Sarah is the director of marketing agency Swirl Wine Group, and has worked in the wine industry for 25 years. Her interest in ancient varieties and the origins of wine is long-standing. She works with generic and national wine bodies, advising them on how to communicate their shared identity and increase their collective brand value. In recent years, Sarah has spent a lot of time in the cradle of wine by visiting the vineyards of Georgia, Armenia, Turkey and Lebanon. Her experience in expanding new markets for emerging wine regions convinced her that Old Vine Wines must be marketed as a form of collective category in order for their value to be realised and for great old vines to become commercially sustainable.