Online wine clubs help you select, buy and learn about wines. / JGI/Jamie Grill / Getty Images/Blend Images
Netflix tells us which movies we’re going to like; Pandora tells us which tunes. And now Club W is showing us what we want to drink.
Analyzing wine by varietal factors or alcohol percentage is a “poor indicator of how someone is going to like it,” says Club W co-founder Xander Oxman. What’s more important? Taste. “If I like something and Jeff likes a high percentage of what I like, then when I find a new bottle, chances are he’s going to want it, too.”
Club W is just one of many wine clubs popping up online, each offering its own model for selecting, buying and learning about wines. Here are a few:
ClubW.com A service based on a “palate profile” that when plugged into an algorithm predicts other bottles the consumer will like. Each wine comes with a video documenting the story of the vintage for a more restaurant-like experience.
NakedWines.com Founded in the U.K., this site takes the money from members and invests it in the winemakers themselves, so wines can be sold to consumers at a discount.
VinNobles.com Master sommeliers choose vintages from top vineyards across the globe. The site also offers online seminars, with real-time Q&As and tastings.
Lot18.com Wines are sourced directly from the winery, with no middlemen. The guiding philosophy, as explained on the site: If we wouldn't spend our own money on it, we don't offer it to you.