Whereas I am not familiar with the prerogative of is rebranding it seems that this is an exercise of rejuvenation of some sorts. Younger lettering, a more styled grape, the switch of language use, the lack of capital letters, the absence of the old medieval hint, and so on. And as with every rebranding exercise (will anyone ever learn?) now you have two logos and two identities running in parallel everywhere.
How about this image right from the opening page of the Enoteca website?