Australia’s liquor retail industry is an incredibly diverse landscape, from pioneering new trends to upholding time-honoured traditions. But beyond the brands and products, it is the individuals within this industry whose passion and dedication create such a dynamic market.
In each instalment of our ‘Five minutes with…’ series, National Liquor News puts the spotlight on a key figure in the industry, sharing a glimpse into their personality and the experiences that underpin their achievements.
Each fortnight, we will dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, uncovering their personal stories of success.
This week we sat down with Emma Brown, Head of Innovation at one of Australia’s leading family-owned Australian wine companies, Brown Family Wine Group.
NLN: How long have you been with Brown Family Wine Group, and can you share a bit about your journey to becoming Head of Innovation?
EB: I am fortunate to be a member of the fourth generation of the Brown Family, however I only ‘officially’ joined the family business six years ago.
My career has predominantly been in consumer goods, moving from soft drinks to working internationally in wine before coming home.
I’ve always had a keen interest in understanding consumers and continuing my family’s passion for delivering consumer-centric wines and experience which drove me to come back to Brown Family Wine Group.
In 2018 I joined the business as Group Marketing Manager overseeing our brand management team and then took on the challenge of Head of Innovation at the beginning of 2024, allowing me to look through a longer-term lens.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
EB: Living and working in the wine industry in California between 2014- 2018 was extremely grounding and motivating for me. Not only did it open my eyes to the global wine industry, it also made me more obsessed with consumers and how different they are. I had had a fairly homogenous lens on the Australian consumer previously and this made me re-think messaging, targeting and product development.
Joining the family business was not something I anticipated doing so soon, however it has been a big career and life milestone.
My husband and I had decided to move home from the US, and the stars aligned when I was asked to apply for the role of Group Marketing Manager at Brown Family Wine Group. It was meant to be!
NLN: How do you ensure Brown Family Wine Group stays ahead of industry trends and changes?
EB: Brown Family Wine Group has access to many insight and data avenues globally, however I do believe there is a visionary culture within our business that sets us apart. Being a family-owned and operated business, we can make big bets for the long-term and commit to these without straying our priorities and strategy every couple of years. However, above all, I believe it’s our consumer obsession that sets us apart. My grandfather John Charles Brown always talked directly to the consumers then made the wines that they loved, and we continue that as a priority today – always looking to make someone’s new favourite wine based on consumer feedback and future trends.
NLN: As the Head of Innovation at Brown Family Wine Group, what are your ambitions for the year ahead?
EB: We are all operating in a challenging business environment a so my ambition is to ensure we’re addressing the immediate market concerns, whilst striving to have a long-term lens on driving category growth and what our consumers love to drink.
NLN: What keeps you inspired?
EB: Looking into the past allows me to look forward. We can believe that things haven’t been tougher, more challenging, however if I look back over my grandfather’s, my dad’s and my uncle’s time making and selling wine, they have experienced changes in consumer preferences, shifts away from the category, tough economic conditions but weathered the storm by always being true to delivering great quality wine with a consumer-centric lens.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
EB: My husband, two-year-old son and I live on 40 acres with two acres of Nebbiolo vines. In Spring and Summer, you will find us in the vineyard or around the property maintaining the land. When we get spare time, we love fishing and skiing, both of which take us to wonderful places.