Sarah Heller MW honoured for her contribution to wine education in Asia

Sarah Heller MW has been awarded the prestigious Asia Personality Award 2024 by the drinks business Asia, in recognition of her outstanding contributions to wine education, communication, and cross-cultural engagement. Sponsored by glassware brand Riedel, the award places Heller among a distinguished group of wine industry leaders who have shaped Asia’s wine market.

Born and raised in Hong Kong, Heller’s journey into the world of wine began during her university studies in the United States. What started as an interest in food eventually pivoted toward wine when she took a six-month break to work in a restaurant in Italy. Rather than rekindling her chef aspirations, it was Italy’s wines that captivated her—and that passion has only deepened over time.

“My parents thought a stint in a kitchen would get it out of my system,” Heller recalls. “But instead, I fell in love with Italian wine, which continues to be a focus of mine.”

From New York to Hong Kong: an unexpected turning point

After graduating, Heller initially planned to build her career in the U.S. wine scene, landing her first job at a wine importer and distributor in New York. But a serious accident—falling into a wine vat and fracturing her spine—forced her to return to Hong Kong in 2010 to recover. Though life-altering, the injury ultimately proved to be a major turning point. Hong Kong had just abolished wine duties in 2008, setting the stage for the city to emerge as a hub for wine trade in Asia.

“It was such an exciting time,” Heller says. “I don’t think there will ever be a wine market like that again.”

In 2017, with a newborn at home, Heller achieved the coveted title of Master of Wine, becoming the youngest person globally to do so at the time. Since then, she has remained a powerful voice in wine education and media across Asia. She serves as wine editor for Tatler Asia, is on the faculty of the Vinitaly International Academy, and has built a strong digital presence, including a popular Instagram channel with over 38,000 followers focused on Italian wine.

Bridging cultures through wine and food

While Italian wine remains her specialty, Heller consistently connects her expertise to Asian markets and culinary traditions. A partnership with the Italian Wine Agency helped launch her educational video series on Italian wine tailored to Chinese consumers. But in a region where shared plates dominate dining tables, Heller has had to adapt the traditional Western notion of wine and food pairing.

“I had a resistance to saying this dish works with that wine,” she explains. “In Asia, people don’t eat one dish at a time.” Instead, she focuses on identifying broader flavour profiles that harmonize across a variety of foods.

One standout example? Marsala—a fortified wine from Sicily—pairs surprisingly well with spicy Sichuan cuisine. “Marsala works with those bold, fiery flavours,” she says. “There’s a lot to explore with regional Asian cuisines, sauces, and preparation styles. It could be the work of a lifetime.”

Recognition and a growing legacy

Beyond her influence in wine communication, Heller’s contributions to Italian wine culture have also been officially recognized. She was recently awarded the Order of the Star by the President of the Italian Republic in a ceremony held in Hong Kong, honouring her role in promoting Italian wine on the global stage.

Now, with the Asia Personality Award 2024, Heller joins a league of wine industry icons. Previous winners include Judy Chan of Grace Vineyards, Vincent Cheung of the Commanderie de Bordeaux in Asia, the creators of Drops of God Yuko and Shin Kibayashi, Peter Kwok of Vignobles K Group, and Crown Wine Cellars' Greg De’Eb.

As wine markets across Asia evolve, Sarah Heller MW remains a vital bridge between Old World traditions and contemporary Asian audiences. Whether through social media, education, or thoughtful cross-cultural wine pairing, she continues to inspire a new generation of wine lovers throughout the region—and far beyond.