The Sommeliers Choice Awards is pleased to announce that Heather Durham-Birley will serve as a judge for the 2026 edition. With her strong academic foundation, deep industry experience, and passion for wine education, Heather strengthens SCA's mission of selecting wines that excel in real-world hospitality settings.

Based in Chicago, Heather holds an MBA in Wine & Spirits from the Burgundy School of Business and the WSET Diploma (Level 4). She has spent over a decade in the wine trade, working across roles in management, marketing, sales, service, production, and events. Today, she is Brand Manager at Winesellers Ltd., overseeing a global portfolio of wine brands. 

As Brand Manager at Winesellers Ltd., a respected family-owned importer recognized as Importer of the Year by both Wine & Spirits and Wine Enthusiast magazines, Heather Durham-Birley plays a vital role in shaping the company’s strategic vision and brand growth across a diverse international portfolio.

Winesellers team celebrating a fantastic trip working with one of the suppliers - Piccini team in Italy.

In this position, she collaborates closely with the VP of Portfolio & Education to develop and execute comprehensive brand strategies and marketing plans, ensuring alignment between producers, sales teams, and market objectives. Her work involves monitoring sales performance and depletions, conducting category and pricing analyses, and identifying emerging trends to uncover growth opportunities. Heather also oversees the creation and delivery of marketing assets, manages budgets, and leads key initiatives such as supplier visits, tastings, and national promotional programs. Through her strategic insight and creative leadership, she helps Winesellers Ltd. strengthen its position as a trusted importer and advocate for distinctive, high-quality wines.

Heather also co-founded the Traverse Wine Institute in Michigan, where she leads WSET Levels 1–3 instruction for industry professionals and enthusiasts. 

What Heather Brings to the Panel

At SCA, wines are judged with four core criteria: quality, value, food pairability, typicity, and packaging. Heather’s combined experience in brand management and education gives her a balanced perspective on both the sensory and commercial sides of wine.

Her deep understanding of market trends, branding strategies, and storytelling—aligned with her technical tasting expertise—makes her well-suited to evaluate wines not just for their flavor, but for how they will perform in restaurants, bars, and hotel wine programs.

As a judge, Heather is part of a distinguished panel of sommeliers, beverage directors, and industry leaders whose evaluations are meant to reflect the tastes and demands of on-premise professionals. 

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About the 2026 Sommeliers Choice Awards

The 2026 SCA judging will be held in Chicago on May 18, 2026, with winners announced on June 10, 2026. The Awards aim to highlight wines that offer not only technical excellence, but practical, memorable performance in hospitality contexts. 

Wineries looking to showcase their craftsmanship before top sommeliers, buyers, and on-premise leaders like Heather Durham-Birley are encouraged to enter their wines in the 2026 Sommeliers Choice Awards. This is the perfect opportunity to gain professional feedback, elevate your brand visibility, and position your wines for success in the U.S. hospitality market. 

Enter before October 31, 2025, to take advantage of the Super Early Bird pricing and secure your place in the competition.

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