New online wine retailer launched

30 April, 2010

A website which only offers 54 wines for sale at any one time has been launched in an effort to make wine buying “less intimidating and more interesting”.

The site is the brainchild of three self-professed wine lovers, Mike Howes, John Critchley and Martin Jeffery, who wanted to make it easier for consumers to choose wine by limiting the options available to them.

It will feature exclusive parcels sourced from small, boutique producers, which the creators hope will encourage exploration and trial of lesser-known varieties and regions.

An interactive wine selector lists the range by colour, style and price point, and cross-referenced by food style, country of origin or pre-selected mixed case options.

When the site sells out of a particular wine, it will be replaced with something similar in style and price, according to Jeffery.

Howes added: “We offer something which is completely different from the multiple grocers and our online competitors.

“We’ve created the site to act as a guide, assisting the consumer much like a friendly, informative and engaging assistant in a wine merchant.”?The launch of the website will be backed by a PR and marketing campaign across print, online and digital media.

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