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 Lauren Mudge, who feels honoured to tell the rich story of Seppeltsfield as the winery’s Head of Corporate Sales and Marketing.
Mudge joined Seppeltsfield in 2018, drawn to the winery’s iconic reputation and convinced by a meeting with owner Warren Randall that it was an opportunity she could not pass up. Before Seppeltsfield, she worked at another of Australia’s landmark wineries, Penfolds, learning from Chief Winemaker Peter Gago.
Today, she shares the story of Seppeltsfield’s 174-year-old estate, its historic 1878 Centennial Cellar, and the broader vision of Randall Wine Group.
Finding modern relevance
Marketing a brand that has roots in the 1800s, especially in a category like wine, requires a careful balance of respect for tradition with relevance for today’s consumers, including younger generations. Mudge says the Seppeltsfield team is proud of its history but remains forward-looking in its approach.
“In 2018, Seppeltsfield launched its contemporary new brand identity for the luxury still wine collection. The inspiration behind this new label was taken from within the estate, with the earliest insignia reinstated – the crown and star trademark from 1877, together with cues such as the proprietary blue and label shape found on 19th century craft liquor bottles,” she told The Shout.
She sees the winery as an ever-evolving offer, from its consumer-led wine collections and its reimagining of fortified varietals as luxury still wine expressions, to the destination estate, which is also home to FINO restaurant, a Prohibition Liquor Co. tasting room, and Vasse Virgin’s natural perfumery workshops.
Highlighting one of the ways the winery is able to honour its roots while still feeling relevant to modern wine consumers, Mudge added: “I have to say, I just love how versatile Grenache is in the Barossa, and we are fortunate to be able to make Rose, 100% Grenache; Joven Style Grenache, no oak; Grenache Shiraz Mataro, blend; Single Vineyard, from our icon Great Terraced Vineyard; and Tawny of course.”
Sharing Seppeltsfield’s legacy
The story of Seppeltsfield dates back to 1851 – it’s because of this rich Barossan heritage that Mudge considers the winery a national treasure, and it’s what has kept her so connected over the years.
In her time at Seppeltsfield, Mudge has led some incredible marketing initiatives that have seen Seppeltsfield recognised as Best Tourism Winery at the 2024 Qantas Australian Tourism Awards and recognised in the World’s Top 100 Vineyard Estates for six consecutive years.
The repositioning of the Centennial Collection in 2023 into a more contemporary, but still luxurious style, is an initiative that she is especially proud of.
When asked which elements of the winery she resonates with the most, Mudge told The Shout: “There is no doubt the Centennial Collection is the jewel in the crown at Seppeltsfield, a testament to the legacy of Oscar Benno Seppelt.”
Having built the Centennial Cellar in 1878, Oscar Benno Seppelt selected a puncheon of his finest wine and gave instructions that it was not to be bottled for 100 years – it’s a tradition that has continued ever since, through different ownership, and a legacy that Mudge is honoured to be a part of.
“Seppeltsfield has been long internationally renowned for its treasure trove of fortifieds highlighted by the Centennial Collection – the world’s only unbroken lineage of single vintage wines in the world, dating back to 1878. Spanning 148 vintages, visitors can experience this living museum of Australian winemaking history, and taste history, the 100 Year Old Para Vintage Tawny, direct from barrel.
“There is nothing else quite like it in the world, sure there might be older wines globally, but the Seppeltsfield Centennial Collection is home to a barrel of Tawny, every single vintage dating back to 1878, right through to today,” she stated.
Lessons in leadership
There’s no doubt that Mudge has learned a lot about the history of the winery in her time with Seppeltsfield, but she says she has also learned a lot about herself.
“Being based at the estate has helped me very much understand all facets to the business, and the exposure I have across all of the different areas of the business has helped me grow as a leader and communicator,” says Mudge. “It is very much a team effort, and ours is dynamic and diverse.
“Working with various partners of the business across the estate, trade, media, corporate, VVIP’s, sponsorship, industry and government [has been rewarding], and the great working relationship I have with my manager, Steven Trigg [Managing Director], is built on foundations of trust and accountability,” she added.