Bloomberg, Elin McCoy - November 13, 2017
As consumers get more and more used to expecting top-tier food delivered promptly to their doorsteps, why not wine, too?
The U.S. is now deep in the throes of a food home-delivery mania that goes way beyond a pepperoni pizza arriving at your door in 30 minutes. I’m talking about the billions-of-dollars-a-year meal-kit business as well as the dozens of restaurant takeout apps aiming to appeal to millions of busy, busy people.
What’s been missing—until recently—is wine on demand, delivered with both.
The cooking-kit company pioneering wine is Blue Apron, which added bottles to its mix two years ago, partly because customers asked for it and partly to woo them back when they dropped out. Poor retention was one of the reasons for the company’s lackluster June initial public offering.
Berlin-based Hello Fresh, which has a presence in 10 countries, launched its wine plan in the U.S. in May. It priced its IPO in November.
The Dom Pérignon delivery app.Source: Dom Pérignon
Expect more meal-kit companies to pile on. All-organic Sun Basket says vino offerings are part of its future strategy. Martha Stewart’s meal kit, Martha & Marley Spoon, is cross-promoting with Martha’s new wine website for bottles to go with the $160 complete Thanksgiving feast box. (Preview: the 2015 Pretium malbec from Cahors, made by Georges Vigoureux, in the Thanksgiving pack is terrific.)
Adding wine to your restaurant takeout order, on the other hand, is very much in the early stages, largely because of current alcohol regulations, which vary from state to state.
Are They Any Good?
But let’s start with meal kit wines: How are they?
If you’ve never signed up for a meal-kit system, here’s what you get: a weekly box packed with premeasured and chopped fresh ingredients, recipe cards, and step-by-step instructions for two to three dinners, as well as suggested wine pairings.
So Blue Apron and Hello Fresh were well-primed for the next step—providing actual bottles. Both programs are structured like wine clubs: You receive a box of six wines designed to go with the month’s recipes for a set price.
After tasting selections from both, I’d rate Blue Apron’s house wines as the clear winners. They’re way more sophisticated in taste and packaging.
Made by some of the West Coast’s star winemakers, such as Napa’s Steve Matthiasson and Helen Keplinger (in conjunction with Blue Apron’s own winemaker), exclusively to complement the company’s recipes, they’re bottled in California. Blue Apron holds a winery license, so the bottles can be legally shipped to 32 states, including New York.
Wines offered by home delivery service Hello Fresh.Source: Hello Fresh
I’m also a huge fan of their cute, 500 ml bottles, the equivalent of two-thirds of a standard one—perfect for two when you have reports to review after dinner.
Cost? A reasonable $65.99, including shipping, plus tax, for six bottles, or about $11 each. All come with pairing info and flavor profiles. Labels carry a convenient flavor symbol—a yellow diamond stands for crisp and minerally—that matches the one on appropriate meal recipes.
Of the dozen I sampled, the best were the tangy Mt. Beautiful pinot noir from New Zealand and spicy, fruity Medel pinot noir from Oregon, plus zingy Uvaggio Vermentino, savory, delicious white blends from Matthiasson, Vermillion, and De Sante L’Atelier, and a bright, minerally chardonnay labeled Le P’tit Paysan. (Note: You can also purchase these without buying a meal kit.)
Hello Fresh’s wine model is slightly different; it partners with online bargain retailer Lot 18, which buys from winemakers around the world, bottling the wines at its California winery. A Lot 18 buyer works with the Hello Fresh culinary team, hunting down reds and whites that are highly versatile to match with Hello Fresh recipes.
Monthly cost is $89.00 for six regular 750 ml bottles, about $15 each including shipping.
All those I tasted were pleasant, well-made entry-level wines with two standouts, the rich, lush Lustra Pinot Blanc from Monterey County and easy-to-like Voilà pinot noir.
The next meal-kit wine player will surely be giant Amazon.
As Bloomberg reported, the internet behemoth has already filed a trademark application for prepared food kits, after purchasing Whole Foods Market Inc., with 470 stores in dozens of states and a stellar, sommelier-headed wine program. Among the latest bottles on its shelves is a white made for it by star Italian winery in Piemonte, G.D. Vajra.
Meal Delivery, Plus Vino
But meal-kit companies aren’t the only businesses pushing to get wine pairings to your door. Apps for restaurant takeout are adding wine to go—at least where they can. San Francisco-based TryCaviar.com, now in 21 cities, is signing up top spots as fast as possible. You can order private-label Greek wines from San Francisco fast-casual spot Souvla, for example, but, sadly, because of New York State liquor regulations that bar restaurants from retailing wine, none of the stellar bottles on the list are at New York’s Charlie Bird. At least not yet.
In fact, getting wine delivered to your home or apartment as fast as possible has become yet another craving of the instant-gratification crowd. After all, you may suddenly need a special bottle while watching Netflix and chilling.
Half a dozen apps promise to bring you wines in less than an hour; in the U.K., Booze-Up claims it will get to you in 15 minutes, but the selections of spirits and wine are pretty ordinary. Minibar lists 387 wines and delivers in 60 minutes or less. Most wines are obvious inexpensive picks, such as Ménage à Trois red, but there are some top labels such as Domaine Drouhin pinot noir from Oregon and Grgich Hills Cabernet from Napa. The Liquor Cabinet delivers only spirits and cocktail makings.
Far better to turn to a luxury wine company. In partnership with delivery company Thirstie, Dom Pérignon launched one-hour delivery of rare vintages in New York and Miami this summer, and just last week it expanded to San Francisco and Palo Alto. If you’re craving the 2006 DP or the 1998 P2, just go todomperignon.com on your phone, get out your credit card, make a few clicks, and set out some glasses.
Now if only it offered caviar to go, too.