He joins from Hiscox Insurance, where he was managing director for the direct-to-consumer business in the UK.
He is also a former marketing director for E&J Gallo and has worked with Procter & Gamble.
The appointment of a new UK managing director completes the company’s top team of senior managers, led by chief executive of the Direct Wines global group, Simon McMurtrie.
McMurtrie said: “Glenn brings a wealth of experience in building leading brands and in consumer goods and financial services industries. We are delighted to have a leader of Glenn’s calibre running the UK business.”
Caton said: “The opportunity to work in a highly successful family wine business was too good to miss. Tony and Barbara Laithwaite have built a wonderful business over many years by sourcing interesting, great value wines from around the world and delivering them direct to customers keen to explore the world of wine beyond supermarkets.
“The enduring nature of their relationships with suppliers and customers is testament to their desire to build a business based on sound values, fair pricing and great service.”