We've been itching to interview the fab Emma Moore ever since she invited us to hold a Sardinian wine tasting at the gorgeous York Distillery Bar.
Having attended one of her deliberately unstuffy wine and crisps appreciation evenings, we thought there must be a great back story waiting to be told - and when we finally got her to decant her life into seven questions, Emma didn't disappoint.
This is the girl who grew up treading grapes in East Yorkshire - yes, you read that right – to become one of the UK's Instagram 'winfluencers', using her channel Wine Lady Emma to ask important questions, like 'Can Asda do a posh Champagne?'.
Here's what she told us:
Where did you get your wine industry experience?
I’m mostly self-taught. Wine started as a bit of an obsession; I just loved drinking it, trying new things, and figuring out what I liked. That curiosity spiralled, and before I knew it, I was doing qualifications and turning it into a side hustle… which then turned into a career.
When did you properly fall in love with wine?
I’ve got two slightly romantic answers to this.
My grandparents in East Yorkshire used to have a plant nursery and grow their own grapes, plus make their own wine, and I can still remember foot-pressing grapes as a four-year-old. Which, looking back, feels like a very on-brand origin story!
The second time was later in life. I didn’t grow up in a world where people casually opened Bordeaux - I’ve always just been driven by flavour and trying new things. Then I went to my first natural wine bar in Barcelona and had one of those “oh wow!” moments. It tasted alive, like I was drinking something straight from the earth.
Why is wine worth falling in love with?
Because wine isn’t just a drink, it’s an experience. It can transport you somewhere, spark a memory, or just make a moment feel a bit more special. I love that it’s never just one thing.
When did you start getting serious about wine... which qualifications did you study for and how long did it take you?
It all kicked off properly in 2020 when I reconnected with a friend from primary school who worked in wine. She introduced me to WSET (the Wine & Spirits Education Trust) — which I now think of as my gateway into the industry.
I signed up to everything I could afford: WSET Level 2 and 3, plus the French Wine Scholar Guild.
At the same time, I started documenting it all on Instagram, which turned out to be one of the best learning tools. When you’ve got to explain wine on camera, you really have to understand it – there’s nowhere to hide!
What did the WSET learning experience give you - and what didn't it?
It gave me a really solid foundation, especially when it comes to tasting and understanding wine properly.
But I’ll be honest, sometimes all that structure can take a bit of the magic out of it. When you’re analysing every sip, it’s easy to forget to just enjoy it. That said, I now see it as the best of both worlds; I’ve got the knowledge, but I bring my own relaxed, real-life approach to it too.
“Wine’s had this slightly secretive, intimidating reputation for years... My mission is basically to shake that up a bit”
Why do people get so hung up over wine (if you think they do!) and what's your mission?
Oh, they definitely do. Wine’s had this slightly secretive, intimidating reputation for years - very traditional, very serious, and often dominated by a certain type of person.
My mission is basically to shake that up a bit. I want people like me to feel confident choosing and enjoying wine without feeling judged. It should be fun, not stressful. And I love a good myth-bust along the way.
What's it like working at York Gin Distillery Bar. What's the best bit about your job?
I genuinely love it. It’s the first place I’ve worked where I feel completely myself, which makes such a difference.
The best bit is the creativity. I get to play around with wine and beer ideas while also being part of creating amazing gin experiences.
Getting involved in flavour development and experimenting with new concoctions is just brilliant and it never really feels like work.
Quick fire question round:
Red, white or rosé?
White, every time - there’s just so much range to play with.
Favourite style?
Anything a bit drooly and complex — give me a Mosel Riesling or a Sardinian Vermentino and I’m very happy.
If you could drink a glass of it with anyone, who would it be?
My friend Sophia. She’s the one who got me into wine professionally, so we have the fun but can also get a bit geeky together!
What's your favourite food to pair it with?
Salty snacks or goat’s cheese.
What would be your ideal spot to drink it?
Anywhere with a view - beach, mountains, lakes but you also can't beat the Yorkshire Dales!
This is the first in a new series of interviews, putting the spotlight on a fascinating community, working in or on the edge of the UK drinks industry. They are all people we've been lucky enough to meet on our own journey, helping us bring Sardinian wine to a wider audience.
