It may be frowned upon in many circles, in fact it’s downright illegal, but that hasn’t stopped one ASX-listed company which has undergone some whacky share price movements to actively encourage insider trading amongst its shareholders.

To the relief of market regulators, Insider Trading is the latest product launched by wine distribution company Digital Wine Ventures (ASX: DW8) as an invite-only membership program that offers its shareholders with discounts on wine purchases.

The preferential prices are also offered to the Company’s employees and suppliers that sell on their WineDepot Market, as well as private tastings, dinners and other wine-related events.

Insider Trading is just one promotional activity launched by Digital Wine Ventures which has undergone significant growth over the past 12 months which has included its first $1 million quarter as reported for the recent June Quarter, a 33% increase on the previous corresponding period.

“There’s been a noticeable lift in our key metrics over the last 3 months as existing and new suppliers embrace new functionality offered via our platform, such as MARKET & DIRECT,” said Digital Wine Ventures CEO, Dean Taylor.

“The combination of the new revenue streams generated by these products together with very strong customer growth, generated organically and via strategic acquisitions, provides the basis for a very exciting year ahead in respect of revenue growth.”

Emerging as a preferred distributor amongst Australian wineries where smaller vineyards can substantially increase their reach without exorbitant distribution fees or payment terms, DW8’s WineDepot platform has been rapidly expanding. In the June Quarter alone, the platform added 68 new suppliers and set a new record by shipping more than 75,000 cases over the period, 22% more than the March Quarter.

Further increasing its distribution reach, the Company launched WineDepot Market at the end of May as a direct-to-trade marketplace as its newest product that enables winemakers to outsound the backend of their business via the WineDepot platform.

“The evolution of the wine distribution model in Australia is long overdue. Technology has brought vast changes in the way we produce wine and sell to consumers, but in the middle, supply chains and wholesaling are still plagued by inefficiency,” said Taylor.

“The initial take-up that we have seen so far has been very encouraging and provides a clear indication of the latent demand for the unique solution that we’ve created.”

Continuing to grow momentum amongst its customers and investors, Digital Wine Ventures was recently admitted to the S&P / ASX All Technology Index.