This story originally appeared on the Gents Cafe Newsletter. You can subscribe here.
James Cocks (@instantlyjames) lives just outside Toronto, Ontario, Canada. He is the Senior Director of Sales at a leading wine and spirits sales and distribution agency, a role that allows him to travel and experience different cultures while discovering new parts of the world. Beyond his professional work, wines and spirits are also a personal passion—one he pursues even from a collecting standpoint.
What are your main passions and how do you cultivate them?
Music, food and wine. I do my best to cultivate the love of the three by creating opportunities to engage in all of them at once.
How did you first develop an appreciation for style?
I think it came at a young age, seeing well dressed and well mannered men while also seeing the inverse, and understanding that my natural inclination was to become well spoken and put together. The slobbish / unkept look never sat well with me.
What does “being well-dressed” mean to you?
It means that your outfit is done with intent, and complete thought. It doesn’t require having the most expensive or flashiest of items, but rather shows that time was taken to curate your appearance and you’ve put in the effort to prepare.
What’s a small habit that has made a big difference in your life?
For me, it’s been the daily brain dump. Every morning, when I get to the office, I sit down and empty my head. Anything goes: things I need to do, things I want to do, random curiosities, even sparks of ideas. I just get them all onto paper.
It’s not a neat chronological list, more of a stream of thoughts. But writing them by hand has been key. There’s something about physically getting the thought out of your head that brings relief (although being left-handed it’s a bit of a hassle at times), and crossing something off later is incredibly satisfying. I’ve been doing it for about 15 years now, and even on frantic days I’ll stop, rewrite the list, and re-prioritize so I always have it in front of me.
It’s not just work-related either. It’s everything: personal errands, ideas for future projects, even something as trivial as “pick up dry cleaning.” I’ve found that once it’s written down, my brain doesn’t cling to it. I don’t wake up at night ruminating because I know it’s captured. And if I do wake up with an idea, I keep a notepad by the bed so I can jot it down and go back to sleep.
What does your ideal Sunday look like?
I’ve got three kids, so my ideal Sunday starts with all of us going out for breakfast. It doesn’t need to be anything fancy—just the simple pleasure of sitting together, a cup of coffee that never seems to get empty, and that little moment of calm before the day really starts.
After that, I like heading to the grocery store with an open mind. I’ll wander the aisles, see what inspires me, and figure out what to make for dinner. Sundays are for slow cooking, so whatever I choose usually simmers away in the background while the day unfolds.
At home, we’ll put on records and fill the house with music. Sometimes there’s a sports game on TV with the sound off, but really, the soundtrack of the day is vinyl and open windows. That combination of music, family, and food makes Sundays special for me.
Dinner is always a family affair, followed by cleaning up together. Once the kids are in bed, I wind down by looking at the week ahead: what meetings I have on Monday, what urgent things need my attention, so I don’t start the week playing catch-up. And yes, a good glass of wine in the evening never hurts—it ties it all together.
Wine, for me, isn’t just a job, it’s a passion and a lifestyle. I’ve been in the industry for nearly 20 years, and I still love exploring it. Recently, when our company added a German supplier, I went out and bought every German wine I could find—not just because I needed to learn for work, but because I wanted to know them personally. That’s what I love about this industry: it blends career and lifestyle in a way that feels seamless.
For context, I work at the Dandurand Group, one of Canada’s leading wine and spirits agencies. We represent some incredible brands, from Disaronno Amaretto to Santa Margherita Pinot Grigio, Frescobaldi, Ca’ del Bosco, and many more. Essentially, we import and market these wines and spirits on behalf of producers, connecting them with Canadian consumers. It’s been my world for two decades now, and I wouldn’t trade it.
What has been your most memorable or adventurous trip, and what made it so special?
I’m quite fortunate that my work allows me to travel and discover new wine regions. A couple of years ago, I had the chance to go to Cape Town, South Africa, and it was absolutely incredible. Honestly, I never thought I’d get to South Africa in my lifetime, so it already felt special just being there.
The moment I arrived, it was like stepping into another world. The architecture was nothing like what I had imagined, the food scene was outstanding, and the hospitality was on a level I’d never experienced before. It was almost like walking into Narnia: everything felt new, exciting, and different.
I spent time in Cape Town, this vibrant, cosmopolitan city, and then moved on to Stellenbosch in the wine region. Stellenbosch looks almost like Germany, yet it’s distinctly South African, with cuisine that felt like a mix of French and continental influences.
One of my favourite moments happened when my colleague and I stopped at a local pub. Locals overheard our Canadian accents and immediately struck up a conversation. Before we knew it, we’d spent six or seven hours with them, sharing beers and stories, and by the end of the night, we’d made lifelong friends. That warmth and hospitality really defined the trip.
