DRNKS is a boutique wine merchant, showcasing and selling Australian wines sourced from small producers. They conducted fortnightly wine appreciation classes about the wine world and their wines from their premises based in a Waterloo hotel until COVID-19 restrictions closed the pub.

With an established customer base, web infrastructure and an incredible logistics team DRNKS was well equipped to morph into DRNKS Online and quickly adapted to the changes in consumer purchasing. WILLIAMS MEDIA spoke to Ella Stening, ‘Wine Lady’ of DRNKS to discover how they met the challenges head on, “It was surprising how quickly consumers adapted and with each announcement and the tightening restrictions and limits there have been corresponding spikes in the number of online orders.” Ella observed.

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Image: Wine delivery options by DRNKS. Source: DRNKS.

With the inability to go out and the closure of bars, pubs and clubs consumers are purchasing alcohol to enjoy at home.

“DRNKS Online began with a small team, of just two people but with the unbelievable growth we’ve had DRNKS has been able to hire additional staff. People who had lost their jobs in the hospitality sector are now assisting us in delivery driving and logistics.”

Moving to online purchasing meant the end of the in-shop education program and it soon became apparent that this was another void to fill.

“A big part of my role with the store was our education program and my clients were missing the group education and tasting sessions and still asking me for wine recommendations. With the immense help of Lorna Moffat (@downtoawineart), I started online wine classes.”

Anyone purchasing a tasting pack is sent a ticket to attend one of Ella’s education sessions. Via zoom everyone gets together to learn about natural wines while sampling those contained in their tasting packs.

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Image: Zoom wine tasting with DRNKS. Source: DRNKS.

“Winemakers and distributors that would normally assist with classes, pop in and answer questions too. It has been immensely popular and a regular source of income for the hospitality professionals involved.” Ella continued, “Many other bars, restaurants and venues are also sharing their expertise online, teaching, supporting, sharing. Once secret recipes are now being shared. It will be interesting to see how this plays out once restrictions are loosened. I truly believe that this sense of community will hold itself true and we will allow this innovation and collaboration in our businesses for a long time to come.”

In a very short time Ella and her team have grown their business and expanded their offering to help restaurants without an online presence to increase their customer reach. “We have developed a pantry section to give restaurants a marketplace to sell their takeaway meals online. One of the most popular items is the home-pasta kit from Italian restaurant, Ragazzi.” Ella continued. “DRNKS is not alone in this, venues all over Sydney like PnV (bottle-shop in Newtown) and Feather and Bone (boutique butchers) have been incredible, hiring chefs and other hospitality professionals who are temporary visa holders to make takeaway items or pack boxes.”

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Image: Wine tasting with DRNKS. Source: DRNKS.

“The river of communication that has begun between restaurants checking in on each other and the sense of community amongst us has been amazing. It has been inspiring to see venues sharing their unprecedented growth with others, the true spirit of hospitality has revealed itself…we all help each other. Shop local, support local and buy heaps of wine y’all.”

Visit DRNKS here. 

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