Start-up Wineist sends sample wine packs direct to consumers

By Gemma McKenna

Published: 06 August, 2014

Slovenian start-up firm Wineist has landed upon a unique concept - to send out monthly wine tasting kits, complete with samples to consumers the world over.

The firm, started in January, works by obtaining at least 24 bottles of wine free from each winery in exchange for promotion across its site, tasting package and social media, and repackages them into 50ml bottles to send on. As the bottles are classed as samples, and marked 'not for resale', the firm manages to avoid red tape from customs.

Wineist sample pack Wineist is sending wine sample packs out to customers around the globeThe firm obtains a minimum of 24 bottles of wine free from each winery in exchange for promotion across its site, tasting package and social media, and repackages them into 50ml bottles to send on.

Peter Bruner, founder of Wineist, told Harpers.co.uk that 70% of its customers are based in the US, with 15% coming from the UK. It currently has 200 subscribers, but wants to double that by the end of the year and reach 2,000 by the end of 2015. A similar site for spirits, Flaviar, set up two years ago, now has 5,000 subscribers.

Bruner said: "People can pay only a fraction of the whole bottle price and discover new wines. If they are total amateurs they can learn too as we include tasting notes and maps."

Tasting box Spanish Passion, currently available on the site, includes La Granja 360 Tempranillo 2013; Anciano Gran Reserva 2002; Bodegas Lopez Mercier Cal Y Canto 2013, Vina Herminia Tempranillo 2012; Salvador Poveda Toscar Monastrell Tinto 2008 and Maximo Tempranillo 2011.

A six-month subscription is available for 13.99€ per month plus shipping, or customers can choose slightly more expensive options with greater flexibility, rising to 37.98€ for one-off deals.

Bruner said that 20% of its subscribers have gone on to purchase full bottles from the wine supplier - it helps arrange this. "We want to have longer-term relationships with wineries - as many have five or six wines we could include in a package. We currently have 10 different packages we want to revive old ones and recreate special limited edition offerings."

He added that if you looks at the outlay involved in sending bottles to Wineist, compared to participating in a wine fair, you get a better return.

The group is exploring tie-ups with UK operators Hello Fresh - which delivers fresh ingredients and recipes to consumers' doors - and gift site Firebox.

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