Behind the vine

Ashleigh Barrowman - Siren Wine - Marlborough, New Zealand

When do you think you fell in love with wine, enough to make a career of it?

I met Hans and Therese Herzog, the first vignerons I ever worked for. I was so outside the industry, I thought the big tanks in Marlborough were for milk! But they took me on, and I started as a sales and marketing manager. Hans was so generous with his time, showing me how to do barrel tastings and racking alongside my sales work. After about a year, I knew I wanted to learn more about the vineyard and the winery. It snowballed from there and I went back to school for a three-year degree in viticulture and oenology.

Then, I had my first vintage in Burgundy with Jean-Jacques Morel. I’d met him as this cool, ponytailed, leather-wearing winemaker in New Zealand and he told me to send him an email if I wanted to work with him. Call it stupid or gutsy, but I'll do anything for a story and an opportunity! It was my first ever trip to Europe. My French left much to be desired, but it didn't really matter. Wine has this special way of connecting people. When I got there, I realized what a contrast Burgundy is to Marlborough, and how small his estate was. JJ was somewhat of a rebel in the established region of Burgundy, doing things his way. I fell in love with his wines, the humble life he led, and how communal and philosophical he approached winemaking and farming. I was only there for six weeks, but he told me, "You make the wine." I didn't know how, but he was amazing in terms of asking me questions, conversing with me, and going through all of the details. That was it for me.

What story does your wine tell?

I hope it tells the story that wine is delicious, playful, and provocative. The story of my labels actually ties into that. During lockdown in 2020, it felt like a sign to stay in Marlborough and finally make my own wine. I worked with a friend who is a designer, and we decided that each cuvée should have its own personality, just like a tarot card. Now, for every new wine, I tell her what it tastes like and what colors I see, and she comes back with a design that perfectly captures its spirit. I’m making wine for a new generation that is more open-minded, and I love that the tarot cards match that idea.

What misconceptions about wine do you think people should forget?

That it's for connoisseurs only, or that you don't know enough to talk about wine. You like what you like, and that's the most important thing. We shouldn't take it too seriously. Wine should always be enjoyed.

What great things about wine do you think people should remember?

That it should always be fun, delicious, and never a chore to consume. There is a wine out there for everyone, just like people. There is no right or wrong wine—it's all subjective, so follow your intuition.

What is a piece of advice you would give to a woman interested in breaking into the wine world?

Find a mentor(s), surround yourself with good people, and ask lots of questions. People are more often than not willing to share their knowledge and feel honored to be asked. Get some skin in the game and start playing around with a little cuvée as soon as possible. Start by working with winemakers whose wine you truly love; it changes the entire work experience and you'll be more engaged. But also, work somewhere you might not be inclined to work long-term. I did a stint for a huge international winery in Australia - it taught me where I didn't want to be and what I didn't want to do. It solidified early on where I wanted to go and what I wanted to do.

Who is a woman that inspired you?

That's an easy one. Natalie Christensen at Yealands in Marlborough, New Zealand. She has been breaking glass ceilings for some time now, even though she studied music and came into the industry later in her career. She really shows that it's never too late to switch careers. She is always happy to answer questions, is open-minded when it comes to both making and drinking wine, and is very easy to talk to. If I ever doubt myself, I call her. She knows her stuff and is always reassuring. The most approachable woman in the business.

Where can women find your wine?

You can order directly from our site or contact us to find your local option.