From launching the confidence-driven training platform Grain to Grape to curating bespoke selections as the Head Wine Buyer for Good Pair Days, Harry Crowther’s career embodies innovation in the UK wine industry. His mission? To empower businesses, build consumer confidence, and champion wines from lesser-known regions. With an approach that integrates technology, sensory expertise, and a passion for accessibility, Harry is reshaping how wine is perceived, enjoyed, and sold in the UK.

In this interview, we explore the philosophies behind his initiatives, and how he’s tackling industry challenges—from navigating duty complexities to redefining consumer engagement with wine.

What motivated you to launch Grain to Grape, and how does it address gaps in traditional wine education and hospitality training? How do you ensure that the training translates into tangible benefits for businesses and their staff?

Traditional wine ed is more knowledge-focused and there is nothing wrong with that. But in my experience, confidence trumps knowledge therefore I designed G2G to be more confidence-based training. 'How to take a customer from a £30 to a £40 bottle in a few seconds… that sort of thing. The benefits were obvious: average spending increased. 

Image: Harry Crowther conducting a workshop  (Vol. 6 WINE FAULTS); Source: Instagram post.

As Head Wine Buyer at Good Pair Days, how do you balance selecting wines that cater to consumer preferences while introducing them to lesser-known regions or styles? Can you share an example of a wine or producer that perfectly encapsulates the brand's ethos?

It's our job to cater to the broad spectrum of palate preferences that our customer base demands. I buy wines based on quality and value (and packaging because we are a retailer). If the wine is from a lesser-known region or is a lesser-known grape then that's an added bonus. Because our algorithm is so bespoke and in my opinion industry-leading, we have the trust of our customers, which makes suggesting esoteric bottles easier. 

Image: Harry Crowther; Source: Instagram post.

With the rise of low and no-alcohol and low-intervention wines, how do you evaluate the trade-offs between consumer demand, authenticity, and sustainability when curating for a subscription service?

We do not include non-alcoholic wines in our subscription service. These are readily available for manual purchase, but in our experience, they are a lifestyle choice and one that the bulk of consumers who are signing up for a wine subscription, likely don't want to be auto-included in their monthly boxes. With low intervention, we give customers the option to focus on 'natural' wines as a part of their subscription. 

Image Source: Good Pair Days.

How does Good Pair Days leverage technology to create personalized wine experiences, and how do you reconcile this tech-driven approach with the traditions of the wine world?

We are extremely thorough on the back end when creating a product. Giving a sensory analysis of the wine, including oxidation, reduction, pyrazines, rotundone, etc. These tags link directly to friendly consumer-focused questions on the front end, allowing us to be as bespoke as possible.

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Small wine importers play a pivotal role in the UK market. What do you think are their greatest challenges today, and how can they remain competitive?

Naturally, the constantly changing duty landscape is a problem for everyone, with the added red tape making it more of a headache for smaller businesses. For us, we import a lot of our own wine and want an increasing focus on wines and products that are unique to our business, therefore we work with small-scale importers in a way that meets these demands. 

Image: Harry Crowther as a speaker at Drinks Community. Source: Instagram post.

Conclusion:

Harry Crowther’s work reflects a deep understanding of the wine world’s evolving dynamics. Whether it’s fostering confidence over textbook knowledge through Grain to Grape or leveraging cutting-edge algorithms to personalise experiences at Good Pair Days, Harry is setting a new benchmark for wine buying and education. His focus on authenticity, value, and innovation ensures that both businesses and consumers benefit from his vision. As the UK wine industry faces rapid changes, Harry’s efforts to bridge consumer needs with retail profitability are not just timely but transformative.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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