With almost half a million subscribers built up over 50 years in the wine business, Laithwaites is recognised as one of the pioneers in direct-to-consumer wine retail. But with an increasingly crowded market and constant innovation in D2C subscriptions across sectors, they realised the importance of staying relevant and the opportunities a refreshed brand identity would bring.

“This rebrand is about doubling down on our reason for being and reiterating what we’ve been saying since the start. But in a bolder, more confident way. Like great wines, wine lovers come from everywhere and every age group. We now have a brand that speaks to them all,” says CEO of Laithwaites, David Gates.

Ever since Tony Laithwaite went to Bordeaux in the 60s, family and friendship has been central to their journey. For over 50 years they have been delivering wine the right way – from people who love making it to people who love drinking it. they never overcomplicate things. Born in Lancashire and now based in South Oxfordshire, Tony Laithwaite founded the original ‘Bordeaux Direct’ company (now Laithwaites) in 1969. he has followed his passion for half a century, working in the vineyards of Bordeaux in the 1960s and now co-chairing the UK’s biggest wine company with his wife Barbara.

We spoke to James Morrison, Head of Brand at Direct Wines and Laithwaites about their journey.