Like many good stories in the wine world, Better Buy The Dozen began with a passion for wine and a desire to make good bottles more accessible to everyday drinkers. Peter Turnbull grew up in Sydney with a curiosity about wine that eventually led him to South Australia to study Wine Marketing at the famous Roseworthy Agricultural College, one of the historic centres of Australian wine education. During his time there he studied alongside and learned from some of the notable figures in the Australian wine industry, building a strong foundation in wine production, marketing and the business of wine.
After Roseworthy, Turnbull spent many years working across different parts of the wine trade — including wholesaling, retailing and wine sales — gaining experience not only in wine itself but also in customer service and understanding what drinkers really want. Over time he noticed something important:
Many people love wine, but they also want value, simplicity and reliability when buying it.
That idea led to the creation of Better Buy The Dozen, an online wine retailer built around a simple concept — buying wine by the dozen gives customers better value and greater convenience.
Turnbull designed the catalogue himself, carefully selecting wines that balance quality, price and drinkability, with the goal of helping customers discover wines they will genuinely enjoy.
The business is built around a few core ideas:
- Good wine should be affordable
- Customers should be able to mix and match their dozen
- Ordering wine should be easy and convenient
- Delivery should bring wine directly to your door
Today, Better Buy The Dozen offers a wide selection of wines — from everyday drinking styles to more premium bottles — allowing customers across Australia to build their own cases or select curated dozens. The wines are chosen with the same philosophy that guided the business from the beginning: quality, value and enjoyment.
The Philosophy Behind It
At the heart of the business is Peter Turnbull’s belief that wine is not just for collectors or experts — it is something meant to be shared, enjoyed and discovered.
Better Buy The Dozen reflects that philosophy:
a straightforward, customer-focused wine retailer built by someone who has spent his career learning about wine and helping people choose the right bottle.
In Simple Terms
Peter Turnbull built Better Buy The Dozen around three ideas:
- Knowledge of wine
- Strong customer service
- Delivering real value for wine lovers
The result is a retailer designed to help people buy better wine, more easily — and at a better price.
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