Playboy launches Wine Club20th September, 2012 by Lucy Shaw
Playboy Enterprises has launched the Playboy Wine Club in the US through a licensing agreement with internet wine merchant Barclay’s Wine.
The online-only club will offer US-based wine lovers exclusive selections from around the world, sourced from boutique vineyards.
Staying true to its brand, Playboy’s club will focus on “cutting edge” wines with “a sense of adventure”, including wines from lesser-known regions like Georgia and Walla Walla in Washington.
“The Playboy lifestyle is about bringing the best the world has to offer to consumers.
“We carefully select a handful of wines that represent the essence of the Playboy brand – jovial, indulgent and carefully crafted – while catering to the consumer’s desires to celebrate life and live it with a little style,” Scott Flanders, CEO of Playboy Enterprises said.
In addition to individual bottles ranging from US$13 to US$150, the club offers the chance to buy cases curated by Playboy through a quarterly delivery programme called the Playboy Wine Encounter.
The US$129 cases are pre-set so members can read the wines’ tasting notes before buying them.
The Gentlemen Prefer Blondes deal includes “six sensual whites” from around the world, while the Playboy Blind Date features a surprise selection of wines.
Club members will be notified prior to shipment so they have the opportunity to accept the case or opt out.
“Playboy is one of the most dynamic and recognisable brands in the world, and we’re thrilled to be able to serve their passionate and diverse fan base.
“The Playboy concept is approachable luxury and that’s where we’re heading with it. We’ll be offering a wide range of wines representing great value and impeccable quality,” said Robert Imeson, CEO of Barclay’s Wine.
The club will also offer the chance for its members to participate in wine experiences, wine tours and tastings across the US.
Playboy has offered Playboy-branded wines in the past, including wines with labels featuring vintage Playboy covers (pictured), though this is its first wine club.