posterswineLEADING ONLINE WINE retailer Vinomofo today announced its expansion into physical retail and the launch of a phone team, as it continues to grow its share of the wine retail market.

This marks the start of its national pop-up roadshow which will visit Australia’s major capital cities in 2014.

“Traditionally we would miss out on valuable Christmas sales at the end of December because of delivery time constraints, so this year we decided to combat that by creating a flash pop-up wine store where we can bring our unique offering of good wine, epic deals and real people to customers offline as well as online,” Vinomofo co-founder and CEO Andre Eikmeier said.

The Melbourne pop-up wine store in Richmond will be open for three days only from Friday 13 December to Sunday 15 December.

Approximately 2,000 cases of wine will be available, with 50 to 70 per cent off recommended retail prices, and some bottles starting at under $10.

The range will include 96-point wines, trophy winners, top-end wines and Australian favourites such as Yalumba, De Bortoli, Yarra Burn and Deviation Road.

All wines will be sold in cases of either six or twelve.

The entire range will be available to taste for free, and experts from Vinomofo will be on hand throughout the three-day sale to share their knowledge and advice with customers to help them choose a great wine.

In 2014 Vinomofo plans to replicate the Melbourne pop-up in high foot-traffic areas in Sydney, Brisbane, Adelaide and Perth.


As well as having a physical presence in Australia’s major capital cities, Vinomofo has also introduced a team of personal wine brokers within its Melbourne headquarters.

“We’ve learned our customers like the personal touch of a phone call, and being able to call in to ask about wines and talk about wines,” Eikmeier said.

“The feedback has been really positive, and the conversions have been incredible, at 25 to 50 per cent.

“We’re re-engaging with customers who might not have bought for a while, and offering exclusive private phone-only deals.

“We quickly realised the growth opportunity here, and are currently ramping up the call centre team to 30 people by March next year.

“We started Vinomofo with a vision to really shake up the wine retail market so that more people can enjoy good wine at better value.

“We have been able to build a great community of wine lovers online, without all the bowties and BS, and now we are looking at ways to do this in the offline world as well.

He said while more and more people are shopping online, there are still a lot of wine lovers who prefer to buy at a shop or through a personal wine broker.

“By investing in these avenues, we’re looking forward to continued growth in 2014 and beyond.”

Contact: Cristina Whittington, The PR Group. Phone: 61 0481 353 692. Email: