Member of the Month: Gregory Kinsman-Chauvet

Congratulations to our February Member of the Month, Gregory Kinsman-Chauvet, founder of Just Grapes.

When Gregory discovered that the wine he was drinking was harming both his health and the planet, he decided to take matters into his own hands. He set up Just Grapes, a natural wine company dedicated to offering affordable, planet-friendly wines for everyone.  

But Gregory’s mission goes beyond simply offering natural wines; he also wants to make a tangible difference in the community. 

Just Grapes is a proud member of 1% for the Planet, meaning it gives back a share of its profits to environmental causes. Gregory’s ambition doesn’t stop there – he hopes to achieve B-Corp certification as soon as the business can afford it, further cementing his commitment to social and environmental impact. 

His ultimate goal is to change the perception of natural wines. He says:

“Many people assume natural wines don’t taste good or that they’re somehow lesser quality. The reality is that before the 1970s, all wines were made this way – without additives. Now, the industry has changed to prioritise mass production and uniformity over natural fermentation.

“My long-term goal is to see a shift in the wine industry. Currently, only 3-5% of wines are low-intervention, natural wines. I’d love to see that number grow significantly – maybe even reach 100%!”

Did you always want to start a business?

Not at all! I actually come from a non-entrepreneurial family. My mother was a stay-at-home mom and my dad was a fire officer in France – very structured, very different from the business world.

Interestingly, my brother in France now runs a successful IT business, so somehow, we both ended up as entrepreneurs! But growing up, it wasn’t something I expected.

How did the idea for Just Grapes come about?

It really started with my own health journey. When I moved to the UK in 1999, I quickly realised the food wasn’t to my palate. I called my mother for recipes and started cooking more. Over time, I also noticed differences in how people consumed wine – back in France, we’d have a glass with a meal, but in the UK, it was more about binge drinking.

Then, around my mid-30s, I started experiencing health issues – gut problems, rashes and general discomfort. My wife, who has always been vegetarian, encouraged me to see a nutritionist and I started improving my diet.

The last piece of the puzzle was wine. I discovered that commercial wines often contain additives, excess sugar and chemicals that weren’t labelled. Once I switched to low-intervention, naturally made wines, I felt much better.

I also realised that so many people had similar experiences – getting headaches from wine and feeling unwell after drinking. That’s when I knew I had to do something about it, and Just Grapes was born.

I already have a business that I have been running for over 14 years, Bike for Good, which has two premises and 40 employees. It's stressful and we want freedom in our lives. So, I wanted to create something that I could take anywhere. I knew nothing about e-commerce and a little about wine but I wanted to learn. I think the best way to learn something is to start a business.

What is your setup for Just Grapes?

I have no employees so far. I outsource as much as I can and have an importer who ships the wine for me. So, with everything I do in my business, I try to think about what's going to give me the most freedom.

Every decision I make in my business, I assess how it is going to make my life easier. How is it going to give me freedom? I'm not looking for money. I want freedom.

What was the biggest challenge in starting Just Grapes?

The biggest challenge with an e-commerce business is figuring out where to start. You're sitting at home with a laptop, wondering, who do I talk to? How do I get my first customers?

Enterprise Nation was incredibly helpful in this phase. I attended webinars, connected with other business owners and even found my accountant through the adviser network. That kind of guidance is invaluable when you're launching something new.

How does Just Grapes set itself apart from traditional wine businesses?

I focus on education and lifestyle rather than just selling wine. My newsletter isn’t just about the product – it’s about health, sustainable living and enjoying high-quality wine in moderation. I encourage people to drink less, but better-quality wine.

I also ensure my business aligns with my values. I don’t want a huge warehouse or a large team; I outsource logistics to maintain flexibility and freedom. This way, I can focus on curating the best wines rather than managing stock.

Changing perceptions around winemaking, especially challenging the mainstream wine industry – must be tough. How do you approach that?

It’s definitely a challenge! Many people assume natural wines don’t taste good or that they’re somehow lesser quality. The reality is that before the 1970s, all wines were made this way – without additives. Now, the industry has changed to prioritise mass production and uniformity over natural fermentation.

I use customer testimonials and education to shift perceptions. When people try my wines, they often say they don’t get the usual headaches or feel better drinking them. Those real experiences are powerful in spreading the message.

What’s next for Just Grapes?

Right now, I work with an importer, but eventually, I’d love to bring in my own exclusive wines. That would allow me to curate even better selections for my customers.

My long-term goal is to see a shift in the wine industry. Currently, only 3-5% of wines are low-intervention, natural wines. I’d love to see that number grow significantly – maybe even reach 100%!

Finally, what advice would you give to aspiring entrepreneurs?

Don’t wait to be an expert – learn by doing. When I started Bike for Good, I had only just learnt how to ride a bike. When I started Just Grapes, I wasn’t a top sommelier, but I learnt alongside my customers and that perspective has been invaluable.

Also, build your business around your values. For me, freedom is key – I don’t want a massive operation that controls my life. Instead, I designed Just Grapes to work around the life I want. That’s something every entrepreneur should consider.

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