About Us - Piqued by the finer things in life.

The idea for WineCollective was developed out of a relationship with Reading For New Times magazine which, since 2001, has been providing the internet with fresh and original content covering a wide swath of ideas from art, culture, music, travel and wine. Reading for New Times had published wine reviews and one of the questions that kept coming was where the readership could get their hands on the wines that were reviewed week to week. From that concept, coupled with thorough market research, the idea of the wine club was reinvented and WineCollective was born.

What are we trying to accomplish?

We want to broaden the horizons of each member through the delivery, each month, of unique wines from around the world. Not only do we want to put exciting, unique wines in the hands of WineCollective members, we also strive to be educators. This includes providing a rich experience package containing in depth reviews of each wines along with information and tips on wine tasting techniques and etiquette. We'll also talk about food and wine pairings using recipes and food that everyday people can use.

Experience, Learn, Share and have fun!

What is our vision?

We want to see more people trying wines that they wouldn't necessarily consider. We want people to forget Wolf Blass Yellow Label (not that there's anything particularly wrong with it, it's just boring) as the fall-back option when they visit their local liquor store. We want to make wine consumers in the WineCollective are the most educated in Canada when it comes to buying and enjoying wine.