SOHO wines managing director Rachael Carter is a woman who has carved a path for success in a very male-dominated industry. A self-confessed perfectionist and quietly determined, Carter juggles a thriving, competitive business while raising a daughter as a single mum. Trudi Brewer discovered they share two significant characteristics - family comes first and a nice glass of Rosè.
Image Keryn Sweeney
A virgo, who loves nothing more than raising the bar in an industry she loves, Rachael Carter owner of SOHO Wines has her finger on every pulse in her business. From working with her graphic designer to come up with innovative label designs, to selecting the quirky names for her award-winner boutique wine brand. Her latest project, a labour of love bottled as a delicious 2017 Rosé, and aptly named Pink Sheep. Inspired by family and the struggles people have with mental illness, this is wine with a heart and a very poignant charity focus for Carter. Supporting the New Zealand ‘Key to Life’ charitable trust, spearheaded by entertainer and mental health campaigner Mike King, with each bottle sold 50 cents goes to support and educate young people with mental health issues. Here she shares her career highs and challenges, her passion for style and a glass of Pink Sheep Rosé from her stunning inner-city Auckland home.
Career
How did you manage to break into the wine industry which seems so male-dominated?
I owned a company that manufactured wine screw caps for 97 percent of New Zealand wineries. At that time my father was involved with a winery that decided not to take the fruit from his vineyards in Marlborough and Waiheke Island. Despite the screw cap business being hugely successful, I had horrible male chauvinist Italian business partners who made it an easy decision for me to sell our share in the screw cap plant and take all of dad’s grapes from his vineyards in 2008 and launch my wine brand, SOHO Wines in 2009. We aimed to create a unique wine brand that stood out from the crowd, one that reflected Tom Ford's style, a magnificent wine in a bottle, that 'real people' wanted.
What’s a typical working day for you?
After I drop my daughter Maren to school, I head to the office, (after a catch up with the girls on what was on TV last night), I answer emails which don’t stop coming day and night. I look at sales forecasts and marketing, creative briefs, have staff meetings and tastings, especially when we're launching new vintages. Then, I pick Maren up from school, organise dinner and do the usual mum stuff. Once I get Maren into bed, I catch up on more bloody emails. It's then after this I relax with a glass of wine and watch some great TV (my escapism).
What do you love most about this industry?
I’m a creative person. Wine is a living breathing product that evolves, both in the winery and once bottled. I find the whole process fascinating. I love being a part of the final blend of our new vintage wines - especially when it wins gold! I think we, more than any other wine company have given our wines personality – they each have names and a story, which brings them to life.
Carter at the front door of her stunning home
How has your career influenced your style?
I'm super casual and working in a family business and my companies; I can dress casually. While I love beautiful things, it’s more important to be comfortable, especially at work.
What advice do you give other women in business?
Don’t allow anyone to knock your confidence. Believe in what you do and your cause – don’t give up and always brace yourself for the hard knocks. I have had so many; I have learned what doesn’t kill you makes you stronger. Don’t let people who are negative about your product or service bring you down. Today, there are still certain people who won't put SOHO Wines on their wine list, I have told my SOHO team, don’t bother with them, focus on the people out there who love us.
What have been your most significant business struggles and rewards?
When I was running my screw cap plant and had Italian male business partners, I faced substantial gender challenges. Unbelievable as it sounds, being a woman and so young at the time, I had to email them from my dad’s email account for them to respond to me. They treated me terribly and humiliated me at conferences – you never forget people who discriminate like this. I have zero tolerance for anyone who mistreats anyone including customers who can be harsh at times. We won’t have anything to do with that behaviour.
SOHO 2017 Pink Sheep Rosè
What has been your career high to date?
SOHO winning the double trophy for ‘Best Pinot Noir’ in New Zealand at the world’s finest and most meticulously judged wine competition - The International Wine Challenge in London. However, my number one career high at the age of 36 was selling my screw cap business. I started out with a screw cap agency that had the worst reputation, zero clients and my dad telling me I would be lucky to sell one screw cap. I sold the business in 2008, with 97 percent market share, it was one hell of a fantastic company.
