A Company Is Offering a Lifetime Supply of Wine for $6,000

You get four bottles a month, every month, for as long as you live (and drink).

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December 27, 2021

Photo by: Photo courtesy of Obvious Wines

Photo courtesy of Obvious Wines

A lifetime of wine for $6,000? Depending on how long you plan to live (and drink) that sounds like an amazing deal, an obvious bargain. And it is currently being offered by eco-minded vegan wine collection Obvious Wines.

The Los Angeles-based brand — which was founded in 2018 and sources its sustainable, accessible wines from family-owned “boutique” wineries — has just launched what it is touting as the “First-of-its-Kind Lifelong Membership Program.” The $6,000 deal offers members a chance to order four bottles of wine per month, every month, for the rest of their lives, without paying a penny extra.

Yes, shipping and taxes are covered, and any wine sold on the Obvious Wines website, including limited-edition and new offerings, is fair game. (The company says it may sweeten the deal with a free T-shirt now and then.)

Obvious is positioning this “Life of Wine” one-time purchase deal as an inflation-beating long-term investment, or, in its terms, “Essentially a Roth WineRA.”

“Who knows what a sustainable and boutique bottle of wine will go for in 10 [to] 20 years?” the company asks in a press release.

For those too lazy to figure out, based on what we do know, whether the return-on-investment is truly worth it, Obvious says it has done the math and confirmed that “it is a really bad deal for us, but hey, you only live once.” The company estimates customers will break even right around the seven-year mark.

Here are the calculations posted on the membership page:

Life of Wine = $6,000
1 bottle of still Obvious Wines = $18
4 bottles per month x 12 months per year = 48 bottles per year
48 bottles (still) per year = $18 x 48 = $864
$6,000 / $864 = 6.94 years until consumer breakeven
Essentially, after 7 years, every wine you get is free!

Because their figures don’t include shipping, taxes or a higher value for, say, sparkling wines, you may break even sooner still, the Obvious marketing team notes.

Obvious says its goal is not to replace those special-event splurges, but rather to offer a steady supply of reliable quality wine to have on hand for everyday drinking, unexpected guests, gift giving or any occasion.

“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,” Brice Baillie, Obvious Wines founder and CEO, said in a news release. “Our goal is to make that same peace of mind more accessible.”

The deal is available to ship nationwide in 35 states and D.C. and includes red, white, rosé and sparkling wines. (There are currently seven in the Obvious lineup.)

“Drink them, give them out as gifts, tell your friends this is the craziest purchase you've made … Do whatever you want with the wines,” the product page boasts, “It's not like you're going to run out!”

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