VinTank acquired by W2O Group

VinTank, a customer relationship management (CRM) tool for the wine industry has been acquired by the W2O Group – an independent network of marketing, communications and R&D firms.

Paul Mabray, co-founder of VinTank

VinTank was founded by entrepreneurs Paul Mabray and James Jory. Mabray has over 20 years experience in the wine industry, and was the founder and CEO of direct to consumer retailer WineDirect.com.

Jory meanwhile, has been working in technology for over 25 years, and was the chief architect for eBay ProStores, which targets customer engagement and calculates social media health for brands.

VinTank has emerged as a leader of digital innovation in the wine industry. Knowing who a wine brand’s audience is and how to reach them is key to success in today’s increasingly competitive envinrmoent.

According to Forbes, with the backing of the W2O Group, VinTank’s ability to deliver that information to clients has become significantly more robust.

“This truly is a transformative moment for the wine industry,” said Mabray. As a result of this purchase, we can catalyse the industry into meaningful and healthy change in how they understand and relate to their customers.

“Joining the W2O team is a perfect fit to couple their powerful analytics tools with our data driven engagement software to supercharge the relationship between brands and their customers,” he added.

“VinTank provides us with a way to learn what an audience is doing online, understand what content they like, evaluate who they follow and, ultimately, redefine what ‘customer relationship management’ means,” said Bob Pearson president of W2O Group.

“Our goal is to build audiences that have the potential to shape the market,” he added.