A good bottle shop has already done the choosing for you. By The Bottle, a family-owned wine and spirits shop in Mount Eden, has been doing it since 2020, with a range built on organic, biodynamic and artisanal bottles.

The store had grown out of its Vintage theme. The next step was a move to a refreshed theme, with the range organised to match. Collections were refined, and products now sit in categories within them: region, varietal and practices. A bottle is easier to find, whether someone is browsing or looking for something specific.

Now the site browses like the brick and mortar store.