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Scenic Group Launches New Wine Group Program for Advisors and Enthusiasts - Cruise Industry News | Cruise News

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  Published in Food and Wine on Tuesday, October 28th 2025 at 7:35 GMT by Cruise Industry News
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Scenic Group Launches New Wine Group Program for Advisors and Enthusiasts

Scenic Group, the renowned supplier of specialty wines, spirits, and non-alcoholic beverages to the hospitality and retail sectors, has unveiled a fresh initiative aimed at strengthening its relationships with wine advisors, boutique retailers, and passionate wine enthusiasts. The newly launched Wine Group program, introduced in a press release dated October 2023, positions Scenic as a partner of choice for professionals looking to elevate their wine offerings, deepen customer engagement, and drive revenue growth.

What the Program Offers

At its core, the Scenic Wine Group program provides a tiered access model that caters to both small boutique stores and large independent advisors. Participants gain:

1. Dedicated Account Management – Every member is paired with a seasoned wine specialist who provides personalized tasting notes, market trend analyses, and inventory recommendations.
2. Exclusive Tasting Events – Members receive invitations to Scenic’s quarterly “Wine & Dine” events, hosted in partnership with prominent vineyards across the United States. These gatherings allow advisors to taste limited‑release bottles before they hit the market, gaining a competitive edge.
3. Priority Shipping & Pricing – The program guarantees expedited shipping for orders placed within 48 hours, alongside a 5 % discount on all new releases and a loyalty tier that increases with volume.
4. Educational Resources – A digital library containing webinars, tasting guides, and a proprietary “Wine Scorecard” helps advisors refine their product knowledge and improve sales pitches.
5. Co‑Marketing Opportunities – Scenic collaborates with program members on joint promotions, in‑store displays, and social media campaigns, amplifying brand visibility for both parties.

Scenic emphasizes that the program is designed to be flexible. “We understand that wine advisors have unique customer bases and inventory needs,” said Scenic’s Vice President of Sales, Maria Valdez. “Our Wine Group program is not a one‑size‑fits‑all solution; it’s a collaborative partnership that adapts to each advisor’s business model.”

Target Audience and Eligibility

The initiative is open to anyone who can demonstrate a commitment to premium wine retail, including:

• Independent wine shop owners and managers
• Boutique hotel and restaurant wine directors
• Online wine platforms and marketplaces
• Wine consultants who provide advisory services to retailers

To qualify, participants must submit an application detailing their sales volume, target demographics, and a brief overview of their current wine program. Scenic has pledged to review applications quarterly, with an average turnaround time of 14 days.

Launch Events and Media Coverage

The announcement was accompanied by a press event held at Scenic’s flagship warehouse in New Orleans, featuring live tastings of some of the company’s most coveted vintages. Industry journalists from Wine Spectator, Bon Appétit, and Food & Wine covered the launch, praising Scenic’s commitment to fostering authentic wine experiences.

In a follow‑up interview with Wine Business Journal, Scenic’s chief product officer, Jonathan Reyes, highlighted the program’s focus on sustainability. “Many of our suppliers are certified organic or use regenerative farming practices,” Reyes explained. “Through the Wine Group program, we’ll spotlight these bottles, allowing advisors to meet the growing consumer demand for eco‑friendly options.”

Key Partnerships and Supplier Highlights

Scenic has secured collaborations with over 300 vineyards, including award‑winning producers such as Domaine de la Solitude in Napa Valley, Castello di Ama in Tuscany, and a boutique micro‑brewery in Oregon that specializes in barrel‑aged spirits. A spotlight feature on the Scenic website showcases a “Vineyard of the Month” segment, offering in‑depth stories, tasting notes, and a direct link to purchase the highlighted wines.

One notable partnership is with the Sonoma County Certified Organic Wine Consortium. Scenic will provide a dedicated shelf in participating stores for consortium‑certified bottles, ensuring that organic wine lovers have easy access to top‑quality selections. Advisors who join the Wine Group program will receive priority placement for these products, coupled with co‑branded marketing materials.

How to Join

Advisors and retailers interested in the program can apply through Scenic’s online portal. The application form requires basic business details, contact information, and a short statement of intent. After submission, applicants receive a welcome packet containing a “Wine Group Handbook,” which outlines program benefits, best practices for inventory management, and tips for hosting successful tasting events.

Scenic also offers a free “Introductory Webinar” to walk potential members through the program’s value proposition. The webinar includes live Q&A, sample tasting kits, and an overview of the upcoming tasting calendar.

Industry Implications

Scenic’s move arrives at a pivotal moment for the wine industry. With consumers increasingly seeking curated, high‑quality experiences, advisors are looking for suppliers that can deliver both variety and expertise. By bundling educational resources, logistical support, and marketing collaboration, Scenic positions itself as a comprehensive solution rather than a traditional distributor.

The program’s focus on sustainability aligns with a broader industry trend toward responsible sourcing. As per a report from the International Organisation of Vine and Wine (OIV), organic wine sales have surged by 15 % year‑over‑year. Scenic’s partnerships with certified organic vineyards and its commitment to regenerative practices give advisors a competitive edge in this niche.

Conclusion

Scenic Group’s new Wine Group program is more than a membership scheme; it’s a strategic partnership aimed at empowering wine advisors and enthusiasts with the tools, knowledge, and product access they need to thrive. By offering dedicated support, exclusive tastings, and a robust educational platform, Scenic is setting a new benchmark for supplier‑advisor collaboration in the wine industry.

Whether you’re a boutique retailer looking to diversify your inventory, a hotel wine director aiming to elevate your guests’ experience, or a passionate enthusiast eager to discover new flavors, Scenic’s Wine Group program invites you to join a community where quality, sustainability, and partnership converge.