While flipping through wine magazine, readers click to buy wine—or jeans

Destination Wine Country, which publishes a print magazine of the same name that covers the western U.S., has launched a web site that offers an online version of the magazine combined with online shopping.

DestinationWineCountry.com, developed by Warp 9 Inc., features a page-turning electronic version of the same magazine distributed through hotels, resorts and wineries. Along with several photograph-enhanced profiles of wineries, the web site offers pages of products, including apparel, jewelry, garden décor and wine, that visitors can click to make a purchase. Clicking on a product takes a visitor to a shopping cart hosted by retailers such as apparel merchant Blue Bee at BlueBeeonline.com or jeweler Fibula at FibulaJewelry.com.

The merchants’ shopping carts provide direct links back to DestinationWineCountry.com.

“We are able to offer the products in a fashion that does not compromise the artistic sense of the original creation,” says Danny Burgner, president of Destination Wine Country, based in Santa Barbara, CA. ”We are excited about this step up to the next level of online retailing."