The Wine Collective unveils new marketplace

The Wine Collective CEOAustralian wine marketplace The Wine Collective has unveiled its new e-commerce platform.

The new online liquor store comes after the merger of Aussie businesses – The Wine Society; Cracka Wines and WineGrowers Direct.

The wine business said in statement that it integrated Australia’s oldest wine club’s experience, heritage and database of 400,000 plus customers to offer exceptional wines to Aussies. The new wine website is a vehicle for smaller independent producers to sell their products and also to share their stories to consumers.

“For more than 70 years, we have nurtured and supported the Australian wine consumer, putting great brands in customer’s hearts and minds. We look forward to strengthening our partnerships with great producers and putting their great products up in lights,” Lloyd Heinrich, CEO and digital strategy specialist The Wine Collective, said.

“Wine subscription continues to be a significant canvass for our producer partners to showcase their products to a highly-engaged audience. The Wine Collective will bring our customer base closer than ever to our producer partners, offering money can’t buy experiences, tasting events and in-depth content to extend their journey beyond the bottle.”

The wine expert panel is headed by chief wine buyer Johan Axlund; wine journalist and judge Angus Hughson and senior wine buyers Antoine Huray and Sarah Linhart. They meet with local and international winemakers every month to select the finest wines, tasting over 5,000 wines each year. The Wine Collective said it only chooses the top five per cent of wines tasted that are added to the its 900 brands of wines. The Wine Collective offers next day delivery straight from its warehouses.

Prior to launching The Wine Collective, it restructured in late 2016 and Fogarty Wine Group invested in the company. It has partnerships with big liquor brands including Tahbilk, Tyrrell’s, Jeanneret, Rolf Binder, The Barons of Barossa, Geoff Merrill, Grant Burge, Vasse Felix and Giant Steps.


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