Real People. Real relationships. Really local.
Who we are
The General Wine Company has been supplying independently owned hotels, restaurants and bars across Hampshire and the South Coast since 1986.
Four decades on, we remain a family of wine and spirit specialists built on the same foundations that started us: reliability, honesty and a genuine love for what we sell.
Alongside independent hotels, restaurants and bars, we're proud to supply prestigious golf clubs, yacht clubs along the South Coast, tennis and other sporting clubs, garden centres and farm shops, and the many outdoor, seasonal venues that make our region so distinctive and vibrant.
We work with our trade customers to drive growth through their wines and spirits category while delivering quality for their guests with every sip.
Our Values
Everything we do is guided by a simple set of principles:
Passionate
We love what we do, and we're proud to share that passion with our customers.
Curious
We get to know our customers so we can genuinely support you.
Communicative
We keep you informed so your business runs efficiently, with no surprises.
Going the Extra Mile
We work as a real partner, not just a supplier - going beyond the transaction to support you.
We do Wines and Spirits Brilliantly!
Local Beats National
Everyone at The General Wine Company - telesales, transport, account managers and the owners themselves work out of one Head Office in Liphook, Hampshire.
So when you call, you reach someone who knows your name, your venue and your business
Focus Beats Breadth
Wines and spirits is what we do - and we've spent 40 years getting very, very good at it!
Our buyng, our range and our people are built entirely around this category which means sharper recommendations, better-curated ranges and a team who can talk you through a wine list or a back-bar strategy with real expertise.
For hotels, restaurants and bars, drinks are one of the biggest margin opportunities on the menu. We treat them that way - with the attention and craft of a true specialist, while composite wholesalers fit wine somewhere between the crisps and the cleaning products.
Partnership beats Transaction
A partner asks how your new menu launch is going. Flags a trend before you spot it yourself. Pops in with point-of-sale materials that help you sell more, and calls you before a problem becomes one.
That's what partnership looks like at The General Wine Company. From our account managers to our telesales team to the drivers who see your venue every week, we go the extra mile - proactively, not just when asked.
Getting to know your business is our business
why work with us
We hold a range that can't be found in the supermarket, from producers we've met and who mirror our values.
Because we focus on wines and spirits for the independent on-trade, we have built real expertise over the 40 years we've been in business.
We're a local team, based in the heart of Hampshire who knows the region really, really well. When you call, you reach someone who knows you and your business and we make things happen right away.
Above all, we're passionate about what we do - we work with the most exciting and loved products and we feel genuinely proud to share that with our customers.
“The General Wine Company brings together excellent quality wines with an impressively broad selection, offering everything from well-known favourites to exciting new discoveries.
Their pricing is competitive and transparent, providing excellent value without compromising on quality. What truly sets them apart is their customer service - knowledgeable, responsive, and genuinely helpful. A reliable and trusted partner for anyone serious about wine.
”
Let's start a conversation
If we sound like the kind of supplier you've been looking for, we'd love to talk!
Simply drop us a line using the form below and let's start the conversation.
Not a fan of forms, feel free to pick up the phone on 01428 777 222 or drop us an email at sales@generalwine.com