Harborne takes the new role to maximise the company's reputation in the media.
She will be responsible for trade PR across the wine portfolio including Hardys (the UK's No 1 wine brand), Mondavi and Kumala. She will also handle consumer and trade for Premium Wine Estates, the relaunched portfolio that includes Flagstone, Ravenswood and Inniskillin.
She reports directly to Philip Malpass, vice president of communications.
Harborne was previously at Enotria World Wine, where she was responsible for all corporate and wine PR.
Constellation Europe brought in Clarion Communications in March to handle trade PR. The agency snared the six figure account following a competitive pitch.