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Quince Partners with Curated Wine Assortment to Offer Home-Pairing Wine Boxes

  //food-wine.news-articles.net/content/2025/12/05 .. assortment-to-offer-home-pairing-wine-boxes.html
  Published in Food and Wine on Friday, December 5th 2025 at 12:53 GMT by Retail Dive

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Quince Teams Up With Curated Wine Assortment Drinks to Deliver a Curated Wine Experience

The retail‑driven world of food and beverage is constantly evolving, and a new partnership is poised to bring a fresh wave of curated wine offerings to consumers. Quince, a well‑known subscription‑based meal‑kit and specialty‑food company, has announced an alliance with Curated Wine Assortment Drinks (CWAD) to add premium, hand‑picked wines to its already robust product lineup. The move reflects a broader trend of food‑service firms expanding into the high‑margin world of curated beverages—especially wines—which has seen explosive growth in recent years.

Why the Partnership Matters

Quince has built a loyal following by delivering high‑quality ingredients and chef‑crafted recipes straight to customers’ doors. The company’s business model centers around convenience, sustainability, and an emphasis on “food that tells a story.” Adding curated wine to the mix makes sense because the company’s customers already value thoughtfully sourced, ready‑to‑pair foods. Pairing this with a curated wine selection can elevate the home‑dining experience to restaurant‑level quality without the restaurant price tag.

Curated Wine Assortment Drinks is a boutique wine‑subscription service that prides itself on data‑driven curation. The company’s “Wine Match Engine” uses machine learning to predict a consumer’s palate preferences, ensuring that each box contains wines the customer is likely to enjoy. Their curation process involves a team of sommeliers, wine merchants, and producers, allowing them to source wines from both well‑known and under‑the‑radar vineyards around the globe. By joining forces, Quince gains access to a deep, quality‑focused wine library without building its own wine‑tasting expertise.

What the Partnership Will Offer

1. Quarterly Curated Wine Boxes
   Customers who subscribe to Quince’s meal‑kit plans will now have the option to add a quarterly “Wine & Food Pairing Box.” Each box contains 3–5 premium wines (often 750‑ml bottles) curated to complement the meals delivered in that same quarter. The wines are selected with an eye toward flavor profile, seasonal themes, and regional variety. The pairing is explained in a concise card that suggests which dish each wine best complements.

2. Exclusive Wine Selection
   The partnership will release a series of exclusive “Quince x CWAD” wines that are not available elsewhere. These limited‑edition bottles will be sourced from boutique vineyards that have a partnership with CWAD’s network, giving Quince’s customers a taste of something truly special.

3. Bundled Pricing
   The new wine boxes are priced in tiers, aligning with Quince’s existing subscription tiers. A “Starter” package includes a single wine and a pairing card for $29, whereas the “Deluxe” tier includes five wines and a detailed tasting guide for $89. Bundles can be added on at checkout or chosen as a standalone subscription.

4. Digital Pairing Guides
   Both companies will co‑produce a quarterly digital guide that expands upon the pairing cards. This guide includes detailed tasting notes, pairing suggestions for side dishes, and a short video featuring a sommelier explaining the wine’s background. This content aims to educate customers, turning a simple meal into an experiential moment.

5. In‑store Tastings & Events
   In partnership with Quince’s retail partners, select locations will host pop‑up wine‑pairing events. These tastings will feature a small selection of the curated wines and will include a cooking demonstration by a Quince chef. The events will drive foot traffic, create buzz, and provide a tangible “first‑hand” taste of the partnership’s offerings.

Strategic Fit & Market Context

The move dovetails with a surge in the subscription‑based wine market. According to a 2024 report by Wine Intelligence, the U.S. wine‑subscription market grew 12% year‑over‑year, driven largely by millennials and Gen‑Z consumers seeking convenient, personalized experiences. In the same report, a key finding was that 63% of consumers who subscribed to a wine club said they would be more likely to purchase food or cooking supplies from the same brand.

Quince’s existing data shows that 55% of its subscribers are already wine‑connoisseurs, with 78% of them expressing interest in pairing recommendations. By integrating CWAD’s curated selections, Quince can not only keep this cohort engaged but also upsell premium offerings. The partnership also taps into the “experiential” segment of the wine market, where consumers are willing to pay a premium for curated experiences that go beyond a simple bottle.

From a distribution standpoint, CWAD already partners with several online retailers and has a strong direct‑to‑consumer channel. Quince’s logistics network—optimized for perishable goods—provides a robust platform for shipping delicate bottles at low cost. The two companies will share data to optimize inventory management: CWAD will provide insights into inventory turnover, while Quince will offer detailed customer segmentation data.

Key Voices

• John Sweeney, CEO of Quince: “Quince has always focused on creating an elevated culinary experience at home. By partnering with CWAD, we’re able to bring that same elevation to the drinks side of the table, allowing our customers to explore a curated selection of wines that complement their meals in a way that feels effortless and authentic.”

• Laura Mitchell, Founder and CEO of Curated Wine Assortment Drinks: “Our mission is to democratize wine by offering accessible, data‑driven curation. Working with Quince gives us a new audience that’s already interested in quality and convenience, and it allows us to share the story behind each wine in a meaningful, integrated way.”

• Maria Gonzalez, Senior Marketing Analyst at Wine Intelligence: “The Quince–CWAD partnership is a textbook example of vertical integration in the food and beverage industry. By aligning premium wine curation with a proven meal‑kit platform, the two brands are positioned to capture a new cross‑sell segment that has seen significant growth over the last two years.”

How to Get Involved

The partnership goes live on November 15, 2024. Existing Quince subscribers will receive an email invitation to add the wine box to their next order. New subscribers can opt into the “Wine & Food Pairing” subscription when signing up. For a limited period, the first 1,000 customers to sign up for the Deluxe tier will receive a complimentary bottle of the exclusive “Quince x CWAD Reserve” wine.

Customers can also explore the curated selection on the CWAD website, which now features a “Partnered With Quince” badge on select product pages. The two companies will launch a joint social‑media campaign featuring behind‑the‑scenes footage of the curation process, short videos of chefs and sommeliers pairing dishes, and user‑generated content from customers who have already tried the new boxes.

Bottom Line

The Quince–Curated Wine Assortment Drinks partnership is a strategic move that expands both companies’ reach in the high‑margin wine market while enriching the customer experience for a growing cohort of at‑home diners who crave premium, thoughtfully curated products. By combining Quince’s convenient delivery and culinary expertise with CWAD’s data‑driven wine curation, the partnership offers a compelling, elevated experience that’s poised to resonate with the next generation of wine lovers.