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VINOMOFO was created in a little garage in Adelaide back in 2011, and in just over 7 years it has grown to a tribe of over 500,000 wine-loving mofos around the world. And it’s quite fun. The guys love wine, and wanted to build a place they thought they’d love to buy wine from, and hang out with other people who love wine. 


Unite a tribe with our love of wine, food and adventure.

Be proud of what we do, and our impact on the world.

And have fun.

Check it out for


Breaking down the mission...

Unite a tribe with our love of wine, food and adventure.

Good wine is more than just flavour and texture. It’s friends and family and laughter and memories. Wine is history and culture, it’s science and poetry, and something else almost entirely magical.

Good wine is stories... in the making of the wine, and in the sharing. Your stories. The stories we make together. 

But it’s also just a drink – a delicious drink, that can bring food alive and make you smile and feel something. Good wine should never be intimidating, or the domain of a few self-proclaimed ‘connoisseurs’ – that’s all just bowties and bullshit, and those days are gone.

We want to unite a tribe of people who love not only wine, but food and the adventure of experiencing it all. This life we have the privilege to live is worth celebrating and that’s what we want to do. That, we think, is a worthy purpose.  

We want to be proud of what we do and our impact on the world. 

This means not only being proud of what we achieve, but how we go about it.

Because good wine is an experience. Like good food, good music, good company, it adds colour and flavour to life, a layer of richness that just makes it all.

We’re building a global organisation that will be remembered for its positive impact on the planet and its people.

And we want to help the makers sustain and grow their businesses, so they can keep making good wine.

With supermarkets focusing more and more on homogenised, own-brand wines, we’re facing the future decline of good wines with provenance, character and stories. Real wine. Which means a lot of people won’t be able to experience good wine, and a lot of great producers will go out of business.

This is not what the drinkers want, and it’s not what the makers want, and we don’t intend to let that happen.

And have fun.

It is wine, after all, and if we’re not having fun, we’re not doing it right.

Right then, now that we’ve established why we do what we do, let’s look at what it is we do and how we do it…

Good wine only

We work directly with the best producers in the world to find the wines we love, and curate them to your taste.

These are the wines WE drink. If we don’t love it, we don’t sell it. Less than 5% of wines that cross our tasting bench actually make it to the ’fo.

It’s true, our office at Mofo HQ does resemble a wine bar more than an office most of the time. Every day our team are tasting wines to find the gems - those wines that stop you in your tracks and wines we know you’ll love. It doesn’t happen often but when it does, you’ll know about it. 



Why do we love EMPATHY wine?

Every decade or so, there’s a wine offering that signifies a step change in the vinous landscape. This is one of those wines. Welcome to the new wine industry, mofos. 

This wine, emblazoned with its own very mission statement, says to the world – says to you: ‘Enough with middlemen fees and fake labels. They can keep their wines with no provenance; no story; no meaning. This. Is. Empathy.’

Empathy for the makers and the drinkers. And Vinomofo is bringing GaryVee’s Empathy Wines to the world stage, with their first ever wine offering.

What is Empathy?

We’re pretty damn excited to be exclusively launching this singular, story-led Californian wine in Australia.

“It’s not just an awesome rosé,” says JD, our illustrious CEO and leader, “it cements our commitment to bringing the best and most cutting edge wines to our wine-loving tribe of mofos.”

It is an awesome rosé too, of course. Gary and his mates (and co-founders of Empathy) Jon Troutman and Nate Scherotter, found three like-minded spirits in Northern California – farmers who shared their need to change the wine landscape for the better. Across Lake Country and Lodi, Clay Shannon, Markus Bokisch and the Mettler Family answered the call to co-create the best rosé money could buy, at a price that everyone could afford.

The wine draws from global inspiration, with a cheeky wink to France. Think Northern Cali boldness meets French styling. A juicy blend of grapes, with grenache and syrah up front giving it gusto, spicy mouthfeel and earthen richness. Pinot noir gives it silkiness and secrecy to counter its aromatic exuberance. The result is a wine of unmistakable personality, tension, texture and individuality. Gary called this “probably the greatest rosé ever made.” He would say that... luckily, it’s damn good.

More about Empathy Wines & GaryVee

Gary Vaynerchuk, aka GaryVee, is a rockstar in the worlds of wine and entrepreneurship, best known for his own Wine Library TV and the VaynerMedia empire. 5.5 million Instagram followers agree. Empathy Wines is his newest venture, and the company’s mission aligns perfectly with Vinomofo’s mission to connect everyone with wine they’ll love, at the right price. 

“Whoever has the most empathy for the consumers and the farmer will win the wine game,” says Vaynerchuk. “That’s why I’m calling it Empathy.”

Of course, if you want to know what winning tastes like, you’ll have to buy your own bit of pink history.

And if you miss out, we feel for you.


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