Our Story

Shop For Wine is Australia's Independent Direct to Consumer Fine Wine Platform founded in 2011. Our model of direct purchasing from distributors, importers and wineries mean we can pass on significant cost savings. The Palate Profiler and Personal Sommelier initiatives demonstrate our commitment to offering a holistic and personalised service, at no additional cost, to our customers.

Founder and Managing Director of SFW, Eric Wagnon, has 25 years' experience in the wine industry across Australia, Europe, and South America as both a sommelier and wine consultant. He is a certified member in the Court of Master Sommeliers. As Head Sommelier in some of Australia's best' hatted 'restaurants, Eric consistently curated award-winning wine lists which have been recognised in both the Good Food Guide and Gourmet Traveller Wine List of the Year Awards.  

Our Palate Profiler is a unique tool that assists individuals to choose wines suited to their tastes, preferences, and price points. Not only does the Palate Profiler make it easier for people to choose a wine, but it also opens their eyes to wines from different producers and regions. It is also a useful tool for both those who want to expand their wine experiences and knowledge and for serious collectors stocking up their cellars." Recommendations are drawn from SFW's unparalleled range of thousands of wines and our exclusive algorithms which is continuously updated to capitalise upon new releases from producers both locally and around the world.   

Go forth and enjoy a world of wine with the confidence of our Money Back Guarantee and all brought to you by those who live and breathe it and would probably very well be lost without it.