Introducing Wine&Something

By Phil Harvey
December 2020
Phil and Ed Fluid

Fluid Ideas adds sparkle for the launch of Wine&Something.

A new online wine retailer is toasting its partnership with creative agency Fluid Ideas following its successful launch.

The Derbyshire agency came up with the name and developed the brand identity and content for the Wine&Something website.

As part of its remit, a 12-strong team at Fluid Ideas also provided graphic design, animation, photography, videos, social media and advertising campaigns to assist with the launch.

Further projects are underway as Wine&Something aims to compete with rivals such as Naked Wines, Virgin Wines, The Wine Society and Laithwaite’s Wine.

Wine&Something is targeting the 35-50 age bracket and currently has 260 wines available on its site from 12 countries. All of its wines have been tasted and chosen by Master of Wine Robin Kick, with 85 per cent of its range exclusive within the UK market.

They are sourced from independent, family-run artisan vineyards and include vegan, vegetarian and organic wines. The retailer is offering 24-hour delivery, with a minimum order of six bottles.

Wine&Something was established by Dale Agar and Rob Edwards, the company’s chief executive and wine director respectively.

Dale said: “We wanted to start a wine merchant that adds ‘wow’ to the consumer’s wine journey and enhances any occasion, helping to create good times whenever families and friends get together for dinner parties and other gatherings.

“Our brief to Fluid Ideas was to differentiate ourselves in the marketplace by offering a far more vibrant and contemporary brand than our competitors. They’ve done a phenomenal job in creating a brand with personality, energy and emotion, along with a fantastic user experience.”

– Dale Agar, Chief Executive of Wine&Something

As part of the retailer’s brand identity, Fluid Ideas emphasises how wine goes with everything when it comes to social gatherings.

Its campaign also focuses on how Wine&Something works only with independent artisan producers who lovingly nurture their wines.

Dale, a serial entrepreneur, said: “We are working with very small producers from the major wine regions of the world who put a lot of love and care into the wine-making process, which truly shows in the end products.

Fluid Ideas is working with Wine&Something on the next phase of its development, including supplying games, trivia, news and recipes relating to its wines to grow its ‘winetainment’ offering.

Phil Harvey, joint managing director of Fluid Ideas, said: “This is one of the most competitive online spaces imaginable, so we’re incredibly proud to have created a brand, social strategy and website experience that truly stands out and grabs attention.

“The whole project was delivered in a matter of weeks, and we’re grateful to have been part of such an exciting journey. I’m especially proud of our team for creating such a vibrant brand experience within such a challenging timeframe.”