Our Story

David Elliott and Ainslie KennyAustralian founders Ainslie Kenny and David Elliott started Merchants in 2013 to enable small, independent winemakers to reach wine lovers in Asia.

“The wine scene in Singapore was dominated by mass-produced, multi-national brands, and we wanted to create a more personal wine experience with more interesting selections.

We started Merchants as a way for indie winemakers to disrupt the market, bypassing middlemen and going direct-to-consumer. Our winemakers engage directly with customers via our Bottle Shop Bistros, 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 the Merchants family.

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

Co-operative Ethos

Our co-operative model enables small wine producers to work together as a group, consolidate their wines and ship as one, reducing transportation costs, and passing these savings onto customers. Wineries set the selling prices, and enjoy 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”