Craggy Range has announced that Rob Fyfe is joining the award winning winery in a newly created position of strategic advisor reporting to the board and CEO. Mr Fyfe is probably best known as the former CEO of Air New Zealand and is currently the Chief Executive of Icebreaker. He will hold a strategic role supporting the winery’s global growth.
He has been working in a consultancy capacity with Craggy Range for more than a year. The move formalises his involvement with the winery that was recently named the New World Winery of the Year by Wine Enthusiast.
Mr Fyfe says his long-standing passion for businesses and New Zealand brands are behind his decision to accept the role. “I love the challenge of supporting world class New Zealand businesses to realise their potential on the world stage. There are many businesses both here and offshore with an outstanding product or service with the need to forge a global brand position, distribution strategy and infrastructure to fulfil the possibilities,” he said.
“Craggy Range is similarly placed. Owners, the Peabody family, have the ambition to craft wines that are regarded amongst the world’s finest. The vision, the ambition, the quality of the wines and the experience of the team supporting the brand are inspiring and well placed for me to contribute to the strategic vision of the business,” said Mr Fyfe.
He explained “I have a vision of Craggy Range being the wine that international wine experts and wine drinkers immediately think of when they appraise the best and the new classic world wines. I want New Zealanders to feel proud that their country is producing wines that are recognised as among the world’s best.”
In addition to his renowned business skills, Mr Fyfe brings to Craggy Range a strong interest in and knowledge of New Zealand wines nurtured during his international postings and, more recently, at Air New Zealand through the annual wine awards.
“The thing I love about wine is the sense of connection it creates to the ‘place’, the terroir of where the grapes are grown. To me, understanding and appreciating wine creates another dimension of feeling connected to the land, the history, the sense of place that is New Zealand,” he said.
Source: Craggy Range Winery Press Release
