Customers replace buyers in Naked experiment

27 February, 2009

Online wine retailer Naked Wines is giving a group of its customers the chance to choose five boutique Australian wines for its list.

Founder Rowan Gormley is inviting 50 clients and friends to a tasting of 50 wines, and after selecting the best five the company will spend A$100 in a live auction.

Gormley described the idea as “a bit of an experiment, which might or might not work”.

He added: “The idea is to see if a group of non-experts, acting together, can buy good wine at a better price to the consumer, and a better profit to the producer.

“The idea is that if we can remove producers’ selling costs, they can afford to price premium wines at sensible prices, in which case they will sell well and they don’t need to spend money on marketing.”

The tasting and auction take place on March 11.




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In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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