Cybercellar, South Africa’s longest-standing online wine retailer, has launched ‘Liquid Social’ (#liquidsocial); a wine subscription service where customers can purchase a package of wine which is delivered to them on a monthly or quarterly basis.

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Liquid Social is a far cry from your run-of-mill wine club; what sets the service apart from other offerings is that each package is curated by a different, well-respected wine personality, sommelier or winemaker. This curator hand picks a selection of exciting, provocative choices for members to explore at their leisure.

Each month, three Liquid Social pack options containing six wines each are on offer to subscribers; Discovery (R650) Explorer (R1000) and Elite (R1800), with delivery free of charge.

To add to the intrigue, members do not know what is in the box until they open it – they can only indicate their preference for a red, white or mixed wine case.

Tinashe Nyamudoka, one of South Africa’s finest sommeliers, is the curator of Liquid Social’s inaugural packs.

Nyamudoka, who is Head Sommelier at the Test Kitchen, says of his selection: “I’ve curated a selection of wines which I personally enjoy for different occasions. Whether it’s an everyday wine for the casual sipper, an unusual varietal for the curious explorer, or a fine wine to pair with a meal, customers will find it in the selection I’ve put together.”

The curator’s role does not end with the compilation of the packs; they offer insight and pairing advice in the form of personalised, in-pack tasting notes. The curator is also available for scheduled ‘Tweet-ups’, where members have the opportunity to connect and ask questions.

In Nyamudoka’s own words, “Wine connects you with other people. As a sommelier, I do not only sell product; I try to incorporate the experience, the story and the passion. This is what sets Liquid Social apart; the story is weaved into the members’ experience, as is the personality of the curator.”

AJ Nel, CEO of Cybercellar, says that members can look forward to the same great service and user-friendly experience which they’ve come to expect from the online wine retailer, and when asked ‘Why Liquid Social?’, he explains that the name inherently embodies what the movement is all about.

“Wine is both social and a conversation-starter, he says. “And like liquid, members can expect our offering to keep evolving, shifting and improving to meet their changing needs and desires.”

To sign up to Liquid Social, visit www.cybercellar.com