Advintage
Advintage is a New Zealand-based online wine and spirits retailer founded in 1999, operating a Shopify-based DTC e-commerce platform with 962+ curated products, named collections, and a physical storefront in Havelock North serving NZ consumers nationwide.
- Company typePrivate
- Founded1999
- HeadquartersHavelock North, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Advintage does
Advintage is a privately held New Zealand online wine and spirits retailer founded in 1999, headquartered at 4 Donnelly Street, Havelock North. The company operates a direct-to-consumer e-commerce storefront built on Shopify alongside a physical retail location, serving individual wine and spirits buyers across New Zealand with same-day dispatch and NZ-wide delivery. The catalog spans 962+ SKUs covering wine plus gin, whisky, vodka, rum, tequila, and liqueur, organized into three explicit price tiers — Quaffers (NZ$8-$17), Standard (NZ$10-$50), and High Rollers (up to NZ$695) — and curated sub-brands including Mac's Picks, Mystery Collection, Large Format, and Specials. Specialty verticals address organic, natural, vegan, and zero-alcohol wine segments, and a Mixed Case Builder tool supports custom assortment construction.
The business model is DTC e-commerce monetized through per-bottle retail markup, with revenue mechanics anchored in catalog breadth, curation-led merchandising, and a deliberately wide price ladder that spans entry-level to premium. The founder, known publicly as "Mac," acts as the editorial filter ("the 5% that makes the cut"), positioning the company around curation rather than discount or scale. The firm operates with 11-50 employees, has not disclosed external funding, acquisitions, partnerships, or senior leadership beyond the founder, and shows no evidence of proprietary technology beyond its Shopify storefront, curated taxonomy, and established NZ fulfillment infrastructure.
Advintage firmographics
Firmographics- Name
- Advintage
- Legal name
- Advintage Wine
- Website
- https://advintage.co.nz
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Advintage is a New Zealand-based online wine and spirits retailer founded in 1999, operating a Shopify-based DTC e-commerce platform with 962+ curated products, named collections, and a physical storefront in Havelock North serving NZ consumers nationwide.
- Ownership category
- akta.pro rank
Advintage industry classification
Industry- Product category
- Online Wine Retail
- NAICS
- Beer, Wine, and Liquor Retailers (4453)
- akta.pro primary industry
- Wine Shops (Off-Premise) (CRANAAAB)
- akta.pro secondary industries
- Liquor Stores (Off-Premise Spirits Retail) (CRANABAA), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)
Keywords
Where Advintage is headquartered
LocationHeadquarters
- HQ city
- Havelock North
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Advintage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Wine and Spirits Retail: Advintage generates revenue through direct retail sales of wines and spirits. Customers purchase individual bottles or cases through the e-commerce website or at the physical retail store. The business model includes per-bottle pricing with case rate discounts (12+ bottles), freight revenue from smaller orders, and promotional sales events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-bottle pricing with automatic case discounts on 12+ bottle purchases |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Advintage product offering
Product offeringCore offering
Advintage is a New Zealand direct-to-consumer wine and spirits retailer operating a Shopify-based e-commerce storefront with nationwide delivery and a complementing physical retail store in Havelock North. The company sells 962+ wines and spirits sourced from New Zealand and international regions, organized into curated collections (Quaffers, Mac's Picks, High Rollers, Mystery Collection, Large Format, Specials) and priced at per-bottle rates from approximately NZD $8 to NZD $695, with automatic case discounts on 12+ bottle orders.
Product overview
Advintage is an online wine retail platform operating as a single e-commerce storefront (not a platform-plus-modules architecture). The core product is the online store offering NZ-wide delivery of wines and spirits. The portfolio includes curated collections organized by wine type (Red, White, Rosé, Sparkling, Dessert), spirits (Gin, Whisky, Vodka, Rum, Tequila, Liqueur), and specialty sub-brands including Quaffers (value wines), High Rollers (premium selections), Mac's Picks (curated by leadership), Mystery Collection, Large Format, Specials, and specialty categories like Organic/Natural/Vegan wines. All products are sourced from international wine regions and distributed through the same unified Shopify-based e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Mac's Picks: A curated selection of wines hand-picked by the company's 'Fearless Leader' Mac.
- Quaffers
- High Rollers
- Specials
- Mystery Collection
- Large Format
Products and services
- Online Wine Retail Platform Shopify-based e-commerce storefront enabling New Zealand consumers to browse and purchase wines and spirits from New Zealand and international regions, with same-day dispatch, NZ-wide delivery, automatic case discounts on 12+ bottle orders, and tiered pricing.
