New website simplifies shopper’s choices

16 April, 2010

A website which only features 54 wines at any one time has been launched in an effort to make wine buying “less intimidating and more interesting”.

The findwine.co.uk site is the brainchild of three self-confessed wine lovers, Mike Howes, John Critchley and Martin Jeffery, who wanted to make it easier for consumers to choose wine by limiting the options available to them.

It will feature exclusive parcels sourced from small, boutique producers, which the creators hope will encourage exploration and trial of less well-known varieties and regions.

On the site an interactive wine selector lists the range by colour, style and price point, which is then cross-referenced by selecting a food style, country of origin or pre-selected mixed case option.

When the site sells out of a particular wine, it will be replaced with something similar in style and price, according to Jeffery.

Howes added: “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.”

The launch of the website will be backed by an integrated PR and marketing campaign across print, online and digital media.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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