A Hitchin wine business, The Wee Vinoteca, has won one of the most prestigious prizes in the industry – being named Wine Club of the Year at the International Wine Challenge (IWC).

Often described as the "Oscars of the wine world", the IWC is one of the biggest and most established competitions in the sector. This year's glittering ceremony took place at London's Guildhall on Tuesday, where Duncan and his wife proudly represented their Hitchin-based business.

It was third time lucky for the wine shop, who had been finalists for the last two years, going head-to-head with heavyweight rival Laithwaites before finally lifting the title.

"This is a year's worth of bragging rights," Duncan said with a smile. "But more importantly, it puts Hitchin on the map and shows the incredible support this town gives to local businesses. I've never known anywhere quite like it."

A club with a difference

The Wee Vinoteca's Wine Club operates on a recurring subscription model: members receive a six-bottle case every two months, each one carefully tailored to their individual tastes. No two cases are ever the same unless requested, and each comes with a personalised wine guide to help members enjoy and learn as they sip.

The club currently has 195 members, supported by an off-site unit in Letchworth, with a waiting list already in place to ensure sustainable growth. The vision is to expand to more than 500 members while maintaining the personal touch and strong relationships with producers that set the club apart.

Around 30–40% of members sign up online, but the heart of the club remains local : All members must join online. might be more accurate to say something like 80% of the members are local to Hitchin, with customers also in London, Cheshire and even Scotland? 

More than just wine

Membership includes free entry to the popular Christmas Wine Fayre, as well as access to cooking classes and special tasting events. The focus is firmly on quality over quantity, with customers increasingly chasing experiences rather than just bottles.

For Duncan, the award is not just about recognition but about telling Hitchin's story: "This shows what can happen when a community rallies around a local business. It's been amazing to see."

As for next year? The club is already eyeing up the possibility of back-to-back wins – something never before achieved in the competition.

Those interested can join the waiting list today and be part of Hitchin's award-winning wine journey.