They take their wine very seriously indeed at a long-established family business in the island.

More than 850 lines are stocked and bottles cost from £5 to more than £100.

And the team at The Wine Cellar certainly know the difference between a brilliant Burgundy, a cracking Chardonnay and a cheeky Chilean.

In fact they pride themselves on testing every new wine introduced on to the shelves.

And as the wine business across the British Isles has generally declined recently, companies are having to up their game and diversify.

The Wine Cellar was established more than 27 years ago but is now settling in at its new premises on the high profile site at The Milestone on Peel Road, Douglas.

Director JJ Moore told Business News: ’We are very community minded. This is a great place to be based and we have big plans for the future.’

He told Business News how they are:

Planning to open a cafe this summer within the premises. The thinking is that it will seat between 60-80 people. With the gym next door, the idea is for the food to be ’healthy and nutritious’.

Demonstrating their commitment to customer service and the community by investing in staff training and education.

Offering staff and partners in the Manx hospitality industry an opportunity to expand their knowledge of wines and spirits through an internationally-recognised qualification.

Looking forward to providing choice for customers including those who backed the company at its previous premises at Tennis Road, Douglas.

Mr Moore, 37, is loving the challenges involved in running The Wine Cellar.

He certainly has a head for getting his figures right for he has previously worked as a high-flying accountant.

At one stage he and his wife Hirelle, 39, were based in bustling Manhattan, New York. Their children Eva, seven, and Zac, six, were born in the States but have since lost their American accents.

It’s a far cry from the US but JJ and his family see their future well and truly back in the island running the business which was originally set up by JJ’s father Stuart.

JJ, his actual name is Jonathan James, but he has always been known as JJ, said:’Since moving to Peel Road last September business has been good. But the wine market generally is a slightly declining market unfortunately.

’But we are very keen and like to offer something different.

’Obviously we have the vast range here in the shop, some 850 lines of wine, ranging from very affordable £5 plus up to over £100.

’Its accessible for everyone, for all tastes and all budgets.

’What we do have is the knowledge and expertise within the team.’

Mr Moore said they have built the business on their service and reputation andbeing an island family business.

He said the Peel site, it used to be the base for Waltons, is bigger and more prominent than the former home in Tennis Road.

Mr Moore said they are looking at opening the cafe/deli as part of their plans to diversify.

He said: ’It will be something a little bit different.

’We have the space but it will be a matter of fitting it out and could be opening as early as some time this summer. We are very excited.

’One of the things that attracted us here was the location and the passing trade.

’Obviously traffic is sometimes an issue but obviously there is a positive in getting our brand out there.

’We have seen some new faces since we opened but I think people have to come in and see what we have to offer.

’Sometimes the idea of a wine merchant might not seem accessible to some people but it is important to stress thatwe have some very affordable wines here.

’And the important message is that we try out every wine before we stock it.

’We will not supply wine just based on cost, it has to be good value at the price point.

’We have a number of suppliers that either come to see us or we go and see them.

Mr Moore said there is often a lot more to wine than the taste, there was also ’the story behind it’.

He recently returned from a fact-finding trip to Argentina to meet families involved in wine production.

The Wine Cellar is always exploring new avenues to go down.

And wines from countries in Eastern Europe are starting to appear on the shelves in addition to the more established countries.

The shop also stocks wine from places such as Lebanon.

The shop also organises wine tasting events - the next one soon is fully sold out.

Mr Moore said these are interesting times for the Milestone section of Peel Road.

There are the proposals in the pipeline for KFC and Starbucks to set up in the area.

And the question of traffic issues at peak times, particularly outside McDonald’s, has been raised.

Last month, alcohol retailer Oddbins was refused permission for an on-licence wine warehouse.

Oddbins Direct Ltd’s application for a ’wine warehouse’ was heard by the licensing court, chaired by High Bailiff Jayne Hughes.

Campbell Moore which officially trades as The Wine Cellar objected to the application along with Shoprite owner Isle of Man Enterprises and brewer Heron and Brearley.

Mr Moore told Business News: ’At the end of the day a decision has been made by the licensing court on the fitness of character of the applicant and the need in the local area.

’So I don’t think there is much more to say other than that they went for a licence and it was not granted for the reasons highlighted by the bench.’

The Wine Cellar says it is demonstrating its commitment to customer service by continuing to invest in staff training and education.

The Wine Cellar offered its employees and partners in the Manx hospitality industry an opportunity to expand their knowledge of wines and spirits through an internationally-recognised qualification.

Ten participants successfully completed the Wine and Spirit Education Trust (WSET) Level 2 examination and are now actively sharing their passion, understanding and professional insight to help customers choose the right wines to suit their taste and budget.

The company can call up on more than 150 years of combined experience in the wine industry and works with partners in the local food and drink sector to improve the offering to customers.

Newer members of the Wine Cellar team were joined by staff from Rock Food Concepts and Haworth’s Restaurant at the Regency to undertake the specialist course provided by the WSET.

The training covers a range of key topics to build a candidate’s knowledge of the wine production process, the important wine-producing regions of the world, the grape varieties and their characteristics, the factors that influence wine style, and the principles of pairing food and wine.

The WSET accreditation equips front-line employees with a deeper understanding of the industry, so they are well placed to pass on friendly and informed advice to buyers and diners.

JJ Moore said: ’We pride ourselves on offering fantastic service and the WSET training is part of our efforts to enhance the overall customer experience.

’Having knowledgeable staff with a globally-recognised qualification is not only great for us and our customers, it helps to boost the Isle of Man’s growing reputation as a foodie destination.

’I’d like to congratulate all those who studied hard and passed the examination with flying colours.’

Phil Taylor of Rock food Concepts said: ’This is a super initiative by the Wine Cellar and a prime example of the collaborative work that takes place to raise standards in the island’s hospitality sector.

’Customers often seek advice about the right wine to complement their meal and the WSET accreditation means our staff have the knowhow to help them make an informed choice.’