UK wine merchant Bibendum Wine has sold its private client business to Cru London.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /?>
Part of a new fine wine business founded by Bibendum non-executive director and Majestic founder Simon Farr, Cru London is set to launch in Hong Kong, Bordeaux and London, and has plans to open in other global wine centres in the coming years.
It is hoped that the new partnership will bring an improved service to all private trade clients, offering more wine choices and a more dedicated team.
Bibendum managing director Michael Saunders said: "Cru London is going to be a major force in the fine wine market, and working very closely with them will give Bibendum access to a huge range of fine wines to sell at very competitive market prices.
"The UK's gastronomic scene is currently one of the finest in the world and this deal will transform the service we can offer to the country's best restaurants."
Founded in 1982, Bibendum is a trade-only business, and sells an annual 1.5m cases of wine to over 3,000 venues including Michelin-starred restaurants, pubs and sports stadiums. In 2011 it launched a wine education training programme in a bid to help operators improve their wine offer.
The company's Off Trade division was started in 1995 and supplies high street stores and retailers, while its spirits, liqueurs and beers are now also managed by Instil Drinks Co, launched in July 2013. New arm Cru London is backed by a group of wine-loving private individuals for people like themselves.
It will trade as Bibendum Fine Wines until Spring 2014, and fulfil all outstanding fine wine orders for private clients before the transfer.