
Wine to 5: Tim Lewis, owner of a cellar design and build company
This article features an interview with Tim Lewis, the managing director of Sorrells Custom Wine Rooms and The Traditional Wine Rack Company, leading manufacturers of wine cellars, rooms, and standard racking in Europe. Lewis discusses his career path, which began in sales and marketing for large companies before he transitioned into the wine storage business by purchasing Sorrells Wineracks in 2003 and subsequently establishing The Traditional Wine Rack Company.
Lewis highlights several aspects he enjoys about his profession, including interacting with a diverse clientele who share a passion for wine, developing creative solutions to enhance their wine storage experience, and witnessing his team transform these concepts into tangible installations. He describes the process from initial design to manufacturing, and finally, installation, emphasizing how the addition of wine brings the room to life. Conversely, he identifies a challenging aspect of his job: constructing cellars based on designs that prioritize aesthetic preferences over practical considerations, such as accommodating various bottle sizes, as many clients often focus solely on Bordeaux-style bottles.
Lewis clarifies a common misconception about his role, noting that it does not involve extensive consumption of fine wines. He recounts his first memorable cellar design in southwest London in 2005, which he personally built and installed with a friend. This experience contrasts with some of the more elaborate projects undertaken by his company, such as a large, bespoke cellar spanning two floors and designed around a grand staircase. He expresses pride in Sorrells' 75-year legacy and its established reputation and project portfolio.
Reflecting on his career, Lewis acknowledges a past mistake: not actively seeking and listening to advice from experienced individuals earlier in his tenure, which he believes would have saved significant time and financial resources. For those considering a similar career path, he advises cultivating a genuine interest in wine, as passion can transform a hobby into a successful business. He also recommends being actively involved in all aspects of the business to expand knowledge and experience. Lewis observes changes in client priorities, notably an increased demand for temperature control due to climate shifts and a growing interest in accommodating magnums and large-format bottles, which influences contemporary cellar design.
Looking ahead, Lewis identifies virtual reality as a significant emerging tool in cellar design, enabling clients to visualize concepts realistically and to scale. He also points to the increasing popularity of cellar management solutions, where clients seek app-based databases to manage their wine collections for investment or personal enjoyment, indicating ongoing development in this area.
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