NZ shop gets physical via crowdfunding

Online outlet The New Zealand Cellar has turned to crowdfunding in a bid to raise £35,000 within just two weeks to enable the launch of its first shop.

New Zealand CellarEstablished last year, the New Zealand wine specialist currently offers 200 wines from 72 producers to its customer base across the UK and Europe. Now founder Melanie Brown is looking to develop her business further by transforming an empty retail space in Brixton, south London, into a physical outlet for this portfolio.

An appeal is currently running via crowdfunding platform Kickstarter, with a series of “rewards” for those who pledge money towards the venture. Anyone providing £10 or more will receive a personalized thank you card, while those offering at least £150 will see their name appear on the shops “Founders Board”. In return for a pledge of £1,000, Brown and her team will offer a “Total New Zealand Wine Experience”, featuring an evening of 10 wines.

The £35,000 minimum target will be used to fit out the new shop, which will be open seven days a week. As well as buying wine off the shelf, customers will be able to taste and buy any of 12 wines from a daily offer by the glass or carafe.

“We want to create a retail space here that the New Zealand wine industry would be proud of,” explained Brown. “By pledging to support us in becoming London’s first New Zealand wine retail outlet people will be helping to grow the reputation of premium New Zealand wine in the UK and giving it the recognition it deserves.

“If we can change the perception of just a small group of consumers each week and educate them to spend a few extra pounds on fine NZ wine, our goals will be achieved.”

This retail venture marks the latest in a flurry of crowdfunding offers by various sectors of the drinks trade. Last year English wine, beer and cider producer Chapel Down raised almost £4 million, which will support its move to double production.

Meanwhile last month saw New Zealand producer Invivo Wines break a record for the country’s highest ever crowdfunding total, which the company will use to expand exports.



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