The drinks retailer, owned by venture capitalists Terra Firma Capital Partners, has decided to dispense with the First Quench name less than five years after it was introduced following the merger of Thresher and Victoria Wines.
The Thresher Group name underlines the firm's commitment to growing its chain of Thresher off-licences.
The decision comes as Thresher prepares to launch Origin, an own-label wine range that makes grape varieties sourced from different countries its key selling point. It expects the range to become one of the UK's biggest-selling branded wines.
Marketing director Kevin Styles has refocused its marketing strategy, with a bigger budget for own-label launches.
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