Why did you want to have a career in the drinks industry?
Growing up in the Yarra Valley in Australia there were few choices available; agriculture, joining the horse racing community or hanging in the vineyards. Picking grapes in my teens was a great activity with mates but I soon found interest in wine production and thus the passion for “all things wine” began, leading me to seek a greater understanding of the global wine trade.
What did you set out wanting to do and what was your first break?
After studying viticulture and winemaking, I was keen to get more European wine-making experience. In 2005 I was delighted to be accepted for an internship at the famous Disznókő Estate in Hungary’s renowned Tokaj region. Working in such a historic region taught me so much about appellation requirements and winemaking practices which were not seen back home. This inspired me to delve deeper into European fine wine.
Talk us through your career to date and what you have been hoping to achieve along the way?
Rohan Anderson has enjoyed a wide and varied career working for major brands and distributors
Returning to Australia, I completed a few more vintages and did some wine list consulting for a collection of great Melbourne restaurants. Whilst mixing in the hospitality sector I was fortunate to meet the heads of the then newly established Treasury Wine Estates (Penfolds, Wynns etc). They approached me for a role that would see me be their fine wine ambassador and sales executive for Penfolds, Wynns, Stags Leap, Maison de Grand Esprit and many others. Suddenly I was thrown into wine sales, and I loved it. Here I was able to use my technical knowledge with confidence and had an audience keen to listen and learn more.
Following some great success in the on-premise (on-trade) market, the company offered me a transfer to work for the UK business - and I never looked back.
You have worked both on the branded and the wholesaler and distributor side of the fence - what have you learnt from both sides?
From the brand perspective building strong relationships with sales teams is crucial. You must be flexible and understand the pressures they have with finding solutions to win business quickly.
I always found forming strong bonds with all teams allowed me to be their first call to any listing opportunities.
On the sales side, sales departments should not shy away from asking brand owners for help. Often sales staff won’t ask for simple requests and this leads to poor results and the brand owner never understands why. Most brands should have marketing budgets available, I always felt that if you don’t ask, then you’ll never know.
Do you think having branded and wine company experience and wholesaler experience gives you an advantage - if so, in what way?
Yes, with new business opportunities, often sales people will offer ‘like for like’ lists. I like to be able to choose wine selections that have a strong brand support where we can generate sales uplift over time through activities. This not only makes the sales person look innovative, but it also offers ongoing collaboration, with events like seasonal wine promotions and activities (summer rosé parties etc).
Key achievements - things you are most proud of ?
My experience in Hungarian wineries was hard work but extremely rewarding, it taught me so much. A vintage in snowy conditions was a particular eye opener for this Aussie.
But more recently being part of the Provence rosé explosion around 2018 was exciting and opened me up to an entire new audience and sales program.
Having been amongst a heavy red wine environment most of my life, I loved seeing the excitement around this style of wine and seeing it capture all types of wine drinkers.
What do you see as your key attributes for the roles you want - what sets you apart?
Rohan Anderson is a strong believer in building close and loyal bonds with key people in the wine industry
Having technical wine knowledge has given me a valuable foundation to confidentlysell wine, but I would say having a strong network in this industry has allowed me to form great bonds and deliver strong sales results when showing new products.
How would you describe your personal management style?
I’m always there to support and very keen to look at alternate ways of selling or generating excitement in any product I deal with. I’m driven to motivate any teams I work with, focused on uplifting their skills and confidence in the industry, in the same way that I was mentored years ago.
What do you find the most challenging working in the industry - or have become more challenging?
Price increases have been a killer, wines that were once by-the-glass and offered consumers more experience are switching to by-the-bottle, and the result of this has seen the return of‘simple’ and‘old school’ wine lists.
Some great venues are driving the ‘cash margin’ option to make these by-the-bottle wines more approachable and I could only encourage more to follow suit.
Other challenges are reduced sommelier teams or even an absence of sommeliers. These individuals are so influential in sharing our brand stories and encouraging great sales in premium wines.
We are seeing some great work encouraging new interest in the field and I for one am always enthusiastic to help any customer who is keen to discuss the advantages of having a sommelier on their floor team.
While not all business can accommodate a sommelier, having one or two staff members who are educated in the basics makes a world of difference.
What do you think have been the big step changes in the industry in terms of how they have affected you and what you wanted to do in your career?
Sadly, when Australian wine fell off wine lists some years back, I was compelled to move towards a wider portfolio offering.
Seeing my beloved Aussie reds being replaced by great South American Malbec was difficult to watch, but when you looked at the prices coming from Australia it made sense to buyers. That being said, the industry always rebounds and we are seeing Aussie wines back on the lists plus amazing wines from lesser known (to consumers) countries like Hungary, Georgia, Armenia and Slovenia- who, among others, are producing incredible wines.
What role are you looking for next and why?
I’m flexible, but I am keen to be part of a strong portfolio where I could be involved with new product releases or amongst a sales team of hunters who are keen to work with new business and groups that require strong support.
Whatever I choose next, you will be sure to see me running around the streets with my Eski (cooler box) full of great wines.
Who do you see as your mentors in the trade - people you look up to and why?
When I first arrived here in the UK our brands sat with Bibendum wines. Not knowing anyone here was daunting, but one great man took me under his wing and encouraged his sales team to take me out in trade, where I saw great success and met an incredible array of customers and sales groups. What’s awesome is these connections are still strong to this day and thus I can never thank John Graves (now at Entoria&Coe) enough.
The support of Heath Ball, who has made The Red Lion & Sun one of the key destination pubs in London and the UK, has been a major influence on Rohan Anderson
From a customer perspective Heath Ball of The Red Lion and Sun in Highgate, north London, has been a major mentor to me. His honesty on wines (although sometimes brutal...and probably correct) and commercial decisions offered me and many others an insight into how to support customers and understand their needs.
His wine lists are ever changing, fresh, and priced well and he would always be keen to meet with winemakers to learn more about the wines on offer, so that brand stories flowed through the venue.
What gives you job satisfaction?
Definitely securing new business and meeting new clients. Other areas of enjoyment are working with customers who are keen to try something new and who raise questions around support tools. This journey has seen me encounter so many people and places, and I’m always grateful for the experience I’ve been able to pick up along the way.
Anything else to say?
Drink more Aussie Tawny, it’s the next big thing - honest!
* If you want to get in contact with Rohan Anderson then email him at rohanandersoneu@gmail.com.
* If you are looking for a new role in the wine, drinks, hospitality or retail sectors and would like to share your experiences and what you can offer then please email Richard Siddle at richardsiddle5@gmail.com.
