Bars and Clubs speaks with Lara Gardner, Senior Market Manager – Spirits at Casella Family Brands, who said being passionate about her career has always been a priority, and it’s this ethos that has allowed her to lead such a colourful career.
Having worked as a ballet dancer, an assistant cruise director cruise liner and a marketing assistant at a music company, Lara was looking for an industry that humans have a strong emotional connection to, and this was where she made her foray into drinks.
“Whilst I was a bit late to get into the drinks industry, the gateway was working with the Bordeaux Wine Council in marketing whilst living in London,” she says.
“When I made the move back to Australia, I worked at a BTL agency on Southern Comfort, the Scheweppes CSD portfolio and CUB’s on- and off-premise activation program.
“Soon after I started with Stolichnaya Vodka and a single malt portfolio for a distributor, and then went on to two other Sydney-based drinks distributors.”
Now, Lara is proud to work on the spirits portfolio at Casella Family Brands, with Morris Australian Single Malt Whisky as her lead brand.
“Currently, I’m Senior Market Manager for the spirits portfolio at Copper & Grain Distilling Co, this is the spirits business formed under the ownership of Casella Family Brands.
“Our focus brand is Morris Australian Single Malt Whisky, and we are also about to launch a Double Grain Whisky. We’ve also just relaunched our cellar door and distillery in Rutherglen, which is now home to Morris Whisky and wine and a unique destination where you can experience whisky and fortified wine under one roof.
“It tells such an incredible story of how the fortified barrels of Morris impart such incredible flavour in the finishing process of our matured Single Malt Whisky,” she added.
Lara is lucky enough to make frequent visits to the Morris home in Rutherglen, Victoria, and she also juggles life as a mum to two children, who she says make her proud and give her focus.
Throughout her career there have been challenges, from switching industries to moving countries, but the highs and lows have equipped Lara to navigate change.
“Having never lived in Australia as an adult, and having forged a really strong network professionally and personally in London, moving to Sydney was a real challenge.
“I grew up in Melbourne, but moving to Sydney meant that I had to start from scratch. I have invested in leveraging connections, attending events, learning and putting myself out there to help me make up for lost time,” she says.
Having participated in many education opportunities, including a mentorship program, Lara has developed a strategic and rational approach to her future in marketing.
“I have a new approach and mindset to taking ownership of my future, with a new sense of direction,” she says.
This approach not only translates to her current role, but also where she hopes to take her team in the years ahead.
“[I really enjoy] growing a brand from the ground up and working with broader stakeholders across the business from the distillery and cellar door teams, our communications team, the team in Yenda, our brand ambassador, customers, and distributor partners.
“I love that every day is different, the passion and enthusiasm of our immediate team, and being involved in a brand that’s 100 per cent Australian, enjoyed in Australia but exported to other markets worldwide.
“I’m particularly excited about building and developing our spirits team and brands making a meaningful impact on the business and the wider drinks industry. Always wanting to learn, I’m going to continue with further development programs this year and aim to take on more leadership opportunities across our spirits business, and lead a cross-functional team to help them achieve their goals and ambitions too,” Lara concluded.
