Will Hill
The founder of Hidden Cellars, Will is a well respected wine professional with over 20 years of experience spanning global hospitality, wine buying, and international judging. Since settling in London in 2016, Will has gained a reputation for his expertise of wines from lesser known regions and has played a hand in introducing many exciting wineries to the UK and international markets.
Will has collaborated with projects such as the EU backed Wines of Thracian Lowlands initiative, the CEE Wine Fair in London, and has spoken at the Balkan International Wine Competition. He is a regular judge both in London and internationally with Decanter, Concours Mondial de Bruxelles, and as a senior judge with the IWSC where he is noted for his experience with Georgian wines and Orange wines. His work demonstrates a deep commitment to understanding not just the wines, but the people behind the label, and supporting producers in sharing their stories authentically.
Most recently, Will served as Managing Director of Novel Wines, a specialist wine importer focusing on Central and Eastern Europe. His experience as a buyer has sharpened his eye for emerging trends, unique grape varieties, and sustainable practices, while his hospitality background ensures a people-centered, approachable perspective.
Hidden Cellars reflects Will’s philosophy that wine is best celebrated through connection, education, and collaboration. He works closely with wineries and trade professionals to bridge knowledge gaps, open doors to new regions, and help wines reach their fullest potential.
How It Started
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