Communique Public Relations has added to its portfolio of Whitbread businesses by winning First Quench, the name behind over 2,600 off-licences such as Thresher Wine Shop, Victoria Wine, Wine Rack and Bottoms Up.
As well as promoting the 'bricks 'n' mortar' brands to consumers and the trade press, Communique will handle First Quench's Enjoyment.co.uk web site, which sells alcohol on-line and launched last autumn. Fees are around pounds 200,000 for the retained account.
The Manchester-based agency has vast experience in the drinks sector, handling former-Whitbread beer brands Boddingtons and Heineken (now part of Interbrew), as well as Whitbread Pub Partnerships, which includes the Beefeater chain, Costa Coffee and Brewer's Fayre pubs.
Even though Communique handles a raft of Whitbread work, the account was still put out to pitch, with two other agencies, including Northern Profile, also vying for the work. Incumbent agency Affinity PR, part of Countrywide Porter Novelli, did not re-pitch for the account.
The agency will report to Helen Munday, head of specialist brands marketing and communications.