Bounty Hunter Rare Wine Rebrands as Wine Scout, Expanding Market Access and Strengthening Competitive Position

Heritage-driven rebrand positions company for growth with an expansion in U.S. reach, lower shipping costs, over a thousand new wines added to the portfolio, and a refocus on deeper personal connections

NAPA, Calif., Sept. 8, 2025 /PRNewswire/ -- Bounty Hunter Rare Wine, a leading name in premium wine sourcing and direct-to-consumer sales, today announced its official rebrand as Wine Scout. The change reflects a strategic move to highlight the people who have always been at the core of the company: its Wine Scouts. Through personal concierge services and unmatched expertise, these experts guide and enrich every stage of wine discovery.

"For more than 30 years, our Scouts have been the heart of everything we do, helping wine lovers discover what they enjoy best," said Rob Ord, Director of Wine Scout. "This rebrand ties us closer to that identity. It honors our heritage while opening the door to what's next — bringing our expertise to new markets, making incredible wine more accessible, and continuing to lead with value, trust, and authentic relationships that can't be replaced by algorithms or apps."

At a time when much of the wine industry is retrenching amid a down market, Wine Scout is thriving by leaning into its heritage of personalized service and long-term relationships. Handwritten notes, personal phone calls, and connections that span decades have become the hallmark of Wine Scout, earning the company a reputation for human-centered service that stands out in an increasingly digital and impersonal landscape.

The rebrand also brings with it a set of clear strategic benefits that strengthen the company's growth trajectory:

• Expanded U.S. Reach: Overall customer reach is up by more than 55%, with significant territory expansion bringing access to millions of new potential consumers
• Reduced Shipping Costs: Average shipping rates cut by 15%, making wine delivery more scalable and consumer-friendly
• More Competitive Imports: Expanded access to better-priced wines from Bordeaux, Burgundy, Tuscany, Piedmont, and beyond
• Portfolio Expansion: Over 1,000 new wines added since Jan. 1, significantly broadening and diversifying the selection available to customers
• Customer Retention & Service: Continued investment in Scout-led, complimentary concierge service ensures every client has a dedicated expert to guide their wine journey, from sourcing rare bottles to building curated collections

The timing of the rebrand comes in response to major shifts in the U.S. wine market, where consolidation has reduced consumer choice and elevated demand for personalized service. Reviving the Wine Scout name underscores our commitment to addressing these changes while honoring tradition and driving a forward-looking strategy for growth.

The company's new name also nods to its origins as Wine Scout International, the company's original moniker at its founding in 1994. By modernizing and simplifying to "Wine Scout," the company underscores its commitment to putting its experts — the Scouts — at the very center of the customer experience.

"This is a strategic evolution," added Ord. "At a time when many players are retreating, Wine Scout is leaning in with expanded access, stronger customer value, and a renewed focus on service. Our Scouts are more than salespeople; they are trusted guides, confidantes, and partners in discovery. We believe this uniquely positions us to not only grow but to help shape the future of the premium wine trade."

For more information about the customized, curated, and collaborative Wine Scout platform, visit WineScout.com.

Contact:
Lauren Glascock
Interdependence Public Relations
(314) 619-9627
[email protected]
WineScout.com

SOURCE Wine Scout