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FindWine to launch FindWine 'Demons'

Published:  01 April, 2011

Online retailer FindWine is to launch FindWine 'Demons', an initiative based upon the Naked Wines model that helps winemakers find a route to market.

The aim of the initiative, modelled on the Naked Wines 'Angels' scheme, will allow winemakers historically unable to find a route to market to concentrate on what they do best - make wine, rather than having to fret over marketing, distribution and logistics.

The scheme which will launch later this year, will initially focus on bringing the emerging wineries of North Africa - Morocco, Tunisia and Algeria - to UK consumers.

New and existing FindWine customers via subscription, will have the opportunity, to be entitled to exclusive wines, preferential pricing and a pre-order system.

The 'Demons' will be able sip on their favourite new discovery, safe in the knowledge that they are supporting burgeoning winemakers from some of the world's most exciting new wine regions.

FindWine founder Mike Howes said: "I have the utmost respect for the Naked model - it obviously strikes a cord with consumers who act as quasi benefactors to their winemakers. Imitation, as they say, is the sincerest form of flattery, and we just hope we can carve out our own niche in North Africa and benefit our customers as much as Naked have benefitted theirs."

"With all the current political unrest in North Africa we thought it was about time we gave something back to some the oldest wine making nations on earth."

"Jesus drank their wine, so why shouldn't our customers."

All subscription fees generated will be transferred directly to the selected winemakers via FindWine's Western Union account, with the retailer also looking to plough a proportion of its sales revenue into the scheme.