Winetasting.com has rolled out a mobile-optimized site that lets consumers shop its collection of wines by price, variety and region.

Users can shop by wines of the world, summer collections and wine accessories. The site is optimized for any smartphone.

“According to Nielsen the number of social media users jumped 31 percent from 2008 to 2009 and with that transition in mobile purchasing is on an upswing,” said Chris Edwards, vice president and general manager at Winetasting Network/WTN services, Napa Valley, CA.

“Our strategy is to ensure we offer our consumers the opportunity to interface with us with the devices and gadgets they are most comfortable with daily,” he said. “We want to offer a much more user-friendly interface than our regular Web site to our customers who want to order on the go from their mobile devices.”

Winetasting.com is a subsidiary 1-800-FLOWERS.com.

Featured wines
IPhone and Android users can enter http://www.winetasting.com on the device’s browser to automatically be routed to the mobile site.

In addition, other smartphone users can enter http://www.mobile.winetastic.com.

Users can browse by wines of the world, aged cabernet, top rated wines, featured wineries, gift baskets and Bordeaux heaven.

Consumers can also search by dessert, sparkling, red, white or rose wine.

Those looking to buy from a specific region can purchase wines from Australia, France, Italy, Spain, Argentina, Chile and South Africa.

“Our target demographic is current customers and the growing group of millennials and female professionals that are embracing the mobile market quickly,” Mr. Edwards said. “Our current customers want the flexibility to be able to order wine wherever they are whenever they want.”

Wine store
The company recently partnered with Wine Enthusiast Magazine to provide wine accessories and storage systems to consumers.

Users can shop for temperature-controlled wine cellars, shatterproof chardonnay glasses and a variety of corkscrews, aerators and decanters. 

Users can learn more about wine via different sections of the Web site. There is a Wine 101: How to Taste Wine feature that includes a video of a wine enthusiast who teaches consumers how to taste wine step by step.

“We’re getting the word out about this by reinforcing with mobile only discounts or offers,” Mr. Edwards said. “Also with text offers, reminder on package inserts and catalog and reminders on email campaigns to visit us mobile as well Facebook pages, blogs and Twitter.

“As we continue to grow we will expand our mobile offerings to include apps that are relevant to our customers’ wants and needs,” he said. “The key is to connect to our consumers in a manner that provides them an optimum personal experience that they feel good about.”

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York.