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Club W is the world’s first personalized, subscription-based wine club based in California, USA. The club uses its custom Palate Profile system, individual wine ratings and makes monthly wine recommendations for members and delivers shipments directly to customers.

History
Club W was founded by Xander Oxman (current CEO), Mark Lynn, and Geoff Mcfarlane in Denver in February 2012. The club later relocated to Los Angeles and shifted their business development operations to startup accelerator Amplify Los Angeles’s Venice Beach campus, where Brian Smith joined the team as the company’s Chief Wine Officer and fourth co-founder.

Early in 2013, Club W netted just over $3 million in financing from Los Angeles-based Crosscut Ventures. In May 2014, they received $9.5 million in financing from Bessemer Venture Partners. The club has been featured in the New York Times, the Wall Street Journal, Forbes, InStyle, and Business Insider.

About
The Club W identifies themselves as global direct-to-consumer winery. According to Leslie Emmons Burthey, vice president of the club, they work directly with vineyards and winemakers to eliminate middlemen and markups, providing a subscription-based delivery service of wines from around the world in a reduced price.

The portfolio of wines includes “grape-to-glass” wine made by their own vineyards or in partnership with a range of small-lot producers.

The club wines are curated and sourced from WINC, a direct-distribution wine company. Club members receive wine recommendations each month and can choose to order the wines suggested or customize their orders by selecting any wine of their choosing to be delivered to their homes. Each shipment comes with a tasting video, food pairing suggestions, and a wine card with a recipe pairing and information on the varietal, winemaker, and region.

Personalization
The site uses an algorithm to provide customers with personalized wine recommendations based on their taste preferences and purchasing histories. Each wine comes with a tasting video, food pairing suggestions, and a wine card with a recipe pairing and information on the varietal, winemaker, and region.

Charity
In 2015, Club W teamed up with Charity: Water, a nonprofit organization, to fund clean water projects for global populations. They agreed to donate five dollars from every $20 wine bottle.