SOHO WINES was founded in 2009 by Rachael Carter. Rachael’s family have been involved in the NZ wine industry for over 40 years. Rachael’s father, John Carter Snr, owned a wine packaging company that produced corks, barrels and caps. Following the rise of a new competitor to his business Rachael left her marketing studies early to help him out and has been involved in the industry ever since. In 2000, Rachael’s father sold his company to Fosters and partially reinvested in vineyards, including one on Waiheke and two in Marlborough. It was around this time that screw caps for wine bottles were becoming popular and Rachael decided to start importing screw caps from Italy, gaining a 75% market share in 3 years. Eventually, with the support of her family, Rachael decided to manufacture her own screw caps in Auckland and entered into a partnership with the Italian company with whom she had been importing them from.
The catalyst for SOHO’s establishment came in 2008 when the Waiheke winery which John Carter Snr had invested in started to struggle, no longer able to buy his grapes. Given Rachael’s longstanding desire to own a wine company, she sold her share in the screw cap company which she had founded and started SOHO WINES, initially to buy her father’s grapes and it’s all grown from there!
From the outset Rachael wanted to be different, “I wanted to create a wine company that was sexy, fun, quality focused & reflected the social network associated with wine – a name that embodies this is SOHO. It is often the situation & the company in which you are drinking the wine that makes it more special & this ‘environment’ is the essence of the brand SOHO”.