Online wine retailer Vinomofo has acquired Melbourne based Revel, the creators of global food and wine events including Pinot Palooza and the Mould Cheese Festival and Collective.
Vinomofo CEO Paul Edginton said both companies recognised additional future business growth can come from innovating to better meet customer needs.
“As our customer base grows year on year, we are seeing demand for a more extensive offering, with tactile, engaging, fun experiences at the top of the must-have list,” he said.
“Today’s news to acquire Revel further builds our capabilities to continue meeting the growing needs of our customers who love wine, food and the adventure of experiencing it all.”
Edginton said the time was right to investigate opportunities that would develop a deeper customer connection by offering services that enhance their online wine offer.
“Over the last 18 months, the team at Revel successfully navigated a path through the pandemic with innovation, adaptation and sheer determination,” he said.
“We’ve watched as they cultivated their offering and remained dedicated to ‘creating remarkable experiences that people could love and learn from’. As a similarly savvy company, we saw that and admired what they achieved.”
Vinomofo co-founder Justin Dry said the team at Revel “get what we do”.
“It’s our shared ethos that has us excited and working on new, exciting projects that will be launched next year,” Dry said. “2022 is going to be nothing short of epic. Watch this space.”
Revel founder Dan Sims said the two companies had been talking about collaborating for a number of years.
“I’ve always had a huge respect for him personally, what Vinomofo do, and have achieved and I’m just so excited to work with the team and directly with Justin on some new and cool projects outside of our individual brands,” Sims said.
“For Revel, I’m excited that it gives us the ability to realise the multiple event brand’s true potential and combine our large and diverse audiences.
“This is a huge opportunity for our team and our customers alike as we tap into the incredible business and audience Vinomofo has built over the years. Not just with the current suite of events and initiatives we’ve created, but with new opportunities that will give them access to even more great times and connections.”
The deal will see the entire Revel team remain with the company.