Founded in 2020 by Jamie Wynne-Griffiths, a seasoned professional in the wine industry, Propeller Wine was originally praised as a new and innovative force in the UK wholesaling sector.
Four years on, a past supplier has engaged legal services to initiate a winding-up petition against Propeller’s parent company, Wild Ferment.
The case is scheduled for a hearing at the Royal Courts of Justice in London today (28 August), with the creditor (who prefers to remain anonymous) seeking settlement for outstanding payments they allege exceed £30,000.
Decanter has knowledge of several other previous suppliers who also assert they are owed money by Propeller, though the total number of these creditors and the sum of their claims has not been made clear.
Propeller aimed to establish a more equitable business framework, providing ‘distribution as a service’.
Decanter reports that although it initially attracted many suppliers, including notable figures, these relationships soon deteriorated.
Ex-suppliers have voiced concerns over sluggish sales and the lack of a consistent, long-term sales person in Greater London. They also noted that, while initial payments were prompt, subsequent payments began to lag significantly.
According to several suppliers interviewed by Decanter, despite receiving confirmations for sales, they have faced long delays in payment, with many stating they have received no payment since last summer or fall.
The suppliers assert that Wynne-Griffiths consistently made commitments regarding their payments but often became ‘increasingly evasive’ when they followed up for updates and confirmations.
In addition, the Propeller account at London City Bond was frozen in November 2023 due to delayed duty payments, and the account remains partially unpaid.
Chris Archer, CEO of Joiy, a canned wine company based in New Zealand, shared his experience with Decanter. He described how Wynne-Griffiths initially appeared ‘likeable’ and ‘persistent,’ and had put considerable effort into the business plan and model, which ultimately persuaded him to collaborate.
Archer mentioned that their initial shipments were sent and they received and paid the first warehousing invoices from Propeller. He noted that the revenue from the first sales payment was modest but viewed it as a beginning.
However, he detailed that invoices from around September 2023 were issued at prices different from what was agreed upon. This led to prolonged disagreements and, notably, no subsequent payments were made.
Archer expressed that the lack of follow-up payments became increasingly frustrating. Despite having paid for warehouse services and confirming that their products were being sold in the UK, they had not received any further financial returns. Repeated communications and verbal commitments to pay were made, yet no actual money was received.
‘After a few months of this we realised that this situation didn’t smell right. We stopped warehouse payments as the agreed business plan was not being followed.
‘During this time we had: Jamie on holiday, Jamie with kids, Jamie crashed his bike, Jamie is uncontactable, Jamie doesn’t lie, per se, Jamie has had a breakdown, Jamie has a recovery plan.
‘On the day of the agreed part-payment, a so-called investor pulled out again and no money was received.’
Jamie Wynne-Griffiths
A newly opened bottle shop and bar in Sherborne, Dorset, named The Drinksmith, initiated by Wynne-Griffiths, has been operational since August 2023. This establishment predominantly sells wine that had been allocated to them by Propeller.
Archer mentioned, ‘We can see our inventory in Jamie’s recent venture as well as our branded images being utilized on the internet. Jamie has not remitted any payments to us [post the initial transaction], and chooses not to, yet he continues to profit from selling our products.’
Wynne-Griffiths, in response, communicated to Decanter that the process of managing invoices and notifying clients was ‘not always optimal’, acknowledging that there have been delays in payments to his vendors, occasionally leading to ‘falling behind.’
Furthermore, he highlighted an ongoing issue with cash flow, describing it as cyclic—characterized by a significant expenditure followed by a catch-up, and then possibly missing a payment in subsequent months, leading to irregular financial operations.
He described being swept up by his business’s growth, likening it to a snowball he couldn’t guide. ‘It seemed unstoppable, yet directionless,’ he remarked.
Over time, he observed, both their services and their financial stability began to deteriorate significantly.
Speaking to Decanter, he recounted that towards the end of 2023 and into early 2024, his business faced critical setbacks when an investor withdrew unexpectedly and a deceitful individual compromised a significant deal with an unnamed airline, leading to the company’s collapse.
The whole ordeal, he admitted, left him utterly devastated and led to a severe psychological crisis, where he battled extreme suicidal thoughts.
Decanter has confirmed the identity of the investor, but they have not provided any comments. There is also no indication of any other transaction.
However, numerous uncertainties linger concerning Propeller’s operational tactics and financial health. These issues will be addressed in a forthcoming detailed piece on Decanter.com.
Currently, Propeller and its creditors are awaiting the decision regarding the liquidation petition.
Donal Blaney, the leading attorney at Griffin Law, which initiated the liquidation petition, remarked that Wynne-Griffiths is misunderstanding if he expects that hiding behind limited liability will justify the company’s failure.
Blaney told Decanter: ‘Time is running out for Jamie Wynne-Griffiths. He should either do the right thing by his creditors or, as inevitably as a hangover follows drinking a bottle of cheap plonk, he deservedly faces professional and financial ruin that will follow his company’s liquidation.
‘This mess is nobody’s fault but his own,’ added Blaney. ‘It’s time this “whine merchant” stopped blaming others for his mess and does the right thing at last.’