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Case · Antonis Wijnkoperij

Antonis Wijnkoperij: from a broad range to a personal wine story.

Bring your challenge to the table
Sector
Wine trade, hospitality and business clients
What we did
Positioning, brand story and website
Solution
Positioning and story
Team
Carlijn
Period
Q2 2026
Website
antoniswijnkoperij.nl

From challenge to execution

  1. Challenge

    Quality and personal involvement did not yet come together online in one recognisable story.

  2. Positioning

    One sharp choice: good wine starts with choosing well. Emiel's selection is at the centre, not the size of the range.

  3. Brand and story

    A brand promise, Emiel as the face of the business and a separate proposition for the hospitality trade.

  4. Execution

    A website that shows how Emiel selects, who he works for and how to reach him directly.

The starting point

Antonis Wijnkoperij is the wine business of Emiel Antonis. Driven by his personal love of wine, he selects wines from quality producers in different parts of the world. The quality of the selection and Emiel's personal involvement were strong, but did not yet come together convincingly online in one recognisable story.

The challenge

A wine merchant can easily end up with a website full of countries, grapes, labels and individual products. That shows what is for sale, but not why customers should choose this particular merchant.

The central question became: how do we make Emiel's personal selection, knowledge and way of working visible in a brand and website that build trust and give commercial direction?

The positioning we chose

The new design starts from one sharp idea: good wine starts with choosing well.

Not the largest possible range is at the centre, but Emiel's personal selection. The website builds this story consistently around three principles:

  • the quality of the wine
  • origin and the people behind the bottle
  • a lasting, personal relationship with customers and producers

The positioning makes clear that Antonis Wijnkoperij is not an anonymous supplier or an online wine catalogue. Emiel visits producers, knows the stories behind the wines and puts together a selection that suits the customer.

“The new website finally shows how I look at wine myself. Not offering as many bottles as possible, but choosing consciously for quality, the maker and a range I fully stand behind. The story feels personal and fits the way I work with my customers.”

Emiel Antonis, owner of Antonis Wijnkoperij (translated from Dutch)

The approach

The positioning was translated into a complete digital story:

  • a sharp brand promise and a recognisable opening message
  • Emiel as the personal face of the business
  • a clear choice for quality over an endless catalogue
  • photography of vineyards, wine houses and producers
  • a separate proposition for the hospitality trade
  • a clear way of working, from first meeting to delivery and advice
  • direct ways to contact Emiel

The website shows not only which wines Antonis Wijnkoperij offers, but above all how Emiel selects, who he works for and why his personal approach adds value. You can see this on the current website.

What changed

  • Emiel's personal vision is now the heart of the brand.
  • The difference no longer lies only in the range, but in the selection and guidance.
  • The hospitality trade is addressed directly as an important audience.
  • The way of working is explained simply and concretely.
  • Imagery, text and look tell the same quality story.
  • Customers can contact Emiel directly, without unnecessary steps.

The visible result: Antonis Wijnkoperij now has a professional website that combines personality, quality and commercial clarity. Visitors understand who Emiel is, what he stands for, how he selects wines and what makes working with him different.

Recognise this challenge? Standing out

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