Everyday Wine doubles sales as shift online pays off for New Zealand retailer

Speaking to the Herald, Gillett said the company was on track to sell two million bottles in the financial year.

“Three years ago we shifted the business online, closed the bricks-and-mortar stores and just focused on running from one warehouse. That meant a whole bunch of efficiencies for us. For instance, we were able to stop double-handling everything and instead send it straight to the customer from where we imported it,” Gillett said.

“That signalled the change for us where we could see that the writing was on the wall. More and more people have become budget-conscious, and I think the wines that we offer now have really driven home that cost proposition.”

Dan Gillett has been in the wine industry for more than 20 years, after growing up in the Marlborough region. Photo / Annaleise Shortland

Everyday Wine has roughly 400 different wines on offer from New Zealand, Australia, France, Italy and Spain, with prices ranging from under $10 to more than $1000 for the rarest vintages.

Brands available on the site include international favourites Dom Perignon, Les Courtilles and La Famille, as well as wines created and curated by Gillett under brands Selection Massale, Route Burn and Park Wines.

The business also recently locked in an exclusive deal with Chateau Cavalier and its 2024 Cuvee Marafiance Cotes de Provence Rose, which was crowned best rose at the 2025 Decanter Magazine’s World Wine Awards.

With such a diverse group of brands from several international locations, the threat of higher margins increasing the end price is understandable, but it’s an area Gillett has been keen to address.

“The whole point is to drill-home value, eliminate all of the margins involved and try to give everyone the best possible wine at the best price.

“When we made the change online, we really changed our pricing model. We were that traditional importer, distributor and retailer, and usually everyone adds on a margin at every step. We changed all of that and said we’ll import and sell it directly to the consumer. It means that a bottle of wine that might be $40 on the shelf is more like $15.”

The business also works directly with growers, removing extra profit margins typically associated with makers, importers or distributors.

Gillett said the business was more aggressive with its pricing because of how it operates but accessibility has allowed it to connect with consumers in ways traditional retailers cannot.

Everyday Wine’s customer base is broad, ranging from 20- to 70-year-olds. Gillett said when the business began, it started with a younger base but as the range has increased, so too has its audience.

One thing the business hasn’t been able to avoid is the impact of increased shipping prices due to the conflict in Iran.

Gilllett confirmed the business had to add a small fuel surcharge of $4 per order for a period, but they have since been able to remove it as tensions eased.

“We are constantly monitoring courier prices and options and giving people more choice when it comes to couriers. For example, offering cheaper but slower services as well as express (sub 3 hour) and same-day options too.

“One of the key parts of our offering is that we offer free shipping nationwide so there’s no barrier when it comes to ordering from us versus your local store.”

Chateau Cavalier’s 2024 Cuvée Marafiance Côtes de Provence Rosé is sought-after worldwide. Photo / Annaleise Shortland

Gillett got his start in the industry as a teenager, working through school holidays in the vineyards of Marlborough, where he grew up.

But it’s not just him involved in the industry. Gillett’s wife Emma is a third-generation winemaker under the label Emma Marris, as well as his sister Lauren, who has worked in Australia’s wine industry for nearly 20 years.

With more than two decades in the industry himself, Gillett said there has been growing awareness among producers about the margins involved.

As a result, smaller producers want to sell their wines directly to consumers rather than through intermediate channels.

For Everyday Wine, control of its margins has meant forming relationships with logistics companies, including Post Haste and NZ Post, and bottling and labelling companies throughout the country.

The business has also grown as consumers’ habits change. The ongoing cost-of-living crisis has continued to drive down recreational spending, particularly on hospitality and dining out.

Gillett still supplies many bars and restaurants through the import business and said while some operators were struggling, others were performing well.

But the change in demand is apparent, with some wines that Gillett imported five to six years ago now much more expensive and without a market.

“People are spending less money, they’re going out fewer times a week, and people are more conscious of where their dollar goes. It’s unfortunate because hospitality is such an amazing thing; there’s nothing better than going out for dinner and having a great time with friends and family.

“But it has just become more and more expensive. We’re certainly seeing a big increase in people drinking wine at home, and that’s a nice place to do it. We’re here for that.”

In parallel with the wine retail and importing businesses, Gillett launched his own wine glass business called Terre Glassware in 2024.

Inspired after he became tired of breaking expensive wine glasses at his own venues, Gillett spent almost eight months working on designs, drawings, prototypes and production techniques before creating a unique “universal” glass.

The glassware is sold to hospitality venues across New Zealand and abroad, with Gillett joking that the glass business keeps him as busy as the wine side.

Gillett said his focus is on expanding Everyday Wine’s range and service as the business continues to grow. Photo / Annaleise Shortland

Looking ahead, Gillett said his focus will be on continuing to grow Everyday Wine’s range and offering, while also tackling the logistics of the business.

“When you are growing a business there are always operational challenges to work through. We’re trying to figure out how we can ship wine to the South Island faster, so it’s little things like that which I find exciting.

“The key thing I’m trying to do at the moment is widen the range and improve the product offering. I want to let the wine lead it, and then everything else will slot into place. I’m not thinking too far ahead in terms of growing and trying to be this big thing. It’s more about how we can do what we’re doing really well and execute on that whole idea of great wine, really great prices and a great service.”

Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.

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