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Gondola transforms identity
Online wine brand retailer Gondola Wines has relaunched itself as yourfavouritewines.com.
The retailer, which is co-owned by Dragons’ Den star Peter Jones, re-branded itself last week in an effort to “improve significance and relevance”.
The decision to rename itself was made following a consumer survey across its 15,000-strong database.
Speaking of the decision, Phil Lucas, shareholder and managing partner said: “We’re continually looking at ways of improving our relevance and significance to wine consumers, and frequently ask our customers for feedback on all aspects of the site, and what they want from it.
“As well as confirming our strategy of providing well-known wine names and brands to online shoppers, the response we received regarding the name of the site led us to a decision to change,” he added.
Angela Mount, director for the online wine business explained why the company decided to change its name.
“Gondola was the project name and when the site launched we thought we’d call it that, but while Gondola means something to the wine trade for the consumer it means nothing apart from a boat in Venice," she said.
“Then we did some customer research and the feedback on the name was not great, and on wine website comparisons when Gondola comes up, it doesn’t actually say it sells wine.”
As for the inspiration for the new name, Mount added: “What is different about us is that we carry wines people know such as Perrier-Jouët or Cloudy Bay, so ‘your favourite wines’ – as they say, it does what it says on the tin.”
Boasting that its range is deliberately brand-focussed, the retailer has also confirmed that it will be broadening its brand-heavy portfolio by including “boutique” wines for customers.
Your Favourite Wines also announced that its social media programme will kick off over the course of the next two weeks, including live food and wine matching.
The site now features 280 lines and will be launching a range of spirits for the gift market in November.
Jane Parkinson, 04.10.2010