Well, here’s one way to respond to quarterly circulation and revenue declines. Starting next month, the Washington Post will be offering a new product: wine.
Tim Condon, the paper’s director of new digital ventures, introduced the Washington Post Wine Club in a morning memo to Post employees. The Wine Club, launching next month, will have “quarterly shipments of great wines sourced from authentic domestic and international wineries.”
Grape-heads who sign up for the service will get four red wines and two white wines each quarter, along with an optional annual shipment of Virginian wines. The paper will also, more straightforwardly, just sell the wines in an online store. But the vino isn’t just for Post subscribers—-employees at the paper will get a 20 percent discount on the wine.
Condon’s full memo below:
We’re very excited to announce the launch of The Washington Post Wine Club coming in June 2013. The Wine Club will feature quarterly shipments of great wines sourced from authentic domestic and international wineries. We’ll also offer an optional shipment annually of selected wines from Virginia wine country.
The press release is below and will go out today. You should start to see preview ads in the paper and online prompting consumers to sign up for our free newsletter.
Most Importantly, all Post employees will be entitled to a 20% discount on all wine club purchases. We’re also planning an employee wine tasting at launch – so keep your eye out for the invitation.
Tell your friends about the club and sign up for the free e-newsletter today at washingtonpostwine.com to be notified when the club launches and to receive offers, discounts, wine information and more.
More information about the Wine Club is included in the press release below.
The Wine Club press release:
Introducing The Washington Post Wine Club
Quarterly shipments of wine, tasting notes, recipe pairings
Discounts on wine and related gifts
WASHINGTON—May 16, 2013— Today The Washington Post announces the upcoming launch of The Washington Post Wine Club, a membership club featuring quarterly shipments of wine. Members of The Washington Post Wine Club will receive six bottles of limited production wines from boutique wineries delivered every three months. In addition, members will receive expert tasting notes and recipe pairings from The Washington Post archives in each shipment as well as discounts on wine and gifts at www.washingtonpostwine.com. The Washington Post Wine Club will also offer an optional ‘Virginia Sampler’ shipment annually, featuring 6 wines from Virginia wine country, as well as special shipments curated for holiday and summer grilling.
“The Washington Post Wine Club is a natural fit for us. Our audience will appreciate a club that sources great wines from smaller domestic and international wineries, typically unavailable in the Washington DC region,” said Tim Condon, Director of New Digital Ventures at The Washington Post. “In addition, the optional Virginia shipment will give consumers an opportunity to discover their favorite area winery from an increasingly respected wine region.”
Members will receive four reds and two whites in each shipment. Every wine is carefully chosen to represent the very highest quality, value, and accurate expression of a grape variety and region, with a unique and genuine story behind every label. The expertly compiled tasting notes that accompany every shipment detail the region and winery history, wine aromatics and flavor profile. Suggested recipe pairings from The Washington Post archives will also be included. New members will receive a complimentary copy of The Washington Post Cookbook with their membership.
Members of The Washington Post Wine Club will receive a free e-newsletter, which includes offers, discounts, wine information and more. Membership also includes a 10% discount on all the club wines at www.washingtonpostwine.com. Non-members can sign up for the newsletter and also shop at the online wine store.
The Washington Post has teamed up with Global Wine Company of San Rafael, CA and plans to launch the Wine Club in June. The launch will be announced in the first edition of the e-newsletter. For more information and to sign up for the newsletter to be notified when the club launches, visit www.washingtonpostwine.com.