The Alit Collective: Our Inner Circle

As the Manager of the Alit Wine Room in Dundee, my days are spent meeting new guests, welcoming back regulars, and highlighting our wines. This is my opportunity to gauge everyone’s reactions to our wines first-hand. Observing the jubilant reception to these first sips of Alit Pinot Noir, Champagne, Chardonnay, or Rose, I am ecstatic to share something special we’ve started – we call it the Alit Collective.

It’s a new idea. For $100 you’re a part of our inner circle. That’s it. No required purchases. No markups on the wine you buy. You’ll also get first access to all of our new releases, and you’ll get invitations to private events at the tasting room and our winery. Drinking enjoyable wine isn’t complicated, and aligning yourself with respected producers shouldn’t be complicated either.

Although our collection of wines are already accessibly priced, the cost is significantly lower for Alit Collective members.  You pay what I pay as an employee, which is the same price that our winemaker, vineyard manager, and owner pay.  It’s a simple concept that always makes new guests do a double take. We are the first winery in the Willamette Valley to create a club concept with this model.  It’s an honest approach that is as straightforward as it sounds.

Why are we doing it like this? We have been involved in the wine industry for years, and there is an unsettling amount of mystery involved in the way people talk about and sell wine. The Collective was a natural progression that followed the creation of the Alit brand.  If you’re like us, you want to know more about what you’re buying and why it costs what it does. Transparency in pricing is just the first step – we want to share everything about our process, so that you can understand the passion and craft that goes into every wine we produce.  With so much variation in price and quality in the market, it’s easy to become intimidated when selecting a bottle. We know that a price tag isn’t the only (or even an accurate) indicator for the caliber of a wine – let us prove it. You will know the precise cost per bottle of wine, and if you’re a member of the Alit Collective, that is the price you’re going to pay.

No charade or faux exclusivity to try and convince you we are producing exceptional wine. We want you to make that decision for yourself. This is our opportunity to make our wines more accessible – a bottle to be discovered, sipped and shared every day without breaking the bank.  A chance to try remarkable wine, and begin to cultivate your palate.  A chance to taste and notice the difference between artisanal and mass produced.

Whether you best enjoy a glass of wine on its own, savoring and considering it, paired with your favorite food, or shared with a loved one, we are not trying to alter the way you experience wine.  We are trying to change the way you have access to it. Inspired by the idea that wine brings people together, the Collective is taking it a step further by inviting you into our inner-circle.  This experiment allows us to control the sale of our wines.  They are intended directly for you from us and not on the supermarket shelfs – no middlemen or additional mark ups.

I’m passionate about the Collective and fortunate to welcome new members into our inner-circle all the time. If you haven’t joined us yet, then come let us prove ourselves to you. There’s no commitment. No mystery. Just delicious wine at an affordable price, for all of us.


Paul Johnson