‘How we found the perfect pairing for Laithwaites Wine’
James Morrison, head of brand for the wine retailer, on the thinking behind Wine Shop by Telegraph Media Group provided by Laithwaites
Published 16 January 2026 9:58am GMT
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As far as a business fit goes, James Morrison, head of brand for Laithwaites Wine, is in no doubt that the partnership with Telegraph Media Group is the perfect match.
The wine retailer has been advertising with Telegraph Media Group (TMG) for years and last year started a partnership around grassroots cricket. This year, it has started Wine Shop by Telegraph Media Group, provided by Laithwaites.
“The TMG audience is curious and discerning – they value quality,” says Morrison. “And we know the Laithwaites brand is already well-regarded and resonates with them, so we’re keen to take it to the next level with an even closer relationship. We worked together last year to bring our wines to life through our partnership with the England and Wales Cricket Board. This year, the next natural step on that journey is a more integrated experience that’s curated for Telegraph Media Group readers – creating new ways to inspire readers to get into wine and to make it easy to access better wines that aren’t always widely available.”
Laithwaites’ great attraction is that it is still family-owned. Now run by sons Henry, Will and Tom, the business was originally set up in 1969 by Tony and Barbara Laithwaite following a university geography field trip to Bordeaux.
“We’re a family business, and it all started with getting out there, building personal relationships with growers and discovering brilliant wines the big guys often miss,” Morrison says. “We’ve always believed that the best wines come from real relationships – and we bring those wines home to people who genuinely love them.”
“We believe this more personal, savvy way of buying wine is something that chimes well with the Telegraph Media Group audience. We’re not about anonymous, mass-produced wines; we’re about wines that have a story to tell and bring people together. That makes our partnership feel even more relevant.
“Because we have long-standing relationships with growers around the world, we’re able to buy wines differently, not like a supermarket. We’re proud to offer a more unique and interesting range – in fact, by knowing growers in the region, we pride ourselves on offering customers wine that is just as good quality as those expensive brands, at a fraction of the price.”
Laithwaites’ extensive network stretches to 23 countries, more than 450 growers and between 1,200-1,800 wines, 95 per cent of which are exclusive to them and not sold in supermarkets or other retailers. “We’re really proud of our range,” says Morrison. “Wine Shop by Telegraph Media Group, provided by Laithwaites, we’ve deliberately created a selection of offers that are exclusive to Telegraph Media Group readers.
“For people looking for some inspiration, we’ve created a subscription that features our most popular wines. This will be a 12-bottle case of favourites at a special price for Telegraph Media Group readers.
“We’re also going to be sharing cases of fine wines from limited parcels we come across, as well as offers on mixed cases of wine which are relevant to the time of the year. Over the summer, for example, Stuart Broad’s Beyond the Wicket range will be available with a special discount. And as we go through the year, we’ll bring more and more exciting new wines to readers.”
Communication with readers is something Laithwaites is very keen to foster. The company wants to hear back from them and what sort of events and experiences they are keen to embrace. There will be a special dedicated phone line for Telegraph Media Group readers* particularly if they want advice on anything. “Readers will be able to contact their own wine adviser, who can get to know you and what you like,” Morrison says. “That adviser would be the same one each time, which has proved really popular.”
Laithwaites regularly conducts tastings across the country, but its showpiece event this year is in Westminster over three nights from 31 October to 2 November.
“It’s the UK’s biggest consumer wine event, and has been going since the 1980s,” says Morrison. “We expect more than 5,000 attendees, with more than 450 wines being available for tasting.” It is a testament to the enduring success of Laithwaites, which, Morrison says, has an industry-leading TrustPilot score and as many as 500,000 loyal customers. It is a statistic that speaks for itself.
*Dedicated line for Telegraph Media Group readers: 0330 029 7743 – open 9am to 5pm Monday to Friday; 9am to 2pm Saturdays. Or email: customerservices@laithwaites.co.uk