AUSSIE STARTUP CHALLENGES TRADITIONAL WINE RETAILERS

Australian wine e-retailer Vinomofo has just crossed the ditch, having chosen New Zealand as its first overseas market.

Launched in April 2011 from a little garage in Adelaide, Australia, the company has rapidly grown to a run rate of more than $50 million revenue and a team of 120. Co-founders Justin Dry and Andre Eikmeier look to expand their customer base, currently accounting for over 440,000 ‘happy mofos’. As part of a $25 million investment, more countries will join this year, including Singapore, the UK, China, US and Hong Kong.
“The Vinomofo team have been proven to be game-changers in the wine industry, taking on retail leaders and challenging the ‘bowties and bullshit’ of the elitist wine coterie,” Dry and Eikmeier told us. “We care more; we keep it real. There’s no jargon, BS and alienating wine talk here.”

Compared to their competitors, they pointed out, Vinomofo adds an element of fun and storytelling to the mix. “We’re selling wine, but more than that we’re selling the experience of drinking wine, and that involves stories; stories of great producers, the people, the places of provenance. A bottle of wine is a story waiting to be told.”
As they set out to conquer the planet, one country at a time, New Zealand seemed an ideal market to start from. The company has presented its online ordering and delivery service on this side of the Tasman with big expectations and a highly-curated offering. Labels come from the world’s best wine regions and the tasting panel is extremely hard to pass, with only 5 percent of wines making the cut. But don’t let this scare you because the team is always looking for new submissions.