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Bespoke service for on-line wine retailer

The Charapak Group has established a bespoke packaging and distribution operation for newly-launched online wine retailer

Launched in November 2011, sources wines from around the world, none of which are available in supermarkets. Uniquely, the wines on the site are not selected by professional wine buyers but instead are all blind-tasted and approved by panels of wine consumers. Only wines that receive the full approval of the tasting panel are then put forward for sale and the company offers a no-quibble “Great Taste” money-back guarantee.

Backing up this new approach to wine is a next-day delivery service for all orders placed by 4pm and the company therefore needed a reliable contract packing partner to execute this, along with quality packaging to reflect and promote the Wine Simplicity difference.

Charapak has designed and produced a striking wine case in three sizes for four, six and 12 wine bottles. Its Repak contract packing arm, meanwhile, provides storage for around 6,000 bottles of wine with a pick and packing service that prepares all orders ready for collection by the delivery courier by 5pm each weekday.

Using a computer link-up between Wine Simplicity and Repak, each order received on the website is acknowledged, processed for payment and then passed directly to Repak.  Once the wines have been selected and prepared for despatch, the Repak system confirms to Wine Simplicity that the order has been completed.  The system also provides stock management and re-ordering for the wines.

Repak has devoted part of its warehouse in Alfreton, Derbyshire, to the installation of a specially-designed wine store facility that enables pickers to quickly find the required wines and ensure a fast turnaround, a vital element in meeting final orders each day that are received just before the 4pm deadline.
“In Charapak and Repak, we have found a true partner who offers the highest standards of service and support,” comments Wine Simplicity’s commercial director James Cristal.

“We had originally envisaged sourcing the packaging and distribution separately but being able to find both from within one company has been an added bonus.  At the same time, because Charapak and Repak operate separately, they retain the expertise and in-depth knowledge of specialist businesses.

“The proof is in what they have achieved to date. The business has had an excellent start and Repak has not missed a delivery deadline.”


1 March 2012 - Felicity Murray