Key takeaways

Operating in a global market that is declining, stay close to your customers through loyalty clubs and providing a venue for promotion and events.

If your business is a lifestyle one, involve your family in it as much as you can. Even name products after your kids.

Tracy and Leith Ashworth, the couple behind the Bridge Pā organic family wine business Ash Ridge Wines recently celebrated the third anniversary of taking over the company, and they have ambitious plans for their fourth year.

“It was a big step to buy a cellar door and winery,” says Tracy. “The previous owner established the current vineyard, business systems, wine club and relationships with suppliers too, so it was about building a reputation and brand image that reflected us.”

The first thing they did was create a new vision, refitting the cellar door, designing new labels, and putting an emphasis on organic wine production, says Leith, Ash Ridge’s winemaker.

Ash Ridge also bridges the family’s other wine business, Junction 45 minutes away, established by Leith’s parents, former All Black John Ashworth and wife Jo.

Junction Vineyard is 9ha and Ash Ridge is 8.5 ha and between the two sites, the business has 14 different varieties, the two vineyards producing 5000 cases a year, says Tracy. The biggest sellers are Ash Ridge Elodie Bubbles, Chardonnay, Pinot Gris and Rosé.

Challenges in the first three years

The Ashworths have had their share of challenges in their first three years of business but a global pandemic and Cyclone Gabrielle were never going to stop them.

“Around Cyclone Gabrielle, it felt like the whole season was so wet but we came through, still making three or four wines which won gold medals, including a Double Gold for the 2023 Premium Chardonnay at the New Zealand International Wine Show,” says Leith.

“The fact that Ash Ridge is certified organic has helped us with challenging seasons. With an organic approach, the skins seem to be a lot more resilient,” he says.

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How the Ash Ridge winery owners spread the risk

It’s still early days, say the parents of three children who work hard to spread the risk of owning a winery.

Tracy has a full time job in public health and works in the Ash Ridge cellar door on weekends while Leith, as well as winemaking, does a lot of educating and talking about the brand around the country to Ash Ridge wine club members.

Leith is also bottling wine, hosting events, running tastings, and farming both the vineyard and their nearby 27 ha sheep and beef block.

Leith likes the fact his two vineyards, Ash Ridge, and Junction, have different climates, which is good for risk management.

Family first

The Ashworths are building a brand closely involving their family (and pet animals). Winston the dog and Nelly (Penelope) the cow, who both spend quality time in the vineyard, have their own wine varieties.

The children, Imogen, Max and their youngest, Elodie, have all had wines named after them, Elodie delighted that her sparkling Elodie Brut and Sparkling Brut Rosé brands are best sellers.

With wine consumption on the decline globally, the Ashworths’ approach is to make sure they’re adapting to customers’ tastes.

“The Elodie Sparkling Brut wine is an example of this,” says Tracy.

The Ash Ridge Wine Club and Cellar Door

One of the business’s biggest marketing tools is the winery cellar door and Ash Ridge won Hawkes Bay Cellar Door of the Year in 2023.

“I spend a lot of time in there doing tastings and sharing the process,” says Leith.

The Ash Ridge wine club, meanwhile, is the brand’s biggest market, he says.

“We sell a six-bottle pack three times a year, so people get to taste 18 different wines over the year, showcasing both Junction and Ash Ridge wines,” says Leith. The couple also work with a national distributor, Hop and Vine.

Events are important for brand building

The Ashworths are always experimenting with ways to grow the brand, creating events for the whole community to enjoy.

They hold the Carboot Wine Market for wine brands who don’t have a cellar door to come in and share wines at Ash Ridge.

“It’s better if all of us do better for the Hawke’s Bay community of winemakers,” says Leith.

The couple are also planning a harvest party in the first weekend of March.

“Leith will take people through the winery and they can see how chaotic and crazy it is at harvest time,” explains Tracy.

These kinds of initiatives all build reputation, says Leith.

“Reputation is everything when establishing a wine brand and it takes time,” he says.

To read the full story go here on Stuff.

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Ash Ridge is an award-winning winery always adapting to customers' tastes