MEDIA RELEASE
New Zealanders forecasted to buy 15% of their wine online says online wine retailer Rewined
Significant opportunities for local wine industry retailers by better
understanding consumers online purchasing motivations
AUCKLAND, Wednesday 12th March, 2014 – Online-only wine retailer Rewined www.rewined.co.nz predicts that the New Zealand online wine market will account for
15% of total retail sales completed online by 2018. This is based on the rise in the industry sector in the past two
years and international trends.
The NZ Retailers Association in 2013 reported total alcohol sales currently only at 4% of the domestic online retail
market. The report however notes key drivers to growth in the online retail space including greater variety, better
pricing, the increase in mobile technology and the prevalence of social media to drive brand and product awareness.
Shannon Lawrence, Operations Manager for Rewined says, “Online wine sales are set to see massive compound growth as wine
drinkers become more informed. We’re seeing more people seeking out international producers, limited releases and
unusual varietals that aren’t available in supermarkets or large wine stores. The obvious place to look for them is
online. Given the fierce competition and without the costs of maintaining a physical retail store, online retailers are
in the most favourable position.”
One of the biggest challenges to selling products online is giving customers the ability to experience the product
before making a purchase. “This is a challenge wine retailers have always faced,” Lawrence says. “We have never been
able to open every bottle for every customer to sample before they buy. That customers are already comfortable buying
wines based on other factors almost works to our advantage online.”
Rewined points out five factors leading customers to make an online purchase decision:
1) High resolution product imagery
2) Detailed product descriptions
3) Recommendations from other customers
4) Informative reviews
5) Social media interaction
Lawrence suggests it’s not enough just to offer customers the best prices bottle of wine. “Reading blogs and seeking
connection on social media are how we now play, live and shop these days and wine retailers need embrace this and
consistently engage with buyers. For example, we noticed a rise in Facebook likes for a post on the beginning of
harvest. In response, we’re writing a blog series on what harvest is all about, to help readers make not only informed
purchases but easy ones they can feel confident are the best for them.”
About Rewined www.rewined.co.nz
Rewined is an online only wine shop dedicated to making the wine buying process easy, fun and approachable. It is
reaching educated, internet-savvy professionals, 35-50 years old, whose love of wine matches their love of food, friends
and occasions. The site avoids complicated, technical information and enables people to find the best wines to suit
their occasion, tastes and budget, using a guided search function.
The company was established in 2013 and is part of the Windhaven Investments portfolio.