Marketing Hit - Zagat

Just received the Zagat Wine direct mailing packet. After reading through the enclosed material, I'm seriously contemplating joining to receive a case of wine (at about $6 a bottle; it is a discount of about $110 for the case) and being able to give my feedback on each bottle consumed to the masses. What an ingenious concept, following the success of Zagat's restaurant rating system, to make selecting a bottle of wine less intimidating and more user-friendly. Also, kudos to Zagat for making me feel that I was one of the "chosen ones" to help launch this new wine rating concept through their effective marketing messaging - exciting stuff!