In our new Q&A series, we ask executives in the New Zealand liquor industry for insights into their companies, the industry as a whole and what we can expect in the future.
This week we speak to Rachael Carter, Founder & Managing Director of SOHO FAMILY Vineyards.
Can you describe your career and experience in the wine industry?
“At age 19 I worked for my father John Carter, who had a company that manufactured and imported products for the New Zealand wine industry (basically everything a winemaker needs to make and package wine with). He sold his company to Fosters in 2000 and reinvested in vineyards.
“I then got a screwcap agency and eventually manufactured them here in Auckland. My father became unwell, so I sold our screwcap company in 2008 (where we had a 98% market share) and my next move was to take on Dad’s growing vineyard portfolio and create a wine brand that was different to any other. A brand that embodied a passion for life, culture and entertainment… Hence SOHO FAMILY Vineyards was born.”
How would you describe the current state of the New Zealand wine industry?
“Very challenging, especially for an independent company like SOHO. Wine lists are getting harder to get on due to some pretty amazing wine distributors, who can often do more than just supply wine to the venue.
“My take on things (rightly or wrongly) is that COVID encouraged a lot of people to drink more [and] coming out of COVID, our world got turned upside down in many ways. I think with the amount of problems people have faced, they have then assessed their lives and pulled back on drinking as much.
“Another reason could be: if you read the paper and you will see the increase in drug taking, I think this has affected the wine industry as well. No one ever wants to talk about it but ‘take a drug that won’t make you put on weight’, as opposed to ‘drink alcohol and put weight on’. People say alcohol is a drug – and I get that – but when I think of how beautifully crafted making wine is versus something getting ‘cooked’ by the downtrodden. Can you really compare the two?”
What are the positives in the wine industry at the moment?
“We are fortunate to be part of an amazing industry. We make first-class wine in New Zealand – our Sauvignon Blanc is the best in the world but, my god, we make so many other incredible varietals and we are right up there on the world stage.
“I often have this conversation but what intrigues me is that so many New Zealanders drink imported wines because their perception is, ‘well they are French, so they must be the best’ – especially when it comes to Rosé. I think we need a campaign to support local wine, it’s something we do so well and hence, needs to be embraced by fellow Kiwis, especially given the economic crisis we are in.”
What are your thoughts on the no- and low-alcohol wine category? Do you see it continuing?
“I personally haven’t enjoyed one no-alcohol wine. I hope one day I’m proven wrong, but in my experience you need alcohol to make good wine.
“As for low-alcohol, sure thing. There are some cool ideas out there and we are working on something at the moment. My understanding is that the next generation aren’t really wine drinkers, they haven’t been brought up to have wine with dinner like we did. [So] I am creating something that is still in the wine industry (as it’s so important to New Zealand’s future) but something that is really responsible as well… With wicked and fun packaging!”
How would you describe your style of leadership?
“I always say at SOHO ‘family first and SOHO second’, I think I am extremely flexible and accommodating, especially with families. I try my best to give good leadership and create a great culture of camaraderie.
“For the majority of this I would say I have success, given most of my staff have been with me since the get-go. However, like most leaders, if someone in your team is failing, the blame gets put back on you.
“At the end of the day, the boss cops it when things turn bad! The trick (which I am still learning) is to not take this personally. My motto is ‘work hard, play hard’.”
What are your biggest goals for SOHO as a brand?
“Someone asked me recently if I was to move SOHO to a distributor, what my goal would be for the brand. My reply was simple, I’m never about the money, I am in this Industry to build a brand that people can relate to, love and rely on. Whether it be my white label in supermarkets or my premium black label, you will always have a great wine in your hand.
“We live and breathe winemaking – from the vineyards to your table – and enjoy creating a unique brand that people can resonate with. We have names and inspirations behind every wine in our portfolio and this to me is what makes us super-unique.
“Now we have a home on Waiheke with our new Cellar Door and Eatery and this has given life to each of my wines and inspirations. We are in 18 international markets and it is a real thrill to see so many people around the world enjoying our little brand that has won over 100 gold medals.”
What are your predictions for the wine industry in the next 5-10 years?
“I’m hoping like heck the love of drinking wine, especially with a meal, comes back into fashion. I can’t believe I am even typing this like it has gone out of fashion!
“There is a lot to be learnt about New Zealand wine and I, for one, am its biggest cheerleader. It’s such a traditional industry, often family related, the greatest thing is the sharing of wine, celebrate or commiserate. Wine will always be my perfect accompaniment.”
How to catch up with The Shout NZ…
Online, updated daily with its own unique content and breaking news.
Our weekly newsletter – free to your inbox! Subscribe here.
We are also on Facebook and Instagram!
