Tell us about the new wine business you have set up?
I launched MimiAvery.com in November last year. My initial focus was to share my experience working in the wine trade through my love of speaking and presenting about wine. This has since developed further into consulting and trade liaising.
What specifically are you looking to offer?
I have 33 years of active wine trade experience and a wealth of absorbed knowledge from being an active part of the Avery family dynasty which goes back five generations.
In particular my grandfather was focused very much on the Old World and the classic wine regions of Bordeaux, Burgundy, Germany and fortified wines – whereas my father helped to pioneer the New World in the UK.
Mimi Avery is excited to be able to share her career experiences in wine buying both working with wine suppliers or helping to organise tastings and take on speaking engagements
My experience has been in the smaller more eclectic wine regions of the world, which I have loved but has also rounded out my knowledge.
I have also been accepted into the Association of Wine Educators - it’s always nice to have peer recognition too.
My trade consulting has ranged from hosting tables at trade events, managing tasting rooms at larger events - including the Icon tasting room at the London Wine Trade Fair - curating databases for future events, venue sourcing for launches and linking up with local producers for future events.
I have enjoyed working for suppliers, agents, wine producers, events teams and private events.
I am also hoping to work more with suppliers and agencies to help them promote their wines to the trade and public.
I am also keeping my finger on the pulse by covering for Andrew Kinnersley, occasionally, in his lovely little shop the Grape and Good in Wells.
Why did you want to do something for yourself?
I think that there comes a time when you realise that breaking free of the behemoth will expand your horizons rather than leave you floundering. I have loved working for Averys, but it has always been under someone else’s rule – and there is only so much pushing for authenticity that one can do.
In terms of speaking engagements what sort of topics do you cover?
I can talk about almost all things wine and have lectured in Christchurch in New Zealand on the promotion of fine New Zealand wines in the UK market.
One of the most popular sessions I do is talking about the history of Averys through a series of wines. I also regularly host wine and food matching dinners.
Recently I loved taking guests through a series of rare Burgundy wines where you really need a sense of place in the wines to make it work.
But I particularly love talking about wines from off the beaten track and looking at the local varietals that you find in different regions. The New World is also a particular favourite with my history.
You are also keen to explore non wine specific speaking opportunities - what do you mean and what do you hope to offer?
Mimi Avery is confident speaking across a range of wine and non wine topics
I have spoken about John Jellard, a captain who circumnavigated the world in a Barque in the 1860’s – he is a relation but left a fantastically detailed captain’s log.
Most recently I did the “Colts Speech” at the ringers dinner in Bristol (a charity that supports the fabric of St Stephens church in Bristol City centre).
I am also happy presenting projects, giving votes of thanks, president speeches and talking about myself.
I am a confident speaker and love, in particular, talking about the history of the wine trade - with obviously a strong leaning towards the Avery family and our connection to Bristol.
Coming from such a respected wine family what are the key experiences you think you have to share and offer?
It is nice to be able to share the stories behind some of the wines we have been able to introduce to the UK market. As a buyer I was the first to sell Invivo (New Zealand) and Glenelly (South Africa) wines in the UK along with Soellner (Austria) and Domaine Gravallon Lathuilliere (Beaujolais).
I have been president of a couple of charities, and sit on the committee of others as well as being a member of a number of wine groups.
I feel that my civil engineering degree, officer training at college, along with working as a student site engineer makes me think in a wider scope than others might.
Looking back on your career what have been the most important moments for you and the key breakthroughs?
Passing various exams as a dyslexic has been very rewarding – and even taking the Master of Wine three times. I learnt so much that the “not passing” was a small annoyance, but the knowledge I came away with and the lasting friendships I made are invaluable.
At Averys I was pleased to be able to increase both our Portuguese and Austrian ranges, whilst re-establish our Beaujolais offer. They were important to me.
Strangely one of my best buying coups was meeting the export director of Bauchet Champagne at one of my first Bristol Junior Chamber of commerce meetings.
Being made the president of the West of England Wine and Spirit Association in its 50th year was a key moment for me – it was a huge honour.
