An online wine retailer is launching a new service that allows customers to order wine through a text message.

Naked Wine, a company that spans Australia, the U.K. and the U.S., is piloting a service called "Text for Wine" in their U.K. market, which allows customers to order a case of wine by texting the name of that wine to the company. If successful, Naked plans to roll the program out to their other markets. 

Naked Wine is a subscription-based service that is used to fund independent wine makers. The amount customers pay monthly gets stored up in their account, which they can then redeem for wine at a discounted price. 

Customers who are interested in the texting service have to opt into the program through the company's website.

Naked Wine realized that many customers don't have the time to go online for something like wine, so they launched this service at no additional cost. When ordering via SMS, customers can be as specific as a they want, including the winery, type of wine and vintage, or they can simply enter a part of the information, like the type of wine or the name of the winery, and get an assortment based on their selection. Customers can also include their budget and the occasion they plan on drinking the wine for into their selection.

The SMS program will automatically bill and ship to customers based on their previously established account information. Naked's goal is to respond to each text within 20 minutes.

"Initial uptake has been very encouraging and it's easy to see this service being particularly useful for busy customers who don't have time or access to the website," a spokesperson for the company said in a statement. 

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