When Ashby Wines launched this month, its four founders and friends will realise their dream and ambition to build a business out of the challenge of the pandemic.

The new independent wine merchant, based in Ashby de la Zouch, will offer a quality range of personally selected wines to customers in the area, offering expert and friendly advice with every bottle.

The four friends, Lucas and Claire Swanepoel and Brenden and Lesley Masters have brought together their English and South African heritage and over 26 years of experience in the wine trade to create a brand-new business that blends expert knowledge and a commitment to outstanding, friendly service.

Lucas, Ashby Wines' Head Buyer, said: "We believe now is the right time to look to the future and build a sustainable and successful independent wine business.

"Through the recent lockdowns, many people have changed their behaviour and will now go that extra step for quality service and fantastic products.

"We offer a different way of buying wine that is convenient, quality-assured and dependable."

Born in South Africa and spending nearly 20 years living and working in Cape Winelands, Lucas has travelled extensively and built an incredible wine knowledge.

Lucas moved to the UK 10 years ago and once again worked in the wine industry he loved, building contacts and deepening his knowledge on the world's best wines.

He added: "I've called on my expertise and contacts to source a superb selection of wines, sparkling wines and spirits from all corners.

"As a group of friends, our ethos is making fantastic wine straight from leading suppliers accessible and enjoyable for everyone.

"Later this month, we're excited to offer a premium range of exclusive Bordeaux and Burgundy wines; a treat for the collector or a special occasion."

Head of Marketing, Claire Swanepoel, said: "Through the lockdowns, I think most of us have had more time to reflect and enjoy those little moments.

"Finding a delicious bottle of wine is one of those pleasures that we have enjoyed as we go through the tough days.

"We're passionate about fantastic wine and superb customer service and are eager to grow and deliver our mission.

"We love our vibrant, local town and are so excited to launch our business here; we've even named the business after it!

"And we're already planning on how we can share our passion via zoom wine tastings, physical experiences too when we're allowed and various pop-up events and shops across the region. We're very much looking forward to the year ahead."

Ashby Wines offers a superb selection that has something for everyone's pallet and budget, including one of the finest English sparkling wines, an award winning Pouilly Fume, undiscovered Portuguese producers and a great selection of affordable, every day easy drinkers.

They offer FREE delivery to homes and businesses within an approximate eight-mile radius of LE65 – including Ashby, Melbourne, Thringstone, Twycross, Ticknall & Belton - with a minimum sale of £50.

Lucas is on hand daily via the phone or email to offer free advice on selection and flavour, whether you are searching for a robust sauvignon, mellow malbec or lively fizz.