Farm & Vines was founded with a simple but powerful mission: to connect small, family-owned Australian wineries with global audiences while making quality, characterful wines accessible to trade partners. Based in the UK and led by Michele Dawson, the company draws on her years in hospitality—including running a successful café and wine bar in Perth—to curate wines that are not only well-crafted, but also relevant to what restaurants, bars, and independent retailers need today.

The recognition as Importer of the Year – Australia at the 2025 London Wine Competition is a clear marker of the company’s growing influence. With partnerships including Rockcliffe, Picardy, Barossa Bourne, and Zein Estate, Farm & Vines is championing a new face of Australian wine—elegant, regionally expressive, and sustainably produced.

In this interview, Michele discusses how her journey inspired Farm & Vines, the portfolio’s growing role in the on-trade, and what UK venues can expect from their next chapter.

Edited excerpts from the interview.

Q: Farm and Vines was born from your passion for wine and years of hospitality experience, including your own café and wine bar in Perth. How did that journey shape your approach to building a wine import and distribution business in the UK?

Running my own café and wine bar really showed me what people are looking for when it comes to wine—they want something genuine, something with a story. I also felt firsthand how tough it can be for small businesses to manage stock and to source wines that are different yet affordable.

That experience directly shaped Farm & Vines. We focus on working with small wineries that put real care into what they do, while making it easy for independent venues to access those wines. It’s about supporting both sides—the winemakers and the people serving the wine—and creating something that works for everyone.

Q: The UK wine market is vast and highly competitive. How do you navigate saturation and differentiate Australian wines in such an established landscape?

The UK is a red sea market—crowded and full of familiar labels. We’ve chosen more of a blue ocean approach by focusing on wines from Western Australia. Outside of Margaret River, the region is still relatively underrepresented here.

From cool-climate coastal sites to rugged inland vineyards, the diversity is remarkable. Winemakers there are producing wines with restraint, elegance, and character. By highlighting these less explored regions, we’re giving UK venues something fresh: wines with a story that cuts through the noise.

Q: Why the specific focus on Australian wines, and what do you believe they bring to the UK on-trade that’s currently underrepresented?

Australia was my home for more than 20 years, and its diversity of terroir continues to inspire me—particularly regions like Denmark, Pemberton, and Geographe in Western Australia. These cooler-climate areas are producing wines with finesse and purity that the UK market hasn’t seen much of.

We want to showcase this new face of Australian wine: regional diversity, innovation, and craftsmanship beyond the bold reds people usually associate with the country. The UK trade is ready for fresh, world-class expressions.

Q: From your portfolio, which varietals are currently resonating most with UK consumers? Are there emerging trends worth noting for the on-trade?

Malbec is really resonating right now, especially when it offers something distinctive—like our Rockcliffe single-site Malbec, which is elegant, site-driven, and stands apart from commercial styles.

The Barossa Bourne Cabernet-Malbec blend is also gaining attention. UK drinkers are drawn to bold, structured reds with balance and a story behind them. Pinot Noir is another standout. Cooler-climate examples from Denmark and Pemberton are connecting strongly with people who want lighter, more expressive reds.

Overall, the trend is clear: consumers are moving beyond the usual suspects and are eager for wines that show authenticity and a real sense of place.

Q: The on-trade sector often has unique demands. What are the main requirements you encounter when working with establishments?

The main challenge is standing out in a market where many venues already have established suppliers. What really makes a difference is offering wines that deliver quality, value, and approachability—wines that don’t need a sommelier to explain, because they speak for themselves.

We’re also seeing stronger demand for wines with a point of difference, particularly those not available through the large distributors. That’s where our portfolio resonates—distinctive, accessible, and not overexposed.

Q: Sustainability is an increasing priority in the trade. How does Farm & Vines approach eco-friendly sourcing and distribution?

Sustainability is central to what we do. We intentionally partner with small, privately owned wineries that care deeply about the land and their craft. These producers provide an authentic alternative to commercial giants who often overwork both the land and the wine.

It’s about championing real people, real stories, and genuine sustainability. That matters not only to us, but also to today’s consumers.

Q: Looking ahead, what are your ambitions for Farm & Vines? Do you plan to expand beyond Australia?

Our long-term vision is to curate a boutique portfolio of wines that embody integrity and craftsmanship, starting with Australia and gradually expanding to other regions that share our values.

For now, we’re focused on strengthening our position in the UK on-trade and independent retail while carefully selecting new partners. It’s about scaling with purpose—remaining agile and continuing to bring wines that resonate with quality-conscious, sustainability-minded