Delicata has launched the winery’s privilege card.

Delicata is taking all the bother, formalities and purchase obligations out of the concept of the wine club as you know it and introducing a suaver kind of wine lovers’ privilege card plan.

The plan is aimed at all those who wish to share in Delicata’s love for wine, food and gracious hospitality.

“We would like to see true wine enthusiasts sign up for all the right reasons,” said director Mario Delicata.

“We want to open our cellar doors wide and often in the hope that people get really acquainted with Delicata as Malta’s passionate family of winemakers”.

Cardholders will have admission to special events that will include intimate wine-tasting sessions at the winery, wine masterclasses, themed vineyard tours and private gourmet evenings at Delicata’s 17th-century barrel vault.

The Delicata Privilege Card also entitles the holder to other exclusive benefits such as, for example, free Delicata wine when dining out at certain restaurants and wine bars. These bonuses will be advertised in social media, the wine and food sections of national newspapers and lifestyle magazines.

The new Delicata initiative promises to be about the celebration of wine and the lifestyle that comes with it. The winery stresses that its least priority is direct-to-consumer sales from the company’s premises.

In fact, unlike in the case of most wine clubs, there’s no obligation to purchase wine to join, no regular cellar door sales and no promotional e-mail blasts.

Membership is completely complimentary either upon invitation by the Delicata winery or upon acceptance of enrolment through the winery’s dedicated webpage.

Every Delicata Privilege Card holder will also automatically be entitled to unrestricted access to ‘In2Wine’, the winery’s original 24/7 private online channel for wine knowledge. And, as yet another extra advantage, the privilege card will double up as a velvet rope pass which is valid at Delicata wine events with fast-track and hospitality services.

More details about the privilege card may be obtained online at www.delicata.com/card/ or by calling the Delicata Privilege Card desk on 2182 5199.