Customers replace buyers in Naked experiment

Online wine retailer Naked Wines is giving a group of its customers the chance to choose five boutique Australian wines for its list.

Founder Rowan Gormley is inviting 50 clients and friends to a tasting of 50 wines, and after selecting the best five the company will spend A$100 in a live auction.

Gormley described the idea as “a bit of an experiment, which might or might not work”.

He added: “The idea is to see if a group of non-experts, acting together, can buy good wine at a better price to the consumer, and a better profit to the producer.

“The idea is that if we can remove producers’ selling costs, they can afford to price premium wines at sensible prices, in which case they will sell well and they don’t need to spend money on marketing.”

The tasting and auction take place on March 11.