About
The Team
The Team
The Lunzer Team
Peter
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
Sofia Heldeborn Lunzer is the vibrant powerhouse behind Lunzer Wine and Peter’s wife and business partner.
Born in Sweden, raised in Cascais, Portugal, and a London resident since 1997, she speaks four languages and effortlessly balances Scandi cool with Latin fire.
Leading with intuition and heart, she merges her international background in marketing, client relationships, strategy, and complex projects with a keen ability to see the bigger picture and think outside the box.
She believes reciprocity is the key to good business, and anyone who has worked with or for Sofia will confirm her deep passion for collaboration, co-creation, and teamwork.
She also has an unshakable instinct for finding fresh perspectives and new ways of doing things-sometimes unconventional, always effective.
When not working, she loves long walks with Raggie, traveling, exploring, writing, and indulging her lifelong passion as a voracious reader.
Matt
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
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.
Raggie
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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