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Club W partners with Brian Smith to unveil new wine line

DBR Staff Writer Published 12 June 2013

Club W, an online platform to buy, share and discover wine, has partnered with winemaker Brian Smith to roll out new line of wines, the Wonderful Wine Co., to appeal to club members’ tastes.

The online wine club CEO and co-founder Xander Oxman approached Smith with a Palate Profile data, using which he created six American wine classics.

The four red wines include The Specialist - made from Cabernet and priced at $19, #TBT - made from Pinot Noir and priced at $19, MRLT - made from Merlot and priced at $19, and Score - made from Red Blend and priced at $13.

The two white wines are Geronimo - made from Chardonnay and priced at $13 and Cosmopolitan - made from Sauvignon Blanc and priced at $13.

Since 2012, the Club W members have been providing data points by answering the Palate Profile quiz, which is then translated into wine recommendations. Each month, members rate the wines they receive, further refining their Palate Profile and Club W's data.

Smith said as a winemaker, his first duty is not to numbers, data, marketing or accounting.

"My first duty is to the grapes. Winemaking is about achieving the most natural expression of a grape's character and nothing else," he added.

Oxman said the key is that they are partnering with established winemakers and brands to do this, so for the consumer, vertical integration does not mean less choice, it actually means more choice of really well-crafted quality wines.

"It's all part of our mission to create a direct connection between the winemaker and the drinker," Oxman said.

All the six wines will be available directly through Club W and can be purchased individually or collectively as the Wonderful Wine Starter Pack.

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