Obvious Wine has launched a lifetime subscription that offers members the chance to get four bottles of wine every month for the rest of their lives. The Life of Wine membership costs $6,000–which sounds like a lot–but over the course of 30 years, the price drops to around $4 per bottle.
“What if you always knew you had a quality wine to come home to? What if you never had to worry about having wine for an unexpected guest again? What if you were always prepared to bring delicious French sparkling wine to any event on the calendar?” said Obvious Wines founder and CEO Brice Baillie. “Working in the wine trade, we can be somewhat desensitized to such conveniences as we often have an excess of great boutique wine on hand. Our goal is to make that same peace of mind more accessible.”
The Life of Wine membership lets subscribers choose four bottles of any wines currently available through the Obvious Wines website, as well as any limited-edition wines, every month. The company currently ships to 35 states and Washington, D.C. and all shipping and handling charges are included in the Life of Wine membership. “We’re actively discouraging people [from buying] this,” says the website. “It is a really bad deal for us.”)
Obvious Wines’ current lineup includes its Dark & Bold red blend (“a California take on the classic Bordeaux blend”); a 2020 Loire Valley Sauvignon blanc; a Chilean Pinot Noir; a 2018 California Chardonnay; a Loire Valley sparkling wine; and a 2020 Rosé blend.