99% of people really don’t care about wine 1% care too much
Thwarted in my youthful ambitions to become a veterinary surgeon, Han Solo or Batman I opted to join the wine trade instead. I became a Master of Wine in 2008 and run my own independent portfolio business which involves winemaking, travel, education, film and occasionally wearing a cape and saving the world.
In 2010 I established James Busby Travel to take wine trade professionals from around the world on educational tours of Australia. I make pétillant naturel wines in South Australia under the Astro Bunny and Piggy Pop labels. I’m also the founder of WineTutor.tv, a unique online resource for students studying for the Master of Wine qualification. In 2020 I established Winetec, a marketing consultancy for the UK winemaking sector and in 2022 launched my new English pét-nat brand Lost in a Field. In 2024 with Cinematographer Ben Dowie I established independent production company One Third Films, launching with a five part documentary series Sustainability: Countdown to 2030 and a film on regenerative viticulture, Regen Revolution.
I prefer analogue to digital, dogs to cats, the Beatles to the Stones and divide my time between Europe and Australia. And I never swirl my wine glass. Ever.
