Vinley Market

New Online Wine Boutique, Vinley Market, Targets Millennials Ready to Trade Up

Whimsical, Highly Curated Site Targets Millennials, Who Drank 42% of all Wine Consumed Last Year


Santa Monica, CA -- (SBWIRE) -- 09/14/2016 -- Vinley Market, an online wine boutique that favors high quality, small producers, launches with a heavy focus on female Millennial targeting. The wine store's whimsical branding and highly curated collection challenges the industry's lean towards entry-level millennial wine offerings and antiquated online shopping experiences.

Key to Vinley's Millennial focus is that two thirds of high frequency wine drinkers under the age of 30 are women. Additionally, research from the Wine Market Council, which relies on data from Nielsen and BW166, shows that 79 million Americans ages 21 to 38 drank 42% of all the wine consumed last year, surpassing Baby Boomers as the largest wine drinking generation in the U.S.

Yet where most online wine start-ups bank on Millennials as entry-level wine consumers, newcomer Vinley Market focuses on excellent small producers instead of repackaging or promoting discount bulk wines. This is because the Council's data also shows that Millennial wine drinkers are trading up, where 17% are willing to pay over $20 for a bottle of wine.

Aside from the wine-start up landscape, Vinley Market also distinguishes itself from long-established online wine stores by limiting option overload and focusing on curating a limited number of premium value wines that represent best in class. This experience is unique to online wine shopping, as older sites tend to house thousands of bottles of wine on clunky, hard to navigate websites.

In execution, Vinley Market's lack of snobbery, fresh branding and fun and informative wine descriptions show that the store understands how to engage female Millennials, its target consumer. Founder Erin Vaughen set out to develop the site with this goal in mind, intending to use visual queues, a clean aesthetic and artists' illustrations to challenge the antiquated, old school online wine shopping experience.

Erin Vaughen started Vinley Market after working in both the fashion and wine industries, as a way to translate her passion for wine to her female peers. "My mission in creating Vinley Market was to partner with the best wine buyers and sommeliers in order to craft a marketplace that didn't rely on cheap, low-quality wine for margins or on critics to convey quality," says Vaughen.

The site features four wine clubs, which deliver the best wines of the month within a chosen category. Guest to the site can therefore buy individual bottles or choose to join the Rosé & Bubbles Club, Adventurer's Club, Red Wine Club, or White Wine Club. Vinley Market also features a palate profile quiz and pairing guide, wine gifts, wine club gifts and a wine blog.

About Vinley Market
Vinley Market is an online wine shop that brings simplicity to the joys of discovering wine by limiting options to a few inspired choices. As not all wines are created equal for the price, Vinley Market partners with the best buyers and sommeliers in Los Angeles and takes the guesswork out of shopping among the thousands of wines that normally line shelves and clutter websites. The newly founded online store and wine club is the passion project of Erin Vaughen, a female millennial who is native to the landscape of Millennial and digital marketing. For more about Vinley Market please visit their About Page, or contact