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New wine website to encourage experimentation

A new wine website promises to encourage consumers to be adventurous by displaying wines according to style and filtering results by food matches.

The site, called claims to act like a helpful shop assistant, and founders Mike Howes and John Critchley are confident they have come up with a novel approach to online wine retailing. 
Howes and Critchley from Harrogate and Leeds in the UK met while working in a High Street wine merchant and decided to create a business from their shared passion. 
"We have created our new website to operate like a friendly and knowledgeable assistant in a good quality wine merchant, someone whose advice will help you find the right bottle every time, be it a romantic dinner in for two or a convivial supper party with friends or a cooling glass for a garden party," said Howes.
"And just like the shop you can choose mixed cases of either single or multiple bottles and get helpful suggestions for wines that accompany particular categories of food, all as part of the service," he added.
Business partner Critchley, who developed his passion for wine after working in a vineyard in Australia’s Adelaide Hills, said, "With the supermarkets offering wine brands at cheap prices, they effectively encourage customers to purchase the same bottle over and over again without actually thinking of what they are buying… We decided that there had to be a different and better way."
For more information visit
Patrick Schmitt, 03.08.09 

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