St Austell, the Cornwall brewery and pub operator, has rebranded its wine division as St Austell Wines, having previously been named after founder Walter Hicks.
The contemporary new livery will be revealed with the release of the St Austell Wines 2017 wine brochure, which features more than 750 wines.
Walter Hicks, the founder of St Austell Brewery, began his career in 1851 as a wine merchant and maltster.
James Staughton, chief executive of St Austell Brewery and the great-great grandson of founder Walter Hicks, said: “Wine has always been at the heart of everything we do. We’re very proud of our roots and the new name and branding demonstrates the importance of the business as a key part of the St Austell Brewery family.
“We believe Walter’s entrepreneurialism, heritage and the independence of the company are true assets, which come together to form a story that we want to shout about. After extensive research and insight, the launch of St Austell Wines boldly celebrates our past, and demonstrates our commitment to the future. As a former wine buyer, I’m delighted with the 2017 wine guide and its new look; I’m certain it will excite and inspire each and every customer.”