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 Serena Carl, whose path at Dan Murphy’s from Wine Merchant to Store Manager in just four years is inspiring.
Having worked front of house for most of her career, Carl has always enjoyed sharing her passion for wine, and after 15 years in hospitality, joining Dan Murphy’s as a Wine Merchant offered a significant change in work-life balance. More than that, it was an opportunity to be involved in a growing community and amplify female representation.
“When I started, I was one of only a handful of female Wine Merchants in Australia, and that number has grown vastly since then. My time in the role offered incredible experiences, from wine judging to running events with the Women in Drinks Committee, and secondments that provided insight into the many roles within Endeavour’s corporation,” she told National Liquor News.
From there, she describes her promotion to Store Manager at The Cellar in Barangaroo as a natural progression.
“Having contributed to the opening of other venues around Barangaroo over the last ten years, I’ve seen its phenomenal evolution. There’s a real community feel here, and I’m thrilled our team gets to be a part of it.
“Barangaroo also holds significance in female leadership, named after the Cammeraygal woman from Eora, a significant influence in the early European colony, which inspires and motivates me to help The Cellar achieve its full potential alongside our community,” Carl explains.
Shaping the customer experience
Heading up one of the smallest cellars nationally, Carl says every product must have a purpose. Since beginning this role, her key priority has been shaping the store’s offer and experience for its diverse, inner-city customer base.
“We aim to cater to everyone, from residents and tourists to businesses and workers travelling from various parts of Sydney,” says Carl.
“There’s huge demand for gifting, convenience, and large-format orders from surrounding businesses, so we strive to meet these needs while encouraging discovery and adventure with wine.”
When it comes to gifting, she says Champagne, premium reds and whisky, have all been very popular, especially among collectors, and the ‘A Glass Of’ range is popular across the broader customer base.
While she’s well acquainted with the area and its diverse consumer makeup, Carl also came into the role with strong wine knowledge, and there’s no doubt it significantly influences her day-to-day decisions regarding ranging, promotions, and events.
“It helps me find something for everyone and empowers the team to upskill and educate our customers. We are passionate about tasting and supporting talented winemakers, especially local ones. There’s so much to explore on the event side, and the community is keen to collaborate.”
With that knowledge, Carl is eager to shine a light on one particular program at The Cellar which she feels flies under the radar.
“Our cellar release program should be better known, especially for those interested in aged wines from popular Australian producers. We also have a wide range of alternate red varietals, both Australian and imported, that people get excited about but often need a little guidance to try for the first time,” she explains.
Building a career in liquor retail
For those eager to advance their careers in liquor retail or progress into a leadership role, Carl’s journey offers inspiration – and she has a few key pieces of advice to share.
“Passion is key, along with the desire to guide both your team and customers out of their comfort zones. It’s crucial for us to realise that we are integral to fostering a love of wine for future generations. In retail, this can range from a ten-second elevator pitch to an in-depth conversation about wine regions and vintages.
“An interest in all products is definitely a core principle within a role like mine, but more importantly, communication and an understanding of people is imperative. Keep your mind open, learn something new every day, and recognise your customer as an individual, not just a number,” she concluded.