Seifrieds prides itself on being a true family business. From small beginnings, when Hermann and Agnes Seifried would graft the vines late into the night, while still working their ‘day jobs’, to today when all 3 Seifried children have come home to play their part in growing the family business.
Hermann Seifried, originally from Austria, came to New Zealand in response to an apple winemaking job, with the New Zealand Apple and Pear Board in 1970. Hermann studied winemaking at Weinsberg in Germany prior to this and had been working for the KWV in South Africa.
After meeting Agnes, a true blue Kiwi girl, who was teaching at the local high school, Hermann decided New Zealand was where he wanted to stay. They married in 1971 and with little more than a dream the young couple purchased land in the Moutere Valley and began the long process of developing their first vineyard.
With a young family in tow, the couple persevered to develop the South Islands first winery. Often this meant taking the children out with them in bassinets to sleep beneath the vines while they worked.
Obviously, time spent in the vineyard from such a young age, stirred an interest and today all 3 children are now home to be a part of the family business.
Although still actively involved in the winemaking, especially through harvest and during the blending of wines prior to bottling, Hermann has taken a step back from winemaking duties to focus on the viticulture and management side of the business.
Agnes’s role has changed somewhat too with the majority of her days spent liaising with new customers, particularly in the export markets, as well as leading the administration team.
The day-to-day cellar duties are now managed by winemaker and son Chris Seifried, who completed a Wine Science Degree at Charles Sturt University, in Australia during the mid '90's. Before returning home to work, Chris travelled extensively, working in wineries in Australia, Oregon, and Europe.
As well as his focus on the winemaking, Chris is also heavily involved with the marketing side of things, in particular our UK and Australian markets.
Eldest daughter Heidi has also recently returned home to take up the role of Assistant Winemaker, alongside Chris. Although trained as a dentist, Heidi went back to re-train as a winemaker at Lincoln University in New Zealand in 2003. She now manages to divide her time between the cellar and surgery! Experiences gained from vintages worked in Oregon, as well as an internship at Weinsburg University in 2004, have proved invaluable in new ideas brought to the winemaking process.
After graduating from the University of Otago in New Zealand in 1999 with a Marketing Degree, youngest daughter Anna moved to Australia to do a Post Graduate Diploma in Wine Marketing at Adelaide University. After completing this, she spent some time gaining market experience working in the Australian wine industry. In 2003 she also returned home to the family business to take up the role of Sales and Marketing Manager.
Although all trained in separate areas, roles played within the Seifried camp tend to merge, particularly as export markets open up and the necessity for travel increases to meet with rising customers demand.
