Platform Announces Creative Equity Deal with Drinks Brand Madame F

Platform has announced its partnership with ‘Madame F’, the UK’s most inclusive and exciting wine brand, in this, first Creative Equity investment deal.

The deal is built around an exchange of strategic creative services over three years ,for equity in the young brand, launched by wine buying and estate management veteran Iain Muggoch, previously of Direct Wines and Bibendum Wine.

With a desire to challenge a largely conservative wine sector, Iain launched Madame F in 2022 in partnership the UK Charity Queer Britain. A purpose led and inclusive brand from conception or ‘a movement in a glass’ as Iain often calls it, Madame F’s first major partnership was to help the charity Queer Britain realise it’s ambitions of opening the UK’s first LGBTQ+ museum celebrating queer history. 

Beyond its work with Queer Britain, Madame F has achieved much in its formative years including a listing with two national retailers, a plethora of media coverage and a host of high-profile PR moments including being featured on Saturday Kitchen. Not surprisingly, the brand has a growing and very loyal social media following.  

Madame F is currently available as a Rosè, White and Prosecco, with plans to expand the portfolio further over the next two years.

“We have been looking for a business  opportunity like this for some time. Since launch we have worked with a host of exciting start-ups and scale up brands and know the difference that strong creative strategy can make in the formative early stages of a brand. Not only is Madame F a very distinctive and authentic brand – it occupies a unique position within the drinks category and has enormous long-term promise. Definitely a brand to watch…” .

Iain Muggoch, founder and CEO Madame F commented, “Our partnership with Platform feels wonderfully serendipitous – it was Kate who introduced us to Joe Galliano of Queer Britain back in 2020 and thanks to that, the perfect brand partnership was born. To now have the creative fire power of Justin and Kate on board with us as business partners is tremendously exciting. We have ambitions to take Madame F far beyond the wine category and they are the perfect partners to help us achieve our ambitions.”