Future
of wine.

Imagine the future where buying wine that is still in the barrel is at the tip of your fingers. 

We use the best of tech to bring wineries and fine wine appreciators together – to acquire, trade, and invest in premium wine of the future.

pioneers

How.

Primeur, an innovative wine platform empowering wineries to showcase their pre-released wines and manage them until ready for bottling. 

With our revolutionary technology, you can curate a digital cellar and monitor its value over time. 

Prepare to indulge in exclusive, unrivalled wines that embody the pinnacle of artisanal winemaking – an experience like no other.

who.

Ben Sweeney

Passionate Father and visionary leader, dedicated to empowering wineries to unlock their potential. Thrives in disruption, challenging norms, and inspiring positive change. 

With 15 years in wine industry sales, marketing, brand development, and learning roles, Ben is an outside-the-box thinker who’s on a mission to revolutionize the industry.

Andrew Starkey

A 12-year drinks veteran specialist with extensive experience in wine branding and sales, business strategy, customer marketing and process improvement. Current co-owner of Prometheus Wines. 

‘Starkey’, as he’s affectionately known, has a soft spot for ‘the little guy’. After working with big retailers and big producers, he saw first-hand just how much premium wine was blended away by winemakers because they couldn’t afford to sit on it as it matured. 

“I’ve tasted some of the amazing wines that winemakers simply couldn’t afford to make and I was determined to help change that. We need more premium wine, not less.”

Giedre Budrius

A Riesling-loving problem solver with over 18 years of experience in design, tech, and innovation. Giedre brings a wealth of skills and experience in creative solutions, user experience design, and product development, mixed with a passion for communication and behavioural psychology. 

Giedre lives in one of Australia’s premium wine regions and has a close connection to the wine community through everyday reality.

Her superpower? Exceptional attention to detail and the ability to explore numerous scenarios at once. She uses these skills in her leadership roles in business and community.

Ben Loiterton

Ben’s career spans over 30 years in growth company business activity, investment banking, board member, executive management and entrepreneurial activity.

He has direct experience in a wide array of sectors including technology, IT services, software / SaaS, ecommerce, telecoms, media, and both new economy business models and traditional businesses.

He has co-founded several start-up businesses, and arranged equity funding across the full spectrum from seed capital to private equity transactions.

Ben’s love of wine is what has drawn him to Primeur. He understands that many wineries need help to survive the current headwinds and is excited to being involved in making one of his passions into a business.

why.

Many wine lovers enjoy premium wine, but it’s expensive to produce. This often discourages wineries from crafting the premium parcels they’d love to release to wine lovers and instead blend these barrels away into commercial wine.

Primeur offers a solution by giving wineries and winemakers the chance to make these premium wines and let their loyal supporters buy the wine while it’s in barrel. This lets wine lovers access unique, unreleased, premium wines that no one else has seen before. 

Additionally, wineries want to get to know their supporters better; so they’re interested in helping people reserve some of their favourite wines while they’re in barrel so they can give them unique experiences. As lovers of wine, we know how incredible it is to spend time with the people who make what we love. 

Primeur enables wine lovers to help liberate wineries and support winemakers.

We know you’re just as passionate about that as we are. 

This sounds very cool!
I want to know more

Quick question

Are you at least 18 years old?