| One of the most alluring things about wine, to an | | | | democratising wine buying for the average man |
| amateur (and that's most of us), is that so little is | | | | or woman in the virtual street. The online wine |
| known about it. We all know that there are | | | | buyer doesn't need to know anything in advance |
| different places wine comes from; that there are | | | | – he or she can simply find the information on |
| different colours of wine; and that there are | | | | the wine online site in question. That makes the |
| "good" wines and less good wines. Some of us | | | | buyer happy. And a happy buyer is a buyer who |
| might even know that there are different | | | | comes back for more. |
| varietals of grape, the inclusion of which can alter | | | | The other huge advantage of buying wine online is |
| the flavour and fullness of a wine. We also know | | | | the endless choice. A "real" wine shop, no matter |
| that there's a lot more to know, and that if we | | | | how big, simply can't contain every bottle it needs: |
| knew what else there was to know, we'd be a lot | | | | an online wine store, by contrast, can list as many |
| better at picking wine. And that, surprisingly, is | | | | products as it can get its hands on. The actual |
| where wine online really comes into its own. | | | | wine could be stored anywhere – the site in |
| The best online wine stores (take the Colchester | | | | question is simply a front through which it can be |
| Wine Company, for example, who have managed | | | | purchased. That's the real commercial beauty of |
| to translate their friendly high street store into | | | | the Internet – even the tiniest premises can |
| virtual form) are bursting with information about | | | | offer its customers a huge selection of product. |
| countries of origin, Old World wine, New World | | | | With wine, that benefit works twice over. |
| wine, varietals, vintages – everything, in other | | | | Customers who want to know more about wine |
| words, that all of us poor hicks now nothing about | | | | also want the chance to explore the astonishing |
| but want to understand. By making themselves | | | | variety of wine out there in the world: a site |
| mines of information as well as wine retail outlets, | | | | selling wine online can give them that opportunity |
| sites that sell wine online can (and do) attract | | | | in a way that a bricks and mortar store can't. |
| whole communities of wine buyers – people | | | | Web sites have as much "room" as they need: |
| with a similar hobby or obsession. There's a sense | | | | "real" shops only have as much as they can |
| in which Internet wine retailers are as much like | | | | afford. |
| common interest clubs, almost geek sites, as | | | | Buying wine on the Internet is a great way for |
| they are actual stores. They're places a person | | | | even the shyest of wannabe wine buffs to get |
| can go to learn about wine; to join a forum and | | | | ahead of the game. And with such variety |
| discuss wine; and to pick up tips and information | | | | available, it's also a great way for everyone to |
| from more experienced drinkers. | | | | get their hands on some really interesting booze. |
| What this means is that wine sites are | | | | |