The Wine Society beefs up its fine wine strategy with new hire

The Wine Society has appointed a new head of fine wine to lead its “bold new vision” ahead of launching its Specialist Fine Wine Service in 2026 as part of a new fine wine focus.

It has appointed former Jeroboams specialist Alex Turnbull, who previously headed up Jeroboam’s private sales and online divisions, including the redesign of the company’s website. Prior to that, Turnbull spent seven years at Justerini & Brooks as a private client account manager, working closely with collectors and producers, and gaining expertise in regions such as Bordeaux, Burgundy, Germany, and Piedmont. He started his wine career at WoodWinters in Edinburgh.

His experience spans traditional private client management and digital transformation in wine retail, the Wine Society said, which would be pivotal in the delivery of the new Specialist Fine Wine Service.

This will offer rare and mature wines, exclusive releases, and tailored experiences, including a Members’ Reserves Buy-Back, which it says will enhance “confidence and flexibility for members to enjoy fine wine”, as well as innovative offers that include expanding its successful First Release in bond offer to spotlight lesser-known fine wine regions and producers, and exclusive collaborations with its long-standing producers.

The Wine Society’s director of wine Pierre Mansour said Turnbull commercial expertise was combined with a genuine passion for fine wine and a strong alignment with The Wine Society’s values.

“I’m confident he will make an excellent addition to the team,” he said.

He added that while the organisation had treated all its wines in its portfolio “with the same care and respect” and would stay true to its “mission of offering exceptional value and making fine wine accessible to everyone”, there would be a greater focus on “enriching the fine wine experience in our uniquely Wine Society way: combining approachability and a memorable experience for both new and longstanding members.”

Turnbull said he couldn’t wait to join “one of the most dynamic and forward-looking wine companies in the marketplace”, noting that while fine wine is as popular as ever, how people buy and engage with it “has evolved”.

“I’m excited to enhance the fine wine offering for Society members and make it more accessible to younger collectors just starting their wine journey,” he said.

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