DMG Fine Wines
Young Business Executive
In just 3 years at DMG Fine Wines, Imogen Hayes (pictured above) has launched the Handpicked wines brand across Asia, landing it in Qantas’ first class, through all major Australian airports and many 5-star hotels in China, Hong Kong, Thailand, Cambodia and Korea.
The Marketing Manager won the Young Business Executive honour at the Sydney City Regional Business Awards in July, which celebrates young people who have achieved outstanding results in a business environment. Imogen also won the state award on 25 November.
Imogen’s contemporary and innovative approach resulted in sales increasing by 72% in the 2015/16 financial year.
“The vision of Handpicked is a very non-traditional wine model. It allows wine lovers everywhere to taste wines from all of the world’s best regions, under one trusted brand,” Imogen says.
Her passion for wine was kicked off when she spent time studying in Hong Kong and working with Asia’s first Master of Wine, Jeannie Cho Lee, giving Imogen an invaluable cross-cultural experience that helped her reinvigorate the wines brand in Asia.
“I was so fortunate to work alongside Jeannie, who was the first Asian to obtain the prestigious Master of Wine title held by only 341 people across 5 continents.
“From her, I learned to look at traditional wine marketing and work out how I can do things in a different way through packaging, design and events that strongly resonate with Asian audiences.
“That means considering things like visual cues, using bolder colours and more visual labels to appeal to a non-English speaking audience who find traditional labels very confusing,” Imogen says.
DMG Fine Wines – the producer and distributor of Handpicked wines and Two Eights wines – has offices in central Sydney, and is also the Australian and New Zealand distributor for Kweichow Moutai, the national liquor of China.
The company covers all of Australia’s fine wine regions and also make wines in Italy, France, Spain and Chile.
“It’s a huge privilege to win this award in a city that has so many interesting businesses and cultures. The award has given me confidence in what we are doing, and has helped me reflect on what good leadership qualities are and how to achieve them,” Imogen says.
DMG Fine Wines will be launching an urban cellar door in Chippendale towards the end of the year, along with a new ecommerce and delivery platform.
Last updated: Monday, 28 November 2016