Most bottles of wine on the market are mass-made, chemically engineered, designed to a formula. For chefs and drinkers who care about provenance and quality, who'd never serve factory-farmed meat or supermarket bread, the wine list has long been the weakest link.

Sam Olive built Wine Freedom to fix this.

Sam came to wine sideways. Trained as a designer and interior architect, he was pulled in through hospitality, running restaurants and wine bars. Yearning for a more immersive flavour of the wine industry Sam started running wine stores for Majestic across the South West, then moving to Avery's of Bristol to learn the fine wine trade, investment and En Primeur from the inside. From there, Bibendum Wine and the Midlands on-trade, where he worked with Michelin-starred kitchens and saw how wine could make an impact to the guest experience.

The more he tasted, the clearer the divide became. On one side, mass-market wine made to a recipe. On the other, growers working with the land, fermenting with wild yeasts, making wines that tasted of somewhere. The gap between the two was the story very few in the trade were discussing honestly. Becoming an ambassador for the Organic & Biodynamic wine movement was clear.

In 2015 Sam founded Wine Freedom to start the campaign.

A decade on, Wine Freedom supplies some of the most respected Michelin-starred restaurants in the UK.  Showcasing chef-led events and producer tastings for drinkers seeking the real thing. Alongside running Wine Freedom, Sam teaches as a WSET APP tutor and holds the WSET Diploma. He consults for hospitality operators building wine programs with clarity and a clear point of view - work that won Hampton Manor the AA Wine List of the Year.

If you care about what's on your plate, you should care about what's in your glass. Sam's job is to make that happen.