A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
The online club has been launched via a licensing agreement with Barclay's Wine.
The Playboy Wine Club is said to be the “first of a series of internet-based initiatives” for the company. The club includes a quarterly full-case delivery programme, priced $129, an online wine store and online wine offers for private customers. Membership of the Playboy Wine Club is available to US residents only.
Scott Flanders, CEO of Playboy Enterprises said: "The Playboy lifestyle is about bringing the best the world has to offer to consumers. 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."
Other wine selections will be available in three, four, six and 12 bottle packs and pricing will range from $9 to $100 per bottle. The website will also include “à la carte wines” from $13 to $150 per bottle.
The Playboy Wine Club is also to offer wine tours and tastings and the initial sign-up offer is a $10 credit with no cost or obligation.
Robert Imeson, CEO of Barclay's, added: "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. We will be offering a wide range of wines from our featured producers, representing great value and impeccable quality."
Wines include a 2011 Granite Ridge Cabernet-Merlot for $15, 2008 Tremo Selected Harvest for $60 and Roux de Beauces Champagne for $45.
Visit playboywineclub.com for more information.