Not only is your name distinctive, SOHO is known for its less conventional and quirky marketing campaigns.
Where do these come from? They come from the mind of an insomniac! I had a real desire to break from tradition and show wine in a different light. Our marketing is contemporary, stylish, a little risqué.
Discussing wine, enjoying wine with family and friends, discovering new food pairings is all part of what makes the wine experience so social and the name SOHO very much represents this.
Why the quest to bring back Merlot and with a Merlot Moustache?
Wine and fashion are intrinsically linked. The SOHO ethos is about life’s influences and inspirations. We take our wine very seriously but know the importance of not taking ourselves too seriously! This is our fun and fashionable way of bringing Merlot back.
I loved the GOT MILK campaign with David Beckham etc. created by Goodby Silverstein, so this is our Kiwiana version. For all the red wine drinkers out there that haven’t tried our “Revolver” Merlot Blend, you don’t know what you are missing. It is sumptuous, decadent and smooth, a bit like a SOHO Wine Rep. Not many wines get a 19/20 rating by Raymond Chan.
Family-owned vineyards are very important to you. Can you tell us about your late father John Carter’s vineyard on Waiheke where the “Revolver” Merlot is grown?
Dad’s main Waiheke Vineyard is in the sheltered Onetangi Valley (above the golf course). Some of the vines are now 20 years old so we are seeing unprecedented depth and richness in the wines combined with one of the greatest Waiheke vintages in the last 15 years. Our awarded Westwood Rosé is also made from our handpicked Waiheke Merlot grapes.
Pre-Christmas we will be releasing our first Waiheke Methode Bubbles called MARA.
SOHO is getting a new home on Waiheke. Tell us about this project.
Dad purchased a second vineyard at 74 Onetangi Road where we will start building in early 2023. We are creating a SOHO cellar door, restaurant and accommodation. The look and vibe will be “vintage industrial New York” where simplicity is the ultimate sophistication (perfect imperfection). We are currently on the look-out for a restaurant partner…
SOHO has a new in-house Winemaker.
Our new winemaker is the highly respected and super talented Pete Turner pictured below. When Pete is not at the winery he can be found in our Herne Bay Office or in the trade educating SOHO hospo clients. Pete is a self-confessed slightly obsessive compulsive (seems to be a pre-requisite at SOHO) whose approach to wine has always been about the experience and the now.
Can you explain your three collections of wine?
White Label – predominantly our retail wine at the slightly more accessible end.
Pink Label – aimed at bars, restaurants and fine wine retail. *We donate 50c per bottle and have so far donated $87,000 to our 3 amazing charities.
www.sohowineco.com/wines/#pink-sheep
Black Label – served in bars & restaurants. We have amazing support from our hospitality partners and throughout the month of Sept we are giving away five x $200 restaurants vouchers. All five restaurants proudly supply our Revolver Merlot.
If you are a fan of Azabu, Jervois Steak House, Monsoon Poon, NSP, and White & Wongs jump on our Instagram
@sohowineco for your chance to win!
Even though you describe yourselves as “boutique” we are intrigued to learn that you are in 15 export markets.
Yes, we are extremely lucky to partner with some of the world’s best wine distributors. Key for me in business has been dealing with likeminded partners and people. Our vision has always been to be served in the best bars, restaurants and hotels in the world. Our latest international SOHO listing is at the exclusive COMO Laucala Resort in Fiji. Our Fijian agent, Victoria Wines, is headed by the fabulous Kate Vusoniwailala; what’s that Beyonce song? [Girls] Run the World!
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