Cassidy joined the wine trade in 2003. His current role is a Global Wine Consultant for a Company Fine Wine; a bespoke Napa Wine Merchant and Advisory Firm. Prior to that he was Director of Wine at Pol Roger Limited; a wine and  spirits agency company. He passed his MW in 2018, completing his research paper on the rise of the Swartland Wine Region. He runs his own consultancy firm, Purple Grape and his clients include British Airways where he advises on their wine selection, and Mullineux and Leeu wines in the Swartland. He has lectured on wine at Oxford, Cambridge and Stanford Universities. Outside of wine, he enjoys travel, literature, sport and art when not spending time with his young family.