Henna Zinzuwadia on Judging at the London Wine Competition, Industry Trends, and Championing Diversity in Wine

Henna Zinzuwadia is a celebrated sommelier, a champion for diversity in the wine and hospitality industry, and the founder of Service, a platform dedicated to mentoring the next generation of women in wine. She was named GQ Sommelier of the Year and continues to be a driving force in shaping the future of wine service.

In this exclusive conversation, Ankita Okate, Chief Growth Officer at Beverage Trade Network, sits down with Henna to discuss her experience as a judge at the London Wine Competition (LWC), emerging trends, and how competitions like LWC help shape the industry.

As a judge at the London Wine Competition, what key qualities do you look for when assessing wines?

Henna Zinzuwadia: I approach wine judging with the mindset of both a sommelier and a consumer because, ultimately, great wine needs to excel in both worlds. For me, balance is key. A wine should be expressive of its origin, varietal, and winemaking style, but it should also be well-integrated. I look for precision in acidity, tannin management, and how the wine evolves in the glass.

But beyond just the technical aspects, a wine should have soul—it should evoke an emotion, tell a story, and make you want to spark conversations.

How does the competition’s focus on quality, value, and packaging impact the way you judge wines?

Henna: It adds a level of real-world practicality to the judging process. In a traditional blind tasting, you might only assess quality, but at LWC, there’s a more holistic approach. It’s asking: Would this wine sell? Would I put it on my list? Does the pricing match the experience?

Packaging also plays a role, especially in an increasingly digital and visually driven market. A beautifully designed bottle can make a consumer pick up a wine for the first time, but quality ensures they return for a second bottle.

Have you noticed any emerging trends in wine styles or consumer preferences from this year’s entries?

Henna: Absolutely! Several key trends are standing out. One is the shift towards lower-alcohol and fresher, more vibrant wines, even in traditionally full-bodied categories.

There’s also a noticeable demand for wines with authenticity—whether that’s minimal-intervention winemaking, indigenous grape varieties, or producers championing sustainability.

Additionally, alternative formats like premium bag-in-box and canned wines are gaining traction. It’s clear that consumers are open to quality wines outside of the traditional glass bottle.

You’re a strong advocate for diversity in wine and hospitality. How do you see competitions like LWC fostering inclusivity in the industry?

Henna: Competitions like LWC can play a huge role in amplifying diverse voices and championing wines from underrepresented regions, winemakers, and styles.

Recognition from a respected competition provides credibility and visibility- crucial for brands that might not have the same market penetration as bigger names.

Also, having diverse judging panels ensures fresh perspectives. Wine should be assessed through a broad lens, incorporating different cultural and stylistic understandings.

How do you think award-winning wines from competitions like LWC can leverage their recognition in trade marketing?

Henna: Winning at LWC is a powerful endorsement because it’s judged by industry professionals who understand both quality and marketability. This makes it more than just a medal—it’s a mark of approval from sommeliers, buyers, and experts who shape the industry.

Wineries can leverage this by highlighting the award in trade conversations, using it in marketing materials, and reinforcing it in staff training to drive confidence in their wines.

In a competitive market like London, this kind of recognition can help secure premium listings, attract new consumers, and strengthen a brand’s reputation.

What advice would you give to wineries looking to improve their on-trade presence in London and beyond?

Henna: Know your audience! London’s wine scene is incredibly diverse, from natural wine bars to Michelin-starred restaurants, so it’s crucial to tailor your approach.

1. Invest in strong distributor relationships—they’re the bridge to these venues.

2. Train hospitality teams—they sell what they’re excited about, so host tastings, make it immersive.

3. Go beyond wine buyers—bartenders, floor staff, and even chefs can be key advocates for getting your wine poured.

What role does sustainability play in wine judging, and are you seeing more wineries prioritize it?

Henna: Sustainability is becoming non-negotiable for many consumers when selecting wines. More producers are focusing on regenerative farming, reducing carbon footprints, and improving packaging sustainability.

While sustainability itself isn’t a scoring category in wine judging, it often translates into quality—healthier vineyards yield better grapes, which result in more expressive wines.

More than that, sustainability is about people—reducing chemical exposure in vineyards, ensuring fair wages, and improving working conditions. Ethical production is now a major factor influencing buying decisions.

How can smaller or emerging brands stand out in competitions against well-established names?

Henna: Smaller wineries have something really special—the ability to create a personal connection. People love to feel a sense of story and authenticity in what they drink, and that’s often easier to find with independent producers.

A well-crafted wine with a clear identity can shine just as brightly as a big-name brand. Thoughtful winemaking, unique expressions of terroir, and a compelling story all make a difference. Judges and consumers alike are drawn to wines that feel personal, and that’s where smaller wineries can have an edge.

Meet the LWC Team at ProWein 2025!

The London Wine Competition will be present at ProWein 2025 - so if you’d like to meet the team, discuss the competition, or drop in your samples, be sure to stop by.

For wineries looking to gain recognition and make an impact in the market, LWC remains a valuable platform that bridges quality with real-world appeal.

With Henna Zinzuwadia’s insights, it’s clear that competitions like LWC are not just about medals but about shaping the industry, fostering inclusivity, and helping both established and emerging brands thrive in the evolving wine market.

Also Read:
The Making of a Winner: What London Wine Competition’s Judge Adriana Valentini, Looks in Top Wines.
The Making of a Winner: What London Wine Competition’s Judge Chiara Sieni, Looks for in Top Wines.
The Making of a Winner: What London Wine Competition’s Judge Yves Desmaris MS, Look for in Top Wines