Subscriber login Close [x]
remember me
You are not logged in.

Lay & Wheeler makes overtures to new market

Published:  23 July, 2008

Having made headlines last year for its alliance with Thresher Group, Lay & Wheeler has teamed up with another unlikely partner - The Royal Opera House in London's Covent Garden.

The wine merchant is to provide a new mail-order range of wines for 'Friends' and 'patrons' of the Covent Garden institution, called The Wine Collection. The range comprises nine wines from France, Australia and New Zealand, with more to follow.

Each order will be delivered in a specially designed box bearing the Royal Opera House crest. Lay & Wheeler is responsible for both the sourcing of the wines, and the fulfilment.

'So many people who love opera and ballet also love fine wine,' said Royal Opera House chief executive, Tony Hall. 'I am delighted to be able to offer this special wine service to our supporters, one that reflects our values and standards.'

The Wine Collection will be launched with an insert and editorial in the June issue of the Royal Opera House's magazine for trustees and Friends, with a direct mail and email campaign to follow in July. The official launch, including tasting, is at the Vilar Floral Hall in Covent Garden on 29 September