Rebranding an online wine broker | Fine + Rare

The challenge
Fine and Rare Wines was established in 1994 by two veterans of the fine wine world in a bid to create a more efficient way to source fine wines for discerning drinkers and investors. With a sophisticated software system that allowed for real-time pricing, speed and efficient sourcing, Fine and Rare enjoyed steady growth. Yet with increased and aggressive competition, co-founder and CEO Mark Bedini, felt that their position in the market needed to be made clearer.

The thinking
We worked with them to distill the essence of the Fine and Rare offer and translate this back into a much clearer brand strategy and identity. Eschewing the generic wine look and feel of the more established wine merchants, we focused on reminding people of the revolutionary difference and approach of their service.

The outcome
With the increased globalisation of the wine trade, Fine and Rare have gone from strength to strength and in 2010 posted a significant increase in revenues. ‘FIgtree helped us at a crucial moment in our business development and into a new era of confident growth’ says the very nice Mr Bedini.
www.frw.co.uk