12 Acquisition International - Influential Businesswoman Awards 2023 May23041 Best Emerging Vineyard Marketing Businesswoman 2023 (UK): Charlotte Self Established in 2016, Whitehall Vineyard lies on the rich, fertile soils of the Avon Valley, which serve as the perfect terrain for the growth of Rondo, Bacchus, Pinot Noir, Chardonnay, and Pinot Gris. These grapes are the basis of all its wines, which are sold today on its website, at its famed farm shops, and in restaurants across the country. Since the Vineyard’s earliest days, Charlotte Self has worked to build the company’s brand from the ground up. Here, we speak to her about her success in the role. n 1894, the Self family took up residence at Whitehall Farm in the historic county of Wiltshire. Since then, the family has been growing and farming on its land for five generations, nestled within the British countryside. In 1970, Mrs. Phyllis Self established what is now known as Whitehall Garden Centres, inspired by her passion for the outdoors and a deep desire to help her community. Now a 4th generation enterprise, the business has grown exponentially over the years and is now known as the South West’s top destination Garden Centres. After many years of operation, the Self family were inspired to create more produce to sell in their esteemed Garden Centres. To do this, they took on the new challenge of adding home-grown wine to their offerings. In 2016, the family planted 9,000 vines across 11 acres of land, with the assistance of a small team of planters. In 2020, Whitehall Vineyard released its first six still wines, which included two reds, three whites, and a rosé. The following year, a second vineyard was planted, adding up to a total of 20 acres of vines. Today, Whitehall Vineyard sells its wines through its own farm shops and to other local restaurants and stores in the area. The company also works with two large distributors, who sell its wines to restaurants, pubs, and hotels across the country. Since its foundation in 2016, Charlotte Self has been responsible for marketing and branding at Whitehall Vineyard. She took on the task when she was just 19 years old, having gained some marketing experience in a number of previous roles. Charlotte’s primary task was to develop the initial brand and identity of the business, reaching out to various design companies about the creation of its logo and bottle label. She ultimately chose to work with a company called Stranger & Stranger, taking inspiration from the brickwork and wisteria of the Self family house to create the brand’s iconic packaging and graphics. Next, Charlotte set out to create a website through which Whitehall Vineyard could sell its products. She worked with a company called Blubolt to create the site on a Shopify platform, playing a significant role in the design and direction of the company’s branding and I ecommerce operations. In terms of digital marketing, she has also been responsible for its advertising, social media management, marketing, and gifting. Today, Charlotte is the Marketing & Product Development Manager at Whitehall Vineyard and the Marketing & Ecommerce Manager at Whitehall Garden Centres. Having worked within the family business for over eight years, she has gained extensive knowledge and experience in the industry. Having dedicated a large amount of time and effort to the creation of the Whitehall Vineyard brand, label, design, and website, Charlotte is extremely proud of the fruits of her labour. “For me, the biggest achievement is the finished product when it comes to the wine and the website,” Charlotte comments. “When I see our bottles of wine on a shelf or on a wine list in a restaurant it brings a huge sense of achievement.” When Charlotte’s family first planted the vineyard in 2016, she knew nothing about wine, branding, or labels. Over the last few years, she has shown strength and resilience, working hard to learn everything she can. To do this, she has taken advice from others, carried out extensive research, and leveraged any support she could get. Charlotte has discovered that there is always something to learn in the wine industry, which means that every day is still exciting for her, even after several years at the company. Despite her resounding success in the role, the process has not always been easy for Charlotte. “One of the biggest challenges I have faced is when I was on the Wines of Great Britain Wessex Regional Committee. I was the youngest by about 20 years and the newest to the industry, plus the only woman on the committee,” she explains. “It was hard for me to have the confidence to raise ideas. After a while I did, but then the next challenge was to get people who have been in the industry for years to entertain my new ideas. Despite this, I learnt a lot when I was on the committee and am very grateful for the experience.” Working in the male-dominated wine industry, Charlotte is passionate about the importance of making the sector more accessible to other women. “There are a handful of extremely
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