Guillaume grew up in Paris, France, but his roots lie in the Landes region, in Soorts-Hossegor, not far from the Basque Country, where his family originates. He developed a passion for wine alongside his father, attending oenology classes and spending weekends lifting a few cases in a Parisian wine cellar.
He then worked for three years as a wine merchant in both Soorts-Hossegor and Paris, an experience that allowed him to deepen his wine knowledge and share his passion with customers.
Building on these experiences, Guillaume returned to university to specialise in Wine and Spirits. He subsequently spent a year in Napa Valley, California, working as a Trade Wine Educator for Robert Mondavi Winery. This role exposed him not only to New World wines but also to a new culture and approach to wine.
Upon returning to France, Guillaume chose to further expand his expertise in spirits. Through several trips to Edinburgh and London, he developed a strong knowledge of whisky, which led him to work as an ambassador for La Maison du Whisky, the largest whisky retailer in France.
After these experiences, Guillaume returned to his first love: wine. He spent five years as an Export Manager for M. Chapoutier, based in London, before going on to manage Northern European markets for Bouchard Père & Fils, one of Burgundy's largest vineyard owners, travelling extensively across Europe for two years.
After eight years working for wineries around the world, Guillaume decided to join the Hedonism sales team, returning to what he believes is the most important value of wine: sharing. From deep knowledge to enjoying a few glasses, interacting with customers daily is what Guillaume enjoys most.
