US: Inertia partners with “one-wine-a-day” site
By just-drinks.com editorial team | 27 June 2006
Inertia Beverage Group (IBG) has struck a supply agreement with "one-wine-a-day" marketer RadCru.com, which is launching next month.
RadCru.com will offer just one artisan wine per day, which will be made available at midnight for 24 hours or until it sells out. Without changing the weekend offering, it will present 313 wines per year in total, as IBG provides website members with a continuous stream of wines.
A selection of IBG participating wineries includes Brooks Winery, Cornerstone Cellars and Titus Vineyards. More than 265 brands use IBG's REthink Wine Engine system to market and sell wine on-line.
"RadCru.com is exactly the kind of forward-thinking marketing partner we want to be associated with," said IBG president Paul Mabray. "RadCru.com's 'one-wine-a-day' formula is a compelling method to present artisan wines to an avid audience and we believe they're the company to perfect this unique sales channel."
RadCru.com has been founded by veterans of the wine and spirits industry and online auctions, and will launch on 10 July.
RadCru.com co-founder Jeff Playter said: "To keep wine lovers coming back to RadCru we must offer them a consistent source of outstanding wines, which is what led us to partner with Inertia. Inertia's impressive portfolio of brands and the seamless shopping experience of their software will help make RadCru.com the best site of its type on the Internet."