Revolution and evolution in online UK stores

A web-based wine retailer that promises to offer an “innovative new approach” to buying wine online has been launched in the UK.

FindWine only features 54 wines at any one time and includes “exclusive and quirky” parcels of wine.

By limiting the range to 54, FindWine says it can offer streamlined options for the consumer while encouraging exploration and trial of less well-known varieties and regions.

Central to the approach of FindWine is an interactive wine selection matrix that lists the range by colour, style and price point. This selection is then cross-referenced by selecting a food style, country of origin or a pre-selected mixed case option.

The brainchild of three “wine lovers”, FindWine says its company has been designed to make wine buying less intimidating for customers.

FindWine founder Mike Howes said: “We offer something completely different from the multiple grocers and our online competitors. We’ve created the site to act as a guide, assisting the consumer much like a friendly, informative and engaging assistant in a wine merchant.

“Our aim is to enthuse the wine buying public, giving them the tools to become more confident in their purchase decisions, and to really explore the world of wine beyond the big brands by giving them access to limited edition parcels that they won’t readily find elsewhere.”

The retailer can be visited at findwine.co.uk.

Meanwhile, the wine recommendation website lovethatwine.co.uk re-launched last week to now include added interactive features.

The new site will act as an online community for wine drinkers with varying levels of expertise and will encourage peer to peer recommendations.

Commenting on the revamp, managing director Hatim Dungarwalla said: “This is the first phase in our development of the Love that Wine brand. Our aim is to increase site membership and cement consumer confidence in our offering.”

Jane Parkinson, 19.04.2010