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.
Here, we dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, and uncover their personal stories of success.
This week we’re joined by Michael Farah, National Sales Manager for Dee Vine Estate.
NLN: How long have you been with Dee Vine Estate, and can you share a bit about your journey to becoming National Sales Manager?
MF: I’ve been with Dee Vine Estate for eight years now, but I’ve been in the liquor industry since 1999. Over that time, I’ve seen the landscape evolve dramatically – from consumer preferences to distribution models. It’s been quite a journey, and each chapter has helped shape how I lead our national sales efforts today.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
MF: The biggest lesson has been learning that no two customers are the same. Understanding individual needs and adapting accordingly is crucial. It’s about building two-way relationships based on listening, trust, and service. I’m fortunate to have clients I’ve worked with for decades – that kind of loyalty doesn’t come easily, and it’s something I truly value.
NLN: How do you ensure Dee Vine Estate stays ahead of industry trends and changes?
MF: We have a dynamic team working across multiple channels and customer types, which keeps us connected to what’s happening on the ground. We constantly share insights, collaborate on ideas, and look at what’s next – from innovation in product styles to how we go to market. It’s all about staying flexible, informed, and proactive.
Advice for retailers
NLN: What key trends in the alcohol industry should retailers focus on in the next few years?
MF: We’re seeing a continued rise in lighter wine styles, especially those with lower alcohol content. There’s also a broader movement toward moderation – fewer people are drinking, or they’re choosing to drink more mindfully. That means we need to create more relevant occasions for enjoying wine. Health-conscious products, particularly those lower in sugar, are gaining traction. At the same time, economic pressures are making value-for-money offerings more important than ever. Retailers need to balance all of that: premiumisation for some consumers, and accessibility and affordability for others.
NLN: How can suppliers and retailers better collaborate using data to drive growth?
MF: Data is the most powerful tool, we must understand what consumers are drinking, when, and how much. It allows us to identify emerging trends, shifts in buying behaviour, and changes in basket sizes or spending patterns. By aligning that information with our product portfolio and customer demographics, we can make smart decisions about what to range, when to promote, and how to communicate. Better data-sharing between suppliers and retailers helps both sides stay ahead.
NLN: How can suppliers help retailers manage inventory and adjust to changing demand, especially with new products?
MF: Depletion and sales data give us insight into what’s working and what’s not. That allows us to support retailers with the right product mix and volume. But it’s not just about the numbers – open and frequent communication is critical. We aim to help retailers maintain healthy margins, offer appropriate discounts in high-performing areas, and support cash flow through conservative and strategic deals. It’s about building trust and making it easier for our partners to succeed.
NLN: As the National Sales Manager for Dee Vine Estate, what are your ambitions for the year ahead?
MF: I’m focused on expanding our distribution and building new business relationships but also evolving our product range with new labels and styles that resonate with today’s consumers. It’s about offering something different – whether that’s through personal service, innovative promotional activity, or tailored support for retail groups. We want to be known not just for great wines, but for going above and beyond to help our customers grow.
NLN: What keeps you inspired?
MF: My team at Dee Vine Estate and our customers. They keep me motivated and challenged. I love the industry, the people, and the relationships. Seeing our customers benefit from our products and services is incredibly rewarding. I’m passionate about our wines because we’re involved in every step of the process – from vineyard to shelf to the consumer’s table.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
MF: Spending time with my family, especially my grandkids. They keep me busy, grounded, and remind me what it’s all about.