Trade Customers


Our philosophy at The General Wine Company has always been to source the very best wines, where possible imported directly from winemakers around the world.

We only endeavour to find boutique wineries that have a really interesting story to tell, so that we can then pass the wines onto you so that you and your customers can become part of that story.


Your Wine List

We look to offer a highly consultative approach to help your business grow with unique wine lists designed specifically and individually for you. We then offer unrivalled sales support and undertake frequent reviews of your list to ensure it remains relevant, interesting and selling well across the board at all of the different seasonal times of the year! We don't use templates - we create the look, feel and content of your list from scratch. Your list will be unique in every way.

Own Label Wines

You can take advantage of our brilliant 'own label' house wines concept, and make them your own individual offering that makes your list stand out from the crowd. We think this is a great touch for your customers and encourages brand loyalty as it is a real talking point. The great advantage to this system is that your 'own label' wine can not be price-matched, and therefore becomes an extremely profitable element of your list.

Staff Training

When it comes to selling wines to your customers, you want all of your staff to be knowledgable and confident to be able to make recommendations and answer questions about each and every wine. We are delighted to offer a unique structured Staff Training programme so that everyone 'front of house' can speak with honest authority about your wine list. This is essential to maximise your profits.

Wine Tastings

Our dedicated team is always delighted to offer you and your customers bespoke tasting evenings (with our without a meal element), delivered in either a fun interactive way, or a more tutored tasting format. This is especially great when we have one of our winemakers visiting from abroad, and becomes a real selling point to the event. Again, this increases brand loyalty and more frequent footfall for your business.


Call or email us to discuss your requirements - 01428 722201 or

If there are other services that you would like us to offer - let us know!

We do not just want to sell you wine, we want to become an integral part of your business growth!