HelloFresh describes itself as “the world’s leading meal kit delivery brand.” The new service, launching May 17, offers customers – both those who have meal kits delivered and those who just want wine without hassle – the opportunity to have six 750ml bottles of wine delivered to their home address for just $89 plus tax, with free delivery.
Monthly subscriptions will offer options of red, white, or mixed cases. Every box will come with pairings that correspond to each month’s HelloFresh recipes. Just like the HelloFresh meal subscription, customers will choose their preferred delivery day and can pause or cancel at any time. HelloFresh Wine will also be available to non-HelloFresh meal customers.
HelloFresh has contracted with a third-party wine subscription company “to curate and source our wines,” Shara Seigel, senior manager, public relations, told us.
The service is available in all 50 states except for Alaska, Arkansas, Hawaii, Kentucky, Oklahoma, and Utah.
Comment: HelloFresh has a huge advantage over other wine delivery programs, in that it already has a customer base of people who receive meal kit deliveries. Not only does it cut out retailers, but it also cuts out wholesalers.
We think this sort of service will be a significant market disrupter over time. It’s just super convenient to have your wine (or, in our case, dog food) delivered to your door on a regular schedule. That $89 for six bottles works out to $14.83 per bottle, which seems reasonably in the market.
The people who will benefit the most from the service are those in relatively remote areas. I have a childhood friend whose family owns a ranch in Kent, Texas, which is way, way out west. I suspect they will sign up for this service, and for a number of similar services. But the convenience factor extends to those in cities who are pressed for time.