Three of Australia’s leading direct wine businesses, The Wine Society, Cracka Wines and Wine Growers Direct have announced the launch of their combined new online presence, The Wine Collective.
It will launch in February and will service a customer database of more than 400,000.
The Wine Collective stems from last year’s merger between Australia’s first wine club, The Wine Society, and the Online Liquor Group, owners of Cracka Wines.
“We are particularly proud of the evolution of The Wine Society, facilitated by the technology brought across by the Online Liquor Group,” The Wine Society CEO Lloyd Heinrich said.
“The bedding down of this merger has unlocked immediate scale and synergies, offering both customer bases access to a diverse range of high quality wines and an ever-improving level of value and service.
“With online being the fastest growing sales channel in Australia, and representing only four percent of liquor sales, we are well placed to really step up our offer and service this rapidly growing market better.
“We plan on innovating and providing a new model that we believe will resonate with a collective of existing customers, new wine buyers and winegrowers alike.
“The Wine Collective will continue to utilise our longstanding expert tasting panel to unearth a wide and varied range of styles to suit our ever evolving customer base. We will also be looking to replicate the excellent advice and tailoring that we offer through our private wine advisors, presented in a digital format.”
The new digital platform will launch with a bespoke wine recommendation engine which will identify customers’ tastes and preferences before presenting a curated range. Every customer will have a unique online experience, making purchasing simple and seamless.
“The Wine Collective is committed to championing high quality small and medium sized wine growers with the objective of partnering with these producers and connecting them with The Wine Collective’s wine loving customer base,” Lloyd said.
“We have taken the digital capabilities of the Online Liquor Group and added the passion and community element from The Wine Society. Quality, value and experience are the hallmarks of our new platform.
“We will serve as an extension of these wine brands through rich video and written content that will bring products, people and experiences to life.
“We want to personalise and modernise the world of wine for our customers, while continuing to unearth great wines and taking our customers on a journey through wine; an objective that Dr Gilbert Phillips wanted to achieve when he established The Wine Society back in 1946.”
Lloyd said winemakers from across Australia are encouraged to contact The Wine Collective to discuss how they can be part of this new initiative.
Photo: Lloyd Heinrich, CEO of The Wine Society.