Online wine retailer Elicite set for February launch

The team behind online wine retailer Clos & Cru is set to launch a new ecommerce site called Elicite next month.

Elicite.com will attempt to “redefine the way consumers experience and purchase fine wine” by combining educational content with mixed case sales.

Wine director Martyn Zemavicius said: “We are extremely pleased to introduce a disruptive content-led fine wine ecommerce platform that offers not only exclusive wines and champagnes, but is dedicated to empowering consumers to make educated decisions and experience fine wine from a new perspective.”

Zemavicius is a co-founder of Clos & Cru, which was owned by a parent company called Grand Clos Ltd. The firm was renamed as Elicite Ltd in May 2018 and Clos & Cru will cease to trade when Elicite launches in February.

Zemavicius (pictured, right, at Chateau Smith Haut Lafitte) remains the wine director and John Fleetwood remains the managing director of the company. He has spent most of his most of his career working for multinationals like Coca-Cola and Unilever, while Zemavicius started as a sommelier at London’s OXO Tower restaurant before moving into fine-wine buying and sales to trade and private customers.

He has recruited Alistair Cooper MW to narrate a seven-part film series covering the basics of correctly serving, storing and drinking fine wine, its hidden costs, how to easily read and understand wine labels and the basics of wine making.

Elicite will then divide content into four levels of experience, starting with The Explorer and ascending to The Connoisseur, The Expert, and finally The Master.

Clement Robert MS, Ronan Sayburn MS of 67 Pall Mall, and Bjornstierne Antonson, head sommelier at the Richard Juhlin Champagne Club have contributed to the film content and offered wine selections for the platform.

Elicite has the UK exclusive for Champagne Houses Bonnaire, Roger Brun and Paul Clouet, and it will uphold the trading relationships with producers like Chateau Smith Haut Lafitte, Charles Heidsieck, Penfolds, and Vietti that Clos & Cru built up.

The team at Elicite hopes to “engage a new generation of wine lovers while offering new perspectives to those with more developed experience”.

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