Full name: Celian Ravel d’Estienne
Role: Co-Founder
DOB: 06/10/1981
Birthplace: Paris, France
Twitter Handle: @your_sommelier
Website: http://www.yoursommelier.co.uk
Fun Fact: “‘I met my wife at a karaoke though I’m a dreadful singer!”
So I read that you gave up a successful career in banking after being disappointed by Oddbins’ French wine selection? Could you elaborate a little? You moved to London in 2006 and started Your Sommelier in 2013, right? How has the journey been up to now, you’re onto your second year and still growing, right?
We were indeed frustrated but by most of the high-street retailers and we wanted something different, a more genuine selection of wines that we could not find this side of the channel. It’s been a tremendous experience so far and the more we go on, the more we realize that there are still plenty of fantastic wines still waiting to be discovered by the Great British public!
Your personal favourite region is Languedoc? Could you tell us why?
I used to drink mainly Bordeaux and Bourgogne but the more I learn about Languedoc wines the more I realise that it’s a fascinating region that can produce the most amazing wines without the price tags.
In terms of the wines you pick, I read that you were ‘tipped off by friends in France’. Could you elaborate on how that works? I assume you know quite a few people in the industry…
We gather tips from our friends and family in France who let us know everytime they come across a great wine. Then we taste, taste and taste again to be sure it’s what our members here are looking for. We’ve developed a large network across all wine regions in France to help us source our wines.
Your wines are always sourced directly from the producer’s cellar and usually not yet available in the UK? How you decide upon a vineyard you want to work with? What makes a suitable/good/great wine, and what’s a typical producer like?
I think the main question is do we like the wine; we are wine lovers, just like our members, and the first thing we seek in a bottle of wine is the pleasure of drinking it. This is why when we discover a new producer, we like to organise a tasting with some of our members so they can help us decide.
We have worked with many different types of producers over the past year and a half, but most of them are small family vineyards, working their vines in traditional ways, sometimes following organic or Biodynamic practices. The most important thing to us is that they respect their terroir ; you can usually taste it in the wines!
It’s a hoot!
Where’d you meet your business partner Vianney de Leudeville? And what do you each bring to the business?
We met 9 years ago when we both arrived in London; and we had the idea of Your Sommelier together in 2012 (maybe after few glasses on a Saturday night…). We both bring our taste in wines, which can be very different sometimes, so it helps us with our selection when we are out of our comfort zone.
What’s your typical customer like? I read a while back that over half of your customers are French expats?
We started with a lot of French expats, which are just like us, looking for more unique wines without having to spend too much. Today we have more and more British customers who are happy to get their hands on more authentic wines and discover new producers they would never have the opportunity to come across in their local stores.
What does the Great British public need to know about French wine? If you had the ear of the country, what would you tell them?
I would say that it’s not because it’s French that it has to be expensive! There are many great wines in the £8 to £15 range that are worth a lot more than you think. Oh and maybe stay away from £5 wine in supermarkets, most of the time it’s crap!!
Where do you see the wine industry going in the next few years? (both UK/France interchange and globally!) Anything you reckon we should be looking out for?
People are drinking less but better. Consumers are increasingly willing to spend more on a good bottle of wine and younger consumers are influencing the market enormously. They are interested in the story of a wine, its origin and the people behind the label rather than in clever marketing or price tags.
Do you still personally deliver in West London? Whereabouts are you guys actually based?
We are based in Hammersmith and I do like to deliver whenever I can; it’s always great to meet our customers. I think it’s not because it’s an online business that there is not a passionate person behind it!
Ever worry that you’ll run out of delicious French wines?
Not for now, strangely enough there are still plenty of small producers in France that makes great wines and are still not available here. Also with our model of weekly sales, we can even work with limited quantities so I thing we are safe on that side!
What’s a ‘day in your life’ like? Could you give us an insight into the business you’re in?
It’s like any other entrepreneur, juggling all day with clients, suppliers, technical website stuff or invoices and accounting… but the best part is wine tasting, not so bad as a job!
What’s your greatest/most memorable professional moment been, so far?
We had a stand at Taste of London last June and it was a fantastic experience for us in terms of getting in front of our customers and get their feedback on our wines… I even got Michel Roux Jr to come over and drink with us!
Where do you get your ideas?
Anywhere really… but we always run our ideas past our wives!
What’s your philosophy, summed up in a sentence?
Drinking wine should always be about the pleasure and nothing else.
What’s the biggest challenge you’ve had, how did you overcome it, and what did you learn from it?
A few months after the launch our website server was hacked so the next day we had no emails and severe reputation issues… we managed to secure it quickly and there was no harm after all but it made me realise how unsafe the internet can be and we took measures to get the highest level of security.
Who’s the person who’s most inspired you in your work – food industry or otherwise? Is there anyone that you draw inspiration or strength from? Do you have any specific culinary influences?
Maybe not a person but a job. I am really inspired by all the chefs who are dedicated to pleasing people with food… I would like to do the same with wine! When it comes to food, definitely a French influence but I like every culinary style… I am a real food addict!
What do you enjoy most and least about what you do?
Discovering new wines I’ve never heard of and accounting… I am sure you can guess in which order!
What advice would you give to aspiring food and drinks entrepreneurs who’d want the kind of results that you’ve had?
Trust your taste and work hard.
If you weren’t doing what you do now, what would you be doing instead?
If I could choose anything I would be a chef… otherwise I would probably still be in banking.
If you could cook anything for anyone, anywhere you chose – who would you pick, where would you do it and what would you cook for them?
Heston Blumenthal. I went to the Fat Duck once and it was by far my most unbelievable food experience… so I would like to return the favour and cook for him but not sure what, maybe just a simple chocolate cake
If you could get anyone to try your wines (fictional or real, living or dead) who would you pick and which of the wines would you like them to try? Assume that they go on to be your brand ambassador…
Jancis Robinson as she is one of my favourite wine people… and we would have a Blanc de Blanc Cuvée or Gimonnet Gonet… the best value Champagne I’ve ever come across.
What’s your ultimate aim and goal for Your Sommelier? If you could achieve anything with it, what would you pick? Money and reality are no obstacle, so shoot for the moon…
Develop our concept worldwide and open wine bars where people could taste our latest discoveries.
Where next for you and the business?
Continue to grow and start new ideas for our customers like a regular wine box and some local wine tastings…
And we always ask three customary ridiculous questions…
If you were given an infinite budget but had to spend it all on entirely frivolous stuff, what are the first 3 things you’d buy, and why?
First a trip around the world with my family and then I would go to every 3 star restaurant in the world… finally I would get a case of all the best wines from every wine country, old and new world!
If you had to employ any character from Game Of Thrones to come and work with you at Your Sommelier, who would you pick, and why?
Tricky question, they all are crazy and interesting! Maybe Tyrion Lannister because he definitely loves a glass of good wine! I am sure he would be very helpful in a blind tasting!
You have acquired a pet T-Rex and are morally obliged to look after it. It is 13 ft tall at the hips, eats half a ton of raw meat a day, and likes taking long walks. What would you call it and what would you do to keep it entertained and housed?
Never really though about this one before. Let’s call him Médoc… or Pauillac and he would stay in our warehouse and make sure our wine stays safe!