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Swansea Wine Merchant Makes UK Shortlist


Cheers Wine Merchants, the independent, family-run business with shops in West Cross and Mumbles, has made the finals of a UK-wide shortlist for the drinks industry.

The Drinks Retail Awards are a prestigious event that is recognised for having one of the most rigorous and thorough judging processes of all the industry awards, and the second generation company is delighted with the news.

“We are over the moon,” said director Dafydd Morris, son of founder Andrew Morris, “and to make it to the finals in the category of Independent Drinks Retailer of the Year was a pleasant surprise.”

Recognised as a symbol of excellence in the trade, the announcement comes after an intensive visit from on the road judge Nigel Huddlestone, who met with several key members of staff and probed many aspects of the company.

“Neil was here for a few hours,” continued Dafydd,  “and he looked at all aspects of our business from the brands and products we stock, to our customer engagement and the overall standard of our retailing.”

While being shortlisted is an achievement in itself, the Swansea wine-merchant is also the only Welsh firm to make the finals and will be flying the flag proudly at a glittering event due to take place in the Dorchester Hotel in London next February.