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# Complementary Wine Clubs
HelloFresh's Club Offers Wine and Food Pairings to Match Its Meal Kits

By Laura McQuarrie | Published 2017-05-17 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/wine-and-food-pairings
References: [techcrunch](https://techcrunch.com/2017/05/10/hellofresh-is-launching-a-wine-club-taking-a-page-from-the-blue-apron-playbook/) & [hellofresh](https://www.hellofresh.com/landing/wine)

The popularity of the subscription model has created hundreds of [wine clubs around the world](https://www.trendhunter.com/trends/wine-club-selection), but meal kit subscription service HelloFresh is introducing a new club that offers unique wine and food pairings.

Those who subscribe to [HelloFresh Wine](https://www.trendhunter.com/trends/nonalcoholic-beer-hellofresh-partnerships-na) will receive six bottles of red, white or an assortment of wines that are described with flavor and tasting notes. As HelloFresh first established itself as a [meal kit service](https://www.trendhunter.com/trends/hellofresh-hello-dinner), HelloFresh Wine puts an emphasis on matching wine to HelloFresh recipes.

HelloFresh also notes that there's endless potential for what could be done with the six wine bottles, as they may also be used in cooking or given away as gifts if they are not served as drinks alongside a meal.

## Trend Insights (Trend Hunter)

- Score: 4.4/10
- Popularity: 51% | Activity: 74% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food)

## Key Themes

### Key Themes Behind This Trend

- **Subscription Model:** Creating wine clubs that offer unique wine and food pairings through subscription models.
- **Wine and Food Pairings:** Emphasizing the matching of wine to meal kits or recipes, creating new opportunities for food and beverage companies.
- **Wine as an Ingredient:** Exploring the usage of wine bottles in cooking, opening up possibilities for innovative culinary experiences.

### Where This Applies

- **Food and Beverage:** Integrating wine and food pairings into meal kit subscriptions, enhancing the customer experience.
- **Subscription Services:** Expanding the subscription model to include wine clubs, attracting new customers and increasing revenue streams.
- **Hospitality and Tourism:** Incorporating unique wine and food pairings in hospitality establishments, creating memorable dining experiences for guests.

## Related on Trend Hunter

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