Gondola.co.uk will relaunch with the new name on October 1.
Phil Lucas, shareholder and managing partner of the business, said he decided to change the name following feedback from customers from the website’s 15,000 database.
“We are continually looking at ways of improving our relevance and significance to wine consumers, and frequently ask our customers for feedback on all aspects of the site, and what they want from it.
“As well as confirming our strategy of providing well known wine names and brands to online shoppers, the response we received regarding the name of the site led us to a decision to change."
Angela Mount, head of the online business, said: “Our survey feedback shows that customers are actively looking for names they know and recognise, and that yourfavouritewines.com offers them the reassurance and confidence to purchase online.”
She said the website had added some big names to the range.
“The beauty of online retail is that we are not restricted by shelf space, and can therefore offer the customer a broader range.” Mount said.
New brands launching this month are Louis Latour, Vidal Fleury, Groote Post, Villa Maria, Taittinger, Louis Jadot, Codorniu Raimat and GIV brands Folonari, Fontana Candida and Melini.
The website will be launching a range of spirits and gift packs in November.