Boutflower joins Tanners after 10 years at Spanish wine specialist Laymont & Shaw, where he was MD.
He is also a lecturer on Spanish wines for the Wine and Spirit Education Trust.
Boutflower will be responsible for Tanners home delivery and internet sales, corporate customers and Tanners flagship store in Shrewsbury, Shropshire. The firm also operates stores in Hereford, Bridgnorth and Welshpool.
Boutflower said: “I am sorry to be leaving Laymont & Shaw but, after the restraints of selling to the major supermarkets, Tanners gives me a chance to expand my commercial ideas and reconnect directly with enthusiastic buyers of a broad range of stimulating wines.”