Edge adds wine start-up to new venture division

Edge’s recently launched venture division, Accelerate, has won direct-to-consumer wine sampling business, Rubay Wines, following a competitive pitch.

The independent agency quietly launched Accelerate last year, with the new start-up arm originally conceived to work with pharma giant Sanofi on the launch of direct-to-consumer personalised vitamin play, Livvit. The project saw Accelerate develop a new process and client structure for Livvit to cater to the differing needs of its fast-paced and performance-based sector.