Bibendum, a UK-based wine merchant, has sold its private client business to its new fine wine trading business, Cru London, with an aim to refocus on its trade service.

Founded by Bibendum non-executive director and Majestic founder Simon Farr, Cru London plans to open offices in Hong Kong, Bordeaux and London, and other global wine centres in near future.

The fine wine business will trade in the UK as Bibendum Fine Wine till spring 2014, the company said.

Bibendum managing director Michael Saunders said that this is a great deal for both their trade customers and Bibendum.

"It is part of our continued drive for excellence and the strong partnership we have with Cru London means we will be able to offer a greatly enhanced fine wine proposition to our trade customers. Our former private clients will also benefit greatly from the greater focus and dedicated service that Cru London will be able to offer," Saunders added.

"Cru London is going to be a major force in the fine wine market and working very closely with them will give Bibendum access to a huge range of fine wines to sell at very competitive market prices.

"The UK’s gastronomic scene is currently one of the finest in the world and this deal will transform the service we can offer to the country’s best restaurants," Saunders concluded.

Founded in 1982, Bibendum sells around 1.5 million cases of wine annually to over 3,000 venues, including Michelin-starred restaurants, pubs and sports stadiums.