Punching Above Her Weight
The dynamic and vibrant young woman championing NZ wine to the world
ROSIE IS THE DAUGHTER OF TIM AND JUDY FINN,
founders of Neudorf Vineyards. But this is not a succession story of just handing over the reins to the next generation. Rosie comes with a zest for living, barrels of work-life experiences and design and digital skills. She has worked hard, and is now marketing Neudorf Vineyards to the world, despite working in the wine industry never being part of her grand plan.
When asked about her confidence and knowledge of the wine industry, she says, ‘It all came about by osmosis.’ The seeds were sown in her early years. ‘I travelled a lot overseas with Tim and Judy,’ she explains. ‘I went to the States at aged seven. Went to my first cocktail party when I was six. I always ate out with them, and there was always a bottle of wine on the table.
‘When I was young, I was allowed to let the wine touch the lips. Then it would be a sip. Later [as a young adult] a glass. The conversation would always hold the question, “What do you think?” I was always treated as an adult by my parents, and my opinion always mattered.’
Judy is a long-time public speaker with a background that includes radio journalism and sitting on the Board of Radio NZ, TVNZ and The Suter Art Gallery. She tells me, ‘Rosie always had a strong voice and we encouraged her to use it. She was a happy child with lovely friends, brought up in a very family-oriented world.’ In this environment Rosie’s confidence flourished.
During her time at university Rosie worked in local cafés in the Moutere as well as at Ruth Pretty’s catering company. ‘I enjoyed the fast-paced environment of events and being able to relax and mix with all types of people,’ she explains. Over the summer before her university graduation she worked at Neudorf ’s cellar door. Yet her mind was on fashion, graduating not long after from Massey University with an honours degree in photography. ‘I’m proud of my thesis in fashion advertising photography,’ she shares. ‘And then I went to London.’
It was in London that she crossed paths with Mel Brown, who was just about to open The New Zealand Cellar, an online shop based in London. ‘I immediately wanted to work for her, and be part of the start-up,’ says Rosie. ‘With an eye for design and an ability to edit a photo on the spot, I initially only worked one day a week on her digital management, then I moved into full-time and helped crowdfund Mel’s new wine bar in Pop Brixton.’ A great success, that saw Rosie set the wine bar up with Mel and help manage it for a year.
‘I lived on adrenalin. It was such a good feeling and exciting to see it all develop. Mel’s inspiring and vivacious and so full of vision. She is proud to be a New Zealander and always looking for the next thing.’
While the London years gave Rosie invaluable experiences, they also provided a global perspective. ‘It was so rewarding to see Neudorf Moutere Chardonnay at The Clove Club et al [a Michelin star bar in London’s East End] and
BOTTOM RIGHT Neudorf Vineyards family: Judy, Rosie and Tim Finn. closer to home, at The French Café in Auckland.’
Fast-forward to age 25 and Rosie found herself back in Moutere applying her design and digital skills in the family business. ‘My UK work visa was unable to be renewed so I was working for Tim and Judy doing the Neudorf Vineyards Instagram and website.’ As her role began to grow and she found herself stepping into Judy’s global sales arena more and more, she realised she had a vast knowledge and background of the wine industry. She had been doing it for most of her life without realising it.
‘I worked alongside Judy for a while, until she decided it was time to retire. That time was of enormous benefit, and now, with the buying and selling, the ins and outs from both sides of the business, I can help take it to the next level.’ A big task given Neudorf Vineyards export to almost 20 different countries, but one Rosie is more than able, and willing to take on.
We talk about the millennials. It’s their next biggest market and Rosie has a broad view. ‘They aren’t the big scary beasts some perceive them to be. Millennials are very brand loyal. Building a relationship with them on social media is important as it creates a culture they can relate to.’ Not surprisingly, given Rosie’s degree, the Neudorf Vineyards Instagram is sophisticated, vibrant and a visual feast of their brand. Rosie’s intention is to have followers connect to the page and instantly want to ‘feel part of it’.
‘The wine industry has created itself to be intimidating.