Alex is, in his own words, 'an optimist, business consultant and wine guy' who started as a sommelier but has become increasingly focused on the no/low space. In 2025 he was one of the co-founders of the Freyheit non-alc tasting event in Munich, which in one day attracted hundreds of trade and consumers to a festival celebrating the diversity of alcohol-free drinks. 

Over the last three years, he's tasted over 3000 products and is a self-confessed fan of proxies/alt-wines such as sparkling tea and kombucha, as well as alcohol-free spirits which he loves for the 'innovation, flavour depth and emotional drinking moments.'

He's pretty open minded about what he might try at WAFA, saying that he's 'looking forward to exploring anything that challenges what 'great' can taste like without alcohol.'

Outside of the world of AF he is a keen runner - possibly, by his own admission, over-keen - and has developed a passion for running in 'ridiculous race locations and temperatures' - something which, among other things, has seen him become the world champion of the Half Marathon on Ice at Lake Baikal! It is, he says, modestly, 'proof that stubbornness sometimes beats talent'.