Milwaukee wine subscription startup Bright Cellars is branching out. It now produces wines, as well.
The company announced Tuesday it has launched its own wine label, Folk & Fable, tailored to the tastes of its customers. Bright Cellars polls customers on which wines they like from the monthly wine subscription service in order to make personalized recommendations. The company has used that data to create its new wines, said Bright Cellars co-founder and chief executive officer Richard Yau.
“After you try the wines, we ask our members to give it a star rating and this wine has consistently rated very highly within Bright Cellars,” Yau said. “This is our opportunity to launch something where we know people are going to really love it.”
Folk & Fable wines are produced by an unnamed winery in California, with California grapes aged for three months in bourbon whiskey barrels. Yau declined to disclose the producer.
“Classic winemaking starts with the vineyard and the winemaker and it’s not consumer-focused,” he said. “So we said, ‘Let’s work backwards.’”
The wine label sells a 2015 red blend, a 2016 red blend and a 2015 solstice seasonal red blend at more than 100 stores in Wisconsin and Illinois via Madison-based distributor General Beverage Sales Co. Bright Cellars has been testing the label with its customers for about two years, and piloted it at limited retailers for about 10 months before this wider public launch, Yau said. It is now also sold online and at bars and restaurants in the area, including Rumpus Room, Joey Gerard’s, Sugar Maple and Honey Pie. Read the full story here.