Xavier Guichard
Director of CEO office
Xavier Guichard's journey in wine began in his place of birth: Johannesburg, South Africa, where a passion for both art and wine took root early in life. By the time he was a teenager, he had already begun collecting wine with the same reverence he had for artworks drawn to wine not only as a beverage, but as a cultural artefact. His deep curiosity and natural palate carned him a place in connoisseur circles at a precociously young age, where he became known for his encyclopacdic knowledge and sharp tasting skills. Xavier's passion continued to grow alongside his academic pursuits.
While studying private law at Panthéon-Assas University in Paris, he led the university's wine socicty competition team to two consecutive victories at the prestigious HEC Blind Tasting Challenge. Over five ycars, he and his team competed against the top universities in the world, with events hosted by the likes of Château Margaux, Châtcau Figcac, Bollinger, and Pol Roger. These competitions not only refined his tasting abilities but also connected him with some of the most respected figures in the world of wine.
During his time with the wine socicty, Xavier took part in over a hundred tastings with landmark producers such as Château Haut Brion, Krug, Cheval Blanc, and Louis Roederer. As a lover of wines from all over the world, he introduced his french colleagues to wines from exceptional international producers, leading guided tastings of estates such as Elio Altarc, Burlotto, and Strom Wines. His dedication to wine education continues today through annual seminars he holds at his former universities, where he introduces new students to the complexity and joy of wine. In addition to his law degree, Xavier carned a B.A. Art History from Sorbonne University, where he explored how wine has been depicted in visual art and how, in turn, art has influenced the cultural perception of wine. This dual background legal and artistic has given him a uniquely interdisciplinary view of wine as both a sensory and symbolic experience. Xavier met the founders of Grassl Glass and Amelie in 2019 and immediately connected with eir philosophy, precision, and dedication to excellence. He spent the following years travelin nd tasting alongside them at leading estates across Europe, deepening his understanding o how fine glassware and thoughtful curation shape the wine experience.
"From the moment I met Alexander and Mariia," he recalls, "I was struck by their clarity of vision and passion. It was clear to me that their brands represented something truly special something I wanted to
