Wine site launches with just 54 wines

Published: 16 April, 2010

A wine website offering only around 50 wines at a time has been launched to hopefully make the process of buying wine easier for the average drinker.

FindWine (www.findwine.co.uk) hopes to attract wine drinkers looking for a quick, easy, user-friendly way to choose wine.

It will only feature 54 wines at any one time and is designed to help consumers cut down the choice of wine on offer and therefore making their buying decisions easier.
The range will feature both exclusive, and quirky parcels of wine sourced from boutique producers with an individual approach to winemaking. By limiting the range, FindWine hopes to also encourage users to experiment more across its selection trying less well-known varieties and regions.

Central to the approach is an interactive wine selection matrix that 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.

FindWine co-founder Mike Howes said: "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."

"Our aim is to enthuse the wine buying public, giving them the tools to become more confident in their purchase decisions, and to really explore the world of wine beyond the big brands by giving them access to limited edition parcels that they won't readily find elsewhere."

He added: "Everybody should enjoy drinking wine, instead of worrying about country, grape variety or region - with our selection matrix consumers just have to choose which style of wine they want to drink and how much they want to spend. Simple."

Wine buyer Martin Jeffery said: "We source interesting parcels from small, boutique producers, often in quantities as little as 20 cases or so. As a result, our range is continually evolving, with new wines added on a regular basis - this keeps the selection fresh for the consumer and encourages trial and exploration. If we sell out of a wine, we replace it with something similar in style and price."

The launch of FindWine will be supported by a PR and marketing campaign across print, online and digital media.

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