Virgin Wines has launched a mobile app for Android and iOS customers.

The app allows customers to browse the range, including wine cases, spirits and gifts, and place orders for home delivery.

Virgin Wines said the rollout of its first mobile app will enable it to provide a more personalised service. The “wine cellar” feature records the wines customers buy and drink, and allows users to rate products, add tasting notes and save items to purchase again. The app will also use these logs to generate product recommendations.

The retailer described the launch as a milestone in its medium-term growth strategy, which includes continued investment in innovation.

Jay Wright, chief executive officer of Virgin Wines, said: “We’re excited to launch our first app. The app enables users to explore our range and select their wines more easily, while providing enhanced functionality, increased personalisation and app-only offers.”

Virgin Wines also plans to use the app to change how it communicates with customers, including through push notifications.

Virgin Wines launched in 2000 as a subsidiary of Richard Branson’s Virgin Group and was sold to Direct Wines five years later. In 2013, the leadership team purchased the business from Direct Wines. In 2021, it became a publicly traded company after floating on the London Stock Exchange.

Since launch, customers have bought more than 100 million bottles of wine from the company.

Wright added: “We are confident the app will further enhance our customer experience and deliver strong engagement. We also believe it will generate incremental sales from our existing members, as well as introducing an additional route to acquire new customers, representing progress against our medium-term growth strategy.”

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