The trusted first choice for people passionate about great wine and spirits.
We are the premier, regional wines & spirits supplier servicing multiple customer channels.
As your trusted wines & spirits partner, we deliver quality brands, heartfelt service, expert advice, and an exceptional shopping experience.
THE GENERAL WINE CO . IS A LONG - ESTABLISHED , WELL RENOWNED WINES & SPIRITS SUPPLIER KNOWN FOR ITS EXTENSIVE SELECTION AND COMMITMENT TO QUALITY .
DEDICATED TO INTRODUCING THE TRADE AND CONSUMERS TO THE BEST RANGE OF WINES AND SPIRITS, WE HAVE BUILT OUR REPUTATION FIRMLY ON TRUST, KNOWLEDGE AND SERVICE.
Founded in 1986 The General Wine Co. firmly established it’s reputation in the wine trade. Over the years we have expanded our offering and built a loyal and growing customer base.
We are set to further enhance our reach in the UK market through further expansion through our multiple sales channels.
Where every bottle tells a story, connecting people through the timeless joy of great wines and spirits.
WE STRIVE TO BE THE TRUSTED FIRST CHOICE DESTINATION FOR WINE AND SPIRITS ENTHUSIASTS . CELEBRATED FOR OUR EXCEPTIONAL SELECTION , COMMITMENT TO QUALITY , AND DEDICATION TO SERVICE .
Our aspiration is to inspire and collaborate with our customers, fostering a deep appreciation for the art of quality winemaking and spirits creation helping them create memorable experiences that bring people together.
OUR VALUES EMBODY WHAT WE STAND FOR AND SERVE AS THE DRIVING FORCE BEHIND HOW WE DO BUSINESS .
We are Approachable
We believe that great relationships start with being approachable. We foster a culture where openness, active listening and working together define how we do business.
We
are Trusted
We believe that trust is not given, it’s built - through consistent actions, open communication, and mutual respect. We strive to be reliable, dependable, and always deliver what we say.
We are Passionate
Passion fuels our commitment to excellence, energises our team, and inspires us to go the extra mile in everything we do. It’s not just about what we do, but how we do it — with heart, purpose, and pride.
We are
Progressi
ve
We are forward-thinking by design. Being progressive means we embrace change, challenge convention, and continuously seek better ways to serve, grow, and lead.
We
are Collaborative
Collaboration is rooted in trust, respect, and open communication. We listen actively, solve problems collectively, and build strong partnerships. We turn ideas into action and challenges into shared wins.
THE LEADERSHIP TEAM LINEUP
We are supported by a full team of 20+ colleagues in sales, warehouse and head office. Our head office and core operations are based in Liphook, Hampshire which is an ideal location to service the South Coast, Home Counties and London.
WE HAVE A FANTASTIC BUSINESS AND WE STRIVE TO BE SOMETHING SPECIAL !
WE PRIORITISE OUR CUSTOMER EXPERIENCE , PROVIDING EXCEPTIONAL VALUE TO BOTH TRADE AND CONSUMER CLIENTS ALIKE .
Our independent freetrade customer base is the heart of our business. We supply our portfolio of wines and spirits into quality hotels, restaurants, bars, golf clubs and yacht clubs in the South of England.
We supply the UK independent on-trade wholesale channel from Land’ s End to John O’Groats and beyond. Our extensive customer base includes Best Wines, Hutton Wholesale and J F Kegs (Scotland).
Our experienced team assists customers in creating wine and cocktail lists and developing marketing materials to enhance visibility and engagement. With a highly experienced team, we host a variety of popular tasting and training events throughout the year for both trade and consumers.
We operate a fleet of delivery vans that are essential to our business, enabling us to proactively meet our customers' delivery needs.
EVERY TOUCHPOINT IN THE UK , FROM TRADE TO CONSUMER
Independent Freetrade
We have buil a s rong independent freetrade customer base throughou London and the South Eas with further plans o expand our base Route to Market
We supply our range to on-trade who esalers throughou the UK
Consumers
Retail Weddings & Events
We have a strong relationship w th event planners and venues and supply to bespoke events such as weddings and celebrations
Consumers We have two retail shops in Liphook and Petersfield, Hampshire Our shops attrac customers from a wide radius and are n the heart of these vibrant towns
We have our own e-commerce webs te delivering direct to consumers throughout the UK We also se l through ecommerce p atforms such as Amazon We supply our range to the growing number of farmshops, delis and garden centres in the UK
CUSTOMER CASE STUDY HIGHLIGHTS
THE FOLLOWING SLIDES WILL GIVE YOU A FEEL FOR THE SCOPE OF OUR CUSTOMERS IN THE KEY CHANNELS OF TRADE
The General Wine Co . Liphook Retail Store
Opened in 1986, located in the affluent London commuter town of Liphook, Hampshire
Serves a loyal customer base, including high-net-worth individuals and private estates, with regular visitors from up to 10 miles away
A destination shop being on a low traffic street but near the train station
Offers a curated range of over 1,000 wines and Champagne skus
Wines and spirits contribute 75.2% of total shop sales
Hosts a year-round calendar of tasting events, from informal gatherings to formal food and wine pairings
Supported by an experienced and qualified in-store team
Queens Hotel, Southsea
On-Trade Customer
Featured In Condé Nast Traveller
Restaurant 1865: Fine-dining restaurant
Dukes Bar: An all-day bar
Victoria Room: private dining experiences
In the summer months, the hotel's garden is utilised for alfresco dining and live music events
Significant weddings and events business
We have exclusive agreement to supply all wines, spirits, sirops and mixers
We create the wine menu, deliver staff training and run tastings and events throughout the year.
A 'Directors Wine List' is in development which will be exclusively for VIP customers.
Best Wines , London On - Trade Wholesaler
Best Wines is a leading prestige on-trade wholesaler based in London
They supply renowned venues such as Novikov Restaurant & Bar,
Mayfair, and top-tier late-night destinations across central London
We are recognised as a key supplier of Champagne and premium tequila
We are in advanced discussions to secure wine listings within
their premium portfolio
A strong relationship built over the past two years, with an established and trusted partnership approach
UNLOCKING OPPORTUNITIES WITH US
Retail as a Strategic Opportunity
Our retail shops serve as a powerful platform to drive visibility and awareness for our key partners
Enables direct consumer engagement and the chance to showcase products in a curated, trusted environment
Opportunity to build brand loyalty through in-store experiences and recommendations
Drives incremental sales and strengthens local market presence for partner brands
On-Trade as a Strategic Channel for Brand Growth
Drive Sales & Distribution: On-trade venues offer high-visibility opportunities to showcase products to engaged, influential
consumers
Premium Brand Placement: Wine lists and cocktail menus create lasting brand impressions and reinforce positioning
Customer Retention: Featuring brands on wine lists fosters repeat orders and loyalty among diners and bar-goers
