Australians will be able to order wine and receive it same-day under a new partnership between AusPost and Winedepot, which promsies to cut down on shipping costs and times.
It's not the first time AusPost has partnered with a wine delivery service, signing a deal with VinoMofo, one of Winedepot's main competitors, in 2017.
The tentative deal with Winedepot is for a 12-month period, with a view to extend to five years.
Australian wine is loved to the tune of $40 billion a year — and Australia Post wants a slice.
The postage service is partnering with Digital Wines' delivery service Winedepot to promise same-day delivery from 2,500 Australian wineries. Digital Wines CEO Dean Taylor said same-day delivery was quickly becoming the rule rather than the expectation.
"With the arrival of Amazon, every Australian consumer will soon expect fast and free delivery. Any business not offering the same will simply lose market share," Taylor said in a media statement.
The service claims it will piggyback off the back of AusPost infrastructure, using its warehouses and IT systems to ship wine from central depots rather than the wineries themselves. That in turn, the service claims, will cut shipping costs and delays as well as the risk of damage.
"Each depot will hold a very broad range of suppliers inventory on consignment, which can be accessed by a range of sales channels. As orders are processed through our platform they are routed to the depot closest to the delivery address where they are picked, packed (by bottle or case) and drop-shipped to the end customer," Taylor said.
AusPost said the initiative will help both customers and suppliers.
"We believe that it will help many wine businesses increase their online sales as they place their inventory closer to end consumers and offer same day evening delivery as a standard service," head of growth products Paul Hersbach said in a statement.
It's not the first wine delivery service that has caught the eye of AusPost, partnering previously with one of Winedepot biggest competitors, VinoMofo. Since launching in 2017 amid fanfare, AusPost has not had much to say about the Vinomofo deal. Business Insider Australia has sought clarification regarding the status of the partnership.
The postal service is also no stranger to similar deals like this flopping. Its subscription-based service Shipster, which promised to help local retailers compete with Amazon, was quietly wrapped up last month.
Indeed, Amazon's arrival in Australia has raised the hackles of local businesses, worried they won't be able to compete with the delivery giant. With Amazon offering a two-hour wine delivery service in the US, perhaps AusPost is trying to get on the front foot before it potentially expands here.