Another unforgettable experience came when we were tasting with a celebrity winemaker, someone who’d been named South Africa’s Winemaker of the Year more than 25 times. After the tasting, instead of heading back to Cape Town as planned, he insisted we join him for lunch. Next thing we knew, we were sitting in a small fishing village with his family and friends, eating fresh seafood, listening to cricket talk, and being welcomed like we were part of the group.
What made the trip truly memorable, though, wasn’t just the sights or the experiences, but the discovery. I came back realizing that South Africa isn’t just about value wines—it produces world-class wines and spirits that rarely make it to our part of the world. After nearly 20 years in this industry, that was eye-opening.
What’s a brand that embodies your idea of quality?
I’d have to say Tom Ford. When I think of the brand, I immediately picture classic design and luxury. His style hasn’t really changed over the years, and that’s part of what makes it so strong: it’s always clean, sharp, and luxurious.
What really stands out to me, though, is the attention to detail. Whether it’s the cut of the suits or something as small as the buttons and lapels, you can tell every choice has been carefully considered. That’s quality to me: not being flashy, but showing confidence through refinement and craftsmanship.
Even on the fragrance side, it’s the same story. Every release feels exactly like what he says it will be: persistent but never overpowering, tailored yet distinctive. Across the whole brand, there’s this consistency of effort and quality. It doesn’t feel like his name has just been slapped onto products.
On a bigger scale, Hermes is another great example. The craftsmanship is unmatched. I’ve read about how their leather artisans go through at least five years of training just to learn the saddle stitch before they’re even allowed to touch the product.. That kind of commitment to authenticity and quality is why they’ve stood the test of time since the 1800s.
That said, I’m also really interested in discovering smaller, niche brands. I don’t feel the need to wear big names just for the sake of it. For me, it’s more about whether the style, fit, and philosophy resonate. For instance, I recently came across a Canadian denim brand out of Vancouver called Dewar, and what struck me was the simplicity and quality of their work. It’s jeans and t-shirts, but made to last.
How do you find inspiration in your work?
I love this question, because for me, work is almost a lifestyle. The wine and spirits industry touches so many different worlds at once: history, science, agriculture, food culture, marketing, even romance. Just as an example, champagne is inherently romantic, and then you layer in the science of fermentation, the creativity of cocktails, and the storytelling needed to connect it all. There are endless sources of inspiration.
Some days I’m diving into data and I’ll spot an opportunity that’s ten times bigger than I originally thought. That’s thrilling. Other days, I’m working with winemakers who surprise me with bold ideas that shouldn’t work on paper but somehow do. Like when a French producer aged a Provence rosé in sherry barrels. At first it sounded crazy, then I tasted it and thought, “This is incredible.”
Then there’s the historical side. One of our partners, Marchese de’ Frescobaldi, has 37 generations of winemaking history behind them. Thirty-seven! In Canada, we don’t even have 37 generations of national history. That kind of continuity is amazing to me. On the spirits side, inspiration comes from experimentation, like a brandy producer burying barrels in the ocean just to see what would happen. Who would ever think of that? But it’s brilliant.
And all of this eventually funnels down to what I love most: telling the story. Yes, I’m in sales, but when I share these stories, it’s not just a pitch. It’s genuine excitement. I get to take what inspires me and pass that on to someone else, hopefully sparking their curiosity too. Even now, just talking about it, I can feel my own energy rising.
What’s an artwork that profoundly impacted your life, and how did it change your perspective?
I like The Son of Man by René Magritte. I was lucky enough to see the original about some years ago at the San Francisco Museum of Modern Art, and it completely stopped me in my tracks. At first, I didn’t know why I was drawn to it. Over time, as I read more about Magritte and thought about the piece, I realized what fascinated me: it’s a portrait where the most important part—the face—is hidden. The man in the bowler hat is everyone and no one at the same time.
For me, the question became: what’s behind the apple? Why cover the face? Why that choice? That simple mystery was a launching point into curiosity. It got me asking more “why” questions, not just about art, but about people, decisions, actions… everything! It encouraged me to dig deeper, to want to understand the reasoning behind things rather than just accepting them at face value. The painting made such an impression that about three years ago I had it tattooed on the back of my arm.
Since then, I’ve developed a growing appreciation for art in general. I don’t follow one specific style, I just like what speaks to me. For example, I have Basquiat prints in my bathroom, including The Warrior, which also hangs above my bar. I’m a fan of a Montreal graffiti artist called Stikki Peaches, who works in mixed media with a playful, Banksy-like edge. And being Canadian, I also love the Group of Seven. Their landscapes capture Northern Ontario so vividly that whenever I see their paintings, it’s like I’ve been there before.
Do you collect anything? If so, how did that passion start?
I collect two things, actually: watches and corks.
