Kicking off the celebrations on April 26 is a series of 10 exclusive offers over 10 days.
Customers will receive a special wine offer by email from Monday through to Friday for two consecutive weeks. Offers will include free gifts, one off special deals and savings off a variety of customer favourites and new releases.
In addition, each day of the campaign one customer will be rewarded with a free bottle of Louis Roederer Cristal Champagne.
The campaign follows Virgin’s 12 Days of Christmas activity which featured 12 offers over 12 days and resulted in the sale of more than 10,000 cases.
The birthday celebrations will continue throughout the year with a series of competitions, prize draws, birthday-themed products and tasting events.
Managing director Jay Wright said: “Since our launch 10 years ago, we’ve built up a thriving company with an impressive sales growth and strong brand identity, all centred around a very dedicated and hardworking team of people.
"We are delighted to have achieved this 10 year landmark and would like to thank all our customers for supporting us this far. We look forward to celebrating with them throughout the year.”