Freddy Price

Freddy Price


Freddy Price has dedicated his life to wine through buying, selling, marketing, lecturing and judging on tasting panels and it is through his writing that he has really voiced his passion for German wine.

After studying French and German at Oxford University, Freddy Price moved to London where he developed an interest in wine. He pursued this interest with a visit to Germany, Champagne and Alsace to learn more about wines from these regions.

In 1955 he joined Dolamore, a specialist in German and Bordeaux wines. Here Freddy worked in sales for a number of private customers including Oxford University. He worked up to director level, responsible for tasting and buying German wine and other wine regions in Europe, as well as selling wines to his ever-increasing number of customers. Thirty years after he first took the position at Dolamore, he resigned to set up his own business.

With the help of Dirk Max Richter in Mosel in 1988, Freddy set up “The Magnificent Seven”,an agency representing seven major estates from different regions of Germany. This was a great success at a time when German wines were not popular.

He also began to write regular articles for Decanter Magazine and elsewhere. Meanwhile, Janet, his wife, travelled solo to most of the wine growing regions in the world, taking photographs to illustrate wine books and magazines. They regularly travelled together by car to Germany, France, Italy and Spain, whose wines he was also representing.

Freddy’s passion for Riesling drove Janet and him to travel round Europe and all the regions of USA, Canada, Chile, Argentina, New Zealand, Australia and South Africa for their book, “Riesling Renaissance”. The book received the Gourmand World Cookbook Award for “The best Book on Wine, Europe”.

A Travellers Wine Guide to Germany”, written by Freddy and illustrated by Janet was published in 2013, and Freddy was awarded The Herkunft Deutschland by the President of the VDP, at Mainz for his work for German wines.

“No one can lead us through the Riesling vineyard with a surer touch, with more assurance or more involvement than Freddy Price, a benign presence in the London wine trade for many years.” Hugh Johnson