You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Saturday 4 July 2015

Wine Society embraces digital age with new project

18th July, 2013 by Patrick Schmitt

The Wine Society is developing its digital presence with a new project, as well as expanding its range from Spain and starting to offer parcels of wine to its members.

wine society 2The mutual mail-order merchant’s chief executive, Robin McMillan told the drinks business yesterday that he was working on “a large digital project”, which he said “will shape what we do in the future”.

Almost 60% of all Wine Society sales are through its website, said McMillan, adding that “digital is the fastest growing part of the business in terms of orders”.

The company unveiled a revamped website on April 2 but are considering adding various functions, such as allowing Wine Society members to rate the wines online using a star system not unlike that found on Trip Advisor.

Among other changes to its online offering, the business, which is owned by its customers, is considering adding a section for new members on the website.

“We are looking at how to hand-hold our new members in the first few months because we have a massive range,” said Tim Sykes, head of buying at The Wine Society, explaining the thinking behind possibly adding a new members area.

Sykes also stressed that he wanted to continue to prompt Wine Society members to explore the diverse world of wine.

“Exploration is an important part of the business and so we encourage members to try wines they wouldn’t normally try and, for example, we’ve been very successful with Greece.

“The fact we are mutual means we can go after wines any commercially-motivated company wouldn’t consider,” he added.

AlabarinoA notable area of growth for the merchant is the demand for Spanish wine according to Sykes, prompting him to extend the range with a Txakoli from Rezebal in the Basque country and an own-label (“The Society’s”) Albariño (pictured, left), which sold more than 100 cases over the past weekend alone.

“Spain is an increasingly important area, it seems to be growing rapidly so we are increasing our emphasis,” he said.

A further development at The Wine Society is the decision to start selling parcels of wines and, in keeping with the rising call for Spanish produce, Sykes said the merchant was about to release a parcel of mature Rioja.

“We are doing more and more parcels of sales and we are about to release a parcel of old vintage Riojas from the 50s, 60s and 70s.

“It’s not direct from the producers but we have checked the provenance and storage conditions and tasted the wines,” he added, stressing that they were approached by “someone we trusted” to sell the wine.

Sykes also forecast, “I think this offer will go ballistic”.

wine-society-burgundyDespite the fact The Wine Society rarely discount wines from its range of 1,500, the direct sales business is bucking market trends, growing in value sales by 7% over the last two years, when the latest Nielsen statistics show that the UK retail wine market is in volume decline by almost 3%.

The Wine Society currently sells 650,000 cases annually with an average bottle price of £8.70 (this includes Champagne).

As many as 17 of its 20 best selling wines are its own-label offerings, according to Sykes, who also points out that Bordeaux is the biggest single category for the merchant.

Click here to see The Wine Society’s top 10 best sellers.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Vinadeis unveils Languedoc 'black diamonds'

One of France’s largest wine producers has launched a high-end Languedoc more...

Wimbledon serves up English wine

Organisers of this year’s Wimbledon have decided to offer tennis fans English more...

Auction house snaps up online wine specialist

Online auction firm Bid for Wine has been sold to The Fine Art Auction Group in more...

PR Manager

Competitive

Castel feeds aperitif thirst

Europe’s largest wine producer, Castel, has unveiled a raft of new products more...

Hardys invests £4m in summer of cricket

Hardys has unveiled a new £4 million consumer marketing campaign to tie in more...

Rioja a ‘victim of its own success’

Rioja has become a victim of its own success, unsustainably driven by low more...

Hatch Mansfield – Brand Manager

London, United Kingdom

Competitive salary

Delegat aims high with new Barossa brand

Oyster Bay owner Delegat has launched “a new global brand” from more...

Hong Kong: Red obsession

While whites are starting to be taken seriously in Hong Kong restaurants, the more...

Wine cellar carved into cliff on sale for $3m

A nine-storey deep wine cellar carved into a cliff edge has gone on sale in more...

Social Media Editor

Competitive

Red wine could help fight depression

A component found in the skins of red grapes could be used to treat depression more...

Constellation to buy Meiomi for $315m

Constellation Brands is to buy Napa-based wine brand Meiomi for $315 million, more...

Oddbins woos Naked staff with love letters

Oddbins has allegedly been sending love letters and bottles of wine to key more...

Business Development Executive

London, United Kingdom

£25-£30K + benefits, depending on experience

Tesco sales take a tumble despite price cuts

Tesco's like-for-like sales fell by 1.3% in the three months to 30 May, an more...

Lidl hints at plans for online wine shop

UK supermarket Lidl has not ruled out launching an online wine shop, reporting more...

Pimm's and English wine sales leap

UK supermarket Waitrose has noted a surge in sales for Pimm's, strawberries and more...

Marketing and eCommerce Manager

London, United Kingdom

Competitive, includes equity options

Copa América: Malbec vs Carmenère

Saturday sees Chile and Argentina go head-to-head in football’s Copa América more...

Flavoured styles lead drinks NPD

A new report from Nielsen shows that flavoured variants are dominating more...

Is powder the future of food?

A powdered food brand has launched in the UK that aims to change the way people more...

E-commerce, Sales & Marketing Executive

London, United Kingdom

Competitive salary and bonus package based on experience and qualification.

Deadline looms for IWSC digital post

The International Wine & Spirit Competition has made a final call for more...

Tour de l'Oc raises £30k for charity

Last month’s Tour de l’Oc bicycle challenge across France has raised over more...