Martha Stewart Wine Co. is an Online Shop Curated by Stewart
References: marthastewartwine & thedailymeal
Martha Stewart is a veritable encyclopedia of housekeeping, cooking, entertaining, and good taste in general, and the beloved celebrity homemaker has decided to focus her expertise on one of the boozier aspects of her milieu with Martha Stewart Wine Co. The online shop offers wine selections curated by Stewart herself along with the help of professional sommelier Chris Hoel and winemakers from around the world.
While Martha Stewart Wine Co. offers individual bottles with small tidbits that help consumers to get an idea of what they're best suited for, the key feature of the site is its wine packs. These are half-cases of various wines selected around some sort of theme. That theme might be purely related to wine type, as with the 'Red as Roses' and 'Worldy Whites' packs, or they might be geographical, as with the 'West Coast Wines' and 'Tres Bien French Selections.'
While Martha Stewart Wine Co. offers individual bottles with small tidbits that help consumers to get an idea of what they're best suited for, the key feature of the site is its wine packs. These are half-cases of various wines selected around some sort of theme. That theme might be purely related to wine type, as with the 'Red as Roses' and 'Worldy Whites' packs, or they might be geographical, as with the 'West Coast Wines' and 'Tres Bien French Selections.'
Trend Themes
1. Online Wine Retail - The trend of online wine retail allows for curated wine selections to be made by experts like Martha Stewart, providing consumers with convenient access to a wide range of wines.
2. Curated Wine Packs - Curated wine packs, such as those offered by Martha Stewart Wine Co., provide consumers with themed selections of wines, offering a unique and educational wine tasting experience.
3. Celebrity Branding in Wine Industry - Celebrities, like Martha Stewart, leveraging their expertise to curate and promote wine selections is a disruptive innovation opportunity in the wine industry, attracting a wider consumer base.
Industry Implications
1. Wine Retail - The wine retail industry can benefit from the trend of online wine retail and curated wine packs, providing consumers with a more convenient and educational wine buying experience.
2. Beverage E-commerce - The beverage e-commerce industry can tap into the trend of online wine retail and expand their offerings to include curated wine selections, appealing to consumers looking for a convenient way to explore different wines.
3. Celebrity Branding - The celebrity branding industry can explore opportunities to collaborate with experts such as Martha Stewart to curate and promote wine selections, creating a new and unique celebrity-endorsed product category.
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