Tenute del Cerro’s Wine Club: how it works, what it includes, and the benefits for members

Recent wine trends make one thing clear: people buy wine differently today than they did just a few years ago. It’s no longer enough to find a good bottle at the right price—more and more consumers want to truly understand what they’re drinking, exploring its story and origins, from the territories and grape varieties to the production methods. Today’s wine lover is more curious and more demanding, seeking a direct connection with the producer and a sense of belonging to a meaningful story that goes beyond the label.

An online wine club responds perfectly to this need: it’s a dedicated space where you can purchase wine directly from a winery, receive curated selections, and closely follow vintages and the most appreciated labels. It’s not just an online wine shop, but a community where enthusiasts become privileged interlocutors of the producer.

For Tenute del Cerro — a major wine-producing group in Central Italy that brings together five estates across Tuscany and Umbria — the online club represents exactly this meeting point with lovers of fine wine. It is not just a wine e-commerce platform: at the same time, it is an online wine shop where you can choose from traditional Italian red and white wines, and a space to explore appellations, the characteristics of Umbrian and Tuscan territories, food pairings, and emerging trends. Naturally, it also offers exclusive benefits reserved for members.

In our guide to Tuscan and Umbrian wines, we have already presented the full range of Tenute del Cerro wines. Now it’s time to discover the Wine Club: how it works, what it offers, and why it’s a simple and convenient way to buy quality wine and connect with Italian wine culture.

What is a wine club: the community of wine enthusiasts

A wine club is a community dedicated to wine enthusiasts that creates a direct connection between wineries and consumers. Often promoted by one or more wine producers, it offers privileged access to a brand’s selected wines along with dedicated content. For enthusiasts, it becomes a key reference point for better understanding what they are drinking and navigating trends in the wine world — while also helping them make a great impression when talking about wine with friends or opening a bottle for a special occasion.

The wine club model originated in the 1970s in California, when the Wine of the Month Club founded by Paul Kalemkiarian began delivering a monthly selection of bottles to its members. In Italy, the format has evolved into something different: not a recurring subscription, but exclusive access to curated selections and a direct relationship with producers.

In its digital form, a wine club is a true members-only online wine shop, where informational content and sales coexist. For this reason, it is now one of the best ways to buy wine online with greater awareness—staying up to date on industry news and taking advantage of exclusive offers.

 

Why it’s worth joining a wine community

Buying wine online today is easy: just a few clicks on a marketplace. But occasional purchases—often driven by price or urgency—don’t allow you to build real knowledge of wine and the territories where it is produced.

Joining a wine club, on the other hand, means purchasing quality wines directly from the producer, with guaranteed origin, proper storage, and a carefully curated, consistent selection over time. In addition to receiving exclusive benefits—such as promotions and members-only pricing—you become part of a community, with updates on new vintages, food pairing tips, early access to selections, and invitations to winery experiences.

In a crowded and highly competitive market like wine e-commerce, relying on an exclusive wine club turns a purchase into a direct and ongoing relationship, built on trust, expertise, and knowledge—along with advantageous pricing, precisely because it is reserved. It is on this very idea of community and privileged access that the experience offered by Tenute del Cerro is built.

Tenute del Cerro's Wine Club: exclusive access to wines from estates in Tuscany and Umbria

Joining the Tenute del Cerro Wine Club means beginning an online food and wine journey through the five estates across Tuscany and Umbria owned by the brand. The first step is to register and gain access to the official e-commerce platform, a members-only space where the full catalogue of wines and products from the estates and partner companies becomes available to browse, prices are visible, and seasonal selections can be accessed.

The channel is activated digitally, but the experience feels like being part of a “physical” club and stepping into the heart of Tenute del Cerro’s wineries—among prestigious Tuscan DOCG wines, Umbrian labels linked to iconic territories, historic vintages, and award-winning bottles. All of this is brought together in a single online catalogue, curated by the estates and accessible through membership.

 

Who the Tenute del Cerro Wine Club is for: wine beginners, connoisseurs, and wine tourists

The Tenute del Cerro Wine Club community is broad and diverse. It speaks to those who already know wine well and are looking for award-winning labels, limited editions, and current wine trends. It also speaks to those who are just beginning to take an interest in the world of wine, perhaps after discovering a bottle on supermarket shelves or in a wine shop. By joining the wine club, they can deepen their understanding of a region, explore food and wine pairings, and start navigating Italian wine classifications—IGT, DOC, and DOCG, where the latter indicates Denominazione di Origine Controllata e Garantita, the highest level of quality protection for Italian wines.

