Historic Midlands wine merchants join forces in ambitious growth partnership
Growth partnership announced between Midlands-based wine merchants
Solihull-based wholesale and retail wine specialist Frazier’s Wine Merchants Ltd has completed a landmark merger with long-standing competitor SH Jones Wines to create a new regional force in wine wholesale.
The strategic deal, supported by a six-figure funding package from Lloyds, brings together two of the Midlands’ most established family-owned wine merchants under the new name of Frazier Jones Wine Merchants.
SH Jones Wines, founded in 1848 and based in Banbury, Oxfordshire, and Frazier's Wine Merchants Ltd, a fifth-generation business, first joined forces during the Covid-19 pandemic in 2020 to support the hospitality sector.
The merger now extends the company’s reach and strengthens its footprint across a significant stretch of the Midlands, and central England, bolstering its position as a key regional supplier.
The newly formed Frazier Jones Wine Merchants plans to grow its turnover by 10 per cent year-on-year. A broader product range and a stronger market presence following the merger are both helping to lay the foundations for future growth.
Funding from Lloyds also included an overdraft plan to support further business expansion.
The company plans to grow its workforce, with hopes to be recognised as an employer of choice, while enhanced employee training will ensure wine specialists remain central to the business strategy, equipping them with deeper product knowledge, improved customer service skills and the confidence to offer expert guidance that enriches the customer experience.
Together, the businesses now serve a wide-ranging customer base including pubs, restaurants, hotels, and wine bars. By combining resources, Frazier Jones Wine Merchants now offers customers access to two distinct wine portfolios, significantly expanding product choice across the hospitality sector.
The increased scale also brings operational advantages, including greater buying power and streamlined logistics. With 22 employees across both companies, now based at the original Frazier's Wine Merchants’ Solihull warehouse, the integration has allowed the team to retain vital experience and foster a smooth operational transition.
Support from Lloyds extended beyond funding. The bank also provided leadership development training accessed by Frazier’s managing director, William Frazier, which inspired future-focused planning and strategic growth leading up to the merger. The business is also advancing its sustainability ambitions. Its solar panel investment, also backed by Lloyds, has offset the organisation’s energy usage, making its workspace effectively carbon-neutral. The facility has also experienced a reduction in energy costs, with solar panels contributing not only to on-site power needs but also supporting the operation of a small fleet of electric vehicles.
Managing director William Frazier said: “Since the challenges of Covid in 2020, our two businesses have worked closely to deliver exceptional products and service. This merger is more than a joining of companies, it’s a coming together of people, resources, and shared values. It gives us a strong foundation to grow and continue serving our community with wines that reflect both quality and value.
“With the support of Lloyds and the commitment of our teams, we feel confident about the future. Even in a complex economic climate, we’re ready to grow, innovate, and stay true to our core purpose - to buy well, sell well, and educate.”
Nicoleta Dulgheru, relationship manager at Lloyds, said: “We’re proud to have funded the merging of Frazier’s Wine Merchants Ltd and SH Jones, especially seeing the passion and resilience both businesses have shown in the face of economic uncertainty.
“This collaboration not only preserves two beloved local brands but also positions them strongly for future growth. It’s a perfect example of how innovation and unity can help businesses thrive during challenging times.”
