About Giovanni Arpaia
Giovanni Arpaia, DipWSET Wine Business Consultant
Wine experience, applied commercially.
I founded Wine To One because most wine businesses already have expertise, effort and good intentions. The problem is rarely a lack of wine knowledge. It is usually clarity — about what to say, who to say it to, what to measure and what to fix first.
Wine To One is a London-based wine business consultancy for wineries, producers, wine retailers, importers, distributors, restaurants and hospitality businesses that need clearer commercial direction.
The work
What does Wine To One actually do?
Wine To One helps wine businesses make better commercial decisions, starting with a clear diagnosis of what is unclear, underused or holding the business back.
That might mean positioning, visibility, pricing, content, data, workflow, hospitality operations, wine list performance or team capability. The starting point is always the same: understand the real problem before recommending anything.
The work is different each time. The approach is not.
Trade experience
Where does the trade experience come from?
My background is more than 20 years across wine retail, importing, private client advisory, education, consultancy, events, judging and producer support.
That background spans Berry Bros. & Rudd, Britain’s oldest fine wine and spirits merchant, and Oddbins, the retailer that put wine curiosity into the mainstream, where I developed the wine mood concept — a way of presenting wine through experience rather than category.
It also includes a London-based food and hospitality group where I built a wine division from concept to execution, direct experience with Spanish wines through specialist importing, and work with fine wine merchants, distributors, hospitality businesses and producers across brand management, export development, training, events and commercial communication.
Earlier roles in Paris, Australia and New Zealand covered Italian wine representation, winery tourism, hospitality launch and opening operations.
I have lived and worked across Italy, the UK, Portugal, France, Australia and New Zealand, which has shaped a direct understanding of how wine is bought, sold, positioned and communicated differently depending on where you stand in the supply chain.
Most wine business problems do not sit neatly in one box. Positioning affects visibility. Visibility affects enquiries. Training affects sales. Range decisions affect cash flow. Hospitality affects brand perception. Data affects what gets fixed first.
Wine To One exists to connect those pieces more clearly.