I’ll have a merlot with that article about Carlos Slim

Forbes magazine has joined The Wall Street Journal and other publications in starting a wine club, reports Matthew Flamm of Crain’s New York.

Flamm writes, “Forbes has partnered with wine e-commerce startup Lot18, whose Tasting Room technology creates a personalized wine ‘print’ that tailors selections to each customer.

“After members do an initial tasting with a sampler kit and fill out an online survey, they’re shipped wine that reflects their tastes in the way Netflix recommends movies to its subscribers based on what they like. Their wine profile continues to be updated as they grade what they drink, explained Lot18 Chief Executive Jay Sung.

“‘We met with four or five different wine clubs,’ said Chief Operating Officer Mike Federle, who joined Forbes in 2011 with a mandate to create brand extensions. ‘The technology was the differentiator.’

“The Forbes Wine Club and its website will launch on Thursday.

“Forbes Wine Club members will pay around $10 for the tasting kit, $85 for their first case of a dozen bottles and about $150 for each quarterly delivery thereafter. Forbes and Lot18 will share profits.

“Mr. Federle believes the club will become a serious business worth “many millions” for Forbes, whose website drew 46 million unique visitors in June, according to Omniture.”

Read more here.