- Forbes launches Forbes Wine with original analysis, ratings, and a membership programme in June
- The publisher aims to build direct, engaged audiences amid a 37% traffic decline
- New strategies emphasise trust, curation, and education in a shifting wine market
Forbes is pushing deeper into wine with a new content vertical, e-commerce operation and membership programme, as it looks to build revenue streams it can control more directly. The move — first reported by Digiday — reflects a wider shift among publishers away from reliance on search and social traffic.
The strategy shows how legacy media brands are trying to convert editorial authority into products and services, rather than scale alone, as platform-driven distribution becomes less reliable.
The push follows a sharp drop in audience reach. Emily Jackson, senior vice-president for revenue and consumer growth at Forbes, told Digiday that traffic fell 37% year on year in the first quarter of 2026, even as revenue rose 2% and conversion rates doubled. “Direct audiences” and “net new business” are now priorities, she said.
Forbes Wine will begin rolling out in June, with a waitlist opening this week. The offer includes a registration wall, original reporting, ratings and reviews, and an ad-supported site, followed by a subscription tied to rankings. A membership programme will centre on a quarterly 12-bottle shipment, alongside events, discounts and early access to selected wines. Forbes will also sell wine to non-members via a shop, working with Drinks on fulfilment.
The initiative builds on existing audience interest in lifestyle coverage and positions editorial judgement as a product in its own right.
Forbes has experimented in wine before, with partnerships in 2013 and 2022, but says the focus is now broader, combining coverage of innovation, leadership and sustainability with curated recommendations. It has hired Clive Pursehouse, formerly of Decanter, as executive editor, and named sommelier Stevie Stacionis as curator of the wine club.
The move fits a broader pattern. As platform traffic weakens, publishers are expanding into areas such as commerce, events and memberships, often outside core news. These businesses promise closer relationships with readers and more predictable revenue, but depend on trust and clear differentiation to succeed.
Source: Noah Wire Services
- https://digiday.com/media/forbes-creates-wine-vertical-commerce-shop-and-membership-business-as-ai-squeezes-traffic/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss – Please view link – unable to able to access data
- https://digiday.com/media/forbes-creates-wine-vertical-commerce-shop-and-membership-business-as-ai-squeezes-traffic/ – Forbes is launching a wine-focused content vertical, commerce site, and membership program to diversify its revenue streams amid a 37% year-over-year decline in site traffic in Q1 2026. The initiative aims to build direct consumer relationships and offset challenges posed by AI-driven content discovery. The wine club, set to launch in June, will offer curated quarterly shipments, exclusive events, and early access to special bottles. Forbes is collaborating with e-commerce platform Drinks for inventory and fulfillment management. Pricing details for the subscription and wine club are yet to be determined.
- https://www.forbes.com/sites/jillbarth/2026/04/06/what-ai-can-and-cant-do-for-your-wine-education/ – An exploration of AI’s role in wine education, highlighting its potential to provide personalized, judgment-free learning experiences. The article discusses a study where 14% of respondents desired AI as a patient, available, and non-judgmental learning tool. However, it also cautions against over-reliance on AI, emphasizing the irreplaceable value of human expertise in wine education and the importance of personal tasting experiences for developing wine knowledge.
- https://www.forbes.com/sites/ericaduecy/2026/01/29/what-new-data-shows-about-wines-changing-role-in-american-life/ – Recent research indicates a shift in wine consumption patterns in the U.S., with Millennials now representing the largest wine-drinking cohort at 31%. Overall participation has declined to 29% of legal-age adults. Wine is increasingly associated with special occasions rather than everyday use, with consumers seeking more transparency and confidence in their choices. The article suggests that the wine industry must adapt to these changes to remain relevant.
- https://www.forbes.com/councils/forbesbusinesscouncil/2023/10/05/when-silicon-valley-met-sauvignon-blanc-the-technology-behind-todays-wine/ – An examination of how technology, particularly AI, is influencing the wine industry. The article discusses the creation of a wine bottle named ‘The End’ by winemakers using ChatGPT to produce organic wine, including branding. It also touches on the use of AI as a sommelier, highlighting the integration of advanced technology in winemaking processes.
- https://www.forbes.com/sites/lizazimmerman/2021/08/31/wine-and-technology-trends-on-the-horizon/ – A discussion on the evolving role of technology in the wine industry, focusing on how digital tools are enhancing consumer engagement and education. The article highlights the importance of digital experiences in wine tasting and the growing reliance on mobile devices for wine-related information and purchases.
- https://drinks.com/knowledge-base/the-digital-divide-in-wine-is-widening – An analysis of the widening digital divide in the wine industry, noting that premium wineries with advanced e-commerce and customer relationship infrastructures are experiencing growth, while those lacking such capabilities are facing declines. The article emphasizes the critical role of digital infrastructure in the modern wine market.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The article was published on April 15, 2026, and reports on Forbes’ new wine-focused content vertical, commerce site, and membership program. No earlier publications of substantially similar content were found, indicating high freshness. ([digiday.com](https://digiday.com/media/forbes-creates-wine-vertical-commerce-shop-and-membership-business-as-ai-squeezes-traffic/?utm_source=openai))
Quotes check
Score:
10
Notes:
The article includes direct quotes from Emily Jackson, Forbes’ senior vice-president for revenue and consumer growth, and Michael Cohen, executive vice-president of performance media at Horizon Media. No earlier instances of these quotes were found, suggesting originality. ([digiday.com](https://digiday.com/media/forbes-creates-wine-vertical-commerce-shop-and-membership-business-as-ai-squeezes-traffic/?utm_source=openai))
Source reliability
Score:
10
Notes:
The article is from Digiday, a reputable media publication known for its coverage of media and marketing industries. The information aligns with Forbes’ known initiatives and strategies, supporting the source’s reliability. ([digiday.com](https://digiday.com/media/forbes-creates-wine-vertical-commerce-shop-and-membership-business-as-ai-squeezes-traffic/?utm_source=openai))
Plausibility check
Score:
10
Notes:
The article reports on Forbes’ strategic move into the wine market, which is plausible given the company’s history of diversifying revenue streams. The details about the wine club, commerce site, and membership program are consistent with industry trends and Forbes’ previous ventures. ([digiday.com](https://digiday.com/media/forbes-creates-wine-vertical-commerce-shop-and-membership-business-as-ai-squeezes-traffic/?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The article is fresh, original, and sourced from a reputable publication. The information is plausible and independently verified, with no paywall issues or content type concerns. All checks support the credibility of the content.
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