Tell us about your journey into the wine industry.
I caught the wine bug very early on while studying at university. I started out by getting internships in my university summer holidays and later competed on my university's Wine Tasting Team (yes, that's a real thing). In my final year, I got a job at a fantastic wine shop in town called Luvians. These experiences were fundamental to progressing into a career in wine. They introduced me to the WSET and the possibility of further wine education and gave me access to wines I'd never tried before and could never have afforded. Inspired by the people I met, I decided to turn this fascination into a lifelong career.
How did you first enter the wine industry?
I got my first taste of the wine industry through an internship at Ellis Wines, made possible by the incredible generosity of Marketing Manager Louise Wishart. Louise gave me a thorough introduction to the world of marketing, getting me involved in all aspects of the business and I'll forever be grateful for her kindness. I truly found my feet after accepting a full-time role at The Drinks Business magazine. This was an incredible opportunity during which time I interviewed world-renowned winemakers and key industry figures, travelled to multiple famous wine regions, and honed my writing skills. During this time, I was also supported through both my WSET Level 3 and WSET Diploma.
Tell us about your current role.
I am currently the Content Manager at Majestic Wine. I manage a team of two, who are both incredible and future stars to watch out for. It's a busy role which I thoroughly enjoy and involves creating and proofing content across various channels, from emails and social media to the website and print publications. My time writing news articles, compiling newsletters, and putting together magazines has definitely stood me in good stead. We work in a fast-paced, every-changing retail environment so the ability to prioritise, stay organised, and work quickly and efficiently are key skills needed. Roles in content generation and writing are frequently cited as those most under threat by AI. I disagree. AI is a wonderful tool that when used properly can increase efficiency and give us more time to think strategically. However, there's no substitute for the human touch and wine knowledge. There's definitely a lot more to this job than people might think!
What does career progression look like in your role or area of the wine industry?
There are many possibilities for those starting out in copywriting or content. Many people start out as junior copywriters or staff writers and can then progress to become magazine editors, freelance writers, or content managers / directors. There are also plenty of possibilities within the wider 'marketing' field where we are usually positioned.
What has been your biggest career highlight or standout achievement so far?
I'm most proud of winning the Derouet Jameson Scholarship for performance in my WSET Diploma and gaining the opportunity to study on the Master of Wine Programme. I've since passed the Stage 2 Theory exam and no matter whether I succeed on this journey or not, I'll always have that.
Are there any emerging trends in the wine industry or in your role that you're excited about, or that you're currently adapting to?
The rise of AI is definitely changing the game and making us move beyond basic SEO into generative engine optimisation (GEO).
