Like a great many Society members, I think I made the decision to join as a Christmas gift to myself (via my wife) WAAAAY back in 2006. I can’t believe I’ve been a member for over a decade already.
In fact I had been working in the wine business for a few years before that, and even when I was working with notional competitors, many of my colleagues and the Press that I knew were all members of The Society and shopped there personally, so it seemed the natural thing to do.
I joined to get access to “benchmark” wines that were great representatives of their region and their prices, because as a relatively new wine drinker I wanted to understand what it was I should be expecting. There are always offers out there, but if you don’t know what to expect for the money, then you have no idea if it was worth it or not. It was a useful education and a great investment.
I’ve since signed up several members of my family as well, and we all exchange ideas of what to buy. Very handy to work from the same list rather than hunting around shops.