Online wine retailer eVineyard Inc. is expected to announce today that it has changed its brand name to “Wine.com by eVineyard,” while relocating its Web location from www.evineyard.com to www.wine.com.
The development follows eVineyard’s April purchase of Wine.com Inc. Portland, OR-based eVineyard said that it has since concluded that wine.com had the stronger brand name.
In adopting the new name, eVineyard hopes to capitalize on the $100 million-plus that the original Wine.com spent on advertising.
“The establishment of ‘wine.com by eVineyard’ is the latest actualization of our maturing business model,” said Larry Gerhard, chief executive officer of eVineyard Inc., which will remain the name of the parent corporation.
