Laithwaite's Wine has consolidated its £5m media account into VCCP Media following a six-month review.
The account, previously shared between Carat Manchester and i-Spy, represents the first major win for VCCP Media since its launch in July.
For Laithwaite's the move signals a shift away from traditional direct marketing towards a more brand-led approach centred around 'richer media experiences'.
To that end Laithwaite's has already signed a deal to become the official wine partner of the England cricket team, snapping up pouring rights in test match grounds this season and during next year's Ashes series.
The media appointment follows brand repositioning work carried out by the creative arm of VCCP.
Glenn Caton, managing director of Laithwaite’s Wine, said: “Our goal is to build stronger brand awareness and affinity through richer media partnerships andevents coupled with a more integrated approach to our on and offline activity."