Online wine retailer Vinomofo has expanded itself into the physical space by launching a pop-up roadshow that will visit Australia’s major capital cities in 2014.

The first stop for the company is in Melbourne with hopes to replicate the pop-up store in high traffic areas in Sydney, Brisbane, Adelaide and Perth.

“Traditionally we would miss out on valuable Christmas sales at the end of December because of delivery time constraints,” said Vinomofo CEO and co-founder Andre Eikmeier.

“So this year, we decided to combat that by creating flash pop-up wine store where we can bring our unique offering of good wine, epic deals and real people to customers offline as well as online.”

The entire range of approximately 2,000 cases of wine will be available and be there to taste for free. There will also be wine experts on hand to help customers with their purchase.

As well as having a physical presence in Australia’s major capital cities, the Vinomofo has also introduced a team of personal wine brokers within its Melbourne headquarters.

“We’ve learned that our customers like the personal touch of a phone call, and being able to call I to ask about wines, talk about wines,” Eikmeier said.

“The feedback has been really positive, and the conversions have been incredible, at 20 per cent to 50 per cent. We’re re-engaging with customers who might not have brought for a while, and offering exclusive private phone-only deals.

“We quickly realised the growth opportunity here, and are currently ramping up the call centre team by 30 people by March next year.”