Wine Simple is an Australian online wine store built to make buying great wine feel easier, more honest and a lot less confusing. The focus is simple: handpicked Australian wines, fair pricing, real recommendations and wine delivery across Australia.
I’m Matt Chalmers, founder of Wine Simple. I created the business because I wanted a better way to buy wine online in Australia — one that cut through the noise, skipped the gimmicks and focused on wines actually worth drinking.
Before Wine Simple, I spent 22 years in policing. It might seem like a very different world, but a lot of the values are the same: trust, consistency, integrity and attention to detail. They are the same standards I bring into this business today.
My wine journey really started as a genuine consumer. I was buying, tasting and constantly trying to work out which wines were actually worth the money. Too often, the experience felt overcomplicated or built around hype. There was a lot of marketing, a lot of “specials”, and not always a lot of genuinely memorable wine.
In 2018, I started an Instagram account called Wine Review Simple — a place for straight-talk wine reviews with no snobbery and no fluff. That account grew into a community of more than 12,000 engaged followers, but more importantly, it connected me with winemakers, wineries and the people behind the bottles.
The more I tasted, the more I realised that some of the most exciting wines in Australia were not always the biggest or loudest brands. They were often being made by smaller, quality-driven Australian producers who cared deeply about fruit, region, style and doing things properly.
That became the foundation of Wine Simple. I wanted to build an online wine store based on the wines I would genuinely recommend to mates, family and customers — wines chosen for quality, value, character and regional expression, not just because they were easy to get or heavily promoted.
Need wine? Simple. Wine Simple.
Wine can sometimes feel intimidating, overly technical or full of unnecessary jargon. Wine Simple was built to be the opposite of that.
The goal is to create an online wine store that feels approachable, helpful and trustworthy — a place where people can discover great Australian wine, learn more if they want to, and never feel judged for what they enjoy drinking.
Every wine is personally selected by Matt Chalmers. If a wine does not deserve its place, it does not go on the site. That keeps the range tighter, more thoughtful and built around better drinking rather than bigger volume.
Wine Simple says no to plenty of wines. The point is not to have the biggest catalogue. The point is to help people drink better wine and buy with more confidence.
Wine Simple works directly with Australian winemakers and trusted small distributors. That helps create a range built around boutique releases, limited parcels, Halliday-rated wines and proper stories behind the bottle.
No fake urgency. No silly discount theatre. No inflated RRPs pretending to be bargains. Just fair pricing, thoughtful recommendations and wines that earn their place.
Wine Simple champions boutique family-owned producers, but also respects great Australian icons. That is why the range can include emerging labels alongside names like Henschke and Penfolds. The common thread is simple: every wine has to deserve being there.
Wine Simple is located on the border of Queensland and New South Wales, giving the business a strong base to service customers across Australia while supporting local delivery needs throughout South East Queensland and Northern NSW.
The facility includes a climate-controlled environment designed to help keep wine in the right conditions before it is packed and dispatched. That matters because good wine deserves proper handling from the moment it arrives to the moment it lands at your door.
One of the best parts of Wine Simple is the relationships behind it. The range is shaped by conversations, tastings, visits and direct relationships with boutique producers, respected family-owned wineries, emerging winemakers and some of Australia’s most recognised names.
Those relationships matter because they help keep the business personal. Wine Simple is not built around generic buying or random catalogue expansion. It is built around wines with real people, real stories and real quality behind them.
You can learn more about the people and wineries behind the bottles through our Winemaker Profiles and Wineries articles.
Buying wine online is not just about what is sold — it is also about how it arrives. Wine Simple uses strong, reliable wine delivery boxes and packaging solutions chosen to balance wine protection, presentation and recyclability.
The goal is simple: your wine should arrive safely, look professional and be packed in a way that reflects the quality of what is inside.
Wine Simple offers wine delivery across Australia, with dedicated information for customers in major cities and regions.
Whether you are ordering from the Gold Coast, Sydney, Melbourne, Brisbane, Adelaide or the Sunshine Coast, Wine Simple is built to make wine delivery simple and reliable.
For more information about shipping, service areas and delivery details, visit the main delivery page or one of the location pages below:
Wine Simple is not just an online wine store. The business also offers wine tastings and events, including private tastings, hosted experiences and corporate wine events designed to make wine feel engaging, social and enjoyable.
These experiences are built around the same idea as the business itself: good wine, no fluff and real connection to what is in the glass. Whether it is a casual tasting with friends, a client event or a tailored corporate experience, the aim is to create something memorable without making it feel overly formal or intimidating.
Every order is handled with care because great wine deserves proper storage, thoughtful packing and reliable service from checkout to delivery.
Wine Simple is built to make buying Australian wine online feel easier, safer and more personal.
Wine Simple has been recognised by Google as an Exceptional Store based on customer experience, delivery reliability and store performance.
That matters because when customers shop with Wine Simple, they are buying from a real Australian wine retailer focused on quality, service and trust — not just price.
Looking for something specific? Explore some of our most popular wine styles and Australian wine regions below.
Every wine at Wine Simple is personally selected by Matt Chalmers. The range is curated around quality, value, regional character and wines that genuinely deserve their place.
Wine Simple is based on the border of Queensland and New South Wales, with a climate-controlled facility used for storing and dispatching wine carefully.
Yes. Wine Simple offers wine delivery across Australia, including dedicated delivery information for the Gold Coast, Sydney, Melbourne, Brisbane, Adelaide and the Sunshine Coast.
Wine Simple focuses on founder-led curation, boutique Australian winemakers, honest pricing and a tighter range of wines chosen for real quality rather than catalogue size.
Yes. Wine Simple offers private wine tastings, hosted events and corporate wine experiences designed to make wine approachable, engaging and enjoyable.
Whether you are looking for a bold Shiraz, a mixed order, a Halliday-rated bottle or just some honest guidance on what to buy next, Wine Simple is here to make buying wine online in Australia easier.
If you want help choosing a bottle, say what you usually like — or what you are trying to avoid — and Wine Simple can point you in the right direction with straight talk and zero judgement.
Need wine? Simple. Wine Simple.