Marquee Brands, DRINKS, and Martha Stewart Wine Co., the online wine collection featuring a selection of wines hand-picked by America’s lifestyle expert Martha Stewart, celebrates a year of landmark partnerships, including new collections with Kroger, The Wine Shop on the Instacart Marketplace and Macy’s Wine Shop, and unprecedented growth in customer demand as online wine continues to surge in popularity.
“Over the past four years, I have sampled thousands of wines for our Martha Stewart Wine Co. customers. Only the best bottles make the cut,” said Martha Stewart. “As we approach the holiday season, I am excited to share these delicious and affordable wines with the millions of Instacart and Macy’s Wine Shop customers across the nation. Now, it’s easier than ever to pour the right wine, and enjoy the best wine, at every occasion.”
Origins + Early Brand Expansion
Martha Stewart Wine Co. offers customers the option to purchase individual bottles, curated packs, or a no-obligation quarterly wine club, as well as special occasion gift memberships all with the convenience and safety of home delivery. Since its founding in 2017, the brand has developed a loyal following and has methodically expanded its reach through various strategic partnerships:
- In 2018, Martha began showcasing her namesake wines during on-air appearances on QVC, resulting in numerous sold-out promotions
- In 2019, the brand partnered with DRINKS Wine as a Service (WaaS) client Boxed to offer exclusive sets of wines to its customers
- That same year, Martha Stewart introduced her flagship capsule collection with Wine Insiders, the Internet’s preeminent destination for premium wine at everyday low prices; wines from the Martha Stewart Wine Co. collection are now in more than 20% of Wine Insiders orders
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Surging Growth of Online Wine + New Partnerships
Martha Stewart Wine Co. has been steadily growing since its inception and the last year was the most pivotal in the brand’s history in which it tripled sales.
During the same period, DRINKS expanded the network of high-profile storefronts for Martha Stewart Wine Co.:
- Kroger: Last month, the brand introduced a collection on Kroger Wine bringing Martha’s unique collection of affordable premium wine to Kroger’s ship-to-home program reaching customers in 19 states, plus Washington D.C.
- Macy’s: In May, the brand debuted a collection on Macy’s Wine Shop, the retailer’s new online wine store
- Instacart: In late 2020, the brand curated a collection of wines for The Wine Shop on the Instacart marketplace, a ship-to-home wine offering available exclusively on Instacart — representing Martha Stewart Wine Co.’s first foray into reaching the massively growing audience of online delivery platforms
“Martha Stewart is undoubtedly the queen of entertaining, with one of the most expansive and enduring lifestyle brands in the world. Four years ago — before the world was paying attention — Martha recognized the unmet opportunity in online wine,” said Zac Brandenberg, Co-founder & CEO of DRINKS.
“We were honored to partner with her and bring Martha Stewart Wine Co. to life. Today, we’re thrilled to see how the brand has grown and evolved to span not only its DTC online shop, but also to other retailers, brands, and marketplaces.”
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