Crain's New York | 07.19.13

Forbes Media pairs tech, tastes for wine club

Forbes Media is joining the wine club.

In the now venerable tradition of publishers extending their brand into non-publishing businesses, Forbes has joined The Wall Street JournalThe New York TimesRolling Stone and Food & Wine in starting its own wine club.

But the family-controlled media company says it’s taking a different approach from everyone else. Forbes has partnered with wine e-commerce startup Lot18, whose Tasting Room technology creates a personalized wine “print” that tailors selections to each customer.

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