IBG Launches Direct-To-Consumer CollectiveVine.com

Inertia Beverage Group has launched a live beta of CollectiveVine.com, a direct-to-consumer web site designed, according to CEO Ted Jansen, “to aggregate the broadest selection of high quality, limited production wines on the web.”

In an email updated to IBG clients, Jansen said that CollectiveVine.com is designed to “provide wineries with the ability to market and sell their wines direct to the consumer, and enable further expansion of wine sales opportunities through partnerships with numerous top online vendors and organizations.”

AFFILIATE PROGRAM, SHIPPING WILL COMPLY WITH LEGAL DEMAND

According to Jansen’s email update, “Initially, efforts to promote and drive consumers to CollectiveVine will be supported by Affiliate Program-style associations with partners who can leverage their own customer base to expose the products on CollectiveVine.

“One of those first partnerships,” his email said, “is with the Entrepreneurs Foundation, where wineries and their products will be available to qualified buyers, while supporting this robust community cause.”

Depending upon their structure, some affiliate programs may not pass regulatory muster.

However, while no details are available yet, Jansen’s email noted that CollectiveVine, launched by IBG’s Marketplace Services program is “designed to work within the regulatory guidelines afforded with direct shipping licenses.”

“Given that our launch is a beta, we are still working through specific site design and content issues,” he told Wine Industry Insight. “But overall we are pleased with our progress. Also, we are confident that the operating model fits within the regulatory framework of each State within which we plan to operate.”