Australian online wine retailer, Vinomofo has announced its decision to further monetise its Port Melbourne warehouse, after the success of the launch of its click and collect service earlier in the year.
Vinomofo is the latest online venture to branch out to a more traditional sales format, announcing the use of its Melbourne-based warehouse to run wine tastings with on-the-spot ordering capability.
The wine delivery service has reportedly transformed its warehouse into an urban cellar door, with plans to hold regular wine tastings hosted by no bowties and BS wine expert.
The company has previously dabbled in bricks-and-mortar with temporary pop-up locations, but this is the first time it’s set up a more permanent physical presence.
According to Vinomofo’s CEO, Justin Dry, the wine tastings with on-the-spot ordering is a great chance for the company to bridge the gap between its online and offline offerings.
“The retail landscape is changing rapidly, but creating strong relationships with your community is and always will be, one of the best ways to build a great business,” Dry said.
The wine tastings will be held every Friday from 9 am to 5 pm. During the tastings, customers will have the opportunity to order cases of wine on the spot.
This move into a traditional customer-facing format comes just a month after Vinomofo’s Co-Founder, Andre Eikmeier stepped down from his role within the business. According to September’s announcement, Dry has been acting as the company’s sole chief executive since August.
“We’re all aligned about both brand and strategic direction. This change has been a very smooth transition; the team is feeling positive, the company is profitable, hitting targets and we’re excited for where we’re heading,” Dry said of Eikmeier’s departure.
Despite positive sentiments, the wine seller has put its plans to expand into the US on hold, claiming this decision has been based on licensing timelines, rather than Eikmeier’s departure.
Vinomofo had previously announced plans to kick-start an aggressive domestic and international business strategy in Singapore, the US, Hong Kong, China, the UK and Europe, after receiving a $25 million investment from Blue Sky Capital in 2016.