Our Story
From humble beginnings
The General Wine Company was founded in 1986 by Alan Snudden.
After spending a summer working in the vineyards of Bordeaux as a teenager, Alan returned home with a passion for fine wine and a simple ambition: to bypass the uninspiring corporate supply chains of the day and introduce Hampshire wine lovers to exceptional wines from independent producers around the world.
That ambition led him to open his first shop in Liphook. A traditional, independent wine merchant where knowledgeable, personal service and a genuine enthusiasm for wine set it apart.
Alan dedicated himself to building relationships with small, family-owned vineyards and independent winemakers, travelling extensively to source distinctive wines that were rarely found beyond the cellar doors of the producers themselves.
His carefully curated range offered customers something different from the supermarket shelves and established a reputation for quality, expertise and discovery that became the foundation of the business to come.
Growing beyond retail
As the Liphook shop became a destination for wine lovers, the business continued to grow. A second boutique wine shop opened in the nearby market town of Petersfield, allowing even more customers to discover Alan's carefully selected range.
But the biggest opportunity emerged behind the scenes. Local hotels, pubs and restaurants recognised the quality and individuality of the wines being imported and began asking if they could feature them on their own wine lists. What started as a handful of enquiries quickly evolved into a thriving wholesale business.
To support this growth, the company moved its operations from the back of the Liphook shop to a dedicated headquarters and trade warehouse on the Beaver Industrial Estate in Liphook. Over the following years, the wholesale division expanded to supply more than 500 hospitality venues across the South of England, establishing The General Wine Company as a trusted partner to the region's pubs, hotels and restaurants.
An exciting new chapter
Even as The General Wine Company grew to distribute hundreds of thousands of bottles each year, it never lost sight of what made it special. For almost four decades, it remained a proudly independent, family-owned business built on a simple philosophy: treat people well, champion independent producers, and bring exceptional wines to customers who appreciate quality and authenticity.
After nearly 40 years at the helm, Alan decided it was time to retire and hand over the reins. In January 2025, The General Wine Company entered an exciting new chapter when it was acquired by Steven and Gail Brogan.
The change in ownership was never about changing the business's identity. It was about protecting everything that had made it successful while creating the foundations for its future. The values established in 1986 remain at the heart of the company today: outstanding customer service, genuine expertise, long-standing relationships with independent producers, and a carefully curated range of wines and spirits.
Today, our Liphook shop continues to welcome customers with the same passion and personal service it has always been known for, while our wholesale division supplies independent bars, restaurants, hotels and sports clubs across the South of England.
As custodians of the business, Steve and Gail are investing in its people, its customers and its future - preserving Alan's original vision while building a platform for The General Wine Company to thrive for the next 40 years and beyond.
