The Team

The Lunzer Team


Peter Lunzer is the founder, CEO, the wine expert and raconteur behind the company. Lunzer Wine is Peter Lunzer, but there is more to him than the business.

Born in Brighton and brought up in Suffolk, he originally studied architecture but realised that his passion was somewhere else and got a holiday job involving wine. Today one of his popular quotes (the selection is grand) is “I am still fortunate to be in my holiday job”. 

When Peter isn’t thinking about wine, you are likely to find him cooking and he is unrivalled as the King of the BBQ. He loves the arts and music especially choral music and opera.

A former rugby player himself, he is a keen supporter of Rugby, and it probably doesn’t come as a surprise that he supplies magnums of Bordeaux to his local Richmond Rugby Club where Peter played for 11 seasons (a long time ago!).


Sofia Heldeborn Lunzer is the soulful force behind Lunzer Wine and Peter’s wife and business partner. 

Born in Sweden, brought up in Cascais in Portugal and UK resident since 1997, she speaks four languages and effortlessly juggles Scandi cool and Latin fire.

Leading with intuition and heart she merges her international background in marketing, client relationships, strategy and complex projects with her enthusiasm and ability to see the bigger picture and think outside the box.

She believes reciprocity is the way forward in business, and everyone who has ever worked for or with Sofia can confirm her huge passion for collaboration, co-creation, and teamwork. 

Add “doing things in her own way” to her forte. Which often is symbolised in her insisting on putting ice cubes in her white wine. 


Meet Matt Brown, our versatile team member with a self-elected business card, boasting no official job title indicating his experience and readiness to handle everything, from managing bins to cracking open our finest bottles.

He believes that successful events are built on small, thoroughly planned details—something he knows a thing or two about. After 15 jet-setting years organizing events worldwide, he left his mark in construction across London. In the past few years, he has been a stay-at-home dad for his two younger kids.

Working alongside Sofia and Peter is like the perfect marriage of food and wine. Like Peter, rugby is in his DNA, an active Richmond Heavy, and a devoted supporter of Richmond Rugby Club. He shares our passion for the art of creating memorable events and he brings a hands-on approach, lots of ideas and positive excitement for connecting with people. When Matt is present, no one will be sitting around with empty glasses and leaving without a good chat.


Karin Graabaek Helledie felt an instant connection to Sofia and Peter Lunzer’s heart based and antisnobbish approach to the world of wine. As journalist since 1993, a yoga teacher and Good Life Designed mentor she has a mixed set of skills, an ability to listen and empower people to find what works best for them. She works with us on storytelling, strategy, and idea innovation, and brings a bit of mindfulness to the table. She is originally from Denmark and lives in Richmond with her two daughters and husband.


Ragnar “Raggie” is the loving office assistant. The black Labrador joined Lunzer wine and the family in October 22 and is a valued addition to the team. Chief cuddler, in charge of getting the team out for exercise and a popular subject for illustrator David Gifford, Inscript Design.

Follow Lunzer Wine on social media and you will see how this countryside dog has adjusted perfectly to the life in a wine family and doesn’t shy away from the camera.  

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Peter is a fantastic and knowledgeable host. I have had the pleasure of attending several of his events and have never left disappointed … Peter does an admirable job of ensuring that everyone feels included and comfortable.

Angus Jackson OBE Director
Tobal Consulting

There is tremendous pleasure derived from learning, particularly about a subject as hedonistic as food-enhanced wine, and Peter Lunzer adds still further enjoyment with his style, wit and consummate ability as a raconteur. One leaves an event feeling extraordinarily well wined, dined, enlightened and educated, as well as thoroughly amused.

Jane Herries Treasurer & Vice Chair
Guild Of Food Writers

Peter is a fantastic and knowledgeable host. He does an admirable job of ensuring that everyone feels included and comfortable. Exceptional wines in fabulous surroundings ensure a distinctive and memorable evening.

Angus Jackson OBE
Director, Tobal Consulting
Why Work With Us?

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