First Quench merges two gift delivery brands

First Quench, the recently merged Victoria Wine and Thresher off licence chain, has scrapped one of its gift delivery brands in what is expected to be a long-term rationalisation.

Post Haste, formerly Victoria Wine’s delivery service, is to operate under the Thresher name Drinks Direct. The two services will merge from November and will run out of a single call-centre, which is based in Dunstable.

Morwenna Angove, First Quench director of new business dev-elopment and direct marketing, says: “Drinks Direct and Post Haste each had specific strengths. It was an obvious decision to combine the two and make one single, powerful brand.

“It is the right time to bring the two operations together as our customers will benefit from the improved service over the busy Christmas period.”

The joint operation offers a range of corporate and personal gifts, including champagne, wine, spirits, bouquets, chocolates and hampers.

The merger of Victoria Wine and Thresher was announced by parent companies Allied Domecq and Whitbread in August.

It dovetailed the two chains and their services with the anticipated closure of over 300 off-licence stores and the potential disposal of some brands.

A question mark still hangs over numerous retail brands. Victoria Wine traded as Victoria Wine Cellars, Haddows, Martha’s Vineyard and Firkin. Thresher traded as Wine Rack, Bottoms Up, Thresher Wine Shop, Drinks Cabin and Huttons.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here