Joe Fattorini

Joe Fattorini is a globally recognised wine expert and presenter who demystifies wine with warmth, wit, and genuine expertise. Known affectionately as "Obi Wine Kenobi", he guides over 100 million viewers across 110 countries through The Wine Show and serves as wine ambassador to Celebrity Cruises. His credentials span two decades as one of the UK's leading wine merchants, IWSC Wine Communicator of the Year, and author of the world's first textbook on selling wine in restaurants, still used in universities today. Joe transforms audiences' relationship with wine through engaging presentations that combine academic rigour with accessible storytelling, empowering organisations and event attendees to discover, appreciate, and confidently enjoy wine in their personal and professional lives.

Joe Fattorini authored the world's first textbook on selling and marketing wine in restaurants, a work still taught in universities more than two decades after publication. Long before he became known globally as "Obi Wine Kenobi", he was a university academic researching Food & Religion for his MPhil, teaching Structuralist Food Theory, and laying intellectual foundations that would transform how the wine industry connects with consumers. Today, as Managing Director of Trade at Pix, a digital platform revolutionising wine discovery, he continues that mission at scale, guiding over 100 million viewers across 110 countries as presenter of The Wine Show whilst building technology that connects independent producers directly with engaged wine lovers.

Joe's credibility spans every level of the wine world. For two decades he worked as one of the UK's leading wine merchants, supplying restaurants, hotels, bars and celebrity weddings from Wick to Whitstable. He served as wine consultant to the US PGA Tour, wrote as weekly wine correspondent for The Herald for 14 years, and became wine ambassador to Celebrity Cruises. His influence earned him the IWSC Wine Communicator of the Year Award and IWC Personality of the Year in 2017, followed by recognition as the 22nd Most Influential Person in Wine by Drinks Retailing News in 2018, the highest-placed media figure on the list. Beyond wine, Joe has presented television and radio programmes spanning food history, personal finance and current affairs for the BBC, including five years as a regular on BBC Radio Scotland's Fred MacAulay Show. His writing has appeared across UK wine magazines and American lifestyle publications, including what remains the most complained about article ever published in Decanter Magazine.

Joe transforms how audiences understand, appreciate and confidently enjoy wine, whether hosting intimate dinners in Glasgow, industry conferences in Argentina, or developing new projects connecting Swedish producers with global markets. His presentations demystify wine through accessible storytelling grounded in academic rigour and commercial reality, empowering organisations to build meaningful relationships with wine in their personal and professional lives. He helps event attendees move beyond intimidation to genuine enjoyment, combining the warmth and wit that made him a beloved broadcaster with practical insights from selling thousands of cases and building digital platforms that reshape wine retail. Audiences leave with lasting confidence, practical knowledge, and a renewed enthusiasm for discovery that extends far beyond the event itself.