Laytons changes to ‘Jeroboams Trade’

UK wine merchant Laytons is to be known as ‘Jeroboams Trade’ from 1 March this year in a bid to “ensure consistency and avoid confusion”.

Acquired by the Jeroboams Group in 2000, Laytons has been a part of the London wine scene since 1934.

The name will live on as Laytons Wine Merchants will continue to be the importing arm and agency house behind the scenes but the customer facing side of the business will be Jeroboams Trade as of March.

Jeroboams explained in a press release that the move was designed to, “align the two businesses under the Jeroboams umbrella is to ensure consistency and avoid confusion, as effectively both companies have been integrated commercially since 2000. Jeroboams Trade will continue as Laytons always has, providing quality wines and service to their loyal and wide-ranging customer base.”

The Jeroboams Group has three elements to it; Retail, Private Sales and Trade.

Peter Mitchell MW will remain head of the buying department at Jeroboams Trade as well as wine director for Laytons Wine Merchants.

Hugh Sturges, managing director of the Jeroboams Group, said: “Nothing tangible changes for our trade customers, other than the logo at the top of our stationery.  We remain committed to providing our customers with our quality portfolio at all price points, and the same high level of service they have always expected from us.”