Magnum Spirits & Wines set out to reposition its online wine business by transitioning eWine Gallery into 75CL. The task for them was to move beyond product-led retail and build a structured brand around all occasions.
75CL is an online wine retailer that curates and sells wines through an experience built around occasions, helping customers discover and choose wine based on moments, settings, and use rather than just product categories.
75CL is a Singapore-based online wine retailer built to make wine selection more accessible, contextual, and relevant to everyday occasions. Originally operating as eWine Gallery, the business focused on offering a wide range of wines through a traditional product-led retail model. With the transition to 75CL, the brand introduced a more structured approach to exploring and selecting wine, aligning the experience with real-life moments rather than product listings.
Magnum Spirits & Wines sought to define a clearer identity for its online wine business, eWine Gallery, to support its next phase of growth. The business operated in a product-led retail category, where discovery was largely driven by listings, categories, and promotions. While effective from a transactional standpoint, this approach offered limited differentiation and did little to influence how customers engaged with the brand beyond product selection. As the business expanded, the need to introduce more structure and clarity to the experience emerged. The opportunity was to rethink how wine was presented, moving towards a model that better reflects how customers explore, select, and consume wine in real-life contexts.
Vantage Branding approached the transformation by introducing a clear strategic shift: from a product-oriented retail model to an occasions-first brand experience. This led to the creation of 75CL as a distinct brand, replacing eWine Gallery with a more defined and differentiated positioning. Wine was no longer presented as a standalone product, but as part of a broader context—anchored in how and when it is consumed. A lifestyle-led visual language brought the idea of occasions to the forefront, making the brand feel more aligned with real-life use rather than transactional browsing. The e-commerce platform was reimagined to guide customers through moments and scenarios, enabling a more fluid and engaging journey from discovery to selection. Execution remained consistent throughout. Comprehensive brand guidelines ensured that the occasions-first approach was applied cohesively across all touchpoints, creating a unified and recognisable experience.
Before vs After
It has been an absolute pleasure to have Vantage fighting for our team. The commitment and passion that they put into the project was impressive. Expect attentive personalised creativity that moves your brand’s strategic goals into action.
Following the launch of 75CL in November 2015, the business saw a noticeable increase in revenue compared to its predecessor, eWine Gallery. The brand also continues to receive strong customer feedback and is recognised for a more defined presence in the Singapore wine market. More significantly, the shift introduced a different way of engaging with customers. By aligning the brand with occasions rather than products, 75CL established a more intuitive and meaningful connection with its audience—one that reflects how wine fits into everyday life. If your brand is still structured around what you offer, there may be an opportunity to reframe it around the experience. That shift often brings a different kind of clarity, one that customers recognise immediately.