Playboy 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.
“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, though this is its first wine club.
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