Virgin Wines is to supply fine wines to all WH Smith Travel stores in UK airports and railway stations.
A range of wines has been exclusively curated for WH Smith, AIM-listed Virgin Wines said and is already proving a hit with customers.
It is the latest in a string of partnerships Virgin has signed recently, notably with Saga, Moonpig and Currys.
Jay Wright, Virgin’s chief executive, said: This is a great opportunity for thousands of WH Smith customers to sample the outstanding wines that Virgin Wines sources from across the world and we hope that it will entice them to try more wines in the future as well as enjoying a glass or two while on their travels.
"Strategic partnerships such as this remain fundamental to our growth strategy, and we look forward to updating further on our progress in this area over the coming months."
Shares in Virgin eased 3% to 29p.