February 21, 2025 — The International Wine Challenge is embarking on an exciting new era under the ownership of Chris Ashton. Now operating independently as IWC Events Limited, Ashton is excited to announce a dynamic new leadership team who will bring fresh energy, expertise and innovation to the International Wine Challenge.
Lee Sharkey joins as Commercial Director having previously worked as Publisher at Harpers Wine & Spirit and Drinks Retailing magazines as well as being Event Director for SITT at Agile Media. Also new to the team is Events Manager, Lucy Marcuson who has previously worked in events, marketing and PR for Armit Wines, Lea & Sandeman, 67 Pall Mall and The Drinks Trust. Adriana Lyon-Shaw has been appointed as head of Digital Marketing having worked for Alibaba, the multinational technology company specialising in e-commerce and recently with Ashton on his new Drink Japan event. Chris Boiling remains the Editor of Canopy, the fortnightly International Wine Challenge newsletter which goes out to 41,000 registered users in 75 countries.
Ashton said, ‘I am delighted to have been able to recruit a new team with a wealth of wine trade knowledge and experience to help me deliver my plans for the International Wine Challenge. The plan is for the Challenge to continue to evolve, building on its reputation as the world’s leading wine competition. Our vision is to expand our global reach and solidify our reputation as the ultimate benchmark for wine excellence. Some things aren’t changing – our rigorous judging process remains at the core of what we do. Each April, 500 judges from 40 countries convene in London to ensure that each medal winning wine is tasted 12 times, providing an unparalleled breadth of opinion. Our Co-Chairs Oz Clarke, Tim Atkin MW, Jamie Goode, Helen McGinn, Sam Caporn MW and Peter McCombie MW very much remain as part of the International Wine Challenge legacy ensuring the most robust judging process of any wine competition in the world.’
Another exciting new development will be a revamped format for the annual awards dinner, designed to elevate the experience for winners, industry leaders, and guests. Taking place on 9th September at The Guildhall in London, the 2025 event will honour the best wines, winemakers, and trade professionals shaping the global wine landscape.
Ashton said, ‘I am delighted that we are going back to our much-loved original timing of September. The International WIne Challenge dinner was always seen as the UK trade’s back to business fun and social get together after a summer hiatus and a must-attend for everyone keen to re-connect with customers and peers. Our goal is to make the International WIne Challenge Awards Dinner a must-attend event for the industry. We want it to celebrate excellence while creating valuable networking opportunities for the trade.’
Details regarding the event will be released soon, with tickets available in the coming months.
