Vinomofo – building an online tribe

Justin Dry, Vinomofo

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To join this club you have to make a pledge: “There is no right or wrong, there is only what I like and don’t like.” In 2011, in an industry full of pretention, Justin Dry and Andre Eikmeier founded an online wine community with down-to-earth ideals. By July 2016 Vinomofo had 450,000 members and set its sights on overseas markets. In this first part of the Vinomofo story, Justin Dry explains how Vinomofo fought off the big wine sellers by offering some of the very best wines at great prices – and built a passionate following in the process.