The Wine Society is set to launch a specialist fine wine service in what it calls a “long-term investment”. 

Part of The Society’s expanding fine wine focus, the news follows the creation of a head of fine wine role in 2025. 

It also comes after a series of fine wine spotlights, which have included wines from Spain, Australia, Rhône and Italy. 

The new service, which will be led by head of fine wine Alex Turnbull, will be dedicated to supporting members with advice and guidance on fine wines, helping them access rare parcels and navigating first-release and en primeur allocations. 

Designed for drinkers at any stage of their fine wine journey, The Wine Society commented that the launch comes at a time when fine wine sales are up by 5% for the company. 

It continued that the most recent fine wine spotlight, based on South Africa, surpassed the campaign forecast, having taken £546k to date. 

On the launch of the service, Turnbull said: “Fine wine has always been part of The Wine Society’s DNA, but we’re now investing significantly in developing a specialist service that reflects both the expertise of our team and the growing interest from members.  

“Our aim is to make fine wine more accessible and enjoyable, whether someone is buying their first case in bond or building a cellar over many years.” 

Director of wine, Pierre Mansour, added: “Historically, The Society has treated every wine in its range equally, whether priced at £6.95 or £695. As part of its evolving strategy, it is now creating a more differentiated fine wine proposition while remaining true to its founding principles of value, expertise and member benefit.  

“This includes a commitment to offering highly competitive pricing, with an ambition to become the lowest-priced destination for fine wine.”