Cellarforce has brought relationship marketing to the wine industry.

The Cellarforce model harnesses the good will between wineries and their private customers, using it to generate a telephone-based relationship that embraces both selling and other important and valuable – but less tangible – benefits.

Cellarforce was founded in 2003 by Sam Willard, Jeremy Parham and Matthew Ringrose. The partners combine experience in wine marketing, the hospitality industry and telephone broking and sales.

They saw that the traditional, passive, mail and email-based approach to private-client sales was becoming ineffective in an increasingly competitive marketplace.

Cellarforce is a member of the Australian Direct Marketing Association and abides by the Association's Code of Ethics. Our operators end a call quickly and politely if it is unwelcome for any reason. If requested, we remove customers' names from call-lists. Customers can remain on mailing and email lists if they wish. Cellarnet, our on-line customer relations management ( CRM ) system, makes dealing with such requests a routine task.