Virgin Wines, an online wine retailer established by Sir Richard Branson’s Virgin Group, has announced its partnership with travel retailer, WH Smith Travel. The collaboration between the two brands will help the alcohol brand elevate its growth strategy, placing its products in WH Smith Travel stores.
As part of its approach, the brand’s exclusively-curated wine selections are available for purchase in 39 WH Smith stores. The variants are the Hielo y Fuego Merlot, Senti Prosecco, Billy Bosch Chenin Blanc, La Zeitgeist Sauvignon Blanc, The Watchmaker Malbec, and the 16 Little Black Pigs Shiraz.
The specific stores are located in airports and train stations throughout the United Kingdom, increasing its offline brand presence and driving offline sales.
In an official statement released by Virgin Wines UK PLC, the agreement is part of Virgin Group’s well-planned direction to focus on commercial partnerships. It follows previous value-added agreements with other British brands, like Moonpig, Saga, and Currys.
Additionally, Jay Wright, the Chief Executive Officer of Virgin Wines, stated, “We are delighted to have partnered with WH Smith Travel to provide our exclusive, quality wines to their customers within travel hubs across the UK. This is a great opportunity for thousands of WH Smith customers to sample the outstanding wines that Virgin Wines sources from across the world and we hope that it will entice them to try more wines in the future as well as enjoying a glass or two while on their travels.”
The exciting partnership between Virgin Wines and WH Smith Travel will provide the latter with added drink options for their customers en route to their destinations. More profoundly, it provides a platform for Virgin Wines to connect directly to consumers.