At EWGA Wines, we understand the value of strong relationships and teamwork.
We’re incredibly proud that so many of our team members have been with us for years—some for over two decades, and many more for 10 or more years. It’s a true reflection of who we are and what we stand for.
So, I’m thrilled to kick off this interview series and introduce you to one of the incredible people who make EWGA what it is…
Craig Chappell
Today, we’re catching up with Craig Chappell, one of EWGA’s fantastic account managers, who’s been part of the team for an impressive 14 years! Craig grew up on the Fylde Coast in Lancashire and spent the early part of his career in hospitality. From working across various departments to eventually becoming a hotel manager, it was during this time that his love for fine food and wine truly blossomed—especially after a memorable trip to Burgundy. Armed with his WSET Level 3 qualification, Craig joined EWGA in 2010, and the rest, as they say, is history.
Let’s dive into his journey and hear more about his career in wine and life at EWGA Wines.
A Career in Wine
So, Craig, let’s start at the beginning—what’s your story? How did you first get into the wine industry?
Not having a chosen career path and choosing not to go to university I found myself needing a job, and within the area, where I grew up hospitality was the main option available. I began working within the hotels in the area and soon found an interest in the world of wine. I ended up managing the wine lists and learnt the stories behind the labels and the characters associated with the wines, this enthusiasm led to WSET qualifications and a specific interest to specialise my knowledge within the world of wine. At the age of 30, I moved away from hospitality to work with the team at EWGA Wines.
What brought you to EWGA Wines 14 years ago, and what’s kept you here all this time?
Adrian, our MD, was the first wine supplier I encountered during my hospitality years. At age 18, I was part of a team attending a training session run by EWGA. I can still recall thinking, What on earth is this guy on about? Flavours of tropical fruit and pineapple in a wine? Up a Gum Tree—I’m not sure if it was Chenin or Sauvignon Blanc, but the fact I can still remember the label shows Adrian had caught my attention.
As my wine knowledge and confidence grew, I took control of the wine list at a beautiful 4-star rosette property that was also being supplied by EWGA. Adrian became my account manager, and we worked together to create a fantastic list with some great wines by the glass at very reasonable prices (this was the late ’90s to early ’00s). Highlights by the glass included Jaffelin Gevrey Chambertin and Puligny Montrachet, Valduero Crianza, and Chateau Kirwan. My knowledge and enjoyment of wine grew continuously, and our guests had confidence in my recommendations. Selling quality wine became one of the highlights of my role.
After 12+ years in the hospitality industry, I decided to specialize my knowledge and pursue a career in the wine world. I stepped away from hospitality, not knowing where a job might come from, and spent six months working between roles before receiving a call…
“Craig, it’s Adrian. I’m in Lytham over the weekend—do you fancy a chat?”
I joined EWGA Wines on December 1st, 2010.
Fourteen years later, I can reflect on what has kept me here. The role is fascinating because we are never micro-managed but instead trusted to understand the company goals and vision, ensuring our contributions are meaningful. I believe that, in a small team, we all need to bring our share to the table to be part of the team.
This role keeps me connected to hospitality, and I love seeing how my own experiences can help guide and inspire those just starting their careers. It’s fantastic to see a spark of enthusiasm lit through tasting sessions and customer education.
The backbone of the business is built on honesty, integrity, hard work, and rewards. The work-life balance is respected, and, when it comes down to it, I enjoy working here. Yes, it’s sales—but I sell stories and experiences within a bottle, and there are still so many stories I haven’t yet read!
For someone thinking about a career in the wine industry, what advice would you give?
Learning about the world of wine is important, but learning how to work with people is just as important—if not more so—for creating opportunities.
The Role of an Account Manager
How has your role as an account manager changed since you joined?
I think many account managers start out trying to sell to everyone and every sector—which, in an ideal world, would work. However, we are far from that idyllic sales nirvana. I’ll admit, that I was guilty of approaching prospects and telling them in great detail about how fantastic we are and why they should be buying from us. In reality, a decent account manager should be far more focused on listening and solving problems for their clients.
Personally, alarm bells ring loud and clear when I encounter salespeople who can’t stop talking and actually listen to what the prospect or client is telling them. With experience, you become more confident in yourself and your approach, and you no longer feel the need to endlessly sell, sell, sell. If you pitch to the right client at the right time, supply partnerships will grow, and your reputation will naturally be respected.
There’s something particularly satisfying about receiving a referral and having a client come to you based on a recommendation. That’s when you know you’ve done the job well.
What’s a typical day like for you?
The role involves two key areas: account management and retention, as well as account prospecting and acquisition. Depending on the time of year, I might spend more time focusing on one over the other.
Learning to develop relationships and build contacts is an integral part of the role, especially when prospecting substantial accounts. It’s about understanding client needs and creating connections that last.
Craig’s Reflections on Wine and EWGA
What do you enjoy most about working at EWGA?
