NAPA, April 2, 2007 -- Inertia Beverage Group, which has developed a consumer-direct and trade-direct sales and shipping system for wineries, has raised $8 million in series B financing.

The new equity capital comes from Allegis Capital, which has a portfolio of more than $600 million early-stage e-commerce companies, and Sid R. Bass Associates, with has $300 million invested in such companies. Bob Ackerman, managing director and founder of Allegis, and Sid R. Bass partner Paul Pappajohn joined Inertia's board of directors.

Inertia CEO Paul Mabray said in a statement that he plans to use the funding on further refining the company's technology and ramp up marketing to become a major player in the wine direct sales.

The company said its REthink Engine is used in sales and marketing for more than 300 brands. The software allows wineries to automate orders, fulfillment, credit card processing, wine club processing and communicating with customers and club members by e-mail.