First Quench Retail, the Punch/Whitbread-owned off-licence chain, has revamped its home shopping operation, merging three catalogues into a single brand.

The Victoria Wines Direct, Drinks Direct and Wine Rack Direct brands are now melded into one enlarged catalogue, branded Enjoyment, offering not only the usual mix of wines, beers and spirits, but also chocolates, flowers and gifts. Enjoyment is currently being mailed to around 150,000 business and residential names from the First Quench database. Customers can also order direct from a dedicated website,

Says FQ marketing manager Fiona Tomkins: "The strategy is to give a proper focus to home shopping which is an integral part of our brand. A raft of routes to market are being tested to determine best fulfilment and to build the database."

News source: Precision Marketing (UK)