Traditionally, retailers went 'multi-channel' by adding an online route to market to their physical stores. Vivino which began life as a peer-review app in 2010 before evolving into online retail distribution, has opened its first flagship store on September 19, 2024, in Singapore. The partner for this venture is Wine Portal, a Singaporean distributor specializing in collaborations with global brands.
Vivino founder Heini Zachariassen commented:
“We built the Vivino app to help people drink better wine, and seeing this vision come to life in a physical space is truly a dream come true for me. For the first time ever, you can walk into a store and pick up a great wine every time, curated by tens of millions of Vivino users around the world.” However, it remains uncertain whether the main focus of this initiative is on brand expansion, community building, wine sales, or something entirely different. It is also worth noting that a branded Vivino section featuring 4-star and 4-star-plus wines is now to be found at Copenhagen Airport duty free. The focus on these higher-scoring wines suggests that Vivino is aiming to establish itself as a brand that is associated with higher quality wines.
The Singapore Vivino store is open daily from 10 AM to 10 PM, including weekends and holidays. It is located in the Raffles City shopping center, in the heart of Singapore. The complex, which includes two hotels, offices, and a conference center, spans an entire city block. This new hub for the Vivino community covers 2,000 square metres. The selection features over 100 wines with a Vivino rating of 4 stars and above, and prices starting at SGD19.90 ($15.50)
Tapas from a Michelin-starred chef
In addition to purchasing wines, customers can also taste them on-site. Wines are served by the glass at the bar, starting at SGD8 ($6.21), with the offerings changing regularly. There’s also a selection of tapas available from SGD12 ($9.30), curated to complement the wines. To create these pairings, Vivino has brought in Björn Alexander Panek, a former sous-chef working with the local Michelin one-star chef Tim Raue.
According to the press release, the wine shop will also offer rare and limited-edition bottles, including global bestsellers that will be on display for the first time in Singapore.
Vivino claims to be the world's largest online wine marketplace. With its self-described most downloaded wine app, the global Vivino community includes 68m wine drinkers. Currently, Singapore has a population of 5.9m, with an estimated 250,000 Vivino app users, according to The Drinks Business. RW
Don't forget to subscribe to our newsletter. Be the first to know and never miss out on important updates.
