Yes Society Redefines Wine Memberships with a Personal Sommelier Concierge
Yes Society Redefines Wine Memberships with a Personal Sommelier Concierge
Yes Society Redefines Wine Memberships with a Personal Sommelier Concierge
For a long time, building a serious wine collection meant following a path that felt less like discovery and more like instruction. The benchmark producers, the canonical regions: Burgundy, Bordeaux, Champagne, Napa, the scores. There was a certain logic to it, and the wines were often extraordinary. But something in the experience remained strangely opaque: the sense that knowing what you loved, and how to pursue it, were two separate conversations happening in different rooms.
That tension is familiar to most collectors, even those with deeply impressive cellars. Wine is one of the few passions where access and understanding haven’t historically moved in the same direction. Acquiring more hasn’t always gone hand-in-hand with understanding your personal why.
What most membership models have offered, in response, is more — wine, selections, scores — all shaped by market demand rather than genuine, personal curiosity.
Yes Society was built from a different premise. Founded by Maggie Harrison, Head Winemaker of Antica Terra, the membership approaches curation the way a working winemaker does: through direct relationships with producers and trusted importers, a deep familiarity with benchmark and emerging regions and an honest reckoning with what makes a bottle worth drinking.
The result is access to nearly 100 wines available exclusively through the membership within the U.S. or globally, including limited allocations that most collectors would be unlikely to encounter through any other channel. Complemented by a carefully curated marketplace shaped not by volume, but by character, scarcity and significance.
This access is completed by something rarer still: genuinely personal guidance through the Sommelier Concierge. Through ongoing conversations by text, phone, or email, members receive support that is specific to them: building a cellar, sourcing difficult bottles, navigating a new wine list or simply understanding why a certain producer working quietly in the Gredos mountains of Spain has become someone worth paying attention to.
A member who arrives focused on benchmark Burgundy may find themselves, months later, returning most often to volcanic wines from Tenerife, or small Champagne growers, or a Swiss producer most collectors have never encountered.
The discovery isn’t incidental; it’s the point. Because hearing about a wine and actually opening it are two entirely different conversations. Most memberships tell you what’s worth drinking; Yes Society puts it in your hands and then helps you understand what you’re holding, and why it matters to you.
What the Sommelier Concierge offers isn’t simply access to expertise. It’s a running conversation about what wine means to you, built around the belief that the richest moments of discovery often arrive quietly, and that understanding why a wine moves you is as valuable as the wine itself.
