Food + drink

Vinomofo: Value by the Case

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Top-tier wines for S$20? This is no bait and switch. An upstart called Vinomofo is making it happen.

Vinomofo is one of Australia’s fastest growing and most awarded companies, including 2015 ORIA Online Retailer of the Year and 2014 My Business Awards’ Best Employer. After making its name in Australia, Vinomofo is going international, with Singapore as their first international stop.

The formula for their success is startlingly simple: they curate excellent wines, and you buy them by the case at excellent prices.

If you’ve looked at the website and thought to yourself this is too good to be true, it’s not. Yet another simple, no-so-secret, strategy of theirs is that they work directly with winemakers and focus on a small range of wines at any one time. Because they’re not buying thousands of different labels, they can buy more of each wine and keep prices down.

By sourcing direct and harnessing the buying power of their user base, they’re able to offer attractive deals. Furthermore, they take pride in checking every deal before it goes live to ensure it is the best price available. They assert that if you find a better price elsewhere, you can contact their customer team and they’ll beat it.


Vinomofo claims that many of their deals are so good that the makers would rather they didn’t reveal the wine’s identity to protect their brands. As such, Vinomofo offers them under their secret and black market deals, which represents the website’s best offers.

Co-founder and Joint CEO of Vinomofo, Andre Eikmeier, believes that like our local hawker fare, a good wine should not have to be expensive: “That’s what Vinomofo is about, we want everyone to be able to experience good wine, and not have to pay a fortune for it. Which is why we can’t wait to pair Vinomofo with Singapore’s bustling food scene.”


They also understand that for a lot of people, choosing the right wine can be confusing and difficult, what with variety, region, vintage, style, and age, and end up going for safe, big brands.

Vinomofo here will stock a wide range of wines from Australia, France, Italy, Spain, New Zealand and Argentina, and range from familiar brand name wines to indie labels.

They add that there will always be 40+ wines on the site and the lineup changes constantly so that you can experience something different every time you visit. Same-day delivery is also available, provided that you order before 2 pm each day. Deliveries are climate controlled so you can enjoy them immediately. To minimise potential frustration, you are also able to text the driver directly for better coordination.




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