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Virgin Wines was launched in 2000 when Virgin bought into the business. The company was sold to Direct Wines in 2005, although the Virgin brand and distinctive positioning were very much retained.
Virgin Wines prides itself on its innovative mould breaking wines and its wine buyers scour the world for the best quality wines available. The majority of these are from small, undiscovered winemakers.
The company’s website aims to help customers who love wine but don’t know much about it. Key features include personalised wine recommendations, the Virgin Wines' Discovery Wine Club and JustReds Wine Club, the Virgin Wines’ WineBank,(which rewards customers with WineInterest) and an online Wine Auction. Alongside this, Virgin Wines employs a team of Personal Wine Advisors who assist customers with wine suggestions.
Since 2010 Virgin Wines is also operating in the USA.
Virgin Wines Australia launched in November 2010, offering boutique wines from across Australia and the world. Much like Virgin Australia's parent companies, the Australian instalment will provide customers personalised wine recommendations and offers through their memberships.