Orange shortlists Naked Wines

Online wine store shortlisted for the Orange Innovation Award 2010 - part of the National Business Awards

The Norwich-based company that describes itself as an online wine market supporting independent winemakers from around the world, was set up in 2008 by Virgin Wines founder Rowan Gormley.

Naked Wines' latest innovation is to offer consumers the chance to buy wines in advance at preferential prices, which the company says offers unknown winemakers 'a risk-free route to market through upfront cashflow and guaranteed sales'.

It likens the idea to budget airline tickets, where the first buyers secure the best prices.

According to the organisers, the Orange Innovation Award will go to an organisation with an innovation 'that has transformed the way it does business, improved its commercial performance, operational effectiveness or given its customers something entirely new'.

Naked Wines is up against nine other nominees for the accolade. The winner will be announced in September.