Sponsored by Express Newspapers and HSBC Bank, the awards were presented at gala ceremony at London’s Savoy Hotel on May 24.

Receiving the trophy, Threshers’ head of franchise development Fyl Newington said: “Being named Brand Builder of the Year is a tremendous achievement in what is only our first year of trading, and it demonstrates what a significant impact our unique scheme has had on the UK franchise market. It’s also great recognition of all the hard work, dedication and professionalism our head office team, and our franchisees, who’ve worked so hard to make this year such a success.”

The Thresher Group has been a major name in the off-licence trade and the UK’s largest independent wine retailer for some time, so the decision last year to turn to franchising as a means of building their brand took the industry by surprise.

Data showed that locally-run stores, where pricing, range and promotion decisions are made by those in direct contact with the customer, deliver better customer service and a greater market share than those run by head office.

Threshers decided to franchise 600 of its 2000 outlets over the next three to four years. The challenge was to convey the concept of Thresher Group Franchise accurately and effectively, while creating a new brand, TGF that would contribute to the overall growth of the core business.

All the franchises on offer were established stores, which made assessing the return on investment easier and more reliable. In addition, Threshers promised low-cost entry fees, full training and the on-going support.

Franchisees have access to a choice of major promotions run throughout the year and a system that allows them to generate their own marketing material while ensuring brand consistency.

During the first six months following the launch TGF attracted more than 2,000 registrations and 1,000 applications.

Speaking at the Awards, Express Newspapers’ business advertising manager Yvette Taylor said: “There were a number of excellent entries in this year’s Brand Builder category but the judges were bowled over by Threshers’ bold vision and the strategic planning that went into the implementation of their move into franchising. We congratulate them and look forward to sharing their success story with our readers.”

Director General of the bfa Brian Smart added: “Making a successful business more successful is always a challenge and the success of Threshers’ move into franchising demonstrates all the benefits of the system.

“By utilising tried and tested methods of network management they have effectively created a new business that both supports and is supported by the core brand. This is franchising at its best.”