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Wine e-retailer boosts online offer as it exceeds crowdfunding target

Published:  21 April, 2015

Online retailer The New Zealand Cellar is set to boost its online offer after achieving more than 20% more than its crowdfunding target.

The wine e-merchant, which was set up last year and specializes in boutique wines from New Zealand, was looking to raise more than £35k to fund the opening and fitting out of its first wine shop.

The new shop will open in the Pop Brixton development in mid-May and will include an outside wine café area, late license and make use of Pop Brixton's event space, where it can hold tasting and events both for the shop and to New Zealand wineries and winemakers visiting London.

Today the company confirmed it has achieved £42,502 or 121% of its target. Founder Melanie Brown said the additional money would be spent on synchronizing the website so that it links in real time to the new shop.

"As orders increase and the company continues to grow at a fantastic pace, this has become a necessary and vital investment," she said.

The overwhelming response we've received has been a testament to the strength and quality of the New Zealand wine industry. We're so pleased to have succeeded in raising our target and we are working hard to create a space that will enable us to express the integrity of everyone who has shown us their support"

She said there had been strong interest through social media, with more than 10% of the referral traffic to the donating page came from Facebook and more than 7% came from Twitter and the average pledge of around £219.

The team are also fulfilling the 'rewards' for investors who pledged money, which includes organizing around 20 organizing bespoke tasting events around the UK and the creation of a Founders Board.