How 75CL moved from product-led retail to an occasions-first wine brand
75CL is a Singapore online retailer of wines, spirits and gifts that organises its range around occasions rather than product listings. Vantage repositioned the business from Magnum Spirits and Wines' eWine Gallery into 75CL, building a brand that helps customers choose wine by the moment, setting or use.
75CL is an occasions-first wine, spirits and gifts retailer in Singapore. Rather than presenting wine as a catalogue of listings and promotions, the brand frames choice around how and when a wine is consumed, guiding customers from a moment to a bottle. The result is a more intuitive path from discovery to selection, and a clearer position in a crowded online drinks market.
Who is 75CL?
75CL is a Singapore-based online retailer of wines, spirits and gifts, built to make choosing a bottle more contextual and relevant to everyday occasions. The business began as eWine Gallery under Magnum Spirits and Wines, offering a wide range through a conventional product-led retail model.
With the move to 75CL, the brand introduced a more structured way to explore and select wine, aligning the experience with real moments rather than product categories. The name itself, a standard bottle volume, anchors the brand in the ritual of sharing a bottle.
Where the brand needed to evolve
As eWine Gallery, the business operated in a product-led category where discovery was driven by listings, categories and promotions. That model was effective for transactions but offered limited differentiation, and did little to shape how customers engaged with the brand beyond the point of purchase. As the business grew, the opportunity was to rethink how wine was presented and move towards a model that reflects how people actually explore, choose and enjoy it.
Building an occasions-first brand experience
Vantage led a clear strategic shift, from a product-oriented retail model to an occasions-first brand experience, and created 75CL as a distinct brand to replace eWine Gallery. Wine was reframed as part of a moment rather than a standalone product, with a lifestyle-led visual language that brought occasions to the fore. The e-commerce platform was reimagined to guide customers through settings and scenarios, and comprehensive brand guidelines carried the occasions-first idea consistently across every touchpoint, from the storefront to a branded delivery fleet.
A brand renewed
- A product-oriented retail structure focused on listings, categories and promotions.
- Customer journeys organised primarily around product selection.
- A brand experience aligned with conventional e-commerce patterns.
- Engagement driven by product attributes rather than contextual use.
- An occasions-first brand experience that guides how customers discover and select wine.
- Customer journeys structured around moments, settings and real-life usage.
- A differentiated position centred on experiences rather than products.
- A lifestyle-led identity and digital platform aligned with how wine is actually chosen and enjoyed.
“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.”
Bringing it all together
Following the launch of 75CL, the business saw a rise in revenue compared with its predecessor, eWine Gallery, alongside strong customer feedback and a more defined presence in the Singapore wine market. More significantly, aligning the brand with occasions rather than products created a more intuitive connection with customers, one that reflects how wine fits into everyday life. Where a brand is still structured around what it offers, there is often an opportunity to reframe it around the experience, and that shift tends to bring a clarity customers recognise at once.
Frequently asked questions
Who rebranded 75CL?
Vantage Branding, a Singapore brand consultancy, repositioned Magnum Spirits and Wines' eWine Gallery into 75CL, covering strategy, positioning, identity, guidelines and the e-commerce website.
What is 75CL?
75CL is a Singapore online retailer of wines, spirits and gifts that organises its range around occasions, helping customers choose by moment, setting and use rather than by product category.
What does an occasions-first wine brand mean?
It means framing wine by how and when it is consumed rather than as a list of products. Customers start from a moment, such as a gift or a gathering, and the brand guides them to a suitable bottle.
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