• by Erik Sass , December 11, 2015

Wine Enthusiast magazine has redesigned its Web site with an eye to broadening its audience and taking oenophilia mainstream, the publisher announced this week. The new “mobile first” site will go live later this month with a number of new features, including streamlined navigation and new e-commerce integrations.

On the visual side, visitors to the new Web site will find a greater emphasis on eye-catching photography and video, with a simpler layout for navigating content sections via mobile devices, and personalized content recommendations based on user search.

On the editorial side, the Wine Enthusiast Web site is highlighting its library of over 200,000 free reviews of wine, beer and spirits, as well as expanded “how-to” and “Wine Basics” sections with articles, videos, and photo galleries.

It’s also adding regular contributions by celebrity wine lovers.

Turning to e-commerce, the Web site now features “shop this story” functionality for every article, as well as links to the company’s extensive ecommerce business, which sells wine as well as accessories ranging from wine refrigerators to holiday decorations. Advertisers are also getting new options as part of the redesign, including sponsored content integrations.

The Wine Enthusiast Web site redesign complements a major overhaul of the magazine’s print edition last year.

Wine publications of all types are hoping to tap into growing interest in wine across the social spectrum, including well-heeled millennials. Last week, Wine Spectator bowed its first TV advertising campaign, raising awareness of its December 31, 2015 issue, highlighting “Top 100 Wines of the Year.” The 30-second spot debuted with evening placements on the Fox News Channel.

Traditional wine media also face new competition from online publications like Hello Vino, Vivino, Drync, Delectable and Corkz.