Online wine business Vinomofo has appointed its first employee in Singapore, fortifying its growth strategy in the region.

Michael Parmeter has been appointed general manager of Singapore, and will look after ground operations, strategic growth, merchandise and local area marketing.

According to Parmeter, his main task is to streamline local operations in the region and be a point of contact on the ground, from talking with locals about what they are drinking, and helping ensure the right wines are sent to Singapore, through to overseeing and handling, storage and final stage of delivery.

“A major opportunity for the Singaporean market is attributed to the thirst for knowledge in the region,” Parmeter told Inside Retail.

“We have found our mofos in Singapore are keen to try new varietals and learn about wine in general, which perfectly suits our operation.”

Vinomofo chief executive and co-founder Justin Dry told Inside Retail that Singapore is a “great market” for the business, and that Parmeter’s appointment will assist with expanding operations in the region in the near term and getting into the corporate wine sales market, where he has experience.

“We like to build out our community and business in person as much as possible, and Michael’s appointment will help us do that,” Dry said.

The US is Vinomofo’s next area of expansion. According to Dry, the company is in “advanced discussions” to launch in the region, but he said there is always the possibility Vinomofo will launch in another market first.

“There are lots of interesting opportunities popping up at the moment, so all I can say is stay tuned,” Dry said.