boisboire

Writing an About Me section never comes easy. Most people still don’t quite understand what a wine consultant actually does. Even after 10 years in the wine industry, I often get asked: What exactly do you do? or Are you a sommelier?

 

I usually explain that "sommelier" isn’t interchangeable with "wine expert", it’s a role more focused on service and hospitality. But sometimes, I just smile and say, yes, and spare everyone the nuance.

​

I’m not a sommelier — though I’ve played that role.

I’ve sold Grand Cru Burgundy to private collectors. Helped train AI to think like a sommelier. Led tastings in Montmartre for curious travelers. Helped a new Italian winery find their first importer in the U.S. and Canada. Written hundreds of articles to make wine feel less intimidating and more alive.

​

My wine career began over a decade ago as a junior editor for a wine website. It was just the first cool job after finishing my degree in English Translation Studies. But something stuck. I moved from editing to sales, joining China’s leading fine wine importer, where I built relationships with collectors and tasted my way through the world’s best bottles.

​

In 2018, I enrolled in one of the world's top master's programs in wine business in Burgundy to deepen my knowledge and broaden my perspective. Since then, I’ve worked across the industry: from traditional roles like sourcing and consulting, to creative ones like branding, storytelling, and market strategy. I’ve worked with third-generation winemakers, first-time founders, cultural curators, chefs, and data engineers.

​

Across it all, my role has stayed the same:
To make wine feel more meaningful — for brands, for audiences, for people.

​

Today, through Boisboire, I bring together strategy, creativity, and sensory storytelling. Whether it’s building a brand narrative, designing an experience, or launching a digital product, I aim to bring emotion, elegance, and insight to every glass.

​

A spicy Blaufrankisch or soulful orange wine still brings me joy.

But even more than that? Seeing someone light up when they realize wine isn’t intimidating,  it’s human.