DRINKS Sells Wine Insiders Brand to Focus on Core Alcohol Ecommerce Tech

New brand management firm Full Glass Wine Co has acquired the Wine Insiders brand.
New brand management firm Full Glass Wine Co has acquired the Wine Insiders brand. (Photo courtesy Full Glass)

Alcohol ecommerce solution DRINKS has sold the Wine Insiders brand, which it acquired in 2014, to the new brand management firm Full Glass Wine Co. Financial details of the transaction were not disclosed.

Full Glass was founded earlier this year by alcohol industry veteran Louis Amoroso and entrepreneur Neha Kumar. Amoroso previously served as President of DTC at DRINKS. Wine Insider marks the second acquisition for Full Glass following the purchase of the DTC operating assets of wine and lifestyle brand from Amass Brands Group. The ultimate goal for Full Glass is to build a multi-brand wine marketplace, and as such the company said it is actively exploring the acquisition of other DTC wine companies.

“Acquiring market leaders Wine Insiders and demonstrates our belief in, and passion for, online wine brands dedicated to providing superior experiences and value for customers,” said Amoroso in a statement. “Full Glass’ mission is to empower beloved DTC wine brands to capitalize on DTC alcohol sales growth in order to reshape the DTC landscape and deliver unmatched value to online wine shoppers through rich, streamlined experiences supported by operational excellence.”

For its part, DRINKS said that it initiated the sale of Wine Insiders to focus on its core growth opportunity — continuing to scale its alcohol ecommerce enablement technology. However, DRINKS and Full Glass will continue to work together closely following the acquisition. DRINKS provides regulatory and compliance technology to the Full Glass brands through its Shopify app, and Full Glass also leverages DRINKS’ wine-as-a-service (WaaS) platform and PAIR Recommend technology to power its national operations. “Transforming Wine Insiders into a digitally focused DTC wine powerhouse over the last nine years created the perfect foundation for DRINKS to develop the next generation of enterprise-grade technology for the alcohol industry,” said Zac Brandenberg, Co-founder and CEO of DRINKS in a statement. “The online channel has become the fastest-growing medium for consumers to discover and purchase adult beverages, and our complete focus now is bridging the gap between that growing desire and alcohol companies’ ability to scale online sales.”


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