Rick Libby, self-proclaimed "Chief Grape Stomper," reacquired Traveling Vineyard in 2011 following its bankruptcy. Based in Massachusetts, the wine multi-level marketing company now claims over 2,500 independent consultants across nearly 40 states. Libby originated the home wine tasting concept in 2001.
Libby first conceived the idea of a wine-based direct sales model in 2001 while working for Geerlings & Wade, a company focused on direct wine marketing. He observed the success of home party sales for items like plastic storage containers and cooking utensils. He saw a similar opportunity for wine, believing personal interaction could enhance the tasting and purchasing experience. Libby piloted the concept with a small group. It quickly gained traction as people enjoyed trying wines in a relaxed, social setting without pressure from a retail store. By 2005, Traveling Vineyard employed thousands of independent consultants. These home-based "Wine Guides" hosted more than 100,000 tasting events annually across 26 states.
Libby found a business he loved after decades in various sales and marketing roles. But a leadership change within the parent company eventually triggered strategic decisions he opposed. Specifically, he disagreed with changes impacting the programs designed to support the independent Wine Guides. He believed these consultants formed the core of the business model. Libby left Traveling Vineyard at that point, spending five years outside the company. He then learned of its bankruptcy filing in 2011.
Libby decided to buy back the company. He secured investments from dozens of friends and presented his case, emptying his personal savings accounts to fund the acquisition. He was convinced that providing adequate support to the Wine Guides, whom he considered the company's foundation, would restore its stability and growth. Traveling Vineyard relaunched by November 2010 under his leadership. Today, the company reports over 2,500 independent Wine Guides operating their home-based businesses in nearly 40 states. This network distributes a range of wines and related accessories primarily through personalized tasting events held in customers' homes.
Traveling Vineyard's product line includes red, white, and sweet wines. Bottles start at $16.99 each. The company also sells various wine-themed accessories. These include a winged corkscrew for $15.99, a wine saver at $14.99, and a wine chillder for $15.99. Other offerings are a set of six stainless steel wine cubes priced at $24.99, an Arctic Pole cooler for $19.99, and a six-bottle tote bag at $2.99. A magic decanter aerator sells for $29.99. Wines are sold individually or grouped into themed collections.
Standard shipping for a six-bottle order within the United States costs $12.95. Shipping rates for single bottles may be higher or vary by state, according to company information. Customers can receive discounts by enrolling in Traveling Vineyard's monthly "Rewined" autoship program. This subscription model encourages recurring purchases directly from the company.
As a multi-level marketing company, Traveling Vineyard operates a compensation plan that rewards Wine Guides for both their direct sales and for recruiting new consultants. New recruits often become part of an upline-downline structure, where their sales contribute to the earnings of their recruiter and others above them. This model is common in direct selling, where participants typically earn commissions from their personal product sales and a percentage of the sales generated by their recruited team members. The specific percentages, tiers, and bonus structures of Traveling Vineyard's compensation plan are not publicly detailed in available company materials. Prospective consultants often need to purchase a starter kit to begin selling, a common practice in the MLM industry.
The Federal Trade Commission (FTC) provides resources for consumers considering direct selling opportunities, advising a thorough review of income claims and business models.