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Laithwaites Wine appoints head of wine UK

Published:  13 August, 2009

Laithwaites Wine has appointed former development manager of Direct Wines, Abi Hirshfeld as head of wine UK.

The UK's leading independent wine merchant owned by Direct Wines Ltd, has created the role to help boost sales through promotion campaigns and bring greater wine expertise and knowledge to the UK management team.

Hirshfeld joins the team after spending 18 months managing the development of Direct Wines' international consumer wine business in Switzerland, Germany, the USA, Australia and Hong Kong.

She will continue this role alongside her UK responsibilities but relinquish her buying portfolio for regional France, creating a vacancy for a new buyer to join Direct Wines' global buying team.

Wine sourcing and product development for Laithwaites Wine will continue to take place in Direct Wines' global buying team, led by global wine director Dan Snook.

Hirshfeld said: "It's a fantastic opportunity to develop and improve the customer proposition for Laithwaites Wine. Working very closely with our buying, marketing, commercial and creative teams, myself and the merchandising team aim to create really compelling, innovative wine promotions and sales campaigns which will continue to attract and inspire customers."

Laithwaites Wine is the world's largest independent wine merchant with annual sales in excess of £340 million.

Direct Wines Ltd now has operations in the USA, Australia, Hong Kong, Switzerland and Germany, as well as the UK.