I am also very proud that when I was president of the Dolphin Society in 2020 – a charity based in Bristol that raises over £100,000 a year – we were able to raise £150,000.
And peer acknowledgement is always very special, particularly when you “have a name” - so being made a panel chair - twice - at the International Wine Challenge, helps you lose the imposter syndrome and nepotism shadow.
It has also been nice to get international recognition and being asked to be a presenter at the Canterbury (NZ) Wine Capital of the World Symposium, an international judge at the Veritas Wine Awards and a judge at the Argentinian Wine Stars Awards.
They have all been very uplifting.
What were some of the more challenging times?
Mimi Avery was wine buyer and a brand ambassador for Averys Wine Merchants
Being a brand ambassador at Averys in lock down was interesting. Managing the business was a huge task, which was really well handled by the wider team and as a business we benefited hugely, but keeping in touch with customers was harder.
But fortunately within months we were able to run wine tastings and courses online and were working with businesses and wine tasting groups - all of which was invigorating.
What learnings were you able to take from those?
Being able to take on tasks and turn on a penny, and knowing you have the ability to move quickly was very useful when buying at Averys. We were able to carve our way and find listings that were exclusive to us.
I also realised I have an ability to be able to chat to anyone. Meeting people out of context and then converting that lead into a possible wine sale. It is something I have been able to take into running my own events and consultancy business.
Also being able to switch and change who you work with – during Covid, for example, our marketing tightened up considerably. I was brought more into the group marketing team and Averys really benefited from having a far more social media focussed team.
I have taken much of this on board for my new business.
Any lessons you have learnt running your own business?
Mimi Avery is the fifth generation of the Avery family - pictured here in front of a painting of her grandfather Ronald Avery
One early lesson I learnt in my first consultancy job, was to separate my professional fee from the underlying wine and event costs, with clearly defined scope and volumes. It was a quick learning curve and a mistake I will not make again.
It all comes back to that age old story of pricing yourself correctly. Most things are negotiable, but when you think about what you are getting for the fee it is usually pretty reasonable. I am being employed so I must be hitting the right ball park.
Any mentors in your career that have been particularly helpful?
I think at Averys my father was my biggest fan – he was so proud of me.
Sue Lawrence our office manager was always there if I needed a sounding board.
Sarah Turner was my “voice” at Averys she was a godsend translating my words, thoughts and feelings into our “letters” to customers.
Bill Hardy and Scott McWilliams have both been a huge help in the last few years - Scott for introducing me to Bill in particular.
In the last year my peers have been wonderful – both in and out of the trade, bringing me into groups, chatting through options, offering advice on all sorts of issues.
Who in the business side of the industry do you most admire for what they have achieved and why?
I have huge admiration for my father and grandfather – for their palates and foresight.
Jancis Robinson MW is such an inspiration – her writing, and effortless ease talking to everyone.
And all the Annes: My MW contemporary Anne Krebiehl for her determination and how she has flourished since passing,
Anne Burchett for how she has developed the seminars at Wine Paris.
And Anne Jones with her work in sustainability.
Along with young interloper Abbie Bennington and her amazing podcast Vintage Politics. She has shown how you can merge your previous career and your current one.
You also have to admire what Tony Laithwaite has achieved – just in my lifetime.
There are also many Avery graduates: Phil Tuck; Laura Taylor; Bill Baker; Wolf Blass; Andrew Pirie and many more.
Along with the multi-generational wine producers: Famile Hugel; JP Mouiex; Jean Chartron; Marie France, Hortense and Blandine Manoncourt; Mai de Lencquesaing; Robert and Lucy Hill Smith; the Tyrrells; the Brakovich’s; Gallos -the list is endless .
But it shows how the “people” are so important in the wine world.
Anything else to say?
It’s interesting that when you first asked me to look at these questions a few months ago I did not have the self-belief – call it imposter syndrome – to answer them. But now I am happy where I am and everything is falling into place and I have had some great feedback from events so far and I am thoroughly enjoying everything that I am doing.
* You can find out more about the services that Mimi offers at MimiAvery.com.
