Wine Society launches specialist Fine Wine Service to strengthen offer

Published: 13 August, 2026

The Wine Society has announced the launch of a specialist Fine Wine Service, as part of its long-term investment in strengthening its fine wine offer for members.

The new Service brings together an experienced team of advisers, who offer personalised guidance, advice on how to access rare parcels and mature wines, assistance through First Release and En Primeur allocations, and support for Members' Reserves.

It aims to help drinkers at any stage of their ‘fine wine journey’, whether they be highly experienced and possess extensive cellars or are just starting out.

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Commenting on the launch, Alex Turnbull (pictured), head of fine wine at The Wine Society (and leader of the Fine Wine Service), noted: “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.”

The move comes in a period of continued growth across the consumer co-operative’s fine wine business, with overall fine wine sales up 5% year-on-year and increasing 64% compared to the same period four years ago.

The Wine Society has over 39,000 active fine wine members, growing 12% in the past year. One in five of its members now purchase’s fine wine regularly – making it the fastest growing member segment.

The Society’s First Release programme has performed particularly well, with sales up 24% year-on-year, partially driven by presenting a much broader range of regions than traditional fine wine classics – along with targeted communications to members.

This latest Bordeaux En Primeur campaign (previously described by investment platform Liv-ex as ‘tepid’) has also been good for The Wine Society, with sales of the 2025 vintage up 38% year-on-year.

The introduction of its Fine Wine Spotlights has also been a success, with its latest South Africa campaign beating forecasts – having taken £546,000 to-date.

This emphasis on fine wine is part of a strategy of differentiation that the Society is pursuing.

Pierre Mansour, the company’s director of wine, explained: “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.”

The full fine wine team includes head of wine Alex Turnbull, members' reserves adviser Caroline Shepherd and fine wine advisers James Eatwell and Hary Langley.

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