Hugo joined the wine industry in 1982 after a brief career as a 'garagiste' (motorcycle mechanic) amongst other pursuits. After almost 20 years with UK fine wine merchants Lay & Wheeler, he set up his own consultancy offering a variety of commercial and intellectual services to the wine industry. These include expert witness advice, business project development and implementation, cellar maturity evaluation and corporate wine presentations. He has held senior positions in several fine wine trading companies and until April 2026 was Executive Director of Provinance Ltd, a dealer in the many of the world's most celebrated wines. He has been a serial contributor to wine journals in both the UK and abroad, covering a variety of subjects from theories of terroir to wine investment. He became a Master of Wine in 1992, serving as Chairman of the Institute in 2002.

Outside of wine he is a collector and rider of classic motorcycles and is regular competitor in 'pre-65' motorcycle trials.

Primary area(s) of work: Trade, Strategy, Communication

Industry sector(s): Consultant, Events, Journalism, Sales, Wine judge

Wine region expertise: Bordeaux, Burgundy

Market expertise: United Kingdom

Specialisms: Direct to consumer, Events, Financial and commercial structures, Food and wine pairing, Investment strategies, New business development, Wine judging