Lay & Wheeler to enter Middle East

One of the UK’s oldest fine wine merchants has struck a new partnership with Truebell, a leading importer in the United Arab Emirates, to create “exciting opportunities for collectors, connoisseurs, and the hospitality sector” in the region.

Lay & Wheeler has announced it is venturing into the United Arab Emirates (UAE), marking “a significant step in its international growth strategy”. The UK merchant said that partnering with Truebell, which it called “one of the most trusted names” in the region, will allow Lay & Wheeler to benefit from “deep local expertise and an extensive distribution network across hospitality, retail and private clients”.

“We are delighted to partner with Truebell, whose reputation and expertise in the UAE complements our own values and ambitions perfectly,” said Michael Saunders, CEO of Coterie Holdings, parent company of Lay & Wheeler.

“This collaboration allows us to share our passion for fine wine with a rapidly growing market that continues to thrive and evolve.”

The wine retailer’s UAE branch will operate under ‘Lay & Wheeler Middle East’ in the region.

Sophisticated and dynamic

Describing the UAE consumer base as “sophisticated and dynamic”, Truebell’s managing director Marek Sheridan added that the collaboration would help “bring the world’s best brands to the UAE.”

“With the country’s economy continuing to grow and diversify, we see tremendous potential for fine wine, and we are excited to bring Lay & Wheeler’s exceptional portfolio to our clients,” he said.

Founded in 1854, Lay & Wheeler was acquired in 2019 by Coterie Holdings Group, whose portfolio also includes Hallgarten & Novum Wines, Coterie Vaults, Jera Wine, and Global Wine Solutions. Coterie bought Lay & Wheeler from Naked Wines for £11.3 million. Its move into the Middle East follows Lay & Wheeler’s recent launch of a wine investment syndicate, which “draws together premium allocations from Burgundy, Bordeaux, Napa Valley, Champagne, Tuscany and select producers beyond these regions”, including Piedmont, Spain, Rhône, and South Australia.

Coterie has revealed that introducing Lay & Wheeler to the Middle East is part of Coterie’s wider aim to support the development of new markets for fine wine.

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