Naked Wines initiative takes off

11 June, 2010

Naked Wines has labelled its latest online initiative Advanced Bookings due to its similarity to the airline pricing model.

The scheme offers unknown wineries a “risk-free route to market” by allowing them to pre-sell their wines before they’ve exported them. “The earlier you buy an air ticket, the less you pay. Now you can do the same with wine,” explained a Naked Wines spokesman.

Advanced Bookings took £30,000 in one day following its launch at the London International Wine Fair.

Largar de Bezana, a boutique winery based in Chile’s Cachapoal Valley, was selected by a team of 30 Naked Wines’ “angel” class of customers, who tasted their way through hundreds of wines looking for UK representation at the fair.

argar winemaker Daniela Rojas said she was “overwhelmed” by the concept.

“We agreed the order on Tuesday afternoon, and the wine was live on a few hours later.

“I’d barely had the chance to phone Chile to tell them the news when I heard they’d all sold out,” he said.

Will Broadfoot, LIWF’s marketing director, added: “It’s incredible to think that within a single day a producer can go from no UK representation to selling £30,000 worth of wine.

“It’s the first time in the fair’s history that any producer has achieved this level of sales – and seen them realised at consumer level – in such a short period of time.”

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