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 Michelle Geber, Managing Director of family-owned Barossa Valley winery Château Tanunda.
NLN: How long have you been with Château Tanunda, and can you share a bit about your journey to becoming the Managing Director?
MG: Even though Château Tanunda is a generational family business, it wasn’t a given that I would work in the wine industry. My path to managing director has been anything but linear!
My bachelor and graduate degrees are in international studies and business, and I also hold a diploma of graphic design and worked through university in graphic design jobs. After university, one of my most memorable experiences was working in Samoa, in an Australian government and Samoan Ministry of Communications and IT program that supported telecommunications centres around the country. We empowered women to run these businesses, and I focused on making them profitable.
I began my wine career in New York, working with one of America’s largest family importers, launching Château Tanunda in the US, and supporting a number of large wine brands in marketing, distribution, and sales. I spent three years immersed in that market, discovered my passion for wine and haven’t looked back!
In the 12 years since returning to Australia, I’ve worked across many areas of the family business gradually rising through the ranks. Whenever an opportunity at a higher level arose, I seized it, even when it was challenging. My roles have included international key account manager and national sales and marketing manager. It helps in my current position that I have a deep understanding and have walked the path of these roles as I manage the business today.
I’ve always had an international interest, which has served me well at Château Tanunda as we export to more than 30 countries. Understanding cultural distinctions is crucial when working in different markets.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
MG: Working in the US gave me invaluable exposure to the global wine industry and deepened my understanding of Australia’s wine position in a world setting. It highlighted the important value of our premium and luxury wines – a communication we must continually tell and promote as a collective!
I’m incredibly grateful to be part of a network of family wine businesses, where I’ve shared in learnings from regions around the world. Having international vintage experience in Champagne and Châteauneuf-du-Pape gave me experience in hand crafting wine, understanding terroir to a pin-point level, and compelling storytelling. The French excel at communicating the story behind each wine. The philosophies shared and support given both ways between these family wineries help us all continue our generational businesses.
And then, in the past five years, the Australian wine industry has faced numerous challenges. These experiences teach the necessity for quick thinking and flexibility at critical moments to meet market challenges, and also to strive to open new markets or channels. It’s also provided moments to strengthen our core values at Château Tanunda and continue our legacy as a significant Australian winery, striving to deliver Barossa’s best wines both at home and internationally.
NLN: How do you ensure Château Tanunda stays ahead of industry trends and changes?
MG: At Château Tanunda, in-person connections are key to staying on top of industry trends. Whether it’s in Europe, Asia, or here in Australia, being close to the trade – through store visits to retailers and participation in consumer events – is crucial. These activities provide us with real-time market feedback and opportunities that are essential for our growth and shaping our forward strategies.
We also stay up to date with the wider industry through leading trade publications, such as National Liquor News. These resources help us stay informed about the latest initiatives, trends, events, and product releases.
NLN: As the Managing Director of Château Tanunda, what are your ambitions for the year ahead? What keeps you inspired?
MG: In 2025, we’re celebrating Château Tanunda’s 135th anniversary! This year, we’re excited to focus on growing our brand in Australia. Grand Barossa has always been our most famous wine internationally, holding market leading positions in Europe. In the past two years, we’ve seen fantastic growth with this collection in Australia, which is thrilling despite market challenges.
A key ambition is to continue showcasing Australia’s ultra-premium wines and our unique old vine position in the Barossa. Sharing and tasting some of the world’s rare jewels in wine, is a central focus for our cellar doors, both in the Barossa and The Rocks in Sydney.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
MG: I love getting outdoors! On the weekends you can find me stand up paddleboarding, playing tennis or hiking. I also enjoy being involved in the hospitality scene, whether it’s visiting a new restaurant or bar.