Following 24 sell out events, Mummy’s Wine Club will take its first step beyond the McLaren Vale border in September.
The demand to establish the unique club in other areas has amazed founder and Winey Kids blogger Becky Hirst, who said the idea to pamper mums for one night a month stemmed from a question put to her 5000 Facebook followers: “What do you think?” The response was phenomenal and emboldened Ms Hirst to pitch the concept to one of McLaren Vale’s high-end restaurants, the Salopian Inn.
That was two years ago and chef and co-owner Karena Armstrong couldn’t be happier with the decision to host Australia’s most novel wine club. Not only would Ms Armstrong host monthly meetings but also offered to ease potential teething problems by introducing Ms Hirst to McLaren Vale winemakers. It wasn’t long before winemakers came to her.
“They love the idea of presenting exclusively to 30, 40, 50 women for a couple of hours,” the mother of two (Elsie, 4 and Florence, seven-weeks) said.
“Now people in the Hills are asking if they could have it; can you bring it to the Barossa, Melbourne?
“But we’ll head to Adelaide’s CBD first, at the Henry Austin, and bring McLaren Vale winemakers – as well as winemakers from other SA regions – up to the city to present to mums,” she said.
Ms Hirst attributes the popularity of Mummy’s Wine Club to its model of connecting winemakers and restaurants to a niche market.
“It’s gold. Mummies who like wine are everywhere and it’s exciting for the winemakers and host venues because they get to meet people they wouldn’t normally, walk us through their wines and showcase their restaurant to a new market,” she said.
Another growth factor of the Mummy’s Wine Club is that it is now membership based, rather than ticketed.
“It’s administratively easier and it saves mums being disappointed. Our goal is to have 1000 mummy members across Australia in three years.
“(And) Mummy’s Wine Club couldn’t happen without a daddy; a very supportive daddy.
“By combining our skills we’re able to encourage families to explore.”