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Fr Rrp 95%
Launching Cracka Wines
A new wine sales auction site, Cracka Wines has launched with thirty premium wine producers signed, with an aim of filling the space between the discount site Grays Online and the vintage wine player Langton's.
Cracka MD Dean Taylor, who is also founder of wine storage group Wine Ark said "The market between $10 and $25 a bottle has been largely missed by the existing wine auctioneers."
Mr Taylor who has joined forces carsales.com.au head Shane Pettiona and wine columnisht Angus Hughson, stated this new auction site gives producers a means to get their wines on the web with having to set up their own, individual online transactional service.
Mr Taylor stated "We're trying to provide an additional sales channel for wineries, who are being squeezed between the wine glut and the dominance of Coles and Woolworths."
The first online wine auction which goes live on September 27 uses the inventive "Dutch auction" system, whereby the bid commences from the recommended retail price and then over time, the bid price decreases.
At any time, potential buyers can lock in a purchase price, with the potential risk that if the price falls too far, that there may not be any of their selected wine available for purchase.
Unlike traditional online wine auctions whereby buyers vie for individual lots, the Dutch auction system allows multiple wines items to be sold at the same time, leaving no risk of the potential buyer being outbid in the dying moments of an auction's end.
Mr Taylor said "Most people expect to get at least 20 per cent off RRP for buying a case from a retailer, and this gives you the opportunity to get more than that -- at between 30 and 40 per cent off is where people really start to move into the market, and we expect that by the time we reach 45 per cent off, all the wine will be sold."
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