The contract is understood to be worth up to £800,000, although First Quench has not yet decided its overall marketing spend and Starfish's fees could ultimately reach the £1m mark, according to First Quench consumer PR manager Kerrie Jones.
Starfish, which secured the business without a competitive pitch, replaces Shine Communications on a significantly boosted remit, working across the group's three main brands: Thresher, Wine Rack and Victoria Wine.
Jones, to whom the Starfish team reports, said the company planned 'more aggressive' PR during 2003.
Starfish's remit includes media sponsorships, celebrity work, event management, sampling and viral marketing.
Work will begin with a launch event for newly created wine brand Origin at the end of next month.