How did your career change after becoming a mum?
I believe family comes first for my team and myself. Maren is number one. I ensure I work around her rather than fitting her into my SOHO schedule. In saying that she loves the SOHO girls and has her desk in the office, she is very tolerant of my work. I always try to give her the best of me.
Why did you choose to align with the charity ‘Key of Life’?
My father has had depression and my uncle committed suicide. I have seen the awful waterfall effects of a family member taking his life and how 40 years later our family is still grieving. Life is hard enough, and if you ever question your worth on earth, you need people in your life to support you and help you through tough times. There is no shame in voicing how you feel and letting others in to offer help. Mike King is doing a great job getting this message out there to kids, and if we can help his reach by selling Rosé, then I hope other companies will jump on board to support this charity and do the same.
What do you hope the money from the sales of Pink Sheep will achieve?
In a nutshell, I hope the money allows Mike King and his team to have a further reach and talk to more kids in more schools. Aside from the money, I hope that more people will talk about our horrendous problem of youth suicide here in New Zealand.
HOME
How would you describe your home?
It is quite a contemporary LA style, with open spaces, big windows, sliding doors and white shutters.
What makes a great interior?
Simplicity yet warmth, great photos and furniture that doesn’t date.
What do you always have on your bedside table?
A coaster for a glass of wine and my TV and sound system remote – I have never been into reading. I prefer to watch than read, that sounds so uneducated.
What are your most treasured possessions?
My 6-year-old daughter Maren, my dog Bob Obama, my Dalmatian Maxi’s ashes, my photo wall filled with my family and friends, my Damian Hurst artwork and my mother’s jewellery she has handed down to me.
Maren's room.
WELLBEING
Do you have a wellness philosophy?
I surround myself with good people and have fantastic friends; I believe this keeps my mind healthy. As for my body, well I try and eat well but love to binge on sweet things. If I didn’t have SOHO and two spinal fusions under my belt, I would probably run (as I did a long time ago) to burn off my energy.
Do you follow an exercise or diet regime?
I am 80 percent paleo and 20 percent alcohol. So not a true paleo – I like to call myself a PALEO’HOL’. I used to do yoga, but now I just don’t have the time. My only exercise is walking my Portuguese water dog Bob Obama who sets a pretty fast pace.
What’s your preferred glass of wine?
Chardonnay and Riesling.
What advice would you give other busy working mothers?
Take time to breathe and be with your kids; they need you more than work does. However, I know work needs to be done, and there is no choice sometimes. I work hard so my little girl can say ‘Mum has worked incredibly hard to give me a good life,' that is what I say about my amazing Dad, who has allowed my brothers and myself such a wonderful lifestyle through his sheer hard work and entrepreneurial skills.
Fashion
How would your friends describe your style?
Very casual and maybe somewhat disappointing.
Who are your favorite local and international fashion designers?
Locally, I love Juliette Hogan. International Jac+Jack, Bassike, James Pearce, Acne, Chloe, Isabel Marant, Golden Goose, Rika, Equipment, Frank & Eileen, Chinti & Parker, Saint Laurent and Tom Ford.
What is your fashion weakness?
Golden Goose and Isabel Marant footwear and Tom Ford sunglasses.
Carter's shoe and beauty collections.
Beauty
What does beauty mean to you?
Actors Sam Heughan and Gabriel Macht! I believe beauty comes from within. They're people who have been blessed with naturally good looks, but goodness within, coupled with a great sense of humour - that is what true beauty is to me.
What is your one beauty indulgence?
Tom Ford fragrances.
What would we always find in your beauty bag?
Hand cream for my skanky hands and my Tom Ford lipstick.
What’s your signature scent?
Tom Ford Neroli Portofino.
Photography Keryn Sweeney
Makeup Lochie Stonehouse MAC Cosmetics