On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
Today we speak with Jo Watkins, Export, Sales and Marketing Director at Watkins Wine Group and Founder of Pure Glow Drinks.
After a dynamic career in politics and international diplomacy, including a stint at the Australian Embassy in Washington D.C., Watkins made a bold yet natural pivot into the wine industry. When Covid brought her back to South Australia, she seized the opportunity to join her family’s business, Watkins Wine Group.
Drawing on her background in public diplomacy, she discovered that the strategic thinking and market insight required in government translated seamlessly to building global wine brands. Her journey began with a seat on the board of the Adelaide Hills Wine Region and has since evolved into a passion-fuelled career in wine.
“Wine as a category is going through a huge period of change, especially in how younger people are discovering and engaging with it. You can’t rely on tradition alone anymore. Wineries need to think differently to bring new audiences in, and that’s where a strategic approach really matters. So, in hindsight, it was a natural fit.
“My journey into wine has been a little less conventional than most, and I think that’s been an advantage. A lot of my inspiration comes from adjacent categories which often provide cues that help us refine our products,” Watkins told The Shout.
“Sometimes that means small tweaks, like clearer label messaging, and other times it leads to something bigger, like creating Australia’s first rosé wine infused with marine collagen.”
Combining innovation with lifestyle trends
Earlier this year, Watkins broke new ground with the launch of Pure Glow Rosé – Australia’s first collagen-infused wine. The idea was sparked by a noticeable gap in the market: a demand for cleaner, lighter beverages that still deliver on quality.
“It was as simple as listening to what people actually want,” says Watkins. “Customers, retailers and friends were all asking for something lighter, more modern, and aligned with a certain lifestyle. So, we set out to create a wine that felt aspirational but approachable – something that delivered on quality and taste, while also reflecting how people are choosing to drink today.”
Curious about the growing popularity of marine collagen in health and wellness circles, Watkins began exploring how it could intersect with wine. What followed was months of research, experimentation, and brand development. The result is a lighter-style wine infused with marine collagen, which is completely undetectable on the palate.
From a production perspective, Watkins says the collagen was integrated smoothly into the winemaking process without any complications.
Approaching the branding and positioning of Pure Glow Rosé, she felt that the packaging needed to feel fresh, feminine and elevated.
“We worked with Parallax Design to create a brand that felt modern and quietly luxurious, and with Blend PR to communicate the story with integrity and authenticity. They were both a dream to work with and we were all on the same page throughout the design and execution process.”
Delivering what today’s customers want
Launching such a niche, category-defying product in a market as traditional as wine has been an experience in itself for Watkins.
“One of the biggest lessons has been the importance of clearly communicating your vision from the outset, especially when you’re doing something that doesn’t fit the usual mould.
“Wine is a traditional industry, so launching a product like this required getting everyone from winemakers to designers to distributors on the same page. That means working to a tightly defined brief to protect the integrity of the original idea but also being realistic about where you can compromise. Flexibility is key, but not at the expense of the concept,” she explains.
Despite the learning curve, Watkins is seeing strong momentum for Pure Glow Rosé in both Australia and export markets, where consumers are choosing their drinks more intentionally.
“Consumers are interested not just in lower alcohol options, but in what drinks represent in terms of values and ingredients. That’s where I think the opportunity lies: in creating wines that are purposeful without being preachy, and premium without losing their sense of fun.
“Pure Glow is one expression of that, but it’s also reflective of a broader direction we’re taking at the Watkins Wine Group with all our brands by delivering wines that are carefully crafted and aligned with how the next generation wants to engage with the category.”