Even though Lindsey Andrews and Lara Crystal, the founders of the alcohol delivery service Minibar, grew up within a few blocks of each other in Manhattan, they didn’t get to know each other until they attended business school a few years ago.
Andrews and Crystal started to meet on Tuesdays to brainstorm about creating a business of their own. Andrews had worked in e-commerce for about six years, and knew that their business would likely be internet-based.
“A friend of mine asked, ‘What about wine?’” Andrews recalled. “This is a $93 billion business with less than 2 percent of it done on line. And there was no easy way to press a button and get quick delivery. So we thought, ‘What if we could set up something that could help people shop for what they want – especially when things like wine are confusing?’.”
So they began Minibar, a NYC-based startup that allows users to easily order wine, spirits and beer for delivery in less than an hour. The app was expanded to New Jersey on Nov. 24. The expansion comes on the heels of the company’s completion of a $1.8 million round of financing. The two women have also recently launched the service in San Francisco and Chicago. Andrews, who worked in Jersey City for a time, said she recognized the potential of the Gold Coast, and how simpatico it was with the clientele the business attracted on the Manhattan side of the Hudson River.
“We want to be the go-to people on what wine people might like. We want to help them find what they want.” – Lindsey Andrews
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The app, she said, has been extremely successful since its launch and is extremely easy to use. You download it for free from the app store, enter your information (name, address and credit card info), then Minibar matches you with a wine, spirits and beer vendor in your area. There are no delivery fees, just the tip. The order arrives at your door in 60 minutes or less.
Andrews said the business venture was so successful both women were able to leave their jobs after the app started up in New York in early 2013.
Ex-Uber exec drives expansion
The launch in New Jersey follows the recent appointment of Jason Fiedler as Minibar’s director of expansion. Previously at Uber, Jason was instrumental in the successful launch of three of Uber’s first 100 cities.
Andrews said the app is attractive to residents of Jersey City and Hoboken because many of them commute to New York.
A few things surprised these women.
“We thought when we established this that most of our orders would come late at night,” Andrews said. “It turns out, our busiest time is between 6 and 8 p.m. when people are on their way home. Many want wine and beer at meal time.”
Minibar also delivers mixers, soda, water, juice, fruits/garnishes, ice, birthday candles, clear cocktail cups, solo cups and ping pong balls.
Additionally, Minibar has just launched a party planning tool.
Andrews said she and Crystal are learning a lot about wine and spirits.
“We want to be experts,” she said. “We want to be the go-to people on what wine people might like. We want to help them find what they want.”
She noted, “If you’re ordering a Malbec, Minibar may advise that you pair it with lean red meats, blue cheeses, mushrooms and roasted vegetables.”
Al Sullivan may be reached at asullivan@hudsonreporter.com.