Joshua Castle, Head Buyer at Keeling Andrew, approaches wine with a blend of precision, passion, and foresight. Keeling Andrew, the London-based wine importer co-founded by Noble Rot luminaries Dan Keeling and Mark Andrew, has become synonymous with curating some of the world’s most coveted wines. He is well-versed in securing allocations of rare Burgundy producers also introducing new regions and innovative wine programs

In this conversation, Joshua talks to us about his philosophy behind selecting producers, the challenges of navigating a shifting UK market, and the strategies that make Keeling Andrew a trusted name among top restaurants, independent merchants, and discerning collectors. With an eye toward finding rarity and still offering accessibility, his insights offer a glimpse into what it takes to succeed in an ever-evolving industry.

Keeling Andrew is known for representing some of the world’s greatest producers. What key attributes or philosophies guide your decision-making when selecting new producers?

Really studying the portfolios of other importers, to understand the benchmark producers and products already in the market is crucial when selecting new producers. There are so many crowded categories, and a successful new producer should be able to stand out based on value, quality or the story behind the label. When tasting with the view to import a wine, we’re always calculating what it would be on a London wine list, and asking ourselves: would we pay £X amount for that at a restaurant? That being said… sometimes we come across things that have limited commercial potential, but the quality is just so good that we have to work with it!

Image: Joshua Castle at wine cellars

How do you balance sourcing unique, rare wines and ensuring commercial viability for the UK market?

Depends on what you mean by commercial viability! The Keeling Andrew portfolio offers wines running from £6.99 a bottle to wines over £1k, both of those wines are commercially viable in different contexts. Offering good value to buyers at all of those price points is an essential part of building an effective portfolio. I don’t think covering all the bases of style and regions is essential, but allowing buyers to build their orders around a competitively priced set of entry-level wines is key. In regards to wines from the secondary market... There are so many interesting and rare wines in the market, and an effective 'fine wine' buying strategy requires an acknowledgment of this abundance, plus patience and conviction that the right wine will come up at the right price. It can be tempting to jump on a very sought-after wine without properly interrogating the price, rather than being patient and waiting for the right opportunity. Constantly looking to optimise fixed costs, shipping, warehousing, currency rates, etc is the boring side of effective wine buying too.

Introducing new producers is always a challenge. What strategies or campaigns have proven most effective for you when launching new wines in the market? Are there specific promotional or educational tools you find most effective?

For most new producers or vintage releases, we launch both a retail and on-trade offer via email and social media. The conversion rate from offer to sales is not always immediate, but I know there are intangible benefits and a well-written offer, with high-class photography can be a great resource for buyers later down the track. Having producers in the market is always powerful, although it’s not always easy to secure time with busy sommeliers and buyers.

Image: Joshua Castle at Noble Rot; Source: Noble Rot.

What type of support do you expect from suppliers to help their wines succeed in the competitive UK market?

First from the producers… Our sales team really values free samples supplied by the producer, as samples from stock can quickly eat into wine’s already low margins. When producers are flexible with payment terms this can really assist too, as it allows us to keep slightly larger par levels, ensuring stock availability. From suppliers, support for larger orders or by-the-glass listings can help get wine into a ‘sweet spot’ price.

Independent merchants are a key part of your customer base. How do you tailor your approach to help them showcase and sell your portfolio effectively?

Something we’re working hard to improve. Facilitating ex-cellar orders, pre-arrival pricing and a competitive off-trade pricing model are all approaches that we take. It can be tricky as we have our own wine shops, and want to give them the keenest pricing possible without out-pricing the competition.

When working with restaurants, what strategies do you use to align with their wine programs and evolving needs?

Apart from the regular supplier-style relationship, we work directly with a number of UK restaurants as their sole supplier. This is a bit more complex than supplying them only with agency wines, as we use our connections with other great importers to make some of their wines available to our restaurant customers. This works best when the wine selection reflects a changing seasonal demand, and allows restaurants to run lean stock holdings and have generous credit terms. We offer them comprehensive training, first right of refusal on a changing selection of rare ‘fine wines’, and preferential access to top allocations.

What exciting initiatives or standout wines are you highlighting for this holiday season?

We’ve just launched a new Wine Club through our retail arm, Shrine to the Vine. We’re looking to source and ship wines specifically for the wine club, so there is a huge rarity/ exclusivity factor for those members.

Image: Shrine to the Vine; Source: Noble Rot.

The UK wine trade has seen significant shifts in recent years. What are the most pressing challenges you’re navigating right now?

Ah, where to begin! We’re staring down the barrel of a messy, complicated duty increase and a slowing restaurant trade. We’ve put a huge amount of resources into staff training and HR, which has paid dividends in staff retention and attracting some great new people.

Image: Keeling Andrew Tasting 2024; Source: Noble Rot.

What is an underrepresented region that interests you at the moment?

Greece is really having its moment, and I think, it will continue to grow in importance. I think there are many exciting, and under-priced wines made in Portugal.

What are your long-term goals for Keeling Andrew? Are there particular markets, producers, or innovations you’re excited to explore in the next five years?

We’re still a relatively small and new company, so every day we have exciting new ideas flying around. Increasing the retail footprint a bit will be a medium-term goal of ours, plus improving our e-commerce experience.

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Conclusion:

Joshua Castle’s work at Keeling Andrew shows how he curates a portfolio that caters to diverse markets while staying true to the company’s values. His approach is rooted in patience, quality, and practicality. 

From fostering strong producer relationships to adapting to logistical and market constraints, Castle is focused on creating a sustainable and versatile business model. As Keeling Andrew looks to grow its retail presence and refine its offerings, it’s clear that thoughtful evolution, rather than rapid expansion, will guide its path forward.

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

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