Around 2006 Justin Dry and his brother-in-law Andre Eikmeier built Qwoff, a wine review community. It drew about 30,000 engaged wine fans but lost them money for years.
After seeing Groupon, they switched to daily wine deals and launched Vinomofo in an Adelaide garage in 2011. In 2012 they sold 70% to Catch of the Day. The fit was poor, and on 1 July 2013 the founders bought the business back. The first night of sales brought in A$230, and the team still needed A$20,000 more to cover that week's wages.
In April 2016 Blue Sky Venture Capital led a A$25 million Series A. In 2021 an IPO was explored and then dropped as pandemic sales faded, and Dry stepped aside. Profits fell to breakeven and then a loss before recovering.
Dry returned late in the 2023 financial year. Vinomofo launched Whiskymofo in 2024 and has a turnover of about A$90 million a year.