Would You Go to the Wine Equivalent of a Tupperware Party?

Admin   |   09 December, 2014   |   851   |   3980

This is a serious question. When a major wine producer embraces the Tupperware selling model, an at-home wine-buying party just might be in your future.

“It’s the social marketing way of selling wine, friends to friends,” says Jean-Charles Boisset, proprietor of the Boisset Collection, his family’s group of 20-odd wineries in California and France. He started quietly testing the in-home tasting experience idea about a year and a half ago with his new venture, Boisset Wine Living. Now, based on its success, he's aiming to expand.

“Our program is like Tupperware’s, but it’s high end,” Boisset explains over lunch in New York, during a stop off on his way to Burgundy’s annual Hospice de Beaune auction.