A Leicester wine merchant that began life as a small rented shop in 1926 is preparing to raise a glass to a century in business.
Evingtons Wine Merchants, now run by fourth-generation managing director Oliver March, will celebrate its 100th birthday on March 19 with a special tasting event at the historic Leicester Guildhall – an occasion that sold out within four hours.
Picture credit: Oliver March
“We’ve got 55 people coming,” said Mr March. “I sent the email out at 4pm and it was sold out by 8pm. That’s a very good response.”
The business was founded on March 19, 1926, by Mr March’s great-grandfather, Shirley March, an accountant with a passion for wine and local enterprise. A founding member of Glen Gorse Golf Club, he was well known in Leicester’s business circles.
Originally renting a modest premises in Highfields, Shirley March opened a small wine shop with a friend who owned a greengrocer’s across the road. The business expanded over time, purchasing the property and later acquiring the neighbouring shop to grow its footprint.
When Shirley died at the outset of the Second World War, his wife took the reins, running the company throughout the conflict. The stewardship then passed to their son, then grandson, and now to Oliver March, who took over in July 2022 when his father retired at the age of 79 after 62 years in the business.
Mr March, 44, did not immediately enter the family firm. After university he worked for Majestic Wine, gaining his WSET (Wine & Spirit Education Trust) qualification, before spending 15 years as a teacher.
“I’ve been around wine all my life,” he said. “But I’ve learned so much in the last four years. You never stop learning – it’s ever-evolving and there’s always something new.”
Picture credit: Oliver March
Since taking over, he has steered the company in a more modern direction, strengthening its online presence. While the shop maintains a loyal local customer base in Highfields and across Leicester and Leicestershire, a significant proportion of sales now come through its website, with deliveries made nationwide.
Exporting to Europe, however, has become increasingly complex post-Brexit. “Each country has different duties and labelling requirements. It’s just not really worth the hassle,” he explained.
Unlike supermarkets that dominate the lower price bracket, Evingtons focuses on mid- to high-end wines, stocking around 560 varieties – each personally tasted before being selected.
Among popular sellers are champagnes such as Pol Roger, quality Chardonnays from around the world, and Rioja reds from Spain. Larger format bottles – magnums and jeroboams – are particularly sought after during the festive season.
Historic ledgers reveal the company has long traded in top-tier wines, including first growth Bordeaux, underscoring its longstanding commitment to the premium market.
“We’ve always aimed at the higher end,” said Mr March. “If we like it, we sell it. Everything here has been tasted and compared. It’s a great perk of the job!”
Picture credit: Oliver March
While concerns persist within the wine trade about younger generations drinking less – with some studies suggesting a significant proportion of 18 to 25-year-olds abstain entirely – Mr March remains optimistic.
“People are more discerning now,” he said. “They might drink a bit less, but they’ll spend more on a better bottle.”
He believes moderation is key when it comes to health. “It’s alcohol at the end of the day,” he noted. “But if you think about the Mediterranean diet – a glass of red wine in moderation can be part of a healthy lifestyle. It’s also good for the soul!”
Reaching 100 years is an achievement Mr March views with pride, particularly for an independent retailer operating from the same premises for a century.
“It’s provided for my family for 100 years,” he said. “It takes hard work – six days a week, about 50 weeks a year. It’s all-consuming, but it’s a vocation.”
As for a fifth generation taking over, the future remains uncertain. His 15-year-old daughter has yet to show interest, but Mr March is philosophical.
“The future’s interesting, isn’t it?” he said. “For now, I’ve got a good 20 years in me yet.”
And as Leicester’s oldest independent wine merchant prepares to toast its centenary, one thing is certain: the March family’s passion for wine continues to endure.
To find out more about the business, which sits on Evington Road, visit: https://evingtons-wines.co.uk/
