Vineonline, Woolworths New Zealand’s dedicated online alcohol retail platform, will permanently shut down.
Woolworths NZ said Vineonline is expected to cease operations on June 30, although this date could be subject to minor adjustments.
The decision reflects the company’s response to changing customer behaviours and shifting demands in the local market. Woolworths NZ noted that more customers are opting to purchase alcohol alongside their regular grocery orders, reducing the need for a separate alcohol-only website.
“In the last three years, there have been substantial changes in how customers are buying alcohol,” Woolworths NZ said.
“Most notably, there has been increased growth in zero-alcohol and alcohol alternatives, which has impacted Vineonline.”
In recent years, there has been a notable increase in demand for low- and no-alcohol beverages, driven by a rising number of health-conscious consumers opting for moderation.
Woolworths NZ confirmed that customers will still have the option to buy alcohol at Woolworths’ physical stores and through the company’s primary online platform as part of their usual grocery shopping.
“We are actively looking at how we can improve the online customer experience within our main Woolworths platform, which remains a key part of our digital retail strategy,” the company added.
In terms of employment, Woolworths NZ has not disclosed the exact number of employees impacted by the closure but acknowledged that job losses are expected.
“Our immediate priority is supporting our Vineonline team as we work through these changes,” Woolworths NZ said.
Additional information on staffing changes and platform migration is anticipated in the upcoming weeks.