Jeremy Lithgow MW, Head of Wine at Amathus Drinks, has joined the judging panel for the 2027 London Wine Competition. His appointment brings another highly experienced buyer to a panel built around professionals who understand both wine quality and commercial performance.

Jeremy’s career spans specialist retail, fine wine, trade sales, distribution and winery operations across the UK and Australia. He began in British wine retail with Bottoms Up, Wine Rack and La Réserve before spending five years working across wineries, retail and distribution in Australia.

After returning to the UK, Jeremy managed the wine department at Harrods. He later worked in trade sales at Charles Taylor Wines before joining Amathus Drinks, where he now leads the company’s wine-buying strategy and helps shape its extensive portfolio.

Understanding What Makes a Wine Commercially Relevant

Jeremy’s experience gives him a strong understanding of what a wine must deliver to earn a place in a competitive merchant or distributor portfolio.

Quality remains the starting point, but the complete proposition must work. A wine must offer appropriate value, bring something distinctive to the range and compare favourably with other products already available in the market. Its pricing, positioning, packaging and presentation must also support the way it will be sold.

Jeremy frequently tastes wines blind, allowing the liquid to establish its quality before the wider commercial proposition is considered. At an accessible price point, he asks whether a customer would order another glass. At the premium end, he looks for genuine excellence while still expecting the wine to demonstrate value.

This balanced approach closely reflects the London Wine Competition’s judging model, under which wines are assessed for quality, value and packaging.

About Amathus Drinks

Amathus Drinks is a prominent UK specialist importer, distributor and retailer serving the on-trade, independent retail and private-client markets. It operates multiple retail stores and maintains a broad portfolio spanning wine, spirits and other specialist drinks.

A significant proportion of the wines sold through its stores come from direct-import and exclusive agency relationships. This model gives the business an important role in identifying producers, building brands and introducing distinctive wines to UK customers.

Amathus works across several routes to market, giving its buying team visibility into the different requirements of restaurants, bars, retailers and private clients. A wine must therefore do more than impress during a tasting: it must have a clear audience, support a commercially sensible price and offer a proposition that customers can understand.

As Head of Wine, Jeremy plays an important role in developing this portfolio. His responsibilities give him genuine purchasing influence and a practical understanding of how wines perform across retail and trade distribution.

What Merchants and Producers Can Learn from His Approach

Jeremy’s buying philosophy provides several useful lessons for producers seeking representation and merchants evaluating additions to their ranges.

A new wine should have a clear reason for being included. It may offer a distinctive origin, grape variety, style, production story or price-to-quality proposition, but that point of difference must be relevant to the intended customer.

Benchmarking is also essential. Buyers do not assess a wine in isolation; they compare it with established competitors at similar price points. Even fine wines must demonstrate value within their category.

Producers must also support the commercial relationship after securing representation. Accurate technical information, advance communication about vintage and pricing changes, consistency of supply, and responsiveness can all affect a merchant’s confidence in a supplier.

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Bringing Real Buying Experience to the Judging Panel

As both a Master of Wine and an active commercial buyer, Jeremy will bring technical tasting ability and practical market knowledge to the 2027 London Wine Competition.

His appointment means entrants will have their wines reviewed by someone who understands how buying decisions are made, how portfolios are constructed and what wines need to deliver to succeed across the UK trade.

For drinks merchants, this strengthens the commercial relevance of the results. Award-winning wines will have been evaluated not only for what is in the glass, but also for their value and ability to attract customers through their packaging and market positioning.

The 2027 London Wine Competition will take place in London on 22 and 23 March 2027. Wines will be judged by leading buyers, Masters of Wine, and other experienced professionals from across the UK drinks industry. 

Wine producers, importers, and distributors looking to reach influential UK buyers can now enter the 2027 London Wine Competition.

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