Our Story

David Elliott and Ainslie KennyAustralian founders Ainslie Kenny and David Elliott started Merchants in 2013 to empower small, independent winemakers.

“The wine scene in Singapore was dominated by mass-produced brands, and we wanted wine lovers to be able to access better quality, more interesting wines, which showcase Australia’s diversity.

We created Merchants to help indie producers export their wines and disrupt th market by bypassing the middlemen with a direct-to-consumer approach. Our member wineries engage directly via our urban cellar doors and wine lovers enjoy better price/quality because they’re buying direct.

We launched Merchants with wineries from 26 regions; well-known regions like Barossa Valley, Adelaide Hills, Margaret River and Hunter Valley, but also lesser-known regions producing top-class wine, like Macedon, Gippsland, Pyrenees, Canberra, Mudgee, Swan Valley and Mount Barker. In 2014 wineries from New Zealand (Hawkes Bay, Otago, Martinborough) joined our Merchants family.

Sourced directly from the vineyards, these are largely undiscovered, but world-class wines produced by small, family-owned and run vineyards, modest in size with lower production yields.

Co-operative Ethos

Our co-operative approach to business enables small wine producers to work together, consolidate their wines and ship together to reduce transportation costs, and pass these savings onto customers. Wineries set the selling prices, and sell direct, enjoying a fairer return for the hard work that goes into producing their wines.

We are currently expanding our unique concept throughout Asia, and interested investors can contact us at david@wexiltd.com”