Ex-Zapp buyer joins House of Decant
E-commerce marketplace House of Decant has appointed former Zapp buyer Dan Whine as its new commercial director and buyer.
Whine will manage the company’s commercial strategy, establish supplier partnerships, and curate stock, driving the next phase of the brand’s growth.
He commented: “House of Decant represents a new kind of drinks experience – one that brings together the ease and immediacy people expect today with the depth, character, and trust of a boutique retailer.
“We’re creating something that feels both elevated and effortless – an experience that’s personal, thoughtful, and genuinely enjoyable from start to finish.”
With nearly two decades of experience in hospitality, winemaking, importing, and retail, Whine is said to bring a combination of technical knowledge, commercial leadership, and consumer insight to his new role at House of Decant.
Whine started his career in the hospitality industry, dividing his time between the UK and the Caribbean. He completed a catering apprenticeship and underwent classical sommelier training with Conran Restaurants before earning a degree in winemaking.
He has held senior positions at prominent companies such as Liberty Wines, Borough Wines, Petersham Nurseries, and Farmdrop.
Most recently, Whine spent nearly five years at an on-demand convenience platform, Zapp. During his five-year tenure, Zapp reportedly achieved ‘significant’ revenue growth and became one of the UK’s leading instant commerce brands.
Alistair Moncrieff, founder and CEO of Decant Group, said: “I first met Dan two and a half years ago, and it was clear he immediately understood our vision for House of Decant – and the opportunity ahead.
“With Dan’s commercial vision and Chris’ [Seddon] consumer insight, there aren’t many teams in the industry who understand the modern drinker as well as they do. It puts us in a very strong position.”
House of Decant extends its presence beyond the digital realm, featuring real-life experiences such as tastings, supper clubs, and curated drops that aim to build community and foster connection.
Chris Seddon, managing director of Decant Group, explained: “House of Decant is creating something far beyond a traditional online store. Our aim is to blend the convenience of modern e-commerce with the warmth and expertise of a trusted neighbourhood wine shop.
“We’re building a destination that connects people through shared tastes and occasions – where every experience feels tailored, personal, and considered. Dan’s deep industry experience and his time at Zapp – where he helped elevate convenience into something aspirational – make him the perfect fit for our vision.”
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