Next generation at Neudorf

A generational shift is under way at Upper Moutere’s Neudorf Vineyards.

Rosie Finn, 26, the only child of Neudorf founders Tim and Judy Finn, has taken on the role of international marketing and brand director at her parents’ vineyard.

She returned home to Nelson 18 months ago after her OE in the United Kingdom and says the role ‘‘just developed’’ after she began working for her parents and taking on some of Judy’s responsibilities.

As her parents considered what the next five to 10 years might look like for the family business, Finn committed to staying in Nelson and was offered the position.

‘‘I think it’s quite an exciting time for the wine industry because there are a lot of changes happening,’’ she said.

‘‘The pioneers of the New Zealand wine industry are all at the point where they’re starting to think about the second generation, third generation, and so there is quite a lot of young energy coming into the industry in general,’’ she said.

But for Finn, following in her parents’ footsteps wasn’t a foregone conclusion. She initially moved to Wellington to make her own way, studying design and photography before heading to London.

She hadn’t been seeking a job in wine, but the realities of hustling for work and making ends meet led to her meeting a woman called Melanie Brown, who was launching a company called The New Zealand Cellar.

‘‘She has Europe’s largest portfolio of New Zealand wine and she was launching a website that was direct-to-customer,’’ she said.

‘‘Over time I started doing some digital content management for her . . . and then she offered me a fulltime job in digital management.’’

The role got Finn ‘‘back in touch with wine’’ and helped her discover how she could combine her university skills with her knowledge of the wine industry, and stay connected with New Zealand while living abroad.

‘‘I was constantly talking to people I knew because I was making contact with people back home.’’

She enjoyed dealing with New Zealand brands, as she had ‘‘grown up with’’ many of the people behind them.

Now Finn is looking forward to maximising her overseas experience and knowledge in her role ‘‘back home’’.

‘‘Todd, our winemaker, and I both look after the guys selling our wine throughout the world,’’ she said. ‘‘There’s a lot of relationship building. I spend a lot of time talking with our agents in the UK and Denmark and Australia, so that’s a big part of it.’’

The other focus is on content management, where Finn is using the knowledge she attained in her university studies to man- age Neudorf’s web presence and social media.

‘‘For us, Instagram is a lot about talking to the guys on the floor,’’ she said. ‘‘We’ve got sommeliers who might have been to Neudorf or who are pouring Neudorf at their restaurant in London, and it keeps them up to date with our story, because visual storytelling is just so powerful these days.’’

The platform allowed for quick and easy interactions with trade partners and it helped build a more spontaneous and personal relationship with people across the globe.

‘‘The role has changed from when Jude was doing it, even five years ago. If you look at when she was building those relationships 15 years ago, every contact had to be an email or phone conver- sation, but now I can talk to these guys quite quickly.’’

The idea of working with her parents had made her nervous initially, but all was going well and she had a really good relationship with both of them.

Judy Finn said it was a joy having the next generation on board.

‘‘Rosie brings great skills in social media, branding and a certain youthful style which I admire,’’ she said.

‘‘We are a small company, crushing 140 tonnes this year, but we’ve come a long way since Tim and I turned the downstairs loo into a hot box for newly grafted grapevines back in the 70s.’’

Neudorf Vineyards was planted in 1978 and has a reputation for chardonnay and pinot noir in particular.