New Australian Wine Store Promotes Easy Fundraising and Boutique Wine Awareness

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A new online wine store has been developed to support charities and not-for-profit organisations with their fundraising, but also support awareness of boutique wines in the wake of large retail chains dominating the wine market.

Wine for Charity ( is a purpose-designed fundraising tool that allows not-for-profit organisations and charities to benefit from the continual sale of carefully selected, quality and affordable boutique wines.

The concept was developed in response to large retain chains developing mass produced ‘labels and making it difficult for smaller boutique wineries to secure lucrative distribution channels.

At the same time charity fundraising was becoming more difficult, and charity/NGO infrastructure rarely have resources to support promotional activity.

The Wine for Charity model works by offering wine enthusiasts and novices a six-pack sample of quality boutique wine each month. Instead listing a large range of wine options, it promotes just one winery per month, providing detailed information about the wine and location.

The programme encourages regular donations by offering consumers to nominate the frequency and price limit of orders, enabling regular donations to be made to the nominated charity via a margin that would otherwise be made to retail outlets.

Wine for Charity is a Australian wine store company, based in Victoria with an administration arm in the Margaret River wine region.

Spokesperson, J. Barrey Williams, said the programme aims to drive traffic to the site, but it is ultimately up to the charity to secure its members for long term.

“The concept behind Wine for Charity is simple. It basically feeds much of the margin generally reserved for retail to charity,” he said.

“It is also unique in the sense that we only promote one winery per month, so we’ve removed the need to plough through lists of wine options, which can be bewildering for the best of us. Each pack contains two bottles of three wine varieties, so consumers have one to sample and one to save.”

If a ‘wine of the month’ falls outside the consumer’s nominated price range, the order is simply missed for that month or until a relevant wine participant is promoted.

“The important thing is that charities are paid with every wine order, so if you consider how much you spend on wine each month through retail, this is likely to be a subliminal donation that will stack up your cellar and provide exposure to some of the best wines available,” she said.

Wine for Charity operates through a website, where repeat orders are available until stocks run out. Charities are encouraged to ‘lock in’ their members, which will link each person to charity for every order and secure a donation with every sale.

Wine for Charity is open to all not-for-profit organisations, including sports clubs, individual fund raising and, of course, incorporated charities.

It is also available to businesses that require regular stores of wine. Wine six-packs include 2 samples of 3 varieties.

“In its introductory month, Wine for Charity is offering a six pack of Edwards wine in April, and will commence monthly wine offers in the new year,” Mr Williams said.

To participate, simply visit and follow the prompts to register the charities details.


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Amanda Fay
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