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. So, we’ve launched this weekly series, Wednesday Women, where we’ll profile the stories of the inspiring women in this great and wide industry.
Today we speak with Georgia Monaghan, Store Manager at Wilberforce Cellars in NSW, who, from the age of 18, has worked across various aspects of the liquor industry, from her role as a Merchandiser at Campari to Business Development Manager for Vok.
As a member of the family that owns Wilberforce Cellars, she has also been involved with the store for as long as she can remember, but she never envisioned becoming the store manager.
Like many people, Monaghan started with the goal of learning the ins-and-outs of the business – getting to know its culture and understanding how things operate. But, after several stints with other businesses, she recalls taking on more responsibilities at the store, and realising how the experience she gained elsewhere allowed her to contribute in a meaningful way.
“As I grew within the business, I realised that being a manager wasn’t just about overseeing people or processes – it was about carrying the vision forward and helping the business evolve.
“While I didn’t see myself as a manager in the beginning, the combination of my growing knowledge, the mentorships I received, and my passion for the company’s future made that role feel like a natural progression,” she stated.
A family affair
Working in a family-owned business is about more than the work. According to Monaghan, it’s about the relationships, the shared values, and the sense of legacy that permeates everything the family does.
“There’s an implicit understanding that everyone is invested – not just in the day-to-day operations, but in the long-term success and growth of the business. This creates a sense of commitment that’s hard to replicate in other work environments,” she explained.
When personal and professional lives blur, this can present its own challenges, but in Monaghan’s experience, having a deeper personal connection also fosters a greater sense of trust and a unique culture, and she says the business wouldn’t be where it is today without the support of her family members.
“Working in a family business fosters an environment where people are genuinely invested in each other’s success. This creates a level of support and collaboration that can be hard to find elsewhere. It’s not just about professional success; it’s about growing and thriving together as a family, both in business and in life.
“For me, the combination of trust, loyalty, innovation, and the sense of community is what makes working in a family business such a rewarding experience. It’s not always easy, but the long-term rewards – personal and professional – are incredibly fulfilling.”
Award-winning vision
In her time at Wilberforce Cellars, Monaghan says her role has always focused on promoting quality and fostering strong relationships.
“Liquor retail, to me, represents a unique intersection of customer experience, product knowledge, and a dynamic regulatory environment. It’s more than just selling bottles of alcohol, it’s about creating an engaging, responsible, and personalised experience for customers while maintaining high standards of service and compliance,” she explains.
It is these beliefs that make Monaghan stand out in the liquor retail industry, and the recognition she received at the 2024 Australian Liquor Industry Awards (ALIA) has further cemented her reputation.
Wilberforce Cellars claimed the ALIA award for Best Liquor Store, with Monaghan also being Highly Commended in the Best Liquor Retail Manager category. She says it was a surreal feeling to be nominated, let alone claim the Highly Commended title.
“To be recognised by peers, industry leaders, and colleagues is an affirmation that the effort I’ve put in, along with the support of my team, is truly making a difference. While the recognition is very personal, I also see it as a reflection of the work we’ve all done together as a team.
“I’ve always believed in empowering my team members, encouraging them to develop their strengths, and supporting them in reaching their goals. Being recognised means they’ve contributed just as much to the success and growth of the business as I have.
“A great retail manager knows that success doesn’t come from individual effort alone, it’s about building and empowering a team. Effective leadership in retail is about inspiring your team, setting clear expectations, and fostering a culture of collaboration and accountability. A good manager motivates their staff, supports their development, and creates a positive work environment that helps everyone perform at their best,” she stated.
Monaghan attributes much of her success to her ability to offer a different perspective, having worked on both sides of the counter, and working closely with suppliers to get the best results for both parties. But she also prides herself on her continuous focus on learning.
“The most effective way to establish yourself in liquor retail is by becoming a subject-matter expert. Knowledge is power in this industry, and customers – and colleagues – will respect you for your expertise.
“Take the time to learn about different types of spirits, wines, beers, and other beverages, and how they are produced, marketed, and consumed. The more you know, the more confident you’ll feel when interacting with customers, suppliers, and peers.”
In liquor retail, she says networking is a crucial part of career advancement, and building relationships with suppliers, distributors and fellow retailers can open up new opportunities.
“The liquor industry is constantly evolving – new trends, products, and technologies emerge regularly. Stay curious about what’s happening in the industry. Being adaptable and proactive about learning will keep you ahead of the curve. Follow industry news, read relevant publications, and attend events to stay informed. Don’t be afraid to try new things and learn from them,” she concluded.