Peter Douglas, DipWSET, began his career in the wine industry in 2009 in the fine dining sector. This period shaped his fundamental understanding of product quality. After gaining further experience in brick-and-mortar specialty retail, Douglas made the transition to the industry side to gain a deeper understanding of the market’s commercial mechanisms. For over four years, he led category management at a leading e-commerce company.
In this role, he was responsible for the markets in Germany, Austria, France, Spain, Italy, Eastern Europe, and the U.S. A key focus of his work was also on strategic spirits procurement and the development of beverages for the private-label segment. This operational market experience is underpinned by a solid educational background. Peter Douglas, DipWSET, is a graduate of the Wine & Spirit Education Trust (WSET Level 4).
He further deepened his expertise at the renowned Institute of Masters of Wine (IMW) in London. He used this time to expand his knowledge in the areas of winemaking and quality assurance, as well as to build an international industry network. Since 2022, he has been combining these skills at the Berlin office. With the founding of the agency Sustaina Wines and the consulting unit Douglas Wine Consulting, he now offers a range of services and an exclusive portfolio.
I'm Scottish and grew up in Germany
Black.
Or as a double espresso.
I spent about four years at the IMW in London—a time that had a profound impact on me, both professionally and personally.
The program goes far beyond theory: I was able to immerse myself deeply in practical work, from winemaking at the winery to quality assurance.
In addition to the tremendous growth in knowledge, what has stayed with me most is the international network of friends and colleagues.
An intense experience that I highly recommend.
I love both, but haggis wins out.
It’s incredibly versatile—from breakfast to the Burns Supper.
A dry Riesling.
The acidity pairs perfectly with the savory flavors.
Beaujolais—often underrated, but crafted to perfection.
And Georgia. The mountains are majestic, and the hospitality is unmatched.
It’s a tough choice. Chardonnay ranks high on my list because it’s such a versatile wine—from sparkling to Burgundian-style.
But I also love Gamay, Pinot Noir, and exotic varieties like Rkatsiteli (Georgia) or Öküzgözü (Turkey).
The world of wine is almost endless; you just have to explore it.
Single malt Scotch whisky.
I like it with a hint of peat every now and then.
That’s where the roots come through.
I love scuba diving, travel a lot, and enjoy experiencing new cultures.
I need to stay active.
“The heavier the bottle, the better the wine.”
That’s old-school marketing and says nothing about quality.
Humility toward the product.
And the most important rule in sales:
“The worm has to appeal to the fish, not the angler.”
