A WINE merchant is expanding to bring the produce of exclusive vineyards to Britain's finest hotels and restaurants.

Playford Ros, near Thirsk, North Yorkshire, is launching a division called Prestige Agencies. It will source wines from smaller producers ignored by the larger importers.

These will be offered wholesale to other distributors, as well as being sold in the region through Playford Ros' distribution business.

Managing director Andrew Firth said: "There are some really top producers in the New World who only produce small quantities. That suits us perfectly.

"They want to see it in our best hotels and restaurants, but might only want to sell 500 or 1,000 cases in the UK, which is not enough to interest the bigger companies."

The company, which employs 26 staff, has succeeded in the distribution market by offering a high-quality service, including same-day delivery for orders.

"We will always say yes, then figure out how to get it there," said Mr Firth.

"It is the one thing the big boys cannot do - their systems just will not allow it."

The company also offers to train restaurant staff on wines, work with owners to improve their margins and even design and print the wine lists.

Wines from Playford Ros are drunk on the East Coast Main Line.

Since 1999, it has supplied GNER with all its wines in a deal now worth £600,000 a year.

The business was founded in 1991. Mr Firth conducted a management buyout in 2002, and last year turnover rose 19 per cent to £5m.

He believes its growth is due to an increase in good places to eat in the North-East.

"North Yorkshire has traditionally been fantastic for good food pubs," he said. "But it has peaked there whereas, recently, the North-East has gone bonkers."

He attributes part of the explosion to two North-East chefs.

"Terry Laybourne and Eugene McCoy have had a major impact," he said.

"In the past, all the top chefs up here used to be London-trained. Now most of them are Terry Laybourne-trained or Eugene McCoy-trained.

"They work for a couple of years, then leave and set up their own places. People in the North-East like the best things, they have just never had them before.

"They are trading up and are happy to spend £60 to £80 on a meal for two, with some good wine."