Being digital and direct-to-consumer, Winc generates real-time feedback based on sales data and social media interactions that help it evaluate performance. “A lot of people love wine, and we’ve been able to deliver on that for a variety of different demographics,” Lindsey Knowles, vice president of marketing at Winc, told CO. Customers can also add bottles to their orders, and, by purchasing four or more bottles, earn free shipping. Wines are suggested for subscribers based on their responses to Winc’s “Palate Profile Quiz” - a survey that helps Winc discern consumers’ likely wine preferences - and their ratings of past purchases. Subscriptions start at $39, plus $9 for shipping, to receive three bottles of wine each month. The company sources its grapes from all over the world, and then oversees the production itself, mostly from facilities in California. The direct-to-consumer brand makes all of its products, “from grapes to glass,” owning the production, branding and distribution. Rather than buying third-party wines and reselling them, Winc makes its own wines and markets them under its own brands. The Los Angeles-based subscription wine club, which was founded in 2012, differentiates itself from other wine subscription box services through the vertical management of its wine production. Winc is seeking to enhance the wine-buying experience by applying consumer feedback and other variables to its winemaking and marketing processes. Winc’s strategy of tailoring wine selections to customer preferences and its wide assortment of wine offerings attracts both new wine buyers and seasoned ones.
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