{"id":1249,"date":"2020-05-03T03:38:56","date_gmt":"2020-05-03T03:38:56","guid":{"rendered":"http:\/\/winefolio.co.nz\/?p=1249"},"modified":"2020-05-03T03:48:29","modified_gmt":"2020-05-03T03:48:29","slug":"a-series-selling-wine-in-new-zealand-part-3","status":"publish","type":"post","link":"https:\/\/winefolio.co.nz\/?p=1249","title":{"rendered":"A series: Selling wine in New Zealand – Part 3"},"content":{"rendered":"\t\t
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A series of interviews and articles with a theme of buying and selling wine here in NZ. Part 3: The Wine Subscription Service. Interview: Yvonne Lorkin, WineFriend.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Yvonne\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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How did WineFriend come about \u2013 what\u2019s the background to it being founded?<\/strong><\/p>

My mate Debbie Sutton and I started WineFriend back in 2015 and it was very much Debbie\u2019s idea originally. She\u2019d recently become a My Food Bag subscriber, and began wondering if there could be a way to somehow incorporate the subscription model for wine and make it a personalised service. Debbie has a background in international wine PR and also co-owned a boutique, Awatere Valley wine company called Blind River with her father. So she has a wealth of experience in both wine consumer behaviour and also what it\u2019s like to be a small wine producer battling to find new markets in an increasingly cluttered and competitive environment.<\/p>

We\u2019d become friends through my writing about Blind River for magazines and filming a story on them in the first series of Thirsty Work.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Debbie and I began talking and it became clear that we knew people wanted to try new and interesting wines, but supermarket wine selections are yawn-inducingly narrow and the small amount of wines there don\u2019t give you any clues as to whether they\u2019ll suit your personal tastes \u2013 so it\u2019s a risk dropping $15-$20 $30 on a bottle that (despite having a tonne of shiny stickers on it) may totally not be right for you. So we tend to stick to our same old same olds \u2013 which<\/strong> is really boring.<\/strong><\/p>

AND we\u2019re busy right? Aint got time to be schlepping around the internet looking for wines or trawling from wine shop to wine shop. We take the hassle and guesswork out of finding great wines for time-poor people who want to try something fresh and new and trust that those wines are going to be right for their individual tastes\u201d. And we do it by asking simple questions online to find out how your tastebuds tick, then we get you to tell us about all the wines you normally drink, this gives us a base profile for me to match 6 wines to \u2013 we send them to you and then you rate the wines \u2013 through emojis and comments if you want. This helps us get better at choosing new wines for you the next month and the next month until we\u2019re in perfect sync. Essentially we match wines to people.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Without giving away all your secrets\u2026 what is the model for WineFriend\u00a0\u2013 what makes you unique?\u00a0<\/strong>Despite what recent copycat services might spout, we are the only company in this part of the world who has painstakingly build unique software from scratch that codes all the stylistic components of each wine, with the individual palate profiles built from an initial customer survey. Those profiles are then refined and refined as the two-way communication mechanism kicks in when each customer rates and reviews their wines.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Our customers can choose to subscribe to different tiers for different price-points and quality levels at different frequency rates. We charge one flat fee for delivery whether that\u2019s rural or urban, no exceptions. I taste everything and nothing my team and I don\u2019t love makes it through. We wanted to be able to offer people a personalised alternative to supermarket sameness, while also offering small, boutique NZ wineries a new route to market where their brands are protected, not discounted. That\u2019s what makes us unique. Plus we pour absolutely everything into relentless customer service.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Do you offer deals only to members? Someone can’t just browse and buy\u00a0wine\u00a0like in a shop? What\u2019s the benefit to joining up?\u00a0<\/strong>A WF subscription is about embarking on a journey with us and helping us learn more about how you taste wine which helps us find the right wine for you. It is a very rare thing that your selection of wines would be the same as your friend or your neighbour \u2013 because we all taste wine differently. We\u2019re not like a normal shop. Normal shops rely on you having to do the mental gymnastics of figuring out whether a wine is right for you and then you still have to pay for it in advance to take a chance on it. No matter how many medals or accolades it\u2019s got, it still might not be right for your palate. We take all that hassle and guesswork and risk away. We offer the occasional deal to members and people who are on our database. It could be a wine that\u2019s awesome but falls outside of our usual pricing parameters \u2013 but it\u2019s not a regular thing. We don\u2019t want to bombard peoples inboxes with offers \u2013 that\u2019s not cool.<\/p>

Are people happy to try a\u00a0wine\u00a0they\u2019re not familiar with?\u00a0<\/strong>Kiwi\u2019s are great explorers. Our customers are really open-minded so long as recommendations are coming from someone they trust and someone they know has their tastebuds in mind. So yep, our customers are really adventurous bunch and I love that.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How do you choose what to offer \u2013 do you have to taste every\u00a0wine, or rely on things like gold medals, reviews?<\/strong> I taste everything. And it has to be a wine that my team and I personally love, to be featured in WineFriend no matter what level. I don\u2019t rely on other wine critics or medals or ratings. Those things are nice to be able to communicate to the customers that we send that wine to \u2013 but they really don\u2019t factor at all in terms of initially choosing the wine. In fact it really grates me when companies will say \u201coh it got 5 stars from such and such \u2013 you should feature it\u201d. I\u2019ll make my own assessment thanks.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Can members submit votes and reviews? Or requests\/ suggestions?\u00a0<\/strong>Yep, in terms of submitting ratings and reviews our whole business model depends on our customers doing just that. All wine ratings are kept private (unlike traditional wine ratings sites) so that people can feel completely comfortable being brutally honest. In terms of requests and suggestions, we will always consider wines that customers are fans of, however those wines have to work for us stylistically and fit into our pricing model. I love it when our customers suggest wines that I may not have seen before \u2013 that\u2019s a bonus.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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What trends have you noticed \u2013 or are predicting?\u00a0<\/strong>Ros\u00e9 all day, every day, every season, all year round. People want all styles of chardonnay \u2013 however those honking great roasty, toasty, buttery styles still rule. Sparkling wine is becoming more of an everyday enjoyment rather than a \u2018special occasion\u2019 thing (hooray!!!)<\/p>

What do you think is next for New Zealand wines?\u00a0<\/strong>Oh lord. Um. Please let it not be sparkling pinot gris.<\/p>

Are you behind New Zealand\u00a0wine, or is just about selling whatever the market wants?\u00a0<\/strong>We are heavily behind New Zealand wine and about 80% of our listings are local, however we\u2019re also really keen for our customers to embrace different wine styles from other countries and learn about how they\u2019re different to what we grow here. That\u2019s why we always include a \u2018wildcard\u2019 wine in our boxes, to gently push people to try something they may never have seen before, but something that still sits in their palate parameters. I love it when we\u2019ll have a customer who, when they sign up, might be very set in their ways and preferences, then a few boxes down the track they\u2019ll say things like \u201cI had NO idea I liked so many different wines!\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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I want to show people great wine and it can come from anywhere.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

A series of interviews and articles with a theme of buying and selling wine here in NZ. Part 3: The Wine Subscription Service. Interview: Yvonne Lorkin, WineFriend. 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