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  • As online wine sales soar, brands are getting innovative with engagement
  • As online wine sales soar, brands are getting innovative with engagement
    Darina Belonogova (2021 ©

Why buying wine online is here to stay

COVID-19 has been wine’s wake-up call to ecommerce. Once a prerogative of younger drinkers, the pandemic has opened online wine buying to all consumers and siphoned it into the mainstream. How can brands keep up with the trend and the changing behaviours associated with it?

Location North America / Northern Europe

“I’ve been in wine online since 2002 and, before the pandemic, I didn’t think I’d have seen the wine industry [embracing] the internet in my lifetime,” says Paul Mabray, CEO of Pixwine, a wine discovery platform set to launch this spring. “The pandemic has accelerated everything because there was a need to do it. It was ‘evolve or die’. We’ve gone two decades ahead. The genie is out of the bottle and you can’t put him back in. It’s the start of something great. This is the golden age of wine online.” [1]

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