Naked Wines, an online wine retailer that lets customers fund independent winemakers, just launched a new service letting people order bottles of plonk via text.

The “Text for Wine” service was suggested by employees and lets existing customers order a case of wine by texting the name to Naked. That then gets added to their order.

Naked Wines works a little like crowdfunding — users pay a £20 a month subscription that then gets used by Naked to fund independent wine makers around the world.

Customers’ money acts as a piggy bank, storing up for when they want to buy wine, and in return for putting the money up, they get discounts on the list price.

The “Text for Wine” service is being piloted in the UK but if successful will be rolled out across Naked’s US and Australian operations.