New name, new site for VirtualVineyards

Online wine seller hopes its new look will age gracefully -- without that bitter taste.

Virtual Vineyards said Tuesday that it has purchased Wine.com for an undisclosed amount.

The acquisition gives the online wine-seller what it called "the perfect name" to go with plans to expand its site.

"We made a strategic decision to launch the first global wine portal strategy. The decision was to be a one-stop shop for all things wine," said CEO Bill Newlands.

Wine.com, a Napa Valley-based site, had focused on links to wineries and wine events, he said. The new site, which launches today, will include Virtual Vineyards e-commerce abilities, in addition to new editorial content, community and lifestyle sections.

"(Wine.com has) significant traffic already," Newlands said. "That was an important part of the acquisition."

Wine.com's president will become vice president at the new company, and the companies four other employees will be kept on as well, Newlands said.

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