Tuesday 25 June 2019

The Wine Collective wants to make things ‘more approachable’ for consumers

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New wine marketplace The Wine Collective has launched with the mission “to make the wine journey more approachable for consumers”.

Following the merger of The Wine Society, Cracka Wines and WineGrowers Direct, this new wine buying destination offers customers a tailored and personalised experience, championing well-known and loved producers as well as uncovering new gems.

Integrating the heritage and expertise of The Wine Society, Australia’s oldest wine club, and their database of more 400,000 customers, The Wine Collective is more than just a place to buy exceptional wine. Providing smaller independent producers with a route to market and a way to tell their story is a key part of the company’s ethos, ensuring prices that are fair to customers and hard-working wineries alike.

The easy-to-navigate site champions high-quality small and medium-sized wine growers, offering everything from wines of the world to small batch drops, celebration fizz and everyday drinking wines.

The panel of wine advisors is led by chief wine buyer Johan Axlund, wine journalist and judge Angus Hughson and senior wine buyers Antoine Huray and Sarah Linhart. Meeting with local and international winemakers each month to hand-pick quality wines with a broad price range and something to satisfy all palates, the panel’s rigorous selection process sees them taste more than 5,000 wines each year. Only the top five percent of quality wines tasted are offered to consumers and added to the company’s portfolio of up to 900 wines.

The Wine Collective also has strong partnerships with Tahbilk, Tyrrell’s, Jeanneret, Rolf Binder, The Barons of Barossa, Geoff Merrill, Grant Burge, Vasse Felix and Giant Steps.

Following a restructure in late 2016, and significant investment by the Fogarty Wine Group, the merged group aims to grow the digital footprint of the Australian wine industry ­– with online the fastest growing sales channel in Australia, and online liquor sales expected to account for 4.6 percent of total liquor retail sales in 2019.

The door-to-door delivery service is straight from The Wine Collective’s own warehouses, with guaranteed next day delivery for Sydney orders placed before 1pm.

CEO Lloyd Heinrich says, “For more than 70 years, we have nurtured and supported the Australian wine consumer, putting great brands in customers’ hearts and minds. We look forward to strengthening our partnerships with great producers and putting their great products up in lights.

“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.”

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