New Distribution Channel For Boutique Wineries

At a time when record numbers of wineries and ever-narrowing retail channels are making it difficult for boutique wineries to sell wine, a great new route to market has emerged. is a website where any Australian wine producer who is a member of the Winemakers’ Federation of Australia can list their wines and buyers can order them direct, without going through middlemen. This means buyers can pay a lower price and sellers can make more profit. Producers can also advertise niche wines, limited production wines, or test-market new varieties.

The initiative and money to create, design and host the website came from Melbourne-based IT entrepreneur and philanthropist John Cameron, of Cameron Edge. He and WFA’s president Tony D’Aloisio and chief executive Paul Evans unveiled the project in Adelaide last week. The site already lists about 570 wines from 60 producers and expects to soon have many more, once the word gets out. Olives, olive oils, cheeses and other foodstuffs are also offered. The potential is almost limitless.

Some of the wineries already involved are Balnaves (tastings), Angove (tastings), Oakridge (tastings), Lowe Wines (tastings), Oliver’s Taranga (tastings) and Yalumba (tastings). The large and small are equally welcomed. Producers in remote areas who have limited cellar door potential, such as Frankland River and Coonawarra, will find the service especially useful.

Cameron says From The Producer is a free and neutral, central market-place, where consumers can find local producers and their products. “It’s completely automated and managed by the producers themselves, which means it costs almost nothing to run. I have put it ‘on the cloud’ where it can run forever as a free service allowing local producers and consumers to connect and do business.”

D’Aloisio described it as an extension of the cellar door, and an important addition to the retail landscape. The link with WFA and other official food industry organisations gives users confidence that listed producers are reputable and reliable. Customers pay for freight as they would any online purchase, and can even choose their preferred freight company.

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