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Quaff was founded in 2005 as the brainchild of Toby Peirce. While a keen amateur in the UK, his first real introduction to wine came when working in a previous career in the nineties as a professional cricketer in the wine region of Stellenbosch in South Africa.

He found it was easier in that town to become entangled in the wine trade than to avoid it, and indeed met his future wife at the annual Stellenbosch Food and Wine Festival. This helped seal permanent links with the region. When his cricket career ended, he completed necessary wine exams, earning Honours in the WSET (Wine and Spirit Education Trust) Diploma. He also worked for five years for Maisons Marques et Domaines Ltd., the UK importers of Champagne Louis Roederer, giving a valuable insight into the inner workings of the UK wine trade.

He worked initially with their customers in Central London; the likes of Gordon Ramsay, Nobu, the Savoy Group of Hotels, and indeed most of the Michelin starred restaurants around that area. This gave him a very food-oriented approach to wine, which remains still. This area also included some of the top independent retailers in the country. Again, it was highly informative to see at first hand the high level of services and knowledge levels offered in these businesses.

Subsequently he moved across to looking after the national multiples. This included the likes of the major supermarket chains and the multiple specialist wine retailers. There was a world of difference in the approach of these companies to the buying of their wine from those to which he had become accustomed.

Quaff came from this. The idea was to use experience gleaned from the leading independents, and contrast that with knowledge about how some of the multiple retailers are going about their business, and distil the best of the two into one wine merchant. The result is Quaff!