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THE CUT

THE MO SISTERS
THE MO SISTERS THE MO SISTERS

Having grown up on a vineyard in a family of winemakers; one would be fair to assume that it would be a natural progression for Lauren and her sisters to follow in the footsteps of their elders; Even So, something seems uniquely contemporary about this trio – MO Sisters Wine is New, its modern and its refreshingly pink… We caught up with Lauren Moulradellis of Mo Sisters recently to learn about the brand’s latest varietals, and how they are adapting their brand strategy to this new world…

By FarageSeptember 15, 2020

Tell us about Mo Sisters Wine; how did you get your start and what lead you & your sisters into winemaking?

 

My grandparents on both sides were grape-growers, and my father set up our family’s winery, so from a very young age, I have been surrounded by the whole process of winemaking. It wasn’t until my sisters and I got older we realised we had an incredible opportunity to make our own mark on our family’s wine story. Following this realisation, we decided to purchase a vineyard holding together, and Mo Sisters Wines was born.

 

Talk to us about your current wine range; how do you go about the process of introducing a new grape to the collection?

 

We try to pair our collection varieties to the moments in which we drink them in. For us, it was very important to have a wide range of different varietals, so that Mo Sisters can be served at every celebration no matter the time of day or year. Whether that is our Rosé to be served over sunny cheeseboards, or our Red Blend and Cabernet Sauvignon to be paired with slow-roasted winter dinners.


In Conversation with the Mo Sisters

 

I’ve heard Mo Sisters Wines be referred to as ‘Australia’s Most Instagrammable wine brand’, what role does Instagram and other social media platforms have on your overall brand strategy?

 

Instagram is huge for us - but I guess that goes for most brands these days! For us, it is the incredible conduit that allows us to connect with our drinkers and get to know them and how they bring Mo Sisters into their lives. We also love that we can display our brand in its truest form through that visual format, but we also love how it’s an amazing way that we can help educate about all the intricacies of wine and the winemaking process.

 

It goes without saying that COVID-19 & the subsequent lockdown restrictions have had a major impact on the way we live & connect with others; how has this experience manifested for your brand & how have you managed to stay connected to your customers during this time; both internationally & in Australia?

 

Again, platforms like Instagram have been such an integral tool during this time. With Mo Sisters distributed both Australia, NZ, Canada and the US we have had to move our focus away from the bar/restaurant scene and into getting our wine delivered to people’s homes. Launching our online store here in Australia has been so much fun because we have gotten to know so many new consumers who we weren’t meeting through those traditional channels.


 

What does a typical day in the office look like for you?

 

Running a brand, not many of my days look the same! Due to the time difference, I typically have morning meetings with customers or our sales team in the US. I then move onto planning new varietals for upcoming vintages, tasting through new blends or analysing market trends. On top of all of this, I am currently halfway through a law and commerce degree. Luckily our office is only 5 minutes away from University, which allows me to pop in and out when I have a class or a lecture.

 

How would you describe your personal style?

 

My personal style is definitely a combination of the people closest to me in my life. My mum has always had such an elegant, sophisticated style and has always taught me to buy timeless pieces. But, my sisters and I definitely love to play with this base by adding statement items we often share amongst each other!

 


Name your three top essential wardrobe pieces that you couldn’t live without

 

1. A good black blazer, I always style mine for both work and more casual looks.

2. A simple white t-shirt, again such a good staple for any day of the week.

3. Gold jewellery, some rings and a necklace are such an easy way to elevate any look.

 

What’s next for Mo Sisters Wines?

 

Working and growing our brand within the current climate has definitely been an interesting experience. We are loving the connections and the community we are growing through our online offerings, so that is something we will definitely continue to be focusing on in the immediate future. Otherwise, lockdown has definitely given me such an amazing opportunity to go introspective for a bit, and start to conceptualise what the future for our brands looks like in 5 to 10 years time.


 

Three for the Road…


I’m listening to:

I love podcasts, they are such an amazing way to hear the perspectives of people you would never usually be in touch with. Some of my favourites include How I Built This by Guy Raz, HBR Ideacast and Your Life Designed by Laura Carrocci.

 

I’m reading:

I just finished The Infinite Game by Simon Sinek, loved his view on business and life, and the stories he told. I just picked up Conversations with Friends by Sally Rooney on the weekend which I am excited to start. Otherwise, I typically have my head in a law textbook!

 

I’m watching:

I love Chef’s Table on Netflix! Such an amazing series to see these incredible chefs create such amazing dishes, and hearing how their personal history influenced their cooking style. I find there are so many connections between cooking and winemaking, so love watching these stories from all over the world!


www.mosisterswines.com.au

www.instagram.com/mosisterswines

www.instagram.com/laurenmoul

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