Pierpaolo Petrassi

With over 40 years of experience, Pierpaolo Petrassi MW is a preeminent figure in the drinks industry. He recently concluded a transformative 16-year tenure as Head of Trading at Waitrose, where he doubled sales and margin while consistently increasing market share in the UK’s most competitive retail environments.

A strategic powerhouse, Pierpaolo is renowned for building high-performing teams and fostering enduring supplier partnerships that balance brand equity with rigorous commercial performance. In 2007, he made history as the first Italian to become a Master of Wine, a testament to his deep technical expertise.

Beyond the retail floor, his influence is extensive. He served for eight years on the WSTA Executive Board, including two as Vice Chairman, as well as four years on the MW Endowment Company Board. For over a decade, he was consistently ranked among the top 10 most influential people in UK drinks retailing. He is also a respected speaker and educator, known for his ability to distill complex category insights for both industry leaders and consumers.

Pierpaolo is now transitioning to Board, Advisory, and Consultancy roles, offering strategic insight and commercial leadership to ambitious businesses. He lives in the UK with his wife, Astrid, and their five children.