How did you first start writing about wine?
Back in the late 90s, I briefly worked as a copywriter for Cellarmasters in Australia, which did basic wine training. This convinced me I was a wine expert. After I began freelancing for newspapers, I successfully pitched a wine story. I had no idea how competitive wine writing was, or how little I knew, but it was a lot of fun, so I kept going. In those days wine writing was brutally competitive, and the other writers quickly realised I knew next to nothing. To save myself from complete embarrassment I had to learn as much as I could, as quickly as I could. Of course, the more you learn, the more you want to learn.
In 2007 I saw a job ad for an English language wine writer to work on a new German title, in Germany itself. I applied for the job and set off on what was supposed to be a one-year contract to work on a wine business publication, Meininger's International. And here I am in 2024, typing this from my home office in Germany.
Are you still excited by the stories?
I tend to report on what's happening economically, rather than about individual wines, and it's changing so fast there's always something fascinating going on. Plus I get a chance to meet a wide range of people, which I love.
How has the telling of them changed?
The great thing that's happened is the expansion of what's possible, thanks to podcasting, social media, blogs, self-publishing and all the other tools available. There are far more voices being heard now, to the benefit of everybody. The established wine media hasn't changed as much as you might imagine. Early on, the wine media got into competitions and events, and so had other sources of revenue when the big advertising collapses happened. As a result, they've been able to keep on doing what they were doing, in a way that is no longer possible in the rest of the media.
Can you tell us about the thinktank Areni Global?
Based in London, Areni really does two things. The first is research into the world of fine wine, and the second is bringing people together to brainstorm. The big project we're involved in at the moment is a limited series podcast, Inside La Place de Bordeaux, that's exploring La Place distribution system and the impact that's having on the global fine wine market.
What's on your mind for the Altogether Unique Business Forum?
Global trends in wine and some of the opportunities that are around at the moment. There are still some very bright spots if you know where to find them.
What's a burning issue for New Zealand's wine industry?
Diversification. Everyone knows New Zealand is the best place in the world for Sauvignon Blanc, so it's time to start promoting other varieties and styles.
Are you excited to come to Aotearoa?
I'll take any chance I can to come back to New Zealand! I went to primary school in Waiouru (yes, I was an army brat), so it always feels like coming home. Plus, I love hearing what everybody is up to. The honesty and creativity of the New Zealand wine industry is energising to be around.
Wine Business Forum
The New Zealand Winegrowers Wine Business Forum is the first event in the Altogether Unique 2024 programme, to be held at Te Papa in Wellington on 29 and 30 August. The forum will be followed by a Celebration Dinner that night, with the Women in Wine Breakfast and inaugural Research and Innovation Forum to be held on 30 August. Attendees can book for any or all of the four Altogether Unique events.
