Fra den første idé til “Den sidste flaske”

How do you create an online store where customers experience the same service they would receive in a physical store? This is a question that entrepreneur and owner of “Den sidste flaske” (The Last Bottle), Tobias Hinchely Pedersen, can answer. He has successfully created a local wine shop online. According to Tobias, the wine industry needed a shake-up. It has long been a dusty, old-fashioned industry, and now it was time to break away from the conservative mindset.

“We all know the situation where Bjarne and Karsten are sitting at the end of the table, with 8 others around the table. Bjarne and Karsten are connoisseurs, talking about grapes and the rainy season, and why this vintage is better than the other, even though it’s the same wine. The 8 others are yawning because they couldn’t care less about what they’re talking about. However, the others would love to hear the good story behind the wine.”

With the innovative strategy in digital solutions, it quickly became clear that social media plays a key role in reaching ‘the average Dane.’ Here, great stories about wine, along with cinematic techniques, can build a connection with customers. It had never been seen before in the Danish wine trade that the internet could be used in this way. As the first in Denmark, they introduced daily videos on social media, presenting wines to customers. Tobias became personally involved in online marketing, allowing him to share great stories with multiple customers at once. He took personalization to a much higher level than any other Danish wine merchants had come close to at that time.

First movers dare to take risks

It is exactly these innovative processes within wine retail that allow the company to see how all these creative approaches open up new concepts—especially in terms of how they assemble their offers, tasting boxes, and mega-boxes. Even though the business is conducted online, the company uses videos to showcase the face that sells you the wine. Through the website, customers can get in touch with a familiar face from the videos. This way, the customer doesn’t feel like a blank canvas.

“Den sidste flaske” were the first in Denmark to master the digital aspect of wines sales. This gave them the confidence to be first movers in everything related to digital services. If there’s something new they can do digitally in wine sales, they are the first to do it, and their competitors are not. Tobias points out that, “The internet has become transparent. Customers can see through everything, and if you’re not honest with your customers and engage with them, they will quickly figure out that you’re not the one they should be buying from.”

“Den sidste flaske” are now among the top 5 largest wine retailers in less than 4 years. They have more than 500 wines on their shelves and anywhere between 700,000 and 1,000,000 bottles in stock at any given time. Even though Tobias took a big risk, he also emphasizes that as an entrepreneur, you need to be “adaptable and not get too negatively affected if things don’t work out the first time. It almost never does, to put it politely.”

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