Naked Wines launches new partnership and new wine label
The online wine retailer Naked Wines has partnered up with TV personality and website owner Sarah Beeny to promote its wines. Apparently, the partnership started after a conversation between the two on twitter and as Beeny put it, one tweet led to another. Property guru Beeny owns tepilo.com and mysinglefriend.com and will feature the collaboration with Naked Wines on both websites. The aim is to engage with new customers and encourage visitors to share, recommend and promote their favourite products.
Meanwhile Naked Wines is also launching a new wine label called 'Back Door' which will allow premium winemakers to clear wine at bargain prices without the risk of de-valuing their own brands. The move takes Naked Wines away from its core 'Angel' proposition of funding small, unknown winemakers wanting to break into the UK market. But Rowan Gormley CEO expects Back Door to become its biggest brand yet and says it will benefit UK wine drinkers and help established winemakers sell mass volumes of premium stock anonymously. The new range is due to go-live after Easter with ten wines from eight producers.