The Wine Society Appoints Art of the Possible as Digital Customer Acquisition and Paid Media Partner

Oct. 12, 2026

The Wine Society, the member-owned wine co-operative, has appointed Art of the Possible as its digital customer acquisition and paid media partner, following a competitive pitch.

The appointment will see Art of the Possible help The Wine Society introduce its brand to new audiences, test new digital routes to acquisition and convert interest into membership at scale.

Founded in 1874, The Wine Society is one of the UK’s most established and trusted wine retailers, focused on helping its members discover and buy great wine.

Art of the Possible has been tasked with helping the organisation “fill the funnel” by reaching new, attitudinally aligned audiences who have an interest in wine, food, discovery and quality, but may not yet know, understand or have considered joining The Wine Society.

While attracting a new and potentially younger audience forms an important part of the growth opportunity, the strategy will focus on attitudes and interests rather than defining prospective members purely by age.

The initial programme will take a Test & Learn approach, combining paid Meta activity with creator and influencer content and new creative. Activity will be rapidly tested and optimised against live performance, enabling insight into audience behaviour to feed directly back into the work.

The challenge is not simply to generate reach and awareness, but to demonstrate how paid social can become a measurable and scalable acquisition channel for a highly established membership brand.

Art of the Possible will bring together paid media, social-first creative and creator expertise within one connected team, allowing the agency to test audiences, creative and conversion routes while continually optimising towards membership growth.

Adam Mills, Head of Membership & Experience at The Wine Society, said:

"We were looking for a partner that could really get under the skin of The Wine Society – not just understanding our brand and our members, but how we work as a business and what we’re trying to achieve. Art of the Possible impressed us with the combination of creativity and commercial rigour they brought to the brief. Their approach is rooted in testing, learning and optimising, with a clear focus on what will genuinely drive acquisition rather than simply generating reach. They also bring paid media, creative and creator expertise together in a really joined-up way. We’re excited to work with the team to introduce The Wine Society to new audiences and explore the role paid social can play in the next phase of our growth."

 

Kat Patterson, Managing Director at Art of the Possible, said:

"The Wine Society is exactly the kind of brand we love working with. It has incredible heritage, trust and substance, but also a huge opportunity to introduce itself to people who may love wine but simply haven’t realised yet that The Wine Society is for them. What makes the brief particularly exciting is the opportunity to connect brand discovery and creativity directly to commercial growth. We can test, learn and understand what actually changes behaviour, rather than chasing vanity metrics. It’s also a brilliant fit for the way we work – insight in mind, creative at heart, with paid, social and creators working together rather than in silos. We can’t wait to get started."

 

The Wine Society appointment is the latest in a run of new business growth for Art of the Possible across the food, drink, retail and consumer sectors, and reflects the agency’s growing focus on social-led, commercially accountable work for established brands.