9th
Wine.com made a fantastic move today. They launched a partnership to power and source Gilt Groupe’s fine wine section. Gilt is a super-successful, invitation-only web site that offers its members single-day sales on luxury goods at extreme discounts.
Even though the single-day sale concept is not new to the wine industry (Wine.Woot and Wine Library’s Cinderella Wine are two examples.), Wine.com’s approach is very different. They create a new marketing channel and tap into an audience who I imagine rarely shops on Wine.com. Knowing Gilt’s marketing genius, this move may pay off nicely for Wine.com. I would rank this right below Hugh MacLeod introducing Stormhoek to wine-drinking techies.
For an invitation to Gilt, click on the image, send me a Twitter DM @raghav or email me raghav at winedrip.
Do you think Wine.com’s partnership is great, ok, no effect?
