Pascale Hayward talked to Moez Seraly, Founder & CEO of Perfect Cellar, A man with a real passion and a clear mission.
Meeting Perfect Cellar founder Moez Seraly in his wine boutique in London, I discovered a man passionate about many things; the authentic high-quality artisan wines he unearths from around the world, his unique business model, his dedicated team and, most importantly, his genuine interest in bringing a different experience to his customers. His message is clear: “a good quality wine is affordable; it is a luxury that should be accessible to everyone”. From £8.00 a bottle, he certainly has a point.
LM: Let’s start from the beginning: When, how and why?
MS: I wanted to access wines from my home in England from traditional producing regions such as Chablis, Bordeaux and Languedoc–Roussillon that were of incredible quality, great value for money and from a trustworthy supplier; this desire led me to launch Perfect Cellar. Perfect Cellar was created in 2009 thanks to the support from a handful of my winemaker friends who are still with us today, which we are very proud of.
LM: So, Perfect Cellar? Can you explain and how would you build My Perfect Cellar?
MS: Our aim is to help all of our customers to build their dream collection but without the need to re-mortgage their house for it. We’re here to guide and advise but ultimately what goes into your cellar is your choice, based on your preferences. Perfect Cellar isn’t just for collectors, it can include wines to drink now; around the table with family; or on the sofa with friends. It can also be for parties and occasions, or to enjoy in later years. We want to get to know which wines you love so that satisfaction is guaranteed every time.
LM: How do you source your wines and what guarantees do you have that your artisan wines come from low yield estates with a sustainable approach?
MS: Our wines come from producers with a conscience, who make wines that respect the land and the fruit with quality continuously in mind. We visit our producers regularly, and work together towards continuous improvement, our wine selection is always based on quality, sustainable approach and open communication between us to ensure we are ahead of trends.
LM: How does your service differ from other on-line wine companies?
MS: In June 2015 we launched our new, optimised online platform making Perfect Cellar’s service second to none. Our customers have the option to tailor every order, from personalised gift messaging and wrapping to bespoke cases and wine tastings. We’re working behind the scenes to make the shopping experience streamlined so that ordering wine is incredibly easy and enjoyable.
We represent over 40 producers exclusively, meaning we’re bringing our customers hand-chosen wines at very competitive prices. These are wines chosen by our team of experts with the objective of affordability and quality. All of the wines we sell we would be happy to drink at home ourselves.
LM: You are currently importing wines to serve the UK market. Have you got bigger plans?
MS: We are conscious that being successful in the UK market is a big task but also gratifying as it’s a market that creates global trends and influences many wine consuming countries. Our aim is to become the go-to website for consumers, corporate clients and the on-trade sectors. We are fortunate to have very strong investors with a broad international presence, giving us access to 27 offices in the world. Our aim is to replicate our success in the UK to at least 5 other countries over the next 3 years and up 10 countries over 5 years. It will be a dream come true to enable our customers to find the best available wines for them not only in the UK but globally.
During my visit to their wine cellar at Clerkenwell London, I was introduced to 4 different wines, all exceptional and with distinctive personalities. Don’t expect the usual elitist jargon to describe those wines. I am French and over many years I have become a great fan of the simple pleasures of artisan wines. Much better that you visit their website, scroll over the pictures and you will see the fruits and spices that describe the wine. Et voilà! How ingenious!
- Tendil & Lombardi Blanc de Noirs Champagne Non-Vintage – this is a vibrant and approachable Champagne made from 100% Pinot Noir. Coming from a red grape variety it has freshness and depth of character with body making it great for foodies. Ideal for pairing with baked cod. Region: Champagne, France £39.95
- Domaine Charly Nicolle Chablis Premier Cru Mont de Milieu 2012 – a great example of what premium Chablis tastes like – fresh, vibrant, easy-going, ripe and delicious and full of finesse. Region: Burgundy, France £21.95.
- Vinedos de Paganos El Puntido Rioja 2011 – for any Rioja lover out there looking for an impactful red, full of fruit concentration. From the most northern point of the Rioja area. Made of 100% Tempranillo. Region: Rioja Alavesa, Spain £31.45
- PX Solera 1998 – a little treat for the end of a tasting. Makes you wonder why all tastings don’t end this way. Lusciously sweet but light with flavours of raisins, toffee, figs and salted caramel. Region: Montilla-Moriles, Spain £18.95
NB: description and notes are supplied by Perfect Cellar. These wines can be bought on-line.
Perfect Cellar – How and Where
Order on-line and get offers at: www.perfectcellar.com
Perfect Cellar Wine Shop
155 Farringdon Road, London, EC1R 3AD
Call + 44 (0) 203 617 6945
Open Monday to Friday: 9:30 am to 6:00pm