Meet the wine lovers.

Our team come from all walks of life, and see wine from many different angles, always going above and beyond to find you the perfect bottle.

Phil Innes


Phil started Loki back in 2012, when the Birmingham wine-scene was pretty bare. Since then, he's been focused on bringing the finest, rarest and most interesting varietals to the city, and travels to vineyards around the globe to ensure that his selection remains the best in the Midlands.

Paul Creamer

Wine Educator

Paul has wine in his veins. His dad had a pretty decent cellar, and he gifted Paul a membership to the wine society when he was 20. He didn’t drink much when he was younger because he was really into sports, but then he realised that wine was way nicer than Gatorade.

Paul is now in stage 2 of his WSEC Master of Wine qualification. The course requires him to keep about 150 different wines in his home which he cracks into with his Coravin.

If Paul was a wine he would be a Chateau Montrose. Understated, it has an elegance that you have to search for and it’s well rounded. If there’s another drink he really rates it’s Sake. He visits Japan every couple of years to see his wife's family and he goes on a sake voyage each time.