Vinomofo

Consumer

THE GOAL

Launched in 2011, Vinomofo is a highly successful wine e-retailer from Australia, making top-tier wines accessible to wine lovers at super competitive prices. The startup has seen great business success in the last five years, reaching half a million tribe members, expanding into Australia and most recently, attaining $25M in funding from Blue Sky Venture. The startup chose Singapore to be its first South-east Asian destination to kickstart their Asia takeover and appointed Mutant to facilitate their launch locally.

THE PLAN
Mutant generated buzz around the announcement that Vinomofo was uncorking in Singapore soon. Leading up to the launch, Mutant kept the press in the loop and invited them to an exciting press tasting event – the prequel to Vinomofo’s launch countdown. Multiple pitching angles were tailored to specific media to generate interest for interview opportunities.
THE OUTCOME

The launch event was a success with 100 guests, including media, who came down to witness the countdown and to experience wines from the ‘Fo’. Coverage attained included a mix of print, online and broadcast media with the highlights including Bloomberg, The Straits Times, The Business Times, 938LIVE, Honeycombers, SG Magazine, City Nomads and AsiaOne. From the launch, Vinomofo’s sales exceeded $120,000 in the first 24 hours, and over 6700 bottles were sold within the first three weeks.