There are also those looking for high-quality gift ideas, who find carefully curated gift sets in the shop, also designed with attention to packaging. And there are those planning wine tourism itineraries through Tuscany and Umbria, who choose the club to get to know the wineries more closely even before setting out on their journey.

 

Both beginners and experts find a shared space in the wine club: the former to build a solid foundation as wine lovers, and the latter to discover new excellence and collectible vintages.

What the online wine shop includes: wines, selections, Tuscan and Umbrian specialty products

Joining the wine club is completely free and takes just a few steps online. Once registered, members gain access to all club features and member-only pricing, visible only after login. The online shop brings together the entire production range of Tenute del Cerro:

• Tuscan red, white, and sparkling wines from the estates Fattoria del Cerro, La Poderina, and Monterufoli: from Vino Nobile di Montepulciano DOCG and Brunello di Montalcino DOCG to Vermentino and Poggio Miniera Val di Cornia Rosso DOCG


• Umbrian red and white wines from the Còlpetrone estate: Sagrantino di Montefalco DOCG, Montefalco Rosso DOC, and Grechetto


• Sweet wines such as Moscadello di Montalcino and Sagrantino Passito from Còlpetrone


• Wines from Friuli Venezia Giulia from the historic Villa Russsiz winery, including grappa


• Umbrian DOP extra virgin olive oil from the Colli del Trasimeno, produced by Tenuta di Montecorona


• Premium Umbrian specialty products: hazelnuts and hazelnut cream, chickpeas, and ancient grain pasta—produced by Tenuta di Montecorona

The offer is completed by accessories such as glasses, ice bags, drop stops, and corkscrews customized with the name of the estates, as well as gift boxes with carefully designed packaging.

Alongside the catalogue, the “Our selections” section gathers six-bottle collections designed to explore the different identities of the group: from everyday wines to top-tier expressions, with thematic journeys such as “Everyday Wines,” “Tuscany with Style,” or “Intense Umbria.” Each selection includes information on vintage, winemaking and aging process, alcohol content, grape variety, aging potential, and production area.

The club experience is enriched by a weekly newsletter for those who want to stay updated with recommendations, vintage stories, in-depth insights, and practical advice on choosing quality wines and making the right pairings—even without being an expert. A direct channel with the estates where knowledge is shared along with invitations to events and tastings.

Exclusive benefits for members: early vintages, award-winning labels, and exclusive invitations

Members of the Tenute del Cerro Wine Club can purchase early-release vintages, discover exclusive estate selections, and access wines from the historic cellar archives. Seasonal selections follow the vineyard calendar: in spring, lighter and more versatile wines are offered; in autumn, more structured and contemplative labels arrive; and in December, special holiday gift packs are released.

Significant focus is also given to award-winning labels and collectible wines, often available in limited quantities and hard to find through traditional channels—an interesting opportunity both for wine collectors and for those who want to open something special on an important occasion.

To this are added invitations to tastings and winery visits, which turn the digital club into a real-world experience. Members can attend events at the estates in Tuscany and Umbria, tasting days, and presentations of new vintages.

In addition, delivery is handled by carefully selected couriers to ensure maximum safety in transport: shipments are managed through the Le Cerraie logistics hub, owned by Tenute del Cerro, designed to guarantee proper bottle preservation and maintain quality throughout the entire journey—from the winery to the customer’s doorstep.

The result is an experience that combines digital convenience with artisanal care: competitive member-only prices, privileged access to new releases, and certainty regarding the origin and quality of every bottle.

From the online wine club to the wineries: tastings, experiences, and wine tourism itineraries across Tuscany and Umbria

Signing up for the club is also a starting point for planning a food and wine itinerary through the hills of Tuscany and Umbria. From the e-shop section dedicated to the Estates, members can get to know the group’s properties up close, discover their history, and imagine a journey through vineyards, historic villages, and iconic landscapes of Central Italy.

Members receive regular invitations to visit the wineries and take part in experiences and guided tastings. All estates offer different tasting formats—from Vino Nobile di Montepulciano DOCG to white wines and sparkling wines, as well as meditation wines—often paired with vineyard tours and guided cellar visits. Monterufoli and Fattoria del Cerro also offer experiences focused on food pairing with local cuisine, in the restaurants located within the estates.

There is no shortage of indoor and outdoor experiences designed to create an even deeper connection with the territory and its food and wine culture: cooking classes featuring traditional Tuscan ingredients, truffle hunting in both Tuscany and Umbria, as well as vineyard picnics, e-bike routes through the hills, and off-road vineyard tours—ideal for exploring the estates and discovering the region from a different, more active perspective.

Those who join the club can discover a wine label online, read its technical sheet, understand which vineyard it comes from, and then book a visit to the estate where it is produced. Online purchasing thus becomes the first step in a broader experience.