Vinomofo teams up with Uber to deliver random acts of kindness

- October 31, 2014 2 MIN READ

Melbourne startup and online-focused wine retailer Vinomofo today announced the launch of its new ‘random acts of kindness’ project called Vinobomb, which it kicked off under the radar in September.

Founded by entrepreneurs Justin Dry, Leigh Morgan and Andre Eikmeier in 2011, Vinomofo has grown rapidly and profitably to a run-rate of over $30 million revenue, almost 300,000 members, and a team of 51. Vinobomb is the company’s latest initiative in which they aim to highlight people within the community doing ‘awesome’ things.

The process for being Vinobombed (that is, receive a box of wines) all starts off with Australians nominating an individual, group or business they think highly of that are doing an incredible job within the community. Then on the last Friday of every month, by teaming up with Uber Melbourne for the delivery process, Vinomofo will ‘drop a Vinobomb’ a the most worthy candidates.

In a media release, Vinomofo said that the ‘party in a box’ is ideal for after-work drinks or for individuals to party on into the weekend.

“We created the Vinobomb to celebrate awesome Mofos everywhere – whether they are crusaders doing big things to change the world, or simply good people helping those around them. So far we’ve been overwhelmed by the number of nominations,” said Dry in the media release.

“They’re inspiring and uplifting to read. It’s tough choosing final nominees as we think everyone is quite deserving, but we do our research by tallying up their nominations, check out their website or online profile and also rely on ‘gut feeling’. Sometimes it just feels right.”


The ‘Vinobomb’ boxes are delivered by Uber drivers | Source: supplied

The first set of ‘Vinobombs’ were dropped at the end of last month and the recipients included a variety of prominent Melbourne folk from CEOs of growing Social Enterprises to a well-known volunteer for Clean Up Australia. The full list is below:

  • Kae Norman, founder of Rescued with Love
  • Jane Hunt, CEO of Fitted for Work
  • Simon Griffiths, Jehan Ratnatunga and Danny Alexander, founders of Who Gives a Crap
  • Chantelle Baxter and David Dixon, founders of One Girl
  • Andrea Ondie, General Manager of The Social Studio
  • Kinfolk Cafe
  • Jenny Howell-Clark, founder of The Orange Pigeon
  • Jake Ward, a man who ran 1000km from Sydney to Cranbourne to raise awareness and $40,000 for breast cancer
  • Adam Corcoran, a human rights activist who rode a mountain bike from Hanoi to Ho Chi Minh in Vietnam to raise money for the Somaly Mam Foundation, a charity that campaigned against human trafficking and sex slavery
  • Jonathan Vandenberg, a tireless volunteer for Clean Up Australia and community kitchen Matt’s Café
  • Kerrie Maddern, awarded Sustainability Teacher of the Year
  • Lucy and Rosie Thomas, founders of Project Rockit
  • Debra Tranter, President of Oscar’s Law
  • Kate Austin, founder of Pinchapoo
  • Melanie Kent, Chairperson and CEO of Helping Hands Mission
  • The staff at Rathdowne Place Aged Care

Vinomofo is currently dropping this month’s Vinobombs at the time of this article’s publication and you can follow all the action here.