The company is launching The Gower Selection, a case of 12 wines personally chosen by the cricket legend for Laithwaite’s Wine’s 500,000 UK consumers.
It follows the firm’s sponsorship of the England cricket team, announced last year.
Managing director Glenn Caton said: “Cricket and wine are the perfect combination and David’s knowledge and passion for both makes him the perfect Laithwaite’s Wine ambassador.
“Through our role as Official Sponsor of English Cricket we have been able to showcase our diverse range of wines to an audience that’s the ideal demographic fit for our business.”
Gower added: “You can’t beat relaxing in the sunshine at a cricket ground, watching an exciting match while sipping just the right wine. I love that feeling when you discover a truly cracking bottle – so working with the friendly Laithwaite’s Wine team to share a selection of 12 pitch perfect wines for fellow cricket and wine-lovers to enjoy during the Ashes has been a real pleasure.
“With hundreds of wines to choose from to suit every taste and occasion, sourced from exciting vineyards across the world, this has been a challenging but extremely enjoyable task. I’ve been able to match two passions to pick out the best wines to complement the cricket and the upcoming Ashes.”
Gower, who led his team to victory during the 1985 Ashes, will also appear alongside Laithwaite’s Wine at matches and will be active on the company’s social media channels throughout the summer.
The Gower Selection is being sold for £99.99.