GLUG, GLUG, GLUG: Some might argue that the state of publishing is reason enough to belly up to the bar, but Forbes is giving readers another reason to raise a glass. The Forbes Wine Club officially launches Thursday with a cocktail party in the magazine’s galleries in its Fifth Avenue headquarters. So much for idle chatter — subscribers will make up the bulk of the crowd.

Forbes is keeping a tight lid on the particulars until Thursday. But the magazine has tapped this vat before. In the summer of 2005, the Forbes.com/Morrell Wine Club was led by Peter Morrell and Nikos Antonakeas. At that time, wine lovers could splurge for the $120 Killer Cabernets or any of the other eight monthly memberships.

This story first appeared in the July 15, 2013 issue of WWD.  Subscribe Today.