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Inertia Beverage buys 1-800-Flowers.com wine unit

Inertia Beverage Group of Napa announced a deal Tuesday to acquire the wine shipping division of 1-800-Flowers.com, known as WTN Services.

Financial terms were not disclosed.

The companies said they will form a joint venture to sell wine online. The new company, WineDirect, will be headquartered in the Napa Valley and will help wineries sell directly to customers.

Inertia chief executive Joe Waechter will become CEO of WineDirect.

"Joining forces in this way really allows us to take advantage of the best of both companies," Waechter said in a statement. "We provide the very latest platform, fully integrated sales, telesales and fulfillment, and their consumer expertise should offer some enormous opportunities for wine sales in some very exciting new channels and markets."


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