Tell our readers a little bit about yourself. Where are you from?
I was brought up in London town, I’ve been really lucky to grow up in such a fantastic city, one that has so much going for it with a lot of great opportunities. When I finished training as an actress I decided to dive into the world of food and drink. I've always been quite passionate about brands but also the fact that London has such an amazing food and drinks scene to offer. I certainly spent my time and energy enjoying it as I grew up into adulthood.
What is your background? What first got you into the industry, more specifically into the beverage industry?
I have worked in food and drink for the last fifteen years initially working in health and wellness industry with healthy food and drink brands. After spending a lot of time working with these brands in the retail world, I was really excited about what hospitality had to offer. That’s when I took a role as Head of Sales for a brand called Seedlip which was the world’s first distilled non-alcoholic spirit. It was a very peculiar concept at that time, which involved working with bars and restaurants and talking to them about creating fantastic drinks for those moments when you are not drinking alcohol. That’s really when I found my groove. I really appreciated what it meant to work on projects which involved building brands but I got to so in an environment that was fun.
That's what it brought me into hospitality. After 4 and a half years of working with Seedlip, I took on the opportunity to start a journey with a new brand: Della Vite. I wanted to dive into another opportunity from the start of their journey. It was about getting into the hearts and minds of what these sisters, the Delevingne sisters, really wanted for their brand and bringing that concept to market.
Della Vite is a very different concept from Seedlip, what made you take a step forward and move from Seedlip to Della Vite?
From the offset people might think that the Seedlip opportunity is quite different from Della Vite - but I see a lot of similarities between the two. What Seedlip was doing was creating a category in the spirits industry which was its own brand. Before Seedlip, no one thought of the world of non-alcoholic spirits, so it was a brand that created that category and that takes a real challenge, a mindset for the brand. When I connected with Della Vite and understood its company vision and mission, what it was trying to do, it was trying to come to a category that existed but completely repositioning the brand within that category. With Seedlip it was creating a category, with Della Vite it was recreating a category, but actually you have to take on quite a lot of the similar priorities and you have to do things in a similar certain way. I was able to use the benefit of my experience from Seedlip to help look at how to challenge the norms of Prosecco and bring something new to market which ultimately is a brand that's never quite been created before.
What is the Ethos behind the brand?
At the heart of Della Vite, we feel really strongly about the fact that the way in which people celebrate has changed quite a lot. Years ago, we thought of celebrations as big moments - weddings, anniversaries - and actually, nowadays, we are more focused on enjoying more informal celebrations, more everyday moments. Celebrations have been redefined, it's about the small moments being big moments, connecting with your family, friends. So I think, for us, redefining what celebration really means now in today's world, is at the heart of one of our biggest beliefs at Della Vite.
What makes Della Vite special and different from the rest?
First and foremost, the Prosecco category itself is quite vast and there’s a real variety of different qualities of Prosecco out there. For us, Della Vite was about really elevating Prosecco to be of fantastic quality. The liquid quality is really important as well as our sustainability credentials. We have solar panels at our winery which means we have a reduced carbon footprint. We are vegan certified which is fantastic and the other thing, we take the time with our fermentation process. The taste is not too sweet and is very refreshing, it is light. We really feel that those elements are what differentiates on a product level.
Our big thing is that we have some fantastic founders, three pretty well-known names, amazing women. I think the category was calling out for a brand that was really going to have a voice and trigger some lifestyle credentials as well, not just be a producer led Prosecco. All of those things combined mean that we have created something quite unique and hopefully people agree, something a little more special than the majority of the market.