How to mofo

Chris Coffey
By Chris Coffey
2 months ago
5 min read

You’re a mofo now, and there’s no going back. Don’t worry, we’re all mofos here too. We share good wine, keep things real, and have fun. Sound like you? Good. You’re welcome here. 

Vinomofo started with you. Well, you as a collective of wine-lovers. In our early days, we were a wine social network called Qwoff (more on that here, if you love history). You showed a thirst for good wine deals (read: good deals on good wine), and so we gave it a crack. Vinomofo emerged.

Almost a decade later, we link you directly to some of the best makers in the world, and the kind of wines that we drink and love. Out of those, we help you find the ones that you’ll love, too. We even guarantee your happiness in our wine. Don’t love something? No prob, we’ll pick it up, free. Want a more interactive experience? Talk to one of our Wine Dealers. The happier you are, the stronger we are as a tribe, the better the wine deals we can get for you. 

It’s a virtuous circle of vino.

Vinomofo Definitions

Although it’s easy to mofo, it can’t hurt to be clear. Here’s a crash course in some terms you might stumble on at Vinomofo, and how we define them. 

Mofo

A member of Vinomofo. That’s you. You’re welcome. Does Vinomofo really mean Wine Motherf*cker? Erm, yes it does, but there’s a good story that goes with it… it’s a bit long for here, but you’ll find it on our About page. 

The 'fo

Short for Vinomofo. Because we started in Adelaide, and four syllables is pretty long for us Aussies. 

Good wine only

We deal in good wine only. Good as in goodness. Better than 'great'. Is every wine we stock 'awesome'? We'll let you decide. But every wine we stock delivers incredible value for money, and has passed a rigorous tasting panel. Every wine is gooooood. Good for your soul; good for your tastebuds. Full of life and made to enhance yours. No fake brands. No BS. Just good wine. 

Epic value

With the most awesome tribe of wine-lovers in the country, we have the buying power to blow the next best market price out of the water. This means you get to drink good wine for a price that cannot be matched. 

100% Mofo Happiness Guarantee

We want you to enjoy your wines, keep coming back for more, and tell all your friends about us. We only sell wine we love and drink ourselves, but if you ever get a bottle you're not thrilled with, please get in touch. We really do want you to be 100% happy. In fact, we guarantee it.

Mofo Wine Dealer

Much like a fine art dealer, but for wine. Our Melbourne-based Wine Dealers are a mere phone call away, ready to help or just chat vino. We don't pay commission either, so their goals are the same as yours: get you wine that you find delicious, minimise returns, maximise mofos sharing the love. 

Share the love

Speaking of… refer a friend and they'll get $25 off their first order – you'll get $25 off your next order too. Wine for everyone!

Free delivery, all year long

For only $35 a year, you can ship as much wine as you like, wherever you like except the NT. There's no minimum order value either. Never miss out on that super-awesome wine deal because pesky delivery fees held you back. Read more about Vinomofo Unlimited here.

The Mofo Club

A Vinomofo club is no ordinary wine club. Always have good wine at home, without having to stress about it. No lock-ins. Simply personalise your club to suit your tastes and decide how often you’d like your wine delivered. And before you ask, daily isn't an option. Yet. Read more about our Wine Clubs here.

Homeless Grapes Project

What started as a social shoutout to re-home some surplus shiraz grapes in 2015 became a full-blown charity project, with every cent going to help those living rough in Australia. We’ve raised over $150k so far, which wouldn’t have been possible without the generosity of the growers, makers, pickers, bottlers, printers, supporters, and everyone who’s bought a case. It's wine, for good. Click here to check out the Homeless Grapes Project wines that are currently available.

Black Market deal

Black Market deals are only made possible if we don't reveal the maker's brand on site. The wines are the genuine article, absolutely no cleanskins or fake brands, just dangerously good value. You won't find out what it is until it hits your doorstep, but you won't regret it. Just keep it on the down low.

Collaboration Series

We work hand-in-hand with some of our favourite makers to craft the wines we’ve always wanted to drink. We design labels we love, then we all get to enjoy the end result. Think chardonnay by Oakridge, sangiovese by Pizzini and shiraz by Hentley Farm. No, you’re not dreaming. Check out the Collaboration Series wines here.

Women in Wine

We are committed to ALWAYS having wines available that are made by women, so we have a permanent, dedicated collection of these wines on site. We want to make a real and lasting impact in an industry that is sadly still dominated by men. And this is the first step. Here’s to our Women in Wine! And here's a link to their wine.


Still have questions? Chat, call or email, and speak to a real life mofo. Yes, 'mofo' means you and us. That's the only confusing part (for us at least), so let us know if you have some genius solution – believe me, we've tried.

We’re mofos. You are too, now. Own it. 

Cheers to you.