Wickham Vineyards hopes the name will become famous in the south of England for selling locally produced beer and wine.
It will also sell six lines of red and white wine produced at its own vineyard in Hampshire. Owner Nitin Parekh said the business model he had created was possibly the first home-grown example of vertical integration in the wine industry.
"We bought the stores principally because we are expanding and wanted alternative sales other than the supermarkets," he said. "This is a way for us to keep our margins, which are disappearing when we sell to distribution outlets."
The stores only stock 100 SKUs but they are all lines that can't be found in the supermarkets, he added. They sell tobacco but offer no electronic services.