UK drinks importer and retailer Amathus is accelerating its growth strategy with the opening of two new London retail stores and the relaunch of its ecommerce website, positioning itself for stronger performance across both trade and consumer markets.

This month, the family-owned company will open a new location in Muswell Hill, returning to the same site it occupied during the 1980s. A second store in South Kensington is due to follow in February 2021. These additions will bring Amathus’s total to five stores in London, alongside regional outlets in Bath and Brighton.

The expansion reflects the company’s growing ambition to strengthen its retail presence while catering to shifting consumer behaviours, particularly with the rise in at-home drinking and online purchasing.

Digital-first approach with new ecommerce platform

Alongside its bricks-and-mortar expansion, Amathus is investing heavily in its online presence with a newly revamped AmathusDrinks.com. The site is now designed to better serve both B2B and B2C customers, offering streamlined functionality for trade clients and a richer shopping experience for individual consumers.

The relaunch is being led by Tim Jackson MW, who recently joined the company as Head of Marketing. Jackson, a Master of Wine with a strong background in digital strategy, is tasked with expanding Amathus’s marketing capabilities to support this new phase of growth.

Strategic shift accelerated by pandemic pressures

Amathus Managing Director Harry Georgiou said the business had already begun restructuring in early 2020, but that the impact of COVID-19 significantly accelerated the company’s plans. The crisis highlighted the importance of a flexible model capable of serving both trade and retail customers across digital and physical channels.

“[This transformation] has positioned us strongly to drive growth in the B2B and B2C sides of our business, and the announcements we are making today reflect that,” Georgiou said. He described the current moment as the “perfect time” to welcome Jackson into the team, confident that his expertise will help integrate online and offline marketing strategies effectively.

Marketing at the centre of future growth

Tim Jackson MW shared his optimism for the business, despite the difficult economic climate. “Amathus has a fantastic range of brands and an incredibly strong team,” he said. “With Harry’s clear vision and ambition for growth, marketing will play a central role in pushing the business forward.”

The dual focus on retail expansion and ecommerce investment positions Amathus to capture new opportunities in the evolving drinks market. With premium spirits, specialist wines, and growing consumer interest in discovery-driven shopping experiences, the company is well placed to cater to both discerning drinkers and trade partners alike.

The Amathus Drinks expansion represents a broader industry shift toward omni-channel strategies, with retailers increasingly blending in-store expertise with digital convenience to meet modern demands. For Amathus, the foundations laid in 2020 are set to support continued momentum into the future.