Feb 2012 The wine industry has come late to the table, where online shopping is concerned. Late, but hard, fast and swinging – as though making up for its lost time by bringing out all its best offers right away. Anyone who’s getting into buying wine – or, for that matter, anyone who has been buying wine for years but has never had the chance to avail themselves of the advantages Internet shopping has to offer – has an unprecedented set of bonuses to keep them happy. Want to buy rioja online, then? You’ve picked the right time to do it.

The advantages of wine shopping online are actually reasonably unique to the industry – and one of the reasons why the industry was so slow to get an Internet presence going in the first place. First up, you’ve got the “problem” of availability – problem, in that pre-Internet wine sales were of course trammelled by the amount of space physically available in store. The whole point of wine is its infinite variety – and it is only online where that variety can be properly expressed. To buy rioja online is not just to get what you’re given, which was often the case in high street stores – or even to take a lucky dip pick from whatever varieties of rioja are available, which was even more the case in the old days. Buying rioja online means choosing from every variety of the stuff on the planet: and (and this is the key bit) with the information at your fingertips to make sure you are going with the right choice.

Information. That’s the key to online wine sales, and it’s the reason why there never used to be great business model for selling wine online. In simple terms – the wine industry didn’t really want to make all that information available to the public, because possession of same would have “devalued” the exclusive nature of wine sales in the first place. Or, to put it another way – before you could buy rioja online, you’d have to go to a store. If you went, and didn’t know enough about rioja to make a good choice, you could either be fobbed off with something expensive or you’d leave. And that would protect the whole idea the industry was stuck in – that wine is something for those in the know to own.

Exclusivity is still a good thing, market wise, because it creates a limited demand but a lot of cash. There are limits, however – limits the wine industry transcended years ago. It’s only now starting to redress the balance, realising that its peculiar brand of exclusivity was alienating hundreds of thousands of potential customers. Now, you can buy rioja online – good, unpretentious rioja – at the right price and with the right help. The wine industry has caught up with the 21^st century. Let the good times roll.

Discover the full range of delicious Rioja wines available to buy online by clicking here now!