- Physical Retail Storefront Brick-and-mortar retail store at 4 Donnelly Street, Havelock North, offering in-store browsing, purchasing, and order pickup, open Monday-Saturday with extended weekday hours.
Companies that use Advintage
Customer profileSegments4 records
Ideal customer profiles3 records
Advintage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Advintage partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Advintage competitors and assessment
Company assessmentOthers
- Drizly: US-based online alcohol marketplace and on-demand delivery platform, now part of Uber. Adjacent to Advintage as a digital alcohol channel that competes for online alcohol share and shapes consumer expectations around delivery convenience, rather than a direct product-line competitor.
Regional players
- Vinomofo: Australian online wine retailer offering curated wine deals and case-based purchasing across value and premium tiers. Comparable to Advintage on the online-only curation model and case-based value proposition, while serving the Australian rather than New Zealand market.
- Dan Murphy's: Australia's largest off-premise alcohol specialist retailer under Woolworths, with both physical stores and a national online platform. Comparable to Advintage on multi-channel wine and spirits retailing and broad assortment, but operating in Australia rather than New Zealand.
Direct peers
- Master of Malt: UK-based online spirits retailer offering a broad, deep catalog across gin, whisky, rum, vodka, tequila, and liqueurs. Directly comparable to Advintage's spirits collection and online D2C model, though with a spirits-led rather than wine-led mix.
- Naked Wines: UK-headquartered online wine club that sells directly to consumers via curated selections and subscription-style purchasing. Highly comparable to Advintage on the D2C online wine model, curated value proposition, and emphasis on case-based purchasing.
- Laithwaites: UK-based online wine club and retailer with curated case offers spanning everyday and premium wines. Comparable to Advintage on the curated, case-based online wine model, the value-tier vs premium-tier segmentation, and the direct-to-consumer subscription-style offering.
- The Wine Society: Long-established UK member-owned online wine retailer offering curated case purchases across value and premium tiers. Comparable to Advintage on the curated, trust-led, multi-tier online wine retail model and emphasis on case-based ordering.
- Glengarry Wines: One of New Zealand's largest and oldest wine retailers, with a flagship Auckland store and a nationwide online and physical retail footprint. Directly comparable to Advintage as a multi-channel NZ wine specialist serving similar customer segments across price tiers.
- Wine.com: Largest US online wine retailer, offering a very broad catalog, same-day local delivery, and tiered selection across value, mid, and premium wines. Comparable to Advintage on the online D2C model, breadth of catalog, and tiered segmentation, though operating at a far larger scale.
Broad incumbents
- Total Wine & More: Largest US independent retailer of wine, beer, and spirits, combining a deep multi-store physical footprint with a national e-commerce site. Comparable to Advintage as a broad alcohol retailer covering wines and spirits at all price points, though operating at significantly larger scale and breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Advintage social profiles
Digital presenceAdvintage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advintage leadership team
Management profileNumber of profiles
Advintage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advintage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Advintage
What does Advintage do?
Advintage is a New Zealand direct-to-consumer wine and spirits retailer operating a Shopify-based e-commerce storefront with nationwide delivery and a complementing physical retail store in Havelock North. The company sells 962+ wines and spirits sourced from New Zealand and international regions, organized into curated collections (Quaffers, Mac's Picks, High Rollers, Mystery Collection, Large Format, Specials) and priced at per-bottle rates from approximately NZD $8 to NZD $695, with automatic case discounts on 12+ bottle orders.
Is Advintage a public or private company?
Advintage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Advintage founded?
Advintage was founded in 1999. It employs 11 to 50 people.
Where is Advintage based?
Advintage is headquartered in Havelock North, New Zealand, in the Oceania region.
How does Advintage make money?
One revenue line is on record: wine and Spirits Retail.
Who are Advintage's main competitors?
Drizly is listed as an others. Regional players are Vinomofo and Dan Murphy's. Direct peers are Master of Malt, Naked Wines, Laithwaites, The Wine Society, Glengarry Wines and Wine.com. Total Wine & More is listed as a broad incumbent.
Does Advintage have an API?
No public API is recorded for Advintage.
What industry is Advintage in?
Advintage's product category is Online Wine Retail. Its primary akta.pro industry code is CRANAAAB, Wine Shops (Off-Premise), with a secondary code of CRANABAA, Liquor Stores (Off-Premise Spirits Retail). Its NAICS code is 4453.