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St Austell Wines rebrands and relaunches

Walter Hicks Wines has been relaunched as St Austell Wines, St Austell Brewery's dedicated wine division.

The hospitality sector will get a first glimpse of the new livery when the St Austell Wines 2017 wine brochure is unveiled in early April. More than 750 wines feature in the new collection, ranging from house wines to prestige cuvées.

St Austell Wines’ new look incorporates the heritage of the business. Photos from the archives have been coupled with illustrative colours and designs to bring to life the variety of the wine tasting notes. Cornwall-based Nixon design was appointed and tasked with the brand overhaul.

Louisa Fitzpatrick, wine buyer, St Austell Wines, says: “The launch of St Austell Wines, and its contemporary take on a traditional product, marks an exciting new chapter for our business and everyone we work with.

“We can’t wait to hear what our customers think of the innovative new look and name when the 2017 wine brochure launches in early April; we hope they will enjoy exploring the new list which is our most extensive yet. Every single bottle in our cellar deserves to be there and we’ve personally tasted and selected each wine that’s featured in the brochure.”

Louisa adds: “We have a genuine love for what we do and we want to continue sharing our passion for wine with others. The team is made up of experienced and enthusiastic specialists who all have an expert knowledge of wine – even our chief executive is the former wine buyer for the company.

“We’re excited about finding great quality wines, with eye-catching labels and interesting back stories, and introducing our customers and their consumers to flavours and varieties that they may not otherwise try.”

Walter Hicks, the founder of St Austell Brewery, began his career in 1851 as a wine merchant and maltster. Over 165 years later, the award-winning brewery, which is still 100% independent and family owned, has grown into the largest wholesale distributor of beer, wines, spirits, cider and soft drinks in the south west.

James Staughton, chief executive, St Austell Brewery and the great-great grandson of founder Walter Hicks, says: “Wine has always been at the heart of everything we do. We’re very proud of our roots and the new name and branding demonstrates the importance of the business as a key part of the St Austell Brewery family.

“We believe Walter’s entrepreneurialism, heritage and the independence of the company are true assets, which come together to form a story that we want to shout about. After extensive research and insight, the launch of St Austell Wines boldly celebrates our past, and demonstrates our commitment to the future. As a former wine buyer, I’m delighted with the 2017 wine guide and its new look; I’m certain it will excite and inspire each and every customer.”

7 April 2017 - Sam Coyne The Drinks Report, news editor