PR & Communications Company Cape Town

Liquidity signs with Port2Port as alternative routes to market become imperative

Wine purchasing behaviour in SA is definitely changing, keep up, says online wine merchant Port2Port


Online e-commerce wine merchant Port2Port has just added another big player in the South African wine and spirits arena to its rapidly growing online portfolio: Liquidity, the specialised premium wine and spirit import and distribution company, headed by Emil den Dulk, will now be selling some of its top wine and spirits in its portfolio directly via Port2Port’s online marketplace.


This move, spearheaded by Port2Port entrepreneurs and co-founders Nicolò Stortiglione Pudel, managing director of Pier2Pier and Vincent Bührer, is an important development in the rapidly changing wine consumer landscape in South Africa. The company’s ‘marketplace’ offering – a model of e-commerce based on an operating system that facilitates direct trade between the buyer and the seller – has been growing at a phenomenal pace, a growth curve which the founders ascribe to the wine industry’s need for having alternative routes to market – and looking towards digital platforms to provide these.
Says Pudel, “Over the past couple of months we have seen South Africa’s top wine merchants, traders, wineries and distributors partnering with Port2Port, and signing up for distribution to consumers via our marketplace platform. These collaborations are with South Africa’s top brands and brand thinkers, which indicate to us that they also know that, in order to stay relevant in South Africa’s saturated wine market, you must think ahead and adapt your marketing strategies – a digital route to market isn’t a nice to have anymore, it is a must have.”
By ‘disrupting’ the normal route to market – from cellars to third parties and then to consumers – Port2Port also caters for the wine lover who seeks surety that the product offered was stored and shipped from optimum conditions, at a price which is unbeatable – even at the cellar door.
Port2Port is South Africa’s first collaborative responder to cater for wine consumers’ demand in this manner. By offering them a collective online wine-buying experience, with products from a diverse portfolio of premium brands and merchants covering every country in the world, and by shipping products directly from South Africa’s top wine merchants as well as the cellars of South Africa’s most acclaimed wineries – they are set to become the country’s biggest online player in the field of wine, and hopefully have a positive impact on growing the fine wine drinking culture as well.

“Although we offer a premium catalogue of top wines and spirits from South Africa and the world, we are very natural and authentic in our communication to consumers. Wine education is a big part of what we do, we develop newsletters that are really interesting and fun to read, and the feedback, from sales and verbally, on these have been phenomenal. We are passionate about wine and technology, and I think it is infectious,” says Pudel.

Last month, Port2Port introduced specialist, and well-respected, wine retailer Caroline’s Fine Wine to its portfolio, adding her range of top Italian wines to those of top-performing wines from DE Trafford & Sijnn, Ken Forrester Vineyards, Morgenster, Saxenburg, Vilafonté and WARWICK Estate, as well as on-allocation local and international offerings from fine wine distributors LAPD Distribution, Wine Cellar and Reciprocal, that consumers can browse and buy when visiting Port2Port.

“Technology has made it so much easier for brands to get into the hands of consumers, and in many ways, it has made the world much smaller and easier to conquer. With the recent attention South African wines are enjoying from top international markets, I will encourage South African traders and wineries to think bigger. We certainly are, and we are looking forward to exciting announcements in this regard in 2017,” says Pudel.

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Issued on behalf of Port2Port by Feed That Bird Communication Consultants, contact Jeanri-Tine van Zyl for any press-related queries mobile 082 591 4746 or 021 202 6080, email