Naked Wines pilots "Text for Wine" service for busy customers

For Londoners looking forward to a glass of wine to unwind after a busy day at work, getting hold of their favourite tipple could be as easy as sending a text message.

That's because Naked Wines, the crowdfunded wine business, is piloting a "Text for Wine" service for its 150,000 UK customers.

They can request a case of wine by sending a text message to the company, which will add it to its order system.

Orders lodged this way won't cost any more than usual orders, bar the cost of sending the text message.

Naked Wines said it will roll out the scheme in US and Australia should it prove successful.

The retailer, whichoffers more than 300,000 “angels” wines from 130 winemakers at discounts ranging from 25% to 50 in return for a monthly subscription of £20, was bought by Majestic in April for £70 million.

Its founder, former Virgin employee Rowan Gormley, is now chief executive of Majestic and said the idea for "Text for Wine" came from an employee.

UK Managing Director Eamon FitzGerland added that the "initial uptake has been very encouraging".

"It’s easy to see this service being particularly useful for busy customers who don’t have time or access to the website," he said.