You have just taken on the new country manager role for Ireland for VSPT — first of all, congratulations. What made you want to apply for the position, and what was it about VSPT that particularly attracted you?
Thanks very much! I'm delighted to be joining the business at this stage of its journey.
What appealed to me about VSPT was the combination of globally recognised brands, a genuine commitment to sustainability and a clear focus on innovation and long-term growth. The company has invested significantly in strengthening its position across Europe in recent years, and Ireland is an important market within that ambition.
The breadth of the wine portfolio is particularly compelling. Brands like Santa Helena, Tarapacá, 35 South and La Celia allow us to engage shoppers across different occasions, price points and tastes, which helps to meet a wide variety of needs.
The breadth and depth of VSPT's wine range is one of the reasons that Kirsten McCann wanted to take on the new Irish manger's role in Ireland
In today's environment, where people are increasingly thoughtful about how they spend their money, that flexibility is really important.
Having spent a number of years working in FMCG, distribution and more recently in the drinks industry, I've developed a good understanding of the Irish market and the realities facing retailers and suppliers. While there are undoubtedly challenges, there is also considerable scope to develop brands and categories and create value in this market.
Tell us a little about your career to date and how you got into the wine industry?
My career has primarily been within FMCG, where I have worked across a range of commercial roles focused on developing customer relationships, building brands and delivering results in highly competitive markets.
Most recently, I spent three years with C&C Group leading the off-trade wine business for Bibendum Ireland and managing a large portfolio, which included top brands like Santa Rita and Yellow Tail. That experience gave me valuable insight into the wine category and a much deeper understanding of the dynamics shaping the Irish market.
What specifically do you think your experience at C&C Group will help you in your new role at VSPT?
Working with Bibendum Ireland gave me a much deeper understanding of the wine category and the pace at which it evolves. Consumer preferences, channel dynamics and competitive pressures are constantly shifting, and businesses need to remain agile in how they respond.
It also highlighted the importance of balancing brand building with commercial execution. Having great products is only part of the equation. Success comes from making sure those products are available, visible and relevant to shoppers.
And I think most importantly, it gave me a greater appreciation for the value of collaboration across the supply chain and the role it plays in achieving results.”
What do you think you have learnt by working in the FMCG sector?
VSPT will be hoping to make its mark on the Irish wine market through leading South American brands such as Graffinga in Argentina
Working within FMCG, and more recently in wine, has given me a broad commercial perspective. While categories may differ, the fundamentals remain the same: understanding consumer behaviour, responding to market trends and executing to a high standard.
Do you think having a strong understanding of the Irish distribution, retail and on-trade markets puts you in a particularly strong position for this role?
Ireland is a mature wine market. Consumers have access to an extensive range of products, and that level of choice creates a highly competitive environment, but it also encourages suppliers to continually improve how they support customers, develop categories and engage shoppers.
Having worked closely with retailers, distributors and brand owners, I've gained a real understanding of how the market operates and where value can be created. That insight is important when it comes to identifying priorities and focusing resources effectively to develop the VSPT brands across the market.
VSPT has been strengthening its presence in Europe in recent years. What opportunities do you see for the company in Ireland as part of that broader strategy?
While overall category conditions remain challenging, there is still plenty to be optimistic about and VSPT is well set up for success here.
Wine continues to play an important role within the Irish off-trade, and consumers remain highly engaged with the category. Growth will come from staying close to changing consumer habits and ensuring we remain relevant across different occasions and purchasing missions.
There is also scope to further strengthen our presence by broadening distribution, enhancing visibility and continuing to invest in the areas where we can make the biggest impact.
Chile and Argentina are important countries of origin in the Irish market with Chile obviously being the biggest, and despite the fact that there are some well-established brands in the market already, I am confident that with VSPT’s brands and innovation there is plenty of opportunity to create incremental growth and add value.
VSPT has a diverse portfolio of brands. Which do you see as having the strongest potential in the Irish market, and why?
The diversity of the range and its strong quality-to-value ratio at all levels is one of its greatest strengths.
The fact VSPT can cater for all channels and price segments with power brands in its portfolio gives it a clear edge in the market, says Kirsten McCann
Different brands play different roles depending on the occasion, consumer and channel. From 1865 and Leyda in the premium to GatoNegro in the mainstream category, we have a super portfolio that allows us to participate across a broad spectrum of the category and provide meaningful solutions for retail and on-trade partners.
It also means we are well placed to adapt to changing trends and shopper preferences without relying on a single brand or segment.
What do you see as the main trends currently shaping the Irish wine market, in terms of consumer preferences, styles of wine and price points?
The biggest shift I see is that consumers are becoming more intentional in their purchasing decisions.
We know that consumption is continuing to decline and that people are being more selective about their purchases. They still want quality and enjoyment, but they are thinking more carefully about when, where and what they buy. That places greater emphasis on relevance, value and occasion.
We are also seeing continued interest in products that offer something more, particularly amongst shoppers who want a stronger connection with the products they choose. Brands that have a strong story to tell and that can resonate with the consumer are the ones that will have continued success.
Connecting with the consumer is something that can be tough to do when there is so much for them to choose from, but having the right brand for the right occasion at the right price point will help us to stand out from the crowd.
VSPT has identified an opportunity to develop the off-trade channel in Ireland. Why do you think this represents such an important opportunity?
The VSPT Wine Group is one of the biggest wine producers across South America
The off-trade remains the dominant channel and continues to be where the majority of purchasing decisions are made.
That makes execution at shelf, category management and shopper engagement particularly important.
The on-trade continues to play a different but equally valuable role. It’s an important environment for discovery, premium experiences and introducing consumers to new products and styles.
Sustainability and long-term partnerships are increasingly important in the wine industry. How relevant are these topics for Irish customers and trade partners today?
It is becoming an increasingly important consideration for both businesses and consumers.
People want confidence in the products they purchase and greater transparency around how they are produced. Retailers are also placing increased emphasis on working with suppliers whose values align with their own long-term objectives.
One of the aspects that particularly impressed me about the business was the way sustainability is part of its DNA. It is viewed as a fundamental part of how the company operates rather than a standalone initiative.
What do you see as the biggest challenges in the Irish wine market at the moment?
VSPT is excited about the opportunities it has to learn from how it has grown its business in other key European markets by expanding more into Ireland
Like many categories, wine continues to operate in a complex environment. Consumers are navigating cost-of-living pressures, competition remains intense and businesses throughout the supply chain are managing increasing costs.
It is a challenging and indeed a shrinking market overall, but companies that focus on execution, innovation and maintaining a clear understanding of what drives purchasing decisions will will be best positioned to navigate the evolving market.
Looking ahead, what are your immediate and mid-term goals for building VSPT’s presence in Ireland?
As I settle into the role, my first priority is to spend time listening. I know that listening will help me to build on the excellent foundations already in place and support the next phase of development in Ireland.
I want to spend time with retailers, distributors and colleagues to understand where they see the biggest opportunities and challenges. From there, the focus will be on translating those insights into clear next steps that will strengthen our position and support future growth.
Alongside that, I want to continue building the relationships which are key to ensuring we are recognised as trusted and valued partners.
Anything else to say?
Just that I am glad to be leading the next stage of development for our brands in Ireland.
There is a talented team in place, a fantastic portfolio and a clear vision for the future. Bringing those elements together while working closely with our partners across the market is something I am genuinely excited about.
* You can find out more about the VSPT Wine Group here.
