Above: Joshua Castle, Group Head Buyer (Noble Rot, Keeling Andrew, and Shrine to the Vine)

Following the success of Wine Lister's "Words with" series (recap here), we are now turning our attention to the younger generation of the fine wine trade to get a new perspective on the industry. As part of our new interview series, "A fresh pour", we will speak to a number of key international fine wine figures under the age of 35, getting their thoughts on how young people could be better engaged with the industry, trends they are most excited about, their favourite restaurant wine lists, and more.

Kicking off the series, Joshua Castle has had an impressive ascent up the ranks of the UK wine world. Starting his career as a sommelier in Melbourne, the Perth native worked at a winery in Stellenbosch before moving to the UK and landing a job at Noble Rot's Lamb's Conduit Street flagship. Now the Group Head Buyer for the Noble Rot restaurants, its import and distribution arm, Keeling Andrew, and sister bottle shop, Shrine to the Vine, Joshua remains one of the friendliest faces in the trade. Amidst his various responsibilities, he is also studying to be a Master of Wine. Joshua shares his thoughts on how young people can be engaged by the fine wine trade and the importance of new voices in the industry.

Wine Lister: What was the bottle that got you into wine?

Joshua Castle: Domaine Jamet Côte-Rôtie 2011 - I drank it in 2016 in Melbourne. I've had it a few times since and it still is so visceral. There's something so wrong and filthy about the wine that is so alluring. Beauty isn't always about perfection.

WL: What is one misconception people have about the fine wine industry? 

JC: Maybe this will put me out of a job, but I think there are two: that 'fine wine' is difficult to find, and that it is expensive. There are so many resources out there about producers and vintages and available prices, meaning that a little bit of research can go a long way.

WL: A producer that you admire and why?

JC: I'm constantly in admiration of Langham's (Dorset, UK) Head Winemaker, Tommy Grimshaw. In a short space of time Tommy has fine-tuned Langham's style and has been consistently producing some of the tastiest sparkling wines in the UK, whilst also maintaining a curiosity about the great wines of the world and drawing from those for inspiration. He's a great spokesperson for the UK wine industry.

WL: The fine wine trend you are most excited about? 

JC: Cheaper prices! It's a buyer's market out there and that's a great thing for restaurants.

WL: Your favourite wine list in London (other than Noble Rot, of course!)? 

JC: I love the challenges with running a long list (Noble Rot’s are circa 1000 references), but there's something refreshing when a venue nails a short list. Llewellyn's in Herne Hill has about 35 references in each colour and there's plenty to drink at every price point.

WL: What do you think young people can bring to the industry?

JC: One area that I think younger people can have a big impact in is wine criticism. It undoubtedly takes time and expertise to write authoritatively on wine, and I really hope some younger writers get the opportunity and platform to have those formative experiences. Fine wine will risk alienating younger drinkers if there aren't serious younger commentators accessing and reviewing fine wines.

WL: How can fine wine producers appeal to the younger generation?

JC: I don't think that is really the role of the producer but the role of wine importers, retailers, and merchants. I think merchants have a lot of power to develop the new younger generation of collectors from within their private client base and can attract younger drinkers looking to invest for both profit and pleasure.

WL: Have you noticed any purchasing habits or stylistic preferences among the younger consumer group (ages 21-35)?

JC: We don't capture that information so I couldn't say for sure. Liberty Wines recently released an off-trade report (using purchased data) which cited younger customers as a key demographic for independent retailers and noted their appetite for high quality and willingness to spend to get it. Anecdotally, we do see a bit of that in our shops (Shrine to the Vine), especially the Broadway Market venue, which is a part of London frequented by younger drinkers.

WL: The theme song to your career so far?

JC: Not quite a theme song... but with the new Bob Dylan film having just come out, I've been listening to a few old favourites - particularly 'Stuck Inside of Mobile with the Memphis Blues Again'.

WL: If you weren't working in wine, what would you be doing?

JC: Navel gazing.