Bidfood has linked up with premium drinks supplier Enotria&Coe to launch UNITY Wines & Spirits.
The Bidfood arrangement includes around 30 new and exclusive labels across all key countries of origin.
Matt Towe, head of marketing at UNITY Wines & Spirits, said: “This is a really exciting time for our wines and spirits businesses. Enotria&Coe are obsessive about the drinks market and what they don’t know about wines and spirits isn’t worth knowing.
“It will be a truly united partnership and together we will offer our customers the very best service and a fantastic range of products.
“The name UNITY stands for unity between grape and soil, winemaker and wine, Bidfood and Enotria&Coe but, ultimately, UNITY and our customers.”
Commenting on the Bidfood deal, Enotria&Coe chief executive Troy Christensen said: “Bidfood’s unique model brings innovation and inspiration into a challenging on-trade sector and we believe they are instrumental in building a healthy wine category for the sector.”