Martha Stewart has infiltrated the cooking, décor, and craft industries, but now she's taking on something new: Wine. The entrepreneur and media personality partnered with branding firm Sequential and wine-delivery service Drinks to launch Martha Stewart Wine Co.
The online wine shop will offer monthly clubs and special occasion gift memberships, the company announced on Wednesday. Customers can purchase wines that Stewart and her panel, including sommelier Chris Hoel, have selected from around the world.
"I am excited to bring my passion for wine to wine lovers across the nation with Martha Stewart Wine Co.," Stewart said in a statement. "Wine has played an important role in that part of my life focused on entertaining and teaching others how to entertain."
While this move seems like a natural fit for Stewart and her domination of the home space, she's jumping into the crowded market of celebrity and alcohol partnerships. Brad Pitt and Angelina Jolie have a rose, Madonna has a vineyard, and even Snoop Dog, Stewart's TV co-host, became a shareholder of Cuca Fresca, a Brazilian spirits company.
That's a lot of competition. But wine sales increased 2 percent last year, according to the Beverage Information Group. Millennials, one of the top consumers of alcohol, contributed 36 percent of all wine purchased last year.
Martha Stewart Wine Co. prices range from $12 to $25, including reds, whites, rose, sparkling, and dessert wine. For those seeking Stewart's stamp of approval, there is a "Martha's favorites" section. What's more, the website offers users content like education, etiquette, recipes, and pairings.
There are also clubs, subscriptions, and bundles available to for purchase, which positions the company among other single-bottle delivery services and gifting firms. This addition to the Stewart empire comes just weeks after her meal-subscription company Martha & Marley Spoon paired with Amazon.