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  /  Sarah Abbott
Sarah Abbott
Swirl Wine Group

Sarah studied Classical Italian and Greek Literature at University, and took a Post Graduate Diploma in Enterprise at Durham Business school before joining the wine trade in 1996. She has worked in the wine trade ever since, in roles including buying, business development, marketing, and commercial strategy. Her specialist areas are Bordeaux, Burgundy, Barolo, and Emerging Wines. Her initial wine experiences and training were in the classics of wine, but she greatly appreciates the new frontiers of wine, and using the power of wine to connect people with new examples of what is beautiful, and possible.

She is Co-Chair (one of 5 head judges) of the International Wine Challenge, the world’s largest wine competition, and also judges in wine competitions globally, from London to Tbilisi to Melbourne. As a sought-after communicator, she leads headline presentations across the world.

She is a finalist in the ‘Roederers’, the global competition for wine writing and communication, for her columns for timatkin.com. She is the co-author of the Burgundy section of ‘The Wine Opus’, an award winning wine guide published by Dorling Kindersley in 2010.

After 10 years working for wine importers, Sarah founded her business, Swirl, in 2006, initially as a way of combining flexible working with a new baby. Since then, the business (and baby) has grown rapidly. Swirl now delivers corporate events, private client consultancy, and marketing strategy and activation for wine producers and trade bodies from France, Italy, Turkey, Georgia and Portugal. Most recently, she has partnered with trusted associates around the world to offer integrated global solutions for wine marketing and distribution strategy.

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