LONDON — Fine wine collection and investment company Cult Wines has appointed W Communications to deliver a PR strategy to propel growth in the UK and North America markets.

The agency was hired after a competitive pitch, and its brief includes amplifying Cult Wines’ new brand identity and positioning it as a leader in the wine investment category, as well as increasing purchase intention among high-net-worth and ultra-high-net-worth individuals through media relations.

Cult Wines CEO Tom Gearing said: “As part of our pitch process, we recognised the need for a communications partner who understood the value of our product from both sides – financially and passionately. W stood out for its global footprint and creativity, as well as consumer and industry expertise in our key growth markets.”

The account will be led by Gemma Mc Aloon, senior vice president of W North America – launched in January this year – and W London associate director Kate Power.

W chief executive Rachel Friend said: “Cult Wines is at the forefront of a burgeoning investment category.  W’s appointment signals the brand’s intention to balance financial gain with the cache of buying into the world’s most sought-after vintages and producers, creating relatability for the brand outside of the boardroom. We’re delighted to be appointed as its global communications partner, activating another joint account with our recently established New York office.”