THE WINE MERCHANT. An independent magazine for independent retailers
Issue 150, September 2025
Dog of the month: Cleo Noble Green Wines, Hampton
Hayward Bros deal means Jeroboams can go national London merchant set to expand trade sales to parts of the UK it currently misses – and more acquisitions could follow
L
ondon merchant Jeroboams is
planning to expand its wholesale business beyond its heartland
following the acquisition of Hayward Bros. The deal, which has resulted in the
arrival of more than 80 producers in the Jeroboams roster, also sees Hayward Bros’ regional sales team join the
business, along with managing director Robert Hayward.
Jeroboams sales director Lucie
Parker says: “With this acquisition,
we’ve suddenly gained three regional sales people and we now reach more of the country, still through regional
wholesalers and indies, which works really well for us.
“The trade side of the business is
working well, and there’s definitely room for expansion. We’re very much London and south east based; we work across
the whole of England, but in really small ways. So a little bit in the south west, a
little bit in Scotland, and not much at all in the north and Midlands.”
Parker says Jeroboams’ trade business
has grown to around 40% of its turnover, matching what it achieves from private client sales and roughly double what it takes from its 10 shops.
Jeroboams bought the private client
business of fellow London merchant Davy’s last year and Parker says the company is open-minded about
You might think every town in the Cotswolds has a wine shop, but Hannah and Jamie Breeden spotted a glaring omission. Read about their new venture on page 4.