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Aligning The Wine Collective’s go-to-market & capital raising strategies

“Ignition Lane gave us clarity and guidance to support fast, informed decision making on investment hypothesis. We still refer to the work today.”



Blending together old & new world wine retailers

The Wine Collective (TWC) was formed from a merger of five brands, including Australia’s oldest wine club founded in 1946 (The Wine Society) and eCommerce pioneers (Cracka Wines & My Wine Guy). 

A strategy to extract the best of both worlds 

TWC’s CEO Lloyd had a strong vision for the newly combined group, which brought together technology and a loyal customer base of premium wine buyers. He saw an opportunity to launch a premium direct-to-consumer offering, bringing their high-end wine merchants and customers into the digital age. 

To do this, Lloyd and the TWC Board looked to Ignition Lane for help to understand and prioritise pathways for growth, including the associated cost.  Together, we identified two options with varying degrees of capital intensiveness. With clarity around the cost, benefits and risks of each option, Lloyd and the Board made a confident decision about how to plan and invest in the future of the business. 


TWC is now the leading premium online wine marketplace

Fast forward two years: our growth predictions have proven true.
TWC was perfectly positioned to take advantage of the pandemic-driven boom in online wine sales and lead the premium segment in Australia. As a result, TWC has also raised $8.3m to invest in its next phase of growth.

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