Vinomofo has purchased Melbourne-based events company Revel in an effort to better ingrain itself in the events industry – betting that as life in Australia continues to move toward normality, more Australians will want to get out and attend in-person events.
According to a report in The Australian, Vinomofo chief executive Paul Edginton said the deal will give the online wine firm’s customers ‘special access’ to events and offers.
“As our customer base grows year-on-year, we are seeing demand for a more extensive offering, with tactile, engaging, fun experiences at the top of the must-have list,” Edginton said.
“Today’s news to acquire Revel further builds our capabilities to continue meeting the growing needs of our customers who love wine, food and the adventure of experiencing it all.”
And, Edginton hinted that more projects outside of Vinomofo’s core wine business are well underway and will be launched in 2022.
“The time was right for us to look at new opportunities to add more diverse offers for our tribe. The Revel acquisition allows us to do this,” Edginton said.
Revel handles a number of events in the food industry already, namely: Pinot Palooza, Game of Rhones, Mould: A Cheese Festival, and Gauchito Gil’s Malbec Day.