The Wine Curmudgeon’s antipathy toward most non-winery wine clubs is well-known; too many of them sell mysterious wine for too high prices, and the wines are picked by “experts” who are rarely identified. And none of this takes into account the clubs’ shipping charges.
Nevertheless, I am always checking to see what’s new, which is what any good reporter should do. Hence my recent order from a company called Wine Insiders, which claims that it approves only five out of every 100 bottles that its experts sample and offers a double satisfaction guarantee (whatever that is).
The come-on? Six bottles of wine, advertised through an insert in one of those mailed to the house coupon things, for 40 percent off the $14.99 price plus 1-cent shipping. Sends like a hell of a deal, even though I don’t know what I’m getting save that the wines are “Delicious reds and refreshing whites.” I know, I know. I’m trying to keep an open mind, too, since the first rule of wine writing is not to make any judgments until you taste the wine. But that $14.99 sounds like grocery store pricing, where the club/member price is $12.99, the sale price is $10.99, and the six-bottle price is $8.99.
Which is why I’ll write more after I taste. Still, this reminds me of the record clubs that were so popular when I was kid. You got tapes (or vinyl, even, if you’re an old white guy) for pennies, the catch being what was called negative option billing, which made you liable even if you didn’t order the music after the first shipment. And the music after the first shipment came with higher than retail prices and expensive shipping costs. As one clever reporter wrote: “Record clubs may have introduced several generations of America’s youth to the concept of collection agencies. …”
Wine Insiders doesn’t do negative option billing (though some wine clubs do, or something similar where you have to buy a certain amount of wine). Still, the concept is eerily familiar, with the very cheap introductory offer and then what seem to be very high prices for the wines you can buy after the first time, like a $25 cava and a $23 rose. The former is from a producer who does a similar $15 cava, while the latter is apparently made by the same Provencal winemaker that does this $9 rose.
But always an open mind, and I would like nothing better to be wrong. Because then I got six great wines for $36, and those are Wine Curmudgeon prices.
For more on wine clubs:
• Wine clubs: Are they worth the effort?
• Wine through the mail: The do’s and don’ts of direct shipping
• “Our panel of experts”