Jeroboams snaps up Prohibition Wines

By Jo Gilbert

Published: 11 October, 2018

A new challenge is on the horizon for London merchant Jeroboams Wines, which is set to take over the reigns of Prohibition Wines in Muswell Hill.

A transition period has been worked out until December, after which time the shop will become part of the official Jeroboams portfolio with the independent chain’s branding and fascia.

Prohibition’s owners, Paul Shanley and Louise van der Straeten will leave the business behind in the New Year, but are keen for Jeroboams to continue supplying the north London neighbourhood with quality wines a “locally-minded approach”.

“One of the reasons we opened Prohibition Wines was because there was nowhere to buy decent wine in Muswell Hill,” Shanley said.

“Having filled that void and now that we are moving on, we are delighted that the area will continue to have a high-quality independent wine shop…It’s certainly where we will be buying our wine.”

This will be the eighth retail shop for the Jeroboams Group, which includes the newly opened High Street Kensington branch and Mr Christian’s Delicatessen in Notting Hill.

Hugh Sturges, managing director of Jeroboams, drew attention to the two businesses’ similar philosophy.

“95% of our wines are sourced directly from producers, most of which are family-owned, and we intend on working with Paul and Louise to ensure there is a smooth transition for their loyal customers,” he said.

Jeroboams will also be adding extra services, including local delivery, wine storage and valuation facilities.

“As with each of our ventures, we are committed to maintaining the values of the individual shops and their localities. We are extremely excited to extend north beyond our Hampstead site, into Muswell Hill,” Sturges added.

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