EP. 138 [EN] Uncorking Stories: The Power of Storytelling in Wine with Lay & Wheeler’s Alice Cave

Imagine a fine wine merchant that has an established history and culture of 170 years, and a clientele from all around the world – innovation probably isn’t the first word that comes to mind. Yet for Alice, the Director of Private Client Sales at Lay & Wheeler, she still describes the company as “a start up that’s 170 years old.” How do they continue to rejuvenate and inspire the roads ahead? Tune in to hear Alice as she shares her journey into the wine industry, her insights into the evolving world of wine collecting, and her observations on the dynamic Asian wine markets.
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Alice Cave, Director of Private Client Sales at Lay & Wheeler

Drawn to their impressive portfolio of producers, Alice Cave joined 170-year old fine wine merchant, Lay & Wheeler, in September 2020 where today she is Director of Sales and builds world class cellars for international and UK based clients.

Alice followed her uncle’s footsteps into the wine trade beginning her career living in Bordeaux and working at Château Haut-Bailly in Pessac Léogan hosting guests and meeting many of the UK’s fine wine trade. On leaving university, where she read French and Spanish, she worked at Majestic Clapham where she started her WSET qualifications. After a year at Majestic, Alice was offered a job at Berry Bros. & Rudd where she spent time in their historic shop getting to know the world’s finest growers. She then became an account manager at BB&R predominantly selling wine to the Members Clubs of St James’s and Pall Mall, Livery Companies and Oxbridge Colleges.

When Alice isn’t pondering her next bottle she is often found travelling the world. She spent 3 months making wine in Argentina, Chile and Uruguay and is currently touring the wineries of Central Otago, New Zealand. Alice enjoys London’s vibrant restaurant scene and spending time outdoors at her family home in Devon raiding her uncle’s cellar which is full of old Burgundy and Bordeaux.

Summary

During our conversation, Alice shared how she observed an evolving demographic of wine collectors. While historically dominated by men of a specific background, Alice found a growing female presence, particularly at Lay & Wheeler, where women hold significant leadership positions. This leadership naturally influenced its direction, and in turn, attracted more female collectors, contributing to a more diverse and inclusive community.

By prioritizing client education and fostering curiosity, Alice also talked about how Lay & Wheeler wants to make wine collecting approachable for beginners. Their emphasis on creating an open-minded, price-conscious culture encourages exploration and engagement, drawing in a new generation of collectors.

For those of us in APAC, Alice shared some unique market differences:

  • Japan: A strong focus on Champagne and Burgundy, with an emphasis on pairing wine with food.
  • Hong Kong: A preference for wines with compelling stories behind the labels.
  • Taiwan: A combination of storytelling and food pairing, blending the best of both worlds

By sharing more stories about the wine producers and their vineyards, and even anecdotes about past owners, Lay & Wheeler seeks to create a deeper connection between clients and the wine, making every bottle a conversation piece.

Describing Lay & Wheeler as a “170-year-old startup,” Alice emphasized the company’s innovative spirit. With plans to expand their presence in Asia—focusing on Tokyo, Hong Kong, and Taipei, alongside emerging markets in Singapore, India, and Thailand—the team is dedicated to engaging younger generations. Through exciting events and personalized experiences, Lay & Wheeler hopes to inspire new wine collectors and grow their community worldwide.

 

【Her Story】

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