Luma Monteiro has been appointed Head of Marketing at Davy’s. (Harpers)
Previously (in May 2025), she was already managing marketing for both the merchant and wine bar sides of Davy’s. (Harpers)
Her new role consolidates marketing leadership across Davy’s retail, trade, and event operations. (Harpers)
Professional Background
Before becoming head of marketing, Luma oversaw trade marketing at Davy’s starting in 2021. (Harpers)
She has a diverse wine‑industry background: she’s a wine judge (Decanter World Wine Awards), communicator, and content creator. (Decanter)
She holds a WSET Diploma and has deep expertise in wines from South America, Spain, and Portugal. (Harpers)
She also founded Wineria, a wine-focused Instagram account where she makes wine more accessible. (Gérard Basset Foundation)
Before wine, she worked for a multinational mining company in a senior buyer role for a decade — showing strong commercial experience. (Harpers)
Recognition & Influence
Luma is ranked among the most influential people in the UK drinks industry. (Harpers)
She is a judge for major wine competitions, such as Decanter. (Decanter)
According to the Gérard Basset Foundation, she is also a scholar, and she actively promotes diversity in wine. (Gérard Basset Foundation)
Her Vision & Goals for Davy’s
Luma said she is “thrilled” to take on this role at a “pivotal moment” for Davy’s. (Harpers)
She specifically wants to champion small family producers whose wines reflect character, terroir, and sustainability. (Harpers)
She intends to leverage Davy’s heritage — especially its wine bar legacy — to deepen its story, create more meaningful marketing, and amplify the company’s commitment to quality and sustainability. (Harpers)
Looking ahead, she plans to help shape Davy’s strategic vision for 2026. (Harpers)
Company Context
Davy’s is a long-established, family‑owned wine merchant and wine bar chain. (Harpers)
The business has both a merchant (retail & wholesale) wing and a wine bar division, meaning Luma’s role has broad influence. (Harpers)
Davy’s leadership (e.g., MD / head buyer Andrew Chudley) praised her “strategic understanding of the market” and noted she has “strong leadership” skills. (Harpers)
Analysis & Commentary
Why This Is a Significant Appointment
Strategic Consolidation: By appointing Luma to oversee both merchant and wine bar marketing, Davy’s is unifying its brand voice across all channels. This likely signals a push for more coherent, integrated marketing.
Authenticity & Storytelling: Luma’s passion for terroir-driven, sustainable, family-producer wines aligns well with Davy’s heritage. Her leadership suggests that Davy’s will lean more into storytelling and education, not just sales.
Credibility in Wine: Her experience as a judge, communicator, and educator gives the role strong wine-industry credibility. This isn’t just “marketing”; it’s deeply informed by wine knowledge and respect for wine culture.
Innovation & Growth: With her vision for 2026, Luma could drive new product launches, experiential events, and even new trade partnerships. She’s well‑positioned to lead Davy’s into its next phase of growth.
Risks & Challenges
Balancing Tradition and Modernity: Davy’s is a heritage brand. Luma will need to modernise marketing without alienating long-standing customers who value tradition.
Portfolio Complexity: Marketing for both a merchant business and wine bars is complex — different audiences, channels, and KPIs. Effective execution requires clear strategy and resources.
Sustainability Story vs Cost: Promoting “sustainable, terroir-driven producers” is compelling, but such wines may cost more. Luma will need to navigate price vs value messaging carefully.
Long-Term Impact Potential
If successful, this could elevate Davy’s reputation not just as a wine seller, but as a curator of wine culture. That could help attract a more discerning, premium audience.
Enhanced marketing could drive growth in their wine bars, perhaps leading to more locations or more high‑profile wine events.
Her leadership could help Davy’s forge new relationships with emerging wine producers, especially from underrepresented regions, aligning with her passion for “wines that tell genuine stories.”
Given her influence and network, Luma might also help Davy’s expand its digital / content presence (e.g., on social media, wine education, digital tasting events).