With watches, I started out with fashion pieces because I liked the style of skeleton dials and bold designs, but as time went on I leaned more toward quality. My collection is small but meaningful, at least to me: I’ve got a MoonSwatch for casual wear, an Arabic-dial Seiko, and a 1940s Longines manual wind that still runs beautifully. The two I treasure most are both Omegas: a 1998 Seamaster Bond edition, the same one Pierce Brosnan wore, and a Speedmaster that I bought to reward myself after a great year at work. Those two pieces mark moments in my life, which is how I think about watch collecting: it’s less about numbers and more about memories. A watch is something I hope to pass down to my kids, along with the stories behind them.
The second collection is a bit more unusual: corks. In my living room, there’s a full-sized wine barrel that I’ve been filling with corks for about 15 years. At this point, it probably holds around 5,000. Every time a bottle is opened, whether at home, a family weekend, or a work dinner, the cork goes in. Friends and family know the drill, too. We even turned it into a game: standing across the room and trying to throw the cork into the barrel. It’s nearly impossible, and corks bounce everywhere, but everyone gets into it.
The barrel is now about three-quarters full. Once it’s done, the plan is to turn it into a display piece with a glass tabletop, something that ties together my love of wine with a physical reminder of all those shared moments. And of course, when it’s full, I’ll start a new barrel: after all, living near the Niagara wine country makes it easy to source one…
What advice would you give your younger self?
I’d say: travel and experience as much as possible.
Travel really is one of life’s greatest opportunities. And you should see the monuments and landmarks, sure, but don’t stop there. Go where the locals go. Eat their food, listen to their music, live in their neighborhoods, and learn a few words of their language. Engage in the culture, not just the sightseeing.
Whether you’re religious, spiritual, or neither, opening yourself up to different ways of thinking is invaluable. At worst, you’ve learned something new—and that’s never a bad thing.
What are your three favorite books?
The Alchemist by Paulo Coelho. It’s my number one favorite book. I read it twice a year and have probably gone through it at least a dozen times. Every time I read it, I have an “aha” moment or notice something new that resonates differently. It’s all about intention—the idea that when you want something, the universe conspires to help you achieve it. I think everyone can use this book to improve their life.
Greenlights by Matthew McConaughey. I only discovered this one a couple of years ago, but it quickly became a favorite. The whole concept of green, yellow, and red lights, and the universe signaling you when to engage or be cautious, really spoke to me. His storytelling makes the idea of trusting your instincts feel exciting and relatable, and I’ve listened to it on audiobook a few times too.
The 21 Irrefutable Laws of Leadership by John C. Maxwell. This is more of a professional pick, but it’s helped me in life and business. Maxwell breaks down 21 laws of leadership with real-world examples, showing how to build teams, lead better, and improve yourself. Even if you take just one of the laws and apply it, it can make a difference. I revisit it every few years to refresh my perspective.
What are your three favorite brands?
Ray-Ban, because their Wayfarers are classic, timeless, and just work with everything (or nothing, depending on your vibe). I always have a few pairs on hand. I love that they’ve stayed true to themselves for decades, never trying to be anything else. They just exude confidence.
Omega, as they make incredible watches. The way they’ve grown, their connection to James Bond, the fact that they were the first watch on the moon… it’s all just iconic. They combine quality, history, and timeless design in a way that very few brands manage.
Moleskine, whose journals I’ve been using for years. I always stick to the classic black one with lined pages, since it’s clean, simple, and practical. The quality and design are perfect for everyday use, and it’s the only brand I trust for my daily notes and agendas. I even have a burgundy wine journal, but otherwise, it’s all black. It’s a small thing, but it’s consistent and reliable, and that’s why I love it.
What are your three favorite cocktail bars?
The Library Bar at the Fairmont Royal York is my go-to spot in Toronto. Tucked away like a little cocktail den, it’s classic, cozy, and has consistently been one of Canada’s top bars. If you want a Martini done right, this is where you go. The care in the ingredients, the service, and the environment are outstanding. Plus, it’s a great place to people-watch while enjoying a perfectly made cocktail with a bowl of olives and onions on the side.
Proof in Calgary, Alberta, made the second-best Paper Plane cocktail I’ve ever had. A few years ago, I did a tour of cocktail bars across Canada, ordering the same drink at each stop to compare. Proof nailed it with the perfect balance of bourbon, temperature, and foam—everything you want in a cocktail. Every visit since has reinforced my admiration for their quality, attention to detail, and consistency.
Hell or High Water in Louisville, Kentucky, while not being in Canada, can’t be left out. It’s a hidden speakeasy below ground, with a prohibition-era library vibe. I tried a bartender-selected punch that was life-changing: infusions that took days, intricate preparation, and ingredients in huge concentrated batches. The service, the environment, and the craftsmanship of the drinks were mind-blowing. It left a lasting impression and reminded me why I love exploring cocktail culture.
