How did the inspiration for the New Zealand Cellar come about – and what prompted you to actually make it happen?
I began my career in hospitality as a chef and when I moved to London I was lucky enough to start at Peter Gordon’s restaurant The Providores. A few years later, when I had my daughter Isla, I decided I needed a change. I came back to The Providores as the front of house Manager and from there, I hand selected the wine list for the restaurant. It was here that I realised there was a lack of access to diverse and unique quality of NZ wine. I wanted to offer a platform in the UK for all the incredibly hard working, spectacular NZ wine producers - from here the idea for The New Zealand Cellar was born!
Why New Zealand wine in particular?
There is no other place on earth like New Zealand. For such a small country we can grow, fertilise and create wines that nowhere else in the world can. The breadth and depth of the New Zealand wine offering cannot be rivalled and definitely stands up to our Older world style countries.
How did you get the business off the ground?
That was the first hurdle. Someone out of the blue suggested KickStarter. We would be happy if we came close to our target in the length of the 11 day campaign. We had hit our target after five days into the campaign and ended up raising £42K from incredible people all over the world. We couldn't have done it without the the very generous backing of customers here in the UK as well as supporters and wineries in New Zealand.
I decided to introduce the first wine list in the UK that showcased solely New Zealand wine
Thousands of bars and retails try and fail – what made the New Zealand Cellar such a success?
We offer the largest selection of premium New Zealand wine in the northern hemisphere. New Zealand wine, and New Zealand in particular, makes an impression on everyone. I think people genuinely love what we can offer. The store itself is such a reflection of Kiwi ingenuity, unpretentiousness and intimate feeling.
What were the biggest hurdles you faced – and how did you overcome them?
What hurdles… It’s been smooth sailing the entire time … not one hiccup …! No, of course there are always going to be teething problems and unforeseen circumstances in any venture in life. I think for us it’s being such a small business (currently staff numbers have escalated to an unprecedented four people) and having such a large output. We don’t have the direct support and processes that larger companies in the same position might. But we make it work!
How did you get into the wine industry in the first place?
Well in 2012 I had come back to work at The Providores and was in charge of selecting the wine list there. At the time the list had a tiny ‘other world section’, Peter Gordon and I discussed this and I decided that we would change that and introduce the first wine list in the UK that showcased solely New Zealand wine. Unheard of at the time but no one batted an eyelid. Since then I did my WSET training and learnt as much as I could whenever I could. Over the years I’ve been invited to judge at multiple wine competitions with the most prestigious being The Decanter awards.
I spoke to mixologist Pamela Wiznitzer, and she claimed “the patriarchy is alive and well” in the cocktail industry. Would you say the same of the wine industry?
I think the influences and references to the patriarchy is alive in most facets of the world, but I do not think the wine industry is one where men dominate and have the swaying power over women. There are just as many women out there at harvest time, as well as those in the position head winemaker – we love you Helen Masters. I don’t think the men or women in the Wine World as a conflicting process, but a collaborative one. That’s because of the love of the grape and the united goal of getting (New Zealand wine especially) out onto the world stage.
Cocktail competition Speed Rack is dedicated to finding great female bartenders, and by extension encourage more women to pursue bartending as a career. Would something similar work for female somaliers, and would it be needed?
I think any platform that helps women get to a position they didn’t think they could before is a great thing, however if you look at the climate of women at the top of their game from MW’s to Sommeliers and even, I don’t know, independent business owners - you’ll see they’re doing alright fending for themselves.
What advice would you give to entrepreneurs looking to follow in your footsteps?
Never lose sight of why you started this venture in the first place. Mine was for the love of the producers and to help bring New Zealand wine onto the global wine platform. And while there are challenges that go with every venture, I know what I am doing has helped highlight and reconfirm the quality, breadth and depth of New Zealand’s incredible wine offering.
We want to create a community that instils knowledge and confidence to New World wine drinkers
Last year you launched The Australian Cellar – what prompted that? Are there any unique challenges you’ve faced in growing/diversifying the business?
Struck by the strength of Australia's offering, I saw The Australian Cellar as the natural next progression, uncovering one of the most exciting, enticing and edgiest moments for Australia in the world of wine. I think the synergy and complementary nature of what NZ & Australia can offer made it a no brainer. The only challenges have been getting the word out there about The Australian Cellar – New Zealand is pretty self-sustaining now so it’s just making sure all your Aussie friends know where to come to get their Down Under favourites.
What are your ambitions for the future?
We are currently enjoying the ride of developing New Zealand and Australia … however someone joked about South Africa – and … well, never say never!
Are there any other plans / initiatives of yours that you’d like to spotlight?
Plenty! There is SUCH a wonderful wine community in the UK, there are so many people and platforms that deserve recognition – for us it is about creating a community that instils knowledge and confidence to New World wine drinkers. Connecting stories, people and wine is quite simply the most rewarding element of our wine world. So much so, we’ve been designing a brand new an exciting new platform which we’ve created to showcase the ultimate new world offering. Watch this space, we’ll be launching in the summer!
For more info, see The New Zealand Cellar
