Skip to main content

Laithwaite's Wine logo The Sunday Times Wine Club logo

Adestra logo


Direct Wines Ltd is an international independent wine merchant with global turnover in excess of £350m. They operate brands such as Laithwaite’s Wines and The Sunday Times Wine Club

more2 is a market-leading ecommerce and multi-channel data agency. They are trusted by hundreds of leading retail brands.


  • Drive orders and revenue growth for the Black Friday period
  • Provide a joined-up experience for customers across channels

The Challenge

Competing for attention and market share  in a crowded Black Friday inbox is a difficult task for any brand and industry. Direct Wines were looking to promote their Black Friday offering in a relevant and engaging way that would drive revenue and give customers a great experience across multiple channels. Furthermore, as Black Friday is so close to Christmas, Direct Wines wanted to create a strategy that would avoid cannibalizing their December sales. This strategy would be executed across the two core brands: Laithwaite’s Wine and The Sunday Times Wine Club.

The Solution

Direct Wines’ Black Friday email campaigns have historically performed quite well, but the team believed they could do even better by coordinating their efforts across channels and serving personalized content to different customer segments. To achieve this, they brought together a cross-functional team and started planning their effort in April.

The Direct Wines teams identified three key areas of focus to drive the success of their Black Friday strategy:

Leveraging ‘Black Friday week’

To create excitement, stand out in the inbox and compete against other retailers, Direct Wines sent out a series of daily deal emails in the week leading up to Black Friday and throughout Black Friday weekend.

Laithwaite's Wine Black Friday email example

Cross-channel co-ordination

The Direct Wines team executed the same offers and creative across email and print (such as postcards). They also made sure the customer services teams were aware of it, and promoted the same offers via inbound and outbound calls.

Laithwaite's Wine postcard

Personalized content

For this year’s Black Friday strategy, more2 and Direct Wines decided to show an all-red, all-white or mixed case of wines depending on stated preferences and previous purchases.


The Black Friday campaign was a huge success for Direct Wines.

Engagement was excellent, with most email campaigns achieving much higher than usual open and click-through rates.

Most impressively, across all channels Direct Wines saw revenue grow to three times that of the previous year.

  • A 3x revenue growth compared to Black Friday previous year achieved with a multi-channel strategy
  • Unprecedented product demands

What’s next?

Direct Wines are already planning their Black Friday campaign for 2018