How to Build a Wine Club That Actually Works: Expert Insights from Layne Quinn
On this episode of the Sticky Note Marketing Show, host Mary Czarnecki sits down with consultant Layne Quinn to unpack a topic that every business owner needs to master: optimization. Based in Oregon’s Willamette Valley with over a decade of experience in the wine industry, Layne brings both strategy and heart to helping businesses create, optimize, and grow.
"No one has unlimited resources.”
From Wine Country to Business Consulting
Layne is the founder of Quinn Vine Consulting (QV Consulting), where she specializes in helping businesses—particularly in the wine industry—develop and scale membership programs. Drawing on her background in philanthropy, hospitality, and wine, she helps clients navigate the challenges of finding new members, building sustainable programs, and staying relevant in a rapidly changing market.
She’s also an active leader, serving on the board of Women in Wine Oregon, where she contributes to bigger industry conversations about growth and consumer engagement.
The Power of the “Three Ws”
One of the most powerful frameworks Layne shared in the conversation is her Three Ws:
What – What are we trying to accomplish?
Why – Why does this matter? What’s driving the need?
Way – How will we achieve this? What are the tangible deliverables?
By grounding every project in these questions, Layne ensures clarity, alignment, and a clear roadmap for success. This process also prevents businesses from falling into reactionary decision-making and instead keeps them focused on their core mission.
Staying on Track and Scaling Smart
Layne stressed the importance of not overextending resources. “No one has unlimited resources,” she noted, emphasizing that businesses should focus on completing and optimizing one initiative before taking on the next. Regular check-ins, note-taking, and maintaining clear deliverables all help ensure that progress stays on track.
Her client stories, including helping wineries transition from traditional allocation-based models to subscription-based membership programs, illustrate how optimization isn’t just about growth—it’s about aligning strategy with sustainability and client goals.
Inspiration and Leadership
When asked what inspires her, Layne shared that her daughter is her biggest motivator. She aims to model strong leadership, community engagement, and integrity—living the lessons she hopes to pass on.
Key Takeaway
Optimization isn’t about doing more. It’s about doing what matters most—and doing it well. Whether you’re building membership programs, aligning resources, or tackling new opportunities, the key is to anchor your strategy in the what, why, and way.
👉 Want to learn more from Layne Quinn? Visit her at quinnvine.com to explore her consulting work and connect.
🎧 Catch the full episode of the Sticky Note Marketing Show with Layne Quinn for even more insights and inspiration!
