Ex-Nicolas sites now Spirited Wines

21 January, 2011

The estate of former Nicolas shops outside London has been renamed Spirited Wines, with rebranding due to start at the end of this month.

“We looked at a lot of possibilities and always came back to Spirited Wines,” said Benoit Thouvenin, who set up a business called Spirited Wines to take over the ex-Nicolas shops without fixing on that as a name for the estate.

Final checks of the new logo are currently underway before the rebranding starts.

The chain is planning to gradually expand its range to diversify from Nicolas’s French specialism over the course of this year, with one new country joining the stable each month.

The move will start in March when Spirited Wines will add a Spanish range to its portfolio and introduce it to customers with a series of tastings, supplier visits and other events. Thouvenin hopes the range will be complete by September, when the chain will start preparing for Christmas.

The estate is now 14-strong, with the final branch due to transfer soon.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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