Vinomofo buys food and wine events company Revel

Vinomofo buys food and wine events company Revel

Vinomofo co-founder Justin Dry and Revel founder Dan Sims.

Online wine retailer Vinomofo has this week acquired Melbourne-based Revel - the creator of global food and wine events including Pinot Palooza and the Mould Cheese Festival.

By adding Revel to its portfolio for an undisclosed amount, Vinomofo hopes to create long-term and immediate added value for its customers globally, moving beyond just selling wine to creating experiences around the drink too.

Vinomofo CEO Paul Edginton said the two companies were forward thinking, innovative businesses that had laid the foundation for succession, but recognised additional future growth is possible.

“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,” Edginton 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.”

Founded in 2011, Vinomofo has become a destination for wine lovers, but Edginton said the time was right to investigate opportunities that would develop deeper connections with its customers.

“Over the last 18 months, the team at Revel successfully navigated a path through the pandemic with innovation, adaptation and sheer determination,” Edginton 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 customers of both businesses could expect to see the two adapt and evolve post-acquisition.

“The team at Revel - they get us. They get what we do,” Dry said.

“There’s a familiarity, mutual respect, and shared passion for creating remarkable experiences. It’s our shared ethos that has us excited and working on new, exciting projects that will be launched next year. Dan Sims and Revel are industry legends – an industry we are so proud to be a part of.

“2022 is going to be nothing short of epic. Watch this space.”

Revel founder Dan Sims said the acquisition was a coming together of two great entrepreneurial minds in the Australian wine industry.

“Justin and I have been talking about collaborating for a number of years now and in many ways, this partnership really does make sense. 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.”

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