Uncorking a new brand for Boutinot®

Boutinot was founded in 1980 by French winemaker, Paul Boutinot. As one of the UK’s leading winemakers and distributors, serving high-end restaurants and independent retailers, the original brand had become dated and lacklustre.

The brief was to position Boutinot as a traditional wine-making business with a contemporary twist. Our twist was the ‘Boutinot Swirl’ which was registered as a stand alone design icon and trademark.

Vivid delivered a full-rebrand, literature, B2B e-commerce website with CRM Integration, Boutinosity community blog and a wine-making e-learning platform for staff in gastro pubs to aid the selling in of wine for their trade customers.

For 8 consecutive years after the re-brand Boutinot was consistently awarded Merchant of the Year at the Sommelier Wine Awards – and by no coincidence, turnover increased by more than 200%.

The business revenue at the start of the project was £50m, which grew to £106m at the point of an MBO, an incredible 212% increase. Nothing else changed much in the business so it was heavily attributed to the repositioning of the brand and revitalised appeal and relevance to prospective customers and the wine trade.

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