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BI puts ‘Bordeaux’ back in the name

UK fine wine merchant BI has announced a re-brand back to its former name ‘Bordeaux Index’.

Following a change of name in 2016 to simply ‘BI’ in an attempt to reflect its growing portfolio covering more than this fine wine staple, founder and CEO Gary Boom (pictured) has admitted that, to its customers, “we are and always will be Bordeaux Index”.

As a result, he continued: “While we have broadened our product offering even further in recent years, the name Bordeaux Index gives both a contemporary and classic identity, which we are embracing.

“We are one of the leading merchants of rare wines and spirits and the biggest trader of fine Bordeaux, but we have also led the way with technology and the creation of LiveTrade. The name Bordeaux Index resonates with all of these key traits.”

Founded in 1997 by Boom, Bordeaux Index founded its LiveTrade platform in 2009 and last year Société Jacques Bollinger joined as a minority shareholder.

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