Good question. Here are some case studies and expert‑style commentary (“comments”) on Luma Monteiro’s appointment as Head of Marketing at Davy’s, based on available public information.
Case Studies
Case Study 1: From Trade Marketing to Head of Marketing
Luma Monteiro first joined Davy’s in 2021, taking charge of its trade marketing efforts. (Harpers)
In May 2025, she was promoted to oversee “all merchant marketing activities” — which included online retail, trade, and events. (Harpers)
As of November 2025, she becomes Head of Marketing for both the wine-merchant side and Davy’s wine bars. (Harpers)
Why it matters: This is an example of a successful internal promotion, rewarding her prior contributions and trusting her with broader strategic and creative responsibility.
Case Study 2: Deep Wine Knowledge & Industry Credibility
Luma is a wine judge at major competitions, including the Decanter World Wine Awards. (Decanter)
She holds the WSET Diploma, a respected qualification in wine education. (Harpers)
Her wine specialisms include South America, Spain, and Portugal — regions that require nuanced knowledge. (Decanter)
Why it matters: Her credibility is not just marketing‑theory driven but grounded in deep wine expertise. This lends authenticity to her role, making her well placed to communicate Davy’s wine values, especially to enthusiasts and trade.
Case Study 3: Storytelling & Events Leadership
Luma has been actively involved in Davy’s event programming: she’s listed as the event contact for the Davy’s Annual Press Tasting, for example. (The Wine and Spirit Trade Association)
On Davy’s own website, she authors blog content about wine topics (terroir, winemaking, education), demonstrating her role in content marketing and brand communication. (Davy’s Wine Merchants)
She also hosts wine experiences: for instance, she leads Champagne Soirée events at Davy’s, where she educates guests on Champagne history and styles. (Davy’s Wine Merchants)
Why it matters: These activities show she’s not just producing marketing campaigns — she’s deeply engaged in experiential marketing, building consumer connection through live tastings, storytelling, and education.
Expert Commentary & Analysis
Strategic Alignment & Vision
Luma’s internal promotion suggests Davy’s values institutional knowledge and continuity. By elevating someone already familiar with its business, they’re likely aiming for stable but ambitious growth.
Her expressed passion for “small family producers … terroir, character and sustainability” (as noted in her appointment) aligns Davy’s marketing more closely with trends toward authenticity and ethical sourcing. (Harpers)
Her role will likely be strategic: shaping Davy’s vision up to 2026 and beyond, not just managing day-to-day marketing. (Harpers)
Brand Credibility & Authority
Because she is a recognized judge and wine communicator, she brings real wine‑industry authority. This helps Davy’s position itself as more than just a merchant: a brand trusted for deep wine knowledge.
Her expertise in regions like South America, Spain, and Portugal may help Davy’s deepen or expand its sourcing story from those markets, appealing to niche wine lovers.
Consumer Engagement & Education
Through tasting events and content, Luma can drive consumer education, which is a powerful marketing lever in premium wine. Educated customers often spend more and remain more loyal.
Her role in both online content (blogs) and physical events enables a blended marketing strategy — digital + experiential — which is very effective in wine retail.
Risk/Challenge Considerations
Balancing Marketing and Authenticity: While emphasizing small family producers is appealing, those wines may be more expensive. She will need to communicate value convincingly to customers.
Resource Demands: Scaling up marketing (especially for events and content) requires budget and team investment. Davy’s must ensure the return on investment (e.g., higher customer acquisition, retention) justifies the spend.
Brand Heritage vs Innovation: Davy’s is a heritage business (founded in 1870). Luma’s modern, content-rich approach must not dilute the brand’s traditional prestige.
Long-Term Impact Potential
If successful, Luma could help Davy’s evolve into a wine-education-led merchant and bar chain, not simply a transactional wine seller.
Her leadership may lead to stronger partnerships with independent wine producers, especially family-run and terroir-driven ones, which could differentiate Davy’s portfolio.
Over time, her marketing could attract new customer segments (younger wine lovers, sustainability-focused buyers) while reinforcing loyalty among connoisseurs.
