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.