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Acorn Awards 2025: Luke Harbor, the Pig hotels
Harbor’s strategic leadership helped push wine turnover past £6m
Age 28
Position Group beverage director, the Pig hotels
Nominator Sarah Holden, head of talent development, the Pig hotels
From kitchen porter to group beverage director in under a decade, Luke Harbor’s rise through the ranks at the Pig hotels has been impressive. Now overseeing 23 sommeliers and a group bar manager with their team of 39, Harbor has built a beverage programme that balances commerciality with deep-rooted care for craft, people and planet.
In 2024 alone, Harbor’s strategic leadership helped push wine turnover past £6m, with English wine sales hitting a record 22% of that total – a 5% increase on 2023. He launched new quarterly wine rotation panels, revamped menus to champion local vineyards, and introduced a sustainable ‘Coffee by Sail’ initiative to reduce carbon footprint, all while supporting the group’s commitment to sustainability and responsible sourcing. He’s also behind the rollout of the Pig’s home-grown wines and a guest WSET programme – one of only a handful like it in the UK – training 24 participants in just three months.
His impact goes beyond the bottom line. Harbor has retained 76% of his sommelier team, developed and promoted all but one of the group’s current head sommeliers internally, and personally mentored several from zero experience to diploma-level success. He regularly leads immersive learning trips, spearheads WSET courses for guests and staff, and contributes to the UK wine industry as a judge, educator and ambassador.
Whether he’s reimagining wine lists, empowering his team, or championing sustainability, Harbor brings an infectious energy to his all-important role at the Pig.
Who has been your biggest industry champion?
“It’s almost too challenging to name a single individual. One of the greatest strengths of the hospitality and wine industry is the extraordinary generosity and support found at every level. That said, I’m deeply grateful to a few key figures who have shaped my journey. Robin Hutson, for his belief, trust, and enduring wisdom. John Atkinson MW, whose guru-like approach always pushes me to think more deeply, to dissect problems and analyse them on my own terms. Alan Montague-Dennis, whose fatherly advice has been both grounding and invaluable. And Fiona Moores, who played a significant role in shaping my early days in hospitality.”
How do you get the best out of your team?
“I genuinely believe hospitality should be fun. We’re not performing surgery – we’re pouring wine, sharing stories, and creating memorable experiences for our guests. That doesn’t mean it isn’t challenging, but I strive to foster a competitively fun area where curiosity is encouraged, growth is celebrated, and learning is part of the everyday. When people are engaged and enjoying themselves, great service naturally follows.”
What excites you most about hospitality?
“The sense of connection. Hospitality is a small, tightly knit industry that thrives on social bonds, shared ideas, and the buzz of service. There’s nothing quite like the adrenaline of a busy shift or the shared satisfaction of a team pulling together to deliver something extraordinary.”
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