Selling an aspirational product with ever-evolving trends, stories, and history. It just so happens that we sell boxes—and within those boxes are bottles of wine. The more boxes I sell, the better wine I drink!
Building relationships is such a big part of being an account manager. What’s your secret to keeping those connections strong?
Honesty and integrity are essential in the role of an account manager, and listening more than talking is key. If you encounter a problem, don’t sit on it—communicate, offer a solution, and provide clear details on how and when the client can expect it to be resolved.
The goal is to become a supply partner rather than just a supplier. That’s where strong, lasting connections are built.
How do you help your clients navigate our wine selection and find the perfect fit for their needs?
Drawing on my previous hospitality experience and a strong knowledge of our portfolio, I can usually create a suitable proposal with options tailored to most accounts. Flexibility is key—you need to recognize that every business is unique and has its own specific requirements.
This always comes back to the importance of listening and identifying the key needs of each customer.
You’ve been in the industry for a while—what’s changed the most since you started?
Is that to say I’m not as young as I once was?
No matter your political allegiance, Brexit gave everyone in the UK wine industry a hangover we didn’t deserve. It made trade with our nearest partners more difficult and expensive, which helped no one.
The duty regime set for implementation in February is another farce—an ill-thought-out policy that unfairly penalizes higher ABV wines.
Looking ahead, I can see more automation being introduced in our industry, from ordering and delivery to service systems. AI will undoubtedly play a significant role in developing these changes. Hopefully, though, an AI account manager is still a little way off!
Are there any trends or shifts in how people enjoy wine that you’re excited about?
Lower ABV wines are an interesting trend. Yes, they offer a healthier option, but the fact that you’re now paying considerably less duty on lower-alcohol wines means, in essence, you should be getting a lot more wine for your money.
In your opinion, what makes EWGA Wines special in such a competitive market?
Care and attention. We have a great portfolio, competitive pricing, and a strong focus on listening to our clients and creating genuine partnerships rather than simply chasing accounts. We’re not just suppliers; we’re collaborators, and that makes all the difference.
Personal Favourites and Memorable Moments
Looking back over your time here, is there a particular moment or experience that stands out to you?
The “money can’t buy” moments…
Dinner with Véronique Drouhin in Burgundy, flying to Champagne Louis Roederer on their private jet, visiting the vineyards of Chile with Janette and Adrian, and tasting some of the finest wines and vintages ever produced—1982 Latour, anyone?
There are plenty more I could list: the AIX harvest, Cote Mas anniversary dinner, Clos Mireille, Murrietta… the experiences have been truly unforgettable.
Do you have a favourite wine or wine region that you’re especially passionate about?
That’s a question I’m often asked—favourite wine… Well, two wines that have absolutely blown me away are a 2005 Léoville Poyferré, served at a winery lunch. It was silky smooth, with beautiful fruit and perfect balance across the palate. The second is Vega Sicilia Único, tasted at Hyning as part of a “Superstars of Spain” tasting. It was still a baby but showed outstanding baked fruit flavours and toast, which reminded me of blackcurrant crumble.
If money were no object, I’d drink Burgundy. No region comes close to great Burgundy. I have a soft spot for Drouhin, with Beaune Clos des Mouches Blanc and Vosne-Romanée Petits Monts being two outstanding examples.
What’s your go-to wine and food pairing?
I know a chap who has a cellar (well, actually his garage) full of old wine treasures, including some examples of aged Sauternes. Every year at Christmas, he lets me purchase a bottle for roughly what he paid for them many years ago.
Aged Sauternes is an absolute delight, with distinct marmalade and dried fruit notes, plenty of acidity, and alcohol all harmoniously brought together after 25+ years in the bottle (good luck finding that on Cellar Tracker!).
Paired with homemade chicken liver parfait (I’d recommend Raymond Blanc’s recipe online), red onion jam, and decent sourdough toast, it’s pretty hard to beat.
If you could sit down and share a glass of wine with anyone—past or present—who would it be, and why?
My grandmother, Joan. She meant a great deal to me. “Chin-chin,” as she would say!
Wow, that was one heck of an interview and an honest deep dive into a career as an account manager in the wine trade. I’m not going to lie, it got me pretty emotional towards the end with Craig’s mention of his grandmother—it shows what a great and down-to-earth human being Craig is. I was half-expecting him to mention a football player or some other famous figure from the past or present, but his heartfelt answer really speaks volumes about his character.
Craig’s passion for wine and his dedication to EWGA Wines is truly inspiring. His journey shows how much heart and effort go into not just selling wine but creating meaningful connections with people and sharing stories through every bottle.
We hope you enjoyed the interview with Craig and this style of content. Do let us know your thoughts—we’d love to hear your feedback! Stay tuned for more stories from our incredible team in future interviews. Who knows, you might discover more inspiring journeys, heartfelt moments, and behind-the-scenes insights from our team.
