Pictured above: Ruairi O'Hara, Private Client Sales at Goedhuis Waddesdon

For the seventh instalment in our 'Fresh pour' series, we speak to Ruairi O’Hara, who has worked in Private Client Sales at Goedhuis Waddesdon for nearly eight years. Ruairi’s route into wine was less about a single revelatory cuvée and more about the thrill of sourcing, collecting, and sharing bottles with friends - an interest that was sparked whilst running a university wine society. Today, that same curiosity underpins his work at the leading London wine merchant, where he is helping to shape the future of fine wine trading and championing smarter ways to reach the next generation of collectors.

Ruairi shares why he thinks the wine trade needs a fresh perspective and better technology, and why the best bottles are often found off the restaurant wine list.

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

Ruairi O'Hara: I didn’t have a single life-changing bottle that set me on the path to wine. Instead, it all started at university when a friend wanted to set up a wine society, and I was happy to help. It was more social than academic - really just an excuse to drink better wine than what was on offer at the student union. But I loved it, especially the process of carefully picking out wines with the team at Majestic and deciding how best to spend our university funding for each event. At the same time, I got into something completely different - buying and selling clothes and trainers. A mate introduced me to it, and before long, I was queuing overnight in Newcastle and Hull or hunting for deals on eBay and Facebook groups. It was a great way to make some extra cash as a student, but more than that, I enjoyed the thrill of it and the people I met along the way. When I later discovered that wine, like trainers, could be rare, collectible, and traded by a passionate community, that was what pulled me towards a career in wine. And funnily enough, I’ve since realised there are quite a few sneakerheads in the wine trade.

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

RO: That it’s all gilets and signet rings. Every company is different, with its own people and culture. The traditional reputation of the wine trade is evolving, and it’s a more dynamic and diverse industry than many expect. In fact you're far less likely to hear 'rahh where's my baccy' in wine versus many other industries.

WL: The fine wine trends you are most and least excited about?

RO: I am most excited about tech innovation. The wine industry, for the most part, is still behind the curve when it comes to technology. At Goedhuis Waddesdon it's a major focus, and I’m lucky to work alongside some incredibly talented and forward-thinking people. But what excites me most is what’s still to come. As machine learning and AI continue to advance, I’m looking forward to more accurate data analysis, and AI-driven tools that can refine wine lists and help us pinpoint exactly what we’re looking for.

I am least excited about releases on La Place de Bordeaux. New releases should be a moment to appreciate what a producer has captured in a bottle - the interplay of climate, terroir, and winemaking. Quality new releases deserve a moment in the spotlight. However, in recent years, September has become an increasingly crowded space, with over 120 fine wines from around the world being released through La Place de Bordeaux. Originally, this system offered producers access to a global distribution and marketing network via Bordeaux négociants, which made sense for select estates. But with so many wineries now joining the fray - often at release prices that feel detached from market realities - it's becoming overwhelming, and, frankly, something many UK wine merchants are choosing to ignore. The real shame is that many truly great producers end up lost in the noise. Rather than each wine having its deserved moment, they are now fighting for attention in an overcrowded, chaotic release schedule.

WL: Your favourite wine list in London?

RO: Hunan - a great Chinese restaurant between Victoria and Sloane Square. The wine list is full of interesting and special bottles, all fairly priced. However, the magic really starts if you engage with their team, as they have lots of gems which haven’t yet made it onto the main list. I first went to Hunan for a work Christmas do and was surprised at how well fine wine paired with Chinese food. I suppose that was my misconception about fine wine, that certain wines must be served with particular food, but in reality wine is most enjoyable and memorable when you’re with friends, relaxed, a big grin on your face and a plate of delicious food in front of you.

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

RO: A fresh perspective on how wines are marketed and sold. A willingness to challenge the status quo - questioning why things are done a certain way and whether they could be improved. When people have worked in the industry for decades, there’s often an assumption that established processes are immovable. Take en primeur: does it still make sense for châteaux to sell through courtiers, négociants, merchants, and only then to the consumer? No other wine region follows this model quite like Bordeaux, yet disruption in this space has been limited. Most young people entering the trade bring motivation and a strong work ethic, determined to carve out their own careers. This drive can be impressive and deliver real results. Finally, there’s energy and enthusiasm, this keeps it fresh, engaging, and relevant to other young wine drinkers, helping to bring fine wine to the next generation of wine drinkers.

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

RO: When starting their wine journey, younger consumers tend to favour bolder, more generous styles—wines with a bit more ripeness, juiciness, and often a touch of new oak. These elements help make wines feel more approachable early on. However, as their palates evolve, preferences shift, making the journey all the more exciting. Beyond style, younger buyers are increasingly aware of the crossover between fine wine and investment, largely due to the accessibility of tracking valuations in real time. Just as people can monitor their financial assets on their phone, they can now do the same with their wine cellar. Even for those buying primarily to drink, there’s a certain appeal in seeing how their collection evolves in value over time. As a result, many younger collectors are drawn to wines that not only taste great but also have the potential to hold their value—something any well-priced new release should offer.

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

RO: For producers, the key is early exposure. The most established châteaux and domaines already have a multi-generational presence in the UK, where a love for their wines is passed down. But for newer or less familiar producers, you can’t rely on young drinkers seeking you out - you need to be putting yourself in front of them. Partner with fine wine merchants who have a receptive, engaged audience of younger collectors. Host memorable tastings and dinners - educational but informal, making fine wine feel accessible rather than intimidating. Invest in experiences, not just marketing. If people associate your wines with great moments, they’ll keep coming back. Ultimately, make fine wine fun, engaging, and part of a shared experience, and the next generation of collectors will follow.

WL: A producer that you admire and why?

RO: Admire is an interesting word - rather than admiration in the traditional sense, I’d say I admire producers whose wines I consistently enjoy, regardless of vintage or classification level. For example, there are a few producers which I’ve always enjoyed… Probably just a reflection of my tastes, but: Domaine Paul Pillot, Domaine Truchetet, and Domaine Hubert Lignier in Burgundy. Château d'Issan, Château La Conseillante, and (inevitably) Château Cheval Blanc in Bordeaux. Montevertine, Canalicchio di Sopra, and Salvioni in Italy.

WL: The theme song to your career so far?

RO: Barrington Levy - Vibes is Right

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

RO: There are so many things I love about the wine industry - the passion people have for the product, the strong sense of community, and the current evolution of the trade. It makes for a career that’s as fun as it is interesting. If I had to choose another industry with those same qualities, I’d probably be drawn to the art world. That said, I do think central London is crying out for a proper members pub - something old-school, with carpets, pool tables, and plenty of nooks and crannies, but open late. I’d love to help bring that concept to life one day.