The subscription e-commerce club will offer wine aficionados a curated selection of vino from around the world.
"The Playboy lifestyle is about bringing the best the world has to offer to consumers,” says Scott Flanders, chief executive officer, Playboy Enterprises. “We carefully select a handful of wines that represent the essence of the Playboy brand–delightfully jovial, indulgent and carefully crafted–while catering to the consumer's desires to celebrate life and live it with a little style."
In addition to an online store, exclusive deals and a loyalty program, the Playboy Wine Club also features a quarterly full-case delivery program called the Playboy Wine Encounter. Future plans include live wine experiences such as tours and tastings.
"Playboy is one of the most dynamic and recognizable brands in the world, and we are thrilled to be able to serve their passionate and diverse fan base with our curated selection of exclusive wines,” says Robert Imeson, chief executive officer, Barclay's.
The Playboy Wine Club is the first in a series of Internet-based initiatives being developed by Playboy Enterprises’ digital ventures group.