Propeller is a unique distribution service for boutique producers seeking direct access to UK independent retailers and regional wholesalers.
Propeller was formed by Wild Ferment (a specialist consultancy practice founded by UK wine trade stalwart, Jamie Wynne-Griffths) and EWGA Ltd, a dynamic national wholesaler that’s been servicing UK retailers and wholesalers since 1972.
We provide ‘distribution as a service’ and set up producer’s wines for long term success in the UK market, without the cost base or competing agency priorities of a ‘normal importer’. Producers only pay a fixed monthly fee to support our sales team meaning that they retain control of the product lifecycle and can set optimal pricing for their wines.
Jamie has worked in the UK wine trade for nearly 30 years. In that time he’s run sales teams for the likes of Bibendum, Enotria and OW Loeb. He’s also been a trainer, presenter, buyer and occasional columnist. He founded Wild Ferment consultancy in 2018 before going on to set-up Propeller. When he’s not criss-crossing the UK selling wine he lives in Dorset with his wife, two kids and a menagerie of cats and dogs.
Corinne is an American winemaker and vineyard manager by training. She came to the UK in 2019 to be part of the emerging English wine industry. Beginning her career in wine shortly after university, she sold wine for a fine wine importer-distributor on the East Coast. Being most interested in the production of wine, she took a career pivot to apprentice under an award winning winemaker at Galer Estate Vineyard & Winery. Championing small producers and getting their bottles in the hands of consumers has always been at the forefront of Corinne’s mind. As a producer herself, she believes Propeller is the perfect partner for those looking to export to the UK for the first time. She’s currently building her own winery in Dorset.
Nelly has a diverse multi-industry background in sales, operations, business management and ultra-high net worth client relations. After enjoying a successful career in banking, she followed her true passion and joined the wine industry. Rapidly undertaking her WSET qualifications, she has now completed her WSET Diploma program. Nelly is a Global Ambassador for World Chardonnay Day, Consultant at the Gerard Basset Foundation, and has found the perfect match with Propeller in her quest to positively disrupt the UK wine trade. Leading with her natural talent for forming enduring and meaningful connections, Nelly brings a fresh and exciting perspective to wine sales and is determined to champion boutique producers on the world stage. Nelly loves adventure, good food and great company, and is passionate about making people happier, one bottle at a time.
Emma has over 17 years of wine industry experience – her last 8 years spent running the wine category of a regional wholesaler. The role was incredibly varied covering sales & account management, new business, category procurement and marketing. In addition to her “day job” she also sat on the board of a national wine buying group (The Society of Vintners) for 5 years. Emma runs a busy home with her husband Gary and their four children. She spends her spare time baking cakes, kayaking, running and more recently having a go at windsurfing! She’s really excited about joining Propeller and working with the UK’s top indie retailers and wholesalers to showcase the wonderful wineries in our portfolio.
JB has worked in the social media space for the past ten years and has clients spread out across the globe, from Canada to the United Kingdom and South Africa to New York. During that time, she has managed social media marketing campaigns for the likes of celebrity conservationists Dereck & Beverly Joubert, as well as helping various brands across the globe launch their social media marketing strategies. In addition, she has spent much of this time helping various alcohol brands with their ongoing brand awareness campaigns worldwide, from rum to vermouth to wine! When JB’s not researching how to hack the latest Instagram algorithm, she’s on her hot yoga mat taking a digital detox.
Elaine decided that wine was to be her career while studying something much more sensible at university a long time ago, and still thinks it is the best decision she ever made. She currently works as a WSET educator instructing the Diploma Wine Business module. She has previously worked in category planning for Waitrose and Ocado, and has an extensive understanding of the UK market. Elaine utilises a mix of strategic and operational knowledge to achieve financial targets for our clients. A passion for the dynamics of the global wine industry, and finding the opportunities within, has led her to Propeller, where she works as the resident market geek.
Lisa Mac is a global consumer branding expert, with over 20 years’ experience across a wide variety of sectors, but specialises in the alcohol category. She has worked with Diageo, Pernod Ricard, Berry Brothers & Rudd and directly with Mark & Spencer buyers to develop their portfolio of wines, beers and spirits. As co-founder of Dima’s, a newly-launched premium Ukrainian vodka, she has leveraged her broad experience and connections within the hospitality industry to drive exceptional brand growth during a global pandemic! Lisa is a keen cook, passionate about food and drink, and has the good fortune to have been classified as a ‘Supertaster’ and can be found judging food and drink awards such as the Great Taste Awards.
Sue Harris has run Westbury Communications for over 20 years specialising in wine PR and marketing. During this time she has run successful campaigns for generics such as Beaujolais, Argentina, New York and Ribera del Duero and wine companies such as Plaimont (Gascony), Concha Y Toro, the Ned and MASI. She has also worked for retailers Marks & Spencer and ASDA. This spread of clients has enabled Sue to build an extensive network of contacts throughout the wine trade.
The Propeller team is ready to help you tackle the UK wine market!