The Wine Collective Direct Team
From February, the online marketplace Wine Collective Direct will launch to market and sell premium wine directly to overseas customers.
COVID-19 has presented many challenges for the New Zealand wine industry, including the ability to reach high-end international customers through wine tourism.
In 2019, New Zealand winegrowers reported that 778,599 international wine tourists visited New Zealand, collectively spending $3.26 billion.
Wine Collective Direct founder Grant Rimmer says “on the cusp of what was set to be a record year for wine tourism including a massive boost from the America’s Cup, New Zealand producers are now also heavily exposed by the void of international visitors,” says Rimmer.
The online platform is powered by known local direct to consumer export business nzwinehome, utilising capabilities like cross-border compliance and door-to-door distribution.
All bottle prices listed on the new platform will include tax/duty insurance, duty, packaging and door-to-door delivery, and in the customer’s preferred currency, resulting in no surprises at checkout. Wine will be packaged in innovative and biodegradable sheep wool sleeving, which Rimmer says out-performs traditional polystyrene in terms of reduced breakages and thermal stability.
The platform is further supported by tailored digital marketing support and resources. Rimmer notes that “international online wine sales have added export and import compliance complexities that require a specialist approach to achieve high sales conversions,” says Rimmer.
“Off-the-shelf e-commerce platforms cannot handle the intricacies involved with the global export of an alcoholic beverage. Currently only a handful of New Zealand producers offer fully enabled international commerce.”
New Zealand wine producers are invited to register to the marketplace in February 2021 before rolling out to international consumers. There is a subscription fee of $39.95/month for wine producers to be included on the platform. Wine producers can adjust and set their pricing directly within the platform.
The initial market launch at the end of March will include Australia and Hong Kong, where the average direct to consumer bottle price (750ml) is NZD 49.23 and NZD 59.60, respectively (source: nzwinehome FY March 20). Following the launch in the Australian and Hong Kong markets, Wine Collective Direct will then roll out to the UK and USA and additional global locations.
In February and March, a series of launch events will be taking place in Central Otago, Hawke’s Bay, Marlborough, and Waiheke Island for New Zealand wine producers to learn more about Wine Collective Direct.
“The need for our market solution has existed for some time and will provide long-lasting value into the future. 2020 created the urgency for decisive action and rapid development to help producers achieve their rightful share of market prosperity,” says Rimmer.
For more information visit: winecollective.direct.