'Food & Wine' Revamps Site, Focuses On Mobile

Time Inc.’s Food & Wine unveiled a sweeping makeover of its Web site, foodandwine.com, with a responsive mobile-first design, easier navigation, an array of new content and ways to discover it (more video and photography) and new e-commerce capabilities.

Headlining the Web site relaunch is a new regular editorial feature on the “25 Ways to Have the Best Food Year of Your Life,” with content ranging across travel, style, events and recipes to help readers please their palates.

On the video front, F&W has partnered with a network of videographers and social influencers around the world to develop and distribute short-form travel videos for social sharing.

Two other video series in development, "Extreme Foodies" and "Food & Wine Live," will follow the lives of epicures who base their lives around food and bring chefs and wine experts to the magazine’s new studio kitchen.



On the business side, all ingredients in recipes on the Food & Wine site are now available through a partnership with Chicory, a service that offers home grocery delivery from stores in the user’s area. The Chicory partnership adds to F&W’s existing partnership with Drizly, which focuses on home delivery of alcoholic beverages.

Both services can also be tied in with advertisers on the site.

Time Inc. senior vice president and Food & Wine publisher Christina Grdovic noted that the publication’s coverage of related lifestyle areas opens it up to a range of advertisers beyond the cooking and dining categories: “Advertisers want to be affiliated with the food world not just because it’s fun, but because research shows that the epicurean consumer is also more passionate about other things in their lives, including travel, technology, health, style, you name it.”

On that note, advertising clients sponsoring the relaunch include Allianz, an insurer and asset management firm, as well as Appleton Estate, a high-end rum brand, and chocolatier Lindt Excellence.
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