Playboy Enterprises, Inc. announced today the launch of the Playboy Wine Club for U.S. wine enthusiasts through a licensing agreement with Barclay’s Wine, a leading internet wine curator. The Playboy Wine Club is the first of a series of Internet-based initiatives being developed by the company.

The online-only Playboy Wine Club will offer wine aficionados exclusive selections from around the world, sourced from boutique vineyards.  The subscription e-commerce club includes a quarterly full-case delivery program, a diverse online wine store, and exclusive online wine offers for private customers.  Membership in the Playboy Wine Club is available to U.S. residents only.

“The Playboy lifestyle is about bringing the best the world has to offer to consumers.  We carefully select a handful of wines that represent the essence of the Playboy brand – delightfully jovial, indulgent and carefully crafted – while catering to the consumer’s desires to celebrate life and live it with a little style,” said Scott Flanders, CEO of Playboy Enterprises. “We look forward to sharing our favorite wine picks and giving the Playboy customer an easy way to discover and experience distinctive wines with our Playboy Wine Club.”

The Playboy Wine Club will provide members with exclusive deals, loyalty programs and opportunities to participate in wine experiences with special wine tours and tastings.

Robert Imeson, CEO of Barclay’s, added, “Playboy is one of the most dynamic and recognizable brands in the world, and we are thrilled to be able to serve their passionate and diverse fan base with our curated selection of exclusive wines.  We will be offering a wide range of wines from our featured producers, representing great value and impeccable quality.”

What makes this move different than the Playboy wines launched in 2008 is that the company didn’t just release branded wine, but opened a whole branded wine club, which it has never done before. The wine club business seems to be growing as other brands, like the Wall Street Journal, are also opening branded wine clubs.