90 | WINE ENTHUSIAST | OCTOBER 2019
4O under 4O I 2019
Geoffrey McFarlane, 36
CEO, Winc • Los AngelesRecreating culture club
In 2012, McFarlane revolutionized the dusty idea of subscription-based wine delivery when
he cofounded Club W, one of the fi rst modern-day wine clubs to take advantage of social
media and machine learning. Now known as Winc, the fi rm implemented simple, online
taste-profi le quizzes to create personalized bottle recommendations. It’s since evolved to
become a massive, all-in-one operation that produces, rather than purchases, its stock. A
leader in its retail category, it also forges partnerships with cult winemakers worldwide to
bring the coolest bottles to its users.