Fine wine merchants Lay & Wheeler, part of the Coterie Holdings Group, have announced their expansion into the Middle East. 

The expansion comes through a partnership with Truebell Marketing & Trading UAE, an importer and distributor of premium beverages in the United Arab Emirates. 

The merchant said that the partnership marks a significant step in its international growth strategy, bringing its portfolio of fine wines to a rapidly growing market. 

It added that Lay & Wheeler and Truebell would provide a seamless experience for trade and private clients, combining the former’s heritage and wine knowledge with the latter’s distribution capabilities. 

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

“This collaboration allows us to share our passion for fine wine with a market that continues to thrive and evolve, creating exciting opportunities for collectors, connoisseurs and the hospitality sector alike.” 

Marek Sheridan, MD of Truebell added: “Lay & Wheeler’s history and dedication to excellence align perfectly with Truebell’s mission to 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.”