;). But in true Bruno fashion, you get to decide what stays, and what goes - along with a bunch of perks.

You choose the bottle. You get 5% off. It shows up monthly. Cancel anytime. That’s it.

The online wine club was built to trap you. Ours is built to set your palate free.

Drink Different. Or Die Bored.

Cheers,
Bruno