“No-brainer”: Vinomofo inks deal with UberEats and Deliveroo for on-demand wine


Vinomofo co-founder and chief Justin Dry with one of the startup's many office pets. Source: Supplied.

First, it was burgers, then Coles’ roast chicken and Hoyts’ popcorn. Now, Australia’s fast-growing on-demand delivery space is expanding further, this time, with booze.

Online wine retailer Vinomofo has inked a deal with delivery platforms Deliveroo and UberEats to launch an on-demand service for customers in Melbourne.

Going live today through Deliveroo and UberEats, customers in Port Melbourne, Carlton, Prahran and everywhere between, will be given access to Vinomofo’s range of single bottle wines in a move chief executive Justin Dry describes as a “no-brainer”.

“The demand for quick, easy and frictionless delivery has rapidly grown,” Dry tells SmartCompany.

“We want to be where our Mofos are and offer them the opportunity to buy through us.”

Vinomofo isn’t the first alchohol retailer to do a deal with Australia’s on-demand delivery platforms, which have become a dominant force in the restaurant industry in recent years.

But while Cellarbrations, Liqourland and Bottle-O are already available, Dry reckons the prices are high and the quality sub-par. In short, Vinomofo can do better, he says.

“I look at these platforms and the offerings in the wine space and they’re really disappointing.”

Vinomofo will look to use the volume moving through its Melbourne-based distribution centre to pass on savings, while hoping its millennial brand appeal will win it some new customers too.

The announcement underlines were Australia’s on-demand economy is heading, with market leaders increasingly branching out into new categories as a growing number of businesses recognise the value of convenience.

While fast-food is a natural part of the ecosystem, the scale of delivery platforms positions them to increase service to the entire on-demand market, potentially even redefining traditional conceptions about online retail.

Dry says as Vinomofo’s first venture into the on-demand space, he’s expecting a different type of customer than the usual Mofo, who generally prefers bulk orders.

“These platforms are huge and customers will pay for convenience,” he says.

The venture is a trial though. Vinomofo will wait and see how customers respond to the service in Melbourne before considering branching out into Sydney, its second-biggest market, and then even potentially overseas into Singapore or the United States.

Dry says he’s not concerned his business could become reliant on these platforms as many businesses in the restaurant industry have become, stressing the revenue sharing arrangement is “sustainable” for Vinomofo.

So how will it work?

Starting today, Deliveroo will begin servicing Vinomofo orders through its platform. The delivery giant has an existing liquor licence in Victoria and drivers will be responsible for checking patrons’ photo identification on delivery.

Under Victoria’s packaged liquor licence laws, those involved in the supply or sale of alcohol must have responsible service of alcohol certificates. The same is true of NSW.

There are also limits on when the products can be sold. Vinomofo will deliver through both apps between 12pm to 6pm, Monday to Wednesday, and 12pm to 10pm, Thursday to Saturday.

“Deliveroo has a license to deliver alcohol as part of the delivery service we provide to customers in Victoria. The service we provide reflects the liquor license of our restaurant-partners or retailers, who we expect to comply with their own liquor licenses when processing orders on our platform,” a Deliveroo spokesperson said.

“Customers are required to tick a box to confirm they are over 18 before their order can be processed, and we have limitations on the amount of alcohol that can be delivered per order.”

UberEats declined to comment on the partnership.

NOW READ: “It was the right time”: Vinomofo co-founder Andre Eikmeier steps down as co-chief executive

NOW READ: “Thank f-ck that worked”: Vinomofo co-founder Justin Dry on how early failed ventures contributed to the wine startup’s success


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