Toby Sigouin has been a part of the UK wine market for over 25 years, navigating the delicate balance between evolving consumer preferences and maintaining the integrity of a brand’s identity. From his early days in retail to leading major portfolio decisions and now consulting for producers, importers, and hospitality businesses, his approach is rooted in a deep understanding of both the art and commerce of wine.

His insights extend far beyond product selection—he has worked hands-on with winemakers to align blends with UK tastes, guided brands from concept to market, and championed sustainability as more than just a buzzword. As a respected wine judge and consultant, he has observed firsthand the trends shaping the industry, from the rise of minimal intervention winemaking to the growing demand for wines with a story.

In this conversation, Toby reflects on what makes a wine truly stand out, why private labels need more than just a label, and how sustainability is no longer an optional extra but an expectation.

With over 25 years in the industry, how do you identify and adapt to changing consumer preferences? What key factors do you consider when conducting a portfolio review to balance market demands with brand identity?

 Closely following consumer trends and wine performance within the UK on trade and off trade is essential so that we can provide the best advice to our winery partners. In our experience, strong brand identity can often drive market demands, therefore it is important to have a long-term brand development strategy and not to flip flop with every passing fad.

Image: Toby Sigouin judging at Concurso Bacchus in Madrid with his panel. From left to right – Kasia Romanska, Toby Sigouin, Antonia Fernandez Daza, Andy Howard MW, Jens Riis.

You’ve worked extensively on aligning wines with UK tastes through blending and winemaking support. Could you tell us about a wine where your input transformed the wine’s performance in the market?

We worked closely with 10 International to develop their Seachange and Run Rafa Run wine brands, which have enjoyed considerable success in the UK market. Providing them access to the right winery partners so that we could provide excellent approachable wines of good quality at a highly competitive price was key to their success.

What defines a successful private label, and how do you guide your clients from concept to execution in this space?

A successful private-label wine is one that does the job that it is meant to do, which in our opinion is to be far more than just an anonymous label with no back story or provenance. From the inception of the project, it is important to establish what story we want the wine to tell and then to stick rigidly to our original vision, so that the end result is a genuine and honest wine which consumers feel they have a connection with.

As a judge at international wine competitions, what consistent qualities do you see in standout wines?

The best wine competitions and indeed wine judges make sure that the understated and quietly elegant styles of wine are able to stand out as much as the big bold expressions. For me, a wine that shows great balance and is an honest expression of time and place will always score above an overworked shouty wine, where elements such as oak are out of balance with other aspects of the wine.

Image: Toby Sigouin has been a regular judge at most of the major wine competitions judging here at the London Wine Competition.

How do you incorporate sustainable practices into your recommendations, and what trends do you see shaping the future of wine production and sales?

The most sustainable wine range we have been involved with is Seachange, where we eliminated all unnecessary packaging such as plastic capsules, and made sure that labels and corks were sustainable and biodegradable. That wine range also gives a portion of its profits to help reduce plastic pollution in the world's oceans. We see that consumers are keen to buy into sustainable practices and charitable benevolent brands and note that this is a long-term trend that will continue to grow.

Staff and salesforce training are a core part of your services. What common knowledge gaps do you address, and how do you ensure teams are equipped to sell wine effectively?

Wine in the on-trade is facing very big challenges at the moment from changing consumer behaviour and competition from other alcoholic drinks. It is vital that wine training gives restaurant staff and wine sales force staff the tools to explain to their customers in an accessible and uncomplicated way just how special a drink wine is and how it is able to elevate consumer experience in ways that other alcoholic drinks cannot. We firmly believe that in terms of food matching wine is in an unparalleled position. A good basic understanding of wine regions, grape varieties, and styles is essential for all wine professionals yet we do often note that it is lacking and not even expected by some employers.

Image: Toby Sigouin at the Dramscotland Awards 2017 where he won the Wine by the Glass award and Wholesaler of the Year award. Source: Toby Sigouin.

Your global travels and exposure to lesser-known wine regions have undoubtedly influenced your work. Are there specific trends that you believe will redefine how wine is produced, marketed, or consumed?

My work around the world with small emerging producers that follow the practice of minimal intervention in viticulture and viniculture has been a great inspiration and influence. It has proved to me that wines of great complexity and true expression of their terroir really shine when the producer minimises handling, transport, and additives. When done well, these wines are also free from the faults and taints that sometimes give the natural wine movement a bad name. We are now seeing big producers adopting some of these techniques on a larger scale and are very excited by the technological advances being made in winery equipment that allow this style of winemaking to become more accessible to larger markets. It is great to see what was initially a tiny movement of maverick producers now becoming more mainstream and allowing an increasing amount of consumers to enjoy these special wines.

Conclusion:

As Toby Sigouin sees it, success in wine isn’t just about following trends—it’s about understanding what drives them and knowing when to stay the course. Whether it’s helping wineries refine their blends for the UK market, ensuring private label wines have real provenance, or educating the next generation of wine professionals, his approach is rooted in authenticity and long-term thinking.

At a time when the wine industry faces both challenges and opportunities—rising consumer expectations, sustainability demands, and increased competition from other beverages—his perspective is a reminder that the best wines aren’t necessarily the loudest, but the most honest. As wine drinkers seek greater connection with what’s in their glass, the role of thoughtful curation and genuine storytelling has never been more important.

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

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