Virgin Wines has signed a new strategic partnership with WHSmith Travel, as the alcohol retailer seeks to enhance its growth strategy.
An “exclusively curated range” of the company’s wines is now being stocked across 39 WHSmith stores, throughout airports and train stations across the UK.
Virgin Wines CEO Jay Wright said: “This is a great opportunity for thousands of WHSmith 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.
“Strategic partnerships such as this remain fundamental to our growth strategy, and we look forward to updating further on our progress in this area over the coming months”.
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The move comes as the retailer continues to explore various commercial partnerships, having posted declining sales and profits in the first half of its financial year.
In 2021, Moonpig launched a wine collection with Virgin Wines, as part of its expanding gifting proposition.
The Virgin Wines partnership was the first of its kind “shop in a shop” to launch at the card company.
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