So just who is this WTSO that sends such great e-mails? Cracking the code, WTSO stands for Wines Til Sold Out, a members-only, flash sale wine site and the brainchild of Elliot Arking. Elliot seems to have appeared from nowhere if you believe his LinkedIn profile. This is somewhat true since Arking launched WTSO in 2006. However, it only tells part of the story. Arking’s full resume encompasses work with several successful companies, including the purchase of Roger Wilco Wine & Spirits, a retail wine shop in southern New Jersey, with his brother, Joseph Arking, in 1982.

His son Jamie’s profile is more complete, chronicling his career in research and development and strategic marketing after receiving a Ph.D. in molecular pathology and, later, an MBA in Finance. Jamie logged in time at healthcare and biotechnology companies, taking up residency in D.C. and then San Diego, among other places. Sounding more like a Wharton professor than wine salesman, Elliot explained that he told his son to “always be on the income side of the ledger.”

With his own 30 years of experience in brick-and-mortar wine sales, Elliot was uninterested in online retailing when his nephew (Joseph’s son) first suggested it. But, his aha moment came when he viewed an electronics website that sold only one product at a time. He thought the idea made sense and offered a great value proposition.

Adopting the same concept, Elliot and Joseph unveiled WTSO in the summer of 2006, building up its membership slowly, but steadily, over time and learning along the way. About four months after the initial debut, he tweaked one of the offers to include free shipping and noticed a big impact on sales. As a result, all orders now ship free of charge.

By 2008, WTSO had clearly become a serious venture, at which point Elliot began to nag Jamie to return to the east coast and join the family business. As Jamie tells it, “He told me to stop … (expletive implied) … around and get home.” So he did, taking on the role of WTSO’s Chief Financial Officer.

Jamie jokingly complains that he doesn’t get taken along on tasting trips, but claims that his palate isn’t as sophisticated as that of his father and Uncle Joe. Despite his mock indignation about being confined to spreadsheets and numbers, Jamie seems quite giddy with the way things have evolved; clearly proud of the company his family has created.

Today, WTSO employs 30 people and has over $70 million in annual sales. The website generates $52 million, with the balance coming from sales through their app and other social media. Although their mailing list is quite extensive, approximately 140,000 active members account for the majority of purchases, who continue to buy again and again.

Given the Arkings’ devotion to customer service, such repeat business is to be expected. What might be surprising is the level to which they will go to make their members happy. Along these lines, WTSO uniquely provides a money back guarantee; if the customer has a problem with a wine for any reason –even if s/he just doesn’t like it – they will receive a credit for that particular purchase. Similarly, in tracking customers’ comments on the site, they discovered that a member had identified a corked bottle several months earlier, but not reported it. Elliot immediately reached out and offered a refund, much to the astonishment of the member.

Rather than sharing their opinions, by design, wines are marketed with their respective press scores since Elliot prefers third party endorsement to add legitimacy to a wine’s quality. On rare occasions, if a wine has been purchased in sufficient quantity, it may show up on the site again and will also be accompanied by members’ ratings.

While some have been critical of the flash site phenomenon, arguing that the approach is unsustainable long term, the Arkings disagree. They feel that wine will always be available to be sold in their business model. Moreover, they stress the positive influence that their site has on individual wineries – offering an important distribution channel with high impact and high thru-put to the consumer, such as the sale of 1,000 bottles in a single hour on one occasion.

Elliot further emphasized that they buy in large quantities and pay right away and was quick to note that, upon purchase, they take delivery of all wines. Consequently, they have full control of the product (as well as the risk). This differs from some of the other flash sale sites that market on behalf of the winery, but don’t ever take possession of the products. This point of differentiation ensures that WTSO maintains the highest quality throughout the process, but also translates as good cash flow for the wineries which don’t make any money on inventory sitting in their cellars.

Additionally, Jamie suggested that they are helping smaller wineries find new customers that they wouldn’t otherwise find. As a follow up, he believes that their WTSO clients may ultimately become wine club members of a given winery, having been exposed to those wines through WTSO.

Looking ahead, Elliot admits that he takes a conservative view, begging the question, if it works, why change it, but does acknowledge the significant potential in growing their customer base. Accordingly, while there are no plans to add or alter the company’s activities, member acquisition remains a priority for the foreseeable future. All of which means that there might be a lot more people salivating over their inbox.

WINE NOTES:

Fonterutoli’s Castello is the reward for years of research into the biotypes of Sangiovese found throughout their estate. Blended from 50 separate parcels of vines aged 10-26 years, on a mix of Galestro and Albarese soils. The wine is aged in French barrique (60% new) for 16 months. A blend of 85% Sangiovese and 15% Cabernet Sauvignon and Merlot.

PRESS:

92 Points — Wine Advocate

Oct 2010

WINEMAKING NOTES:
100% Merlot. Harvested and sorted by hand and fermented using indigenous yeasts. Aged in French oak barrels for 21 months and an additional 9 months in bottle at the winery prior to release.

TASTING NOTE:
Cherry and cocoa aromas come through on the nose. Rich,  long-lasting tannins overlay full-bodied Italian plum and blackberry flavours. A touch of spice appears on the finish. This Merlot is complex, round and exhibits well-balanced fruit, tannins and acidity. Enjoy now and take note that it will continue to improve with cellar aging.

An aphrodisiac is a substance that is said to increase ones sexual desire, enhance arousal, and amplify libido.  Aphrodisiacs can cause an increase of sexual desire through changes in chemical balances, physiological responses, or symbolic representations.  Some foods and drinks may contain certain chemicals that elicit aroused physiological responses.  Other aphrodisiacs may evoke sexual desires solely through their symbolic representations.  In the Ancient times, undernourishment created a loss of libido and a reduction in fertility rates.  Substances that represent seeds or semen, like snails and eggs, were seen to inherently have sexual powers, and increase libido.  Similarly, other foods were considered to be sexually stimulating due to their physical resemblance to genitalia.

The Culprits:

Alcohol: Alcohol lowers inhibitions and increases confidence.

Bananas: If not already obvious, the shape of a banana is a phallic symbol. On top of this, some studies have shown that one of its enzymes, bromelain, can enhance male performance.

Caviar: Not only is caviar considered to be a sexy food due to its exotic nature, but it also contains high amounts of zinc, which stimulates the formation of testosterone in men.

Chocolate: Chocolate is known to contain both a sedative, which relaxes while lowering inhibitions, and a stimulant, which increases one’s physical activity levels and desires for physical contact.

Ginseng: Ginseng is known to increase one’s desire for physical contact.

Puffer fish: In Japan, the puffer fish is considered both a delicacy and an aphrodisiac.  This fish has a poisonous gland that if not properly removed, can instantly kill.  The sexuality of this food comes with the flirt with death that the consumer plays with in eating the food.

Oysters: Oysters have long been considered an aphrodisiac.  One reason for this lies in the sexual nature of the oyster.  Some oysters repeatedly change their sex from male to female and back.  This gives rise to the thought that oysters can let one experience the masculine and feminine sides of sex and love.

Wine: Wine relaxes you and helps stimulates your senses.  The experience of drinking the wine, examining its colour, caressing the glass, swirling the liquid and sipping it slowly is known to be a highly sexual one.  Be careful how much wine you drink though.  Too much wine can make you drowsy, and falling asleep on your partner is hardly sexy.

Truffles: Truffles are said to arouse the palate and stimulate the body. The rarity of this food gives it an exotic and sexual feel.

Strawberries: Strawberries earned their reputation as an aphrodisiac from their large number of tiny seeds, which symbolize fertility.  Throughout literature, art, and Folklore, they have been portrayed as symbols of sexuality.  Containing more vitamin C than any other berry, this fruit is said to aid in strengthening the libido by providing the body with essential vitamins.

At the end of the day, and after much scientific research, there is inconclusive evidence as to whether aphrodisiacs truly exist.  This being said, the mind and the imagination are one of the most powerful aphrodisiacs.  While a food in itself may not cause an aroused physiological reaction, the hope of a certain response may lead to an additional sexual reaction, but attributed back to the consumed food.  This heightened sexual awareness can then be passed onto their partner, increasing the overall sexual experience.

Happy Eating!

PRESS:
90 Points, International Wine Cellar
Saturated ruby. Graphite, cherry, dark chocolate and vanilla on the nose, with a sexy floral quality coming up with air. On the palate, the wine’s sweet red and dark fruit flavors are at once juicy, precise and seamless. The cherry and floral notes echo on the very sweet finish. This is delicious now. (Sept/Oct 2010)

With its beautiful beaches, easy access and laid-back vibe, Waiheke is a popular weekend getaway for Auckland residents, much as the Hamptons are for New Yorkers. And, similar to Long Island, Waiheke boasts a small, but high quality wine region.

Accommodations on the island are varied with backpacker options at the low end and five-star, luxury lodges on the other. We had the good fortune to secure one of the four rooms at the Te Whau Lodge, located near Rocky Point. Its elevated position provides guests with an amazing view of Putiki Bay. Hosts Liz Eglinton and Gene O’Neill pamper you from the moment you dock, arranging for transportation from the ferry terminal and greeting you upon your arrival at the lodge. Although it is optional, choosing to dine with your hosts is highly recommended.

Guests who opt to partake in dinner are invited to meet at 7:00 PM in the guest lounge for wine and hors d’oeuvres. Gene is an amazing chef, well regarded on the island. Scallops, gouchères and chicken rolled in fresh herbs from the garden were served with complimentary (and complementary) wine – SoHo Wine Co’s Carter Chardonnay from across the island.

After the appetizers, guests are welcomed into the dining room for a three-course meal and can choose to order wine from the lodge’s selection of local wines. We chose a Montepulciano from Whispering Sands, Obsidian’s second label.

As our visit was coincident with Valentine’s Day, a single red rose adorned each place setting, adding to the festive atmosphere. Post-dinner, Port and Cognac were offered as was coffee. At $60.00 NZ/person, it was not only a fabulous meal, but it was a terrific bargain.

Te Whau Vineyards is a short walk from Te Whau Lodge and a perfect place for a relaxed, al fresco lunch, featuring locally-caught fish. In fact, our server’s husband was among the local fishermen. The restaurant’s wine list features wines from throughout the island as well as more international selections.

After lunch, we tasted through the line-up of open wines, all of which were Bordeaux-style blends, but from different vintages. Unfortunately, our visit on the island was too short to visit any other wineries, but I have tasted wines from Waiheke’s Stonyridge and Man O’War at trade tastings in the U.S., further attesting to the quality of the island’s wines.

PRESS:

94 Points, James Halliday

The blend percentages are not given, but the swapping of grenache for shiraz in first place does change the dynamics with riper red plum fruit to the fore on the soft, medium-bodied palate. Excellent mouthfeel and balance.