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Forbes Media and Tasting Room by Lot18 Launch Forbes Wine Club (Press Release)

First-of-its-kind service offers personalization and flexibility, with each user's tastes driving wine selection
July 19, 2013

New York, NY, July 18, 2013 – Forbes Media and Lot 18, the New York-based wine e-commerce company, today announced the launch of Forbes Wine Club. is powered by Tasting Room, the one-of-a-kind wine subscription service by Lot18 in which members can create their personal WinePrints and receive wine selections tailored to their specific tastes.

“We investigated all the existing wine clubs and really love Tasting Room by Lot18’s combination of wine expertise, personalization and technology coming together under the Forbes brand to form a truly unique partnership,” said Mike Federle, chief operating officer at Forbes Media. “What Pandora is to finding your music genome, Forbes Wine Club is to finding your wine genome.”

“Forbes Wine Club by Tasting Room is the first wine club that caters to each individual member’s personal tastes. For decades, customers have only had access to traditional clubs that, no matter how much they cost, offer members little or no choice in the wines they’ll receive,” said Lot18’s CEO Jay Sung. “We’re elated that Forbes, a brand that’s synonymous with innovation and entrepreneurship, chose us to be its wine club partner to give Forbes readers a better way to discover, experience and enjoy wine.”

To create their personal WinePrint, members of Forbes Wine Club start with a tasting kit containing six miniature bottles of various wines. They then sample the wines and rate them in a simple, guided comparative tasting on, establishing the foundation for their individual profile of likes and dislikes on the membership site. Based on their WinePrint, members will receive and be able to rate specially selected and priced wines in the subsequent shipments, further refining their individual WinePrint. In addition, Forbes Wine Club members will be able to purchase additional bottles of any particular wine that they discover through a club shipment.

Forbes Wine Club members will benefit from the expertise of Tasting Room’s wine procurement staff, who have a combined 100 years’ experience in the wine business.

About Forbes Media

Forbes Media LLC, publisher of Forbes magazine and, is an authoritative source of news and information on business, investing, technology, entrepreneurship, leadership and affluent lifestyles., a leading business website, currently reaches 46 million monthly unique visitors, according to Omniture. Forbes magazine, Forbes Asia and Forbes Europe attract a global audience of 5 million readers. The Forbes magazine iPad app merges the power of print storytelling with social sharing and the web. The Company also publishes ForbesLife magazine, as well as 29 licensed local editions around the world.

About Tasting Room by Lot18

Lot18 is a New York-based e-commerce site that launched in 2010, connecting its members with opportunities to purchase directly from wineries. Today the site offers a wide selection of wines from around the world, each one individually evaluated for quality by Lot18’s team of experts. In early 2013, Lot18 acquired the assets of Tasting Room, then relaunched as the first subscription wine service personalized based on taste in May 2013. For more information, visit

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