Marcello Colletti’s journey from the sun-drenched coasts of Naples to the lush valleys of Tuscany and onto the bustling culinary scene of London is the influence of heritage and passion. As a Wine Director, Colletti draws on his Italian upbringing and global experience to redefine wine programs that blend authenticity, sustainability, and innovation. With a career spanning collaborations with renowned chefs like Eric Frechon and Pierre Gagnaire, he has developed a philosophy rooted in crafting memorable experiences through wine. For Colletti, every bottle tells a story—of terroir, craftsmanship, and the human connection that binds them.

Starting from your upbringing in Naples and Tuscany to becoming one of the Top 29 UK Best Sommeliers, how did your early experiences and cultural heritage shape your relationship with wine?

The influence of this environment laid the foundation for my love affair with wine, a passion that would shape my career in profound ways.

I have always been fascinated by the profound connection between culture, history, food, and the final product. For me, wine is not merely a beverage but a living expression of terroir, craftsmanship, and identity. The intricate interplay of geography, geology, and human expertise captured my imagination early on, fuelling my desire to delve deeper into the world of oenology. Besides, through aromas and senses you find in wines and food they have the magic to let you live past memories.

My move to London marked a pivotal moment in my career, exposing me to a vibrant culinary scene and providing opportunities to collaborate with top professionals in the industry. Working alongside acclaimed chefs and curating exceptional wine lists further fuelled my passion for wine. I emphasize the importance of continuous learning, studying various wine regions, honing my tasting skills, and sharing my knowledge with colleagues and guests.

Image: Marcello Colletti tasting a sample of wines.

As a Wine Director, how do you define the wine program? What unique elements have you introduced to reflect your vision for a world-class guest experience?

As a Wine Director, I define the wine program as a curated selection that enhances the overall dining experience, emphasizes quality, and diversity, and makes our wine offerings accessible and engaging for guests. To reflect my vision for a world-class experience, I have always focused on the clientele, food, competitors, and the brand or company mission to reach weekly targets.

Some examples are:

- Wine, sake, or non-alcoholic pairings to satisfy a wide range of guests in collaboration with the head chef;

- A seasonal Beverage Selection to go well with the market demand and local seasonal products served;

- Sustainable and biodynamic wines to promote environmentally conscious practices and attract eco-minded guests;

- A cocktail List created with seasonal ingredients and in collaboration with local artisans (local gin for instance);

- Innovation, create some new events in the area for example a sushi masterclass with sake pairing;

- Wine and food-pairing dinners providing a memorable dining experience;

- Weekly staff training to increase sales, and knowledge and exceed guests’ expectations.

Throughout my professional experience, I have noticed these elements not only elevate the wine program but also ensure that each guest feels valued and engaged in their wine journey.

When selecting wines and spirits, what are the key qualities or characteristics you look for? How do you ensure the selections align with both the brand identity and customer expectations?

The first focus is on the market trend or innovation, location/ demographic, clientele, food pairability, and brand alignment to meet guest expectations and goals of the company.

How do you train your team to create meaningful interactions with customers and enhance their dining experience through wine?

In previous companies, I have created a wine and sake masterclass to increase sales, customer satisfaction, and knowledge of the beverage program. I have created several lessons divided into:

General knowledge of the product (history and production), tasting sessions with pairing, sales, and customer techniques (applying role-plays), feedback, and continuous improvements. We have seen great interaction with the junior team and a progression in sales throughout the beverage department.

Weekly training on the by-the-glass selection, house cocktails, sales techniques, regions, and pairing has always been provided to be familiar with the beverage lists. Monthly external training with suppliers, winemakers, and spirit brands was routinely organised.

Image: Wine masterclass held at Nobu Hotel London, Portman Square. Source: LinkedIn post.

Creating a standout wine program while maintaining profitability can be challenging. What strategies do you employ to strike the right balance between creativity, luxury, and financial sustainability?

For me, to know your stock and inventory management must be impeccable to avoid cost and wastage. Weekly P&L, sales target, cost to track the stipulated revenue/margin at the end of the month (reach the target and see improvements or adjustments), and effective communication of the set goal with all departments. 

The strategies I employ to strike the right balance between creativity, luxury, and financial sustainability are:

- Curated Selection depending on the business requirements and the brand: quality or quantity, fine wines, known or unknown regions, sustainable/ organic and biodynamic;

- Value Pricing, negotiate pricing with suppliers, and seek out value-driven wines that deliver quality at competitive price points. This ensures that we can offer luxury experiences while maintaining margins;

- Seasonal Stock Rotation to refresh offering regularly, avoid overstock (not increasing the cost value), and pair with fresh ingredients;

- Curated Wine List., several options at various price points to attract different customer segments, allowing guests to indulge at their comfort level while maximizing sales opportunities.

- Hosting events or tastings to generate extra revenue;

- Staff Training and Engagement, as mentioned before well-trained staff can effectively upsell and articulate the value of premium wines and they can create an engaging customer experience that drives sales and builds loyalty.

Image: Nobu Hotel London Portman Square. Source: LinkedIn post.

What, in your opinion, defines exceptional wine service? Could you share a specific instance where your approach transformed a guest's experience?

In my opinion, exceptional service is to create a connection with your guests based on integrity, guidance on the best options, and sharing emotions. To create a bond based on loyalty and satisfaction. I usually build a rapport through genuine and not intrusive interaction to personalise their experience. Hospitality has the same meaning as “HOME” for me, you should treat every single guest as your host, guiding them for an unforgettable experience.

A specific instance happened while working in Manchester and serving a beautiful old couple. Since the beginning, we created a beautiful connection sharing our passion for wine and food. They were celebrating their 50s anniversary with us, and we were talking about Spain, and Andalusia where they had their honeymoon. Having my wife from Seville and knowing really well the region I decided to pair with the following dish a Sherry Palo Cortado. I decided to open a bottle for them even if we were not selling it by the glass. The brand was La Gitana Hidalgo where they spent a lovely time in the bodega during their honeymoon and they started to be moved from the taste and the experience they were having. Briefly, I have understood if you are able to bring back old memories or to give an unforgettable experience to your guests is when you are really going the extra mile and exceeding the guests’ expectations. Besides, they will become regular guests trusting you and your company.

Images: Marcello Colletti DipWSET.

Your career has brought you into collaboration with culinary icons like Eric Frechon, Pierre Gagnaire, and Nobu. What lessons from these experiences have influenced your approach to managing wine programs?

Working with acclaimed chefs taught me the importance of deep understanding and meticulous execution in wine programs based on the provenance, unicity, and quality of a product.  Their unwavering focus on quality, seasonality, and the perfect pairing was incredibly influential.  I learned that a sommelier isn't just a wine waiter; it's a fundamental point of reference in a company, someone who reflects a chef's vision and could increase sustainably company’s revenue.   Their dedication to innovation, precision, discipline, and commitment in the kitchen drove me to develop myself as a professional in the industry.

With global trends shifting towards sustainability, no/low alcohol options, and emerging regions, how do you adapt to evolving customer preferences without compromising on quality and authenticity?

Sustainability, craftmanship, terroir, history, and authenticity are fundamental for my way of thinking on a beverage programme. I am always trying to accommodate all the customer preferences in my beverage programme.

My approach is on: 

- Regional Focus, understanding, and responding to the unique tastes and preferences of emerging markets based on the regional expression of the grape, winemaker, and their culture;

- Market Trends, be updated, and follow the customer preferences;

- Maintaining Authenticity, ensuring the core quality and identity of the product. For example, a no/low alcohol version could be made from tea, botanicals, or infusion to give respect and value to the provenance;

Congratulations on being on the judging panel for the 2025 London Wine Competition! How do you approach the process of evaluating wines? And what insights do you gain from sitting on the other side of the table?

It will be based on the structure of the wine, winemaking procedures, climate, intensity of the aromas, fruit concentration, persistency of the flavour, and potential of aging in some wines. I will use some evaluation structure based on the above-mentioned elements and be as honest and transparent as possible.

Image: London Wine Competition.

As a Wine Director what are your long-term goals for your wine programs, and how do you hope it will stand out in London’s competitive culinary scene?

As mentioned before, it will all be based on creating a truly exceptional and memorable experience for customers. Some fundamental elements will be:

- Educational Experiences, guests will be guided on their experience to understand its origins, the terroir, and the winemaker's philosophy.  Interactive tasting experiences and educational events would be key;

- Market trends in collaboration with the ingredients and concept of the business;

- Dynamic pairings with fine wines, natural wines, no alcoholic options, and sake;

- Transparency and Sustainability, communicate the source of the wine, and the sustainability practices of the producers, highlighting the environmental impact considerations in the sourcing and production of the wine;

- Educational staff training and staff retention, guidance on studying, tasting, and events;

- Value Pricing, negotiate pricing with close suppliers, and seek out value-driven wines that deliver quality at competitive price points. This ensures that we can offer luxury experiences while maintaining margins.

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Conclusion:

Marcello Colletti’s approach to wine is more than a professional endeavor—it’s a way of life. By combining his deep respect for tradition with an eye for innovation and sustainability, he continues to push the boundaries of what a wine program can offer. Whether through pairing wines that evoke cherished memories or designing dynamic events that celebrate regional expression, Colletti exemplifies how authenticity and adaptability can create exceptional guest experiences. In London’s competitive culinary landscape, his work speaks of quality, connection, and the enjoyment of wine.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
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