First Quench hires FD and C&W as it overhauls comms

Off-licence group First Quench - the little-known name behind

Thresher Wine Shops, Victoria Wine and Bottoms Up - has hired Financial

Dynamics and Cohn & Wolfe after a total communications rethink.

One-year incumbent Communique PR lost out in the review, which saw

lengthy pitches staged for both consumer and corporate briefs,

previously combined into one remit.

First Quench made the hires following a group-wide overhaul, sparked off

by its acquisition last year by Nomura International and appointment of

CEO David Williams in January this year.

FD will work on the corporate remit, advising First Quench's management

on communicating the group's business strategy to the drinks trade,

employees and the business community. The FD team, led by partner Jon

Aarons, will also handle day-to-day press enquiries.

Cohn & Wolfe takes on the consumer PR remit, with a brief to tackle

recent competition from supermarkets encroaching on the off-licence

market. C&W director Jill Rennie heads the account.

First Quench is also rebranding its Victoria Wine outlets as Thresher

Wine Shops.

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