Bloomberg reports that a number of meal kit companies, seeking ways to differentiate themselves and create stronger bonds with their customers, are turning to wine - delivered with the meal kits - as a potential advantage.

Blue Apron, the story says, “added bottles to its mix two years ago, partly because customers asked for it and partly to woo them back when they dropped out.” (Customer retention continues to be a problem for Blue Apron, however.) And Hello Fresh began offering wine in the US last May.

Bloomberg goes on: “Expect more meal-kit companies to pile on. All-organic Sun Basket says vino offerings are part of its future strategy. Martha Stewart’s meal kit, Martha & Marley Spoon, is cross-promoting with Martha’s new wine website for bottles to go with the $160 complete Thanksgiving feast box.”

The programs are said to still be in their infancy, however, largely because of “current alcohol regulations, which vary from state to state.”

KC's View: If the wine is good, and these meal kit companies can be seen as educating the consumer about wine in the same way they are educating people about cooking, then this sounds like it makes a lot of sense. I would think that a company like Albertsons, with its acquisition of Plated, would be ideally positioned to do this - with both beer and wine - in markets where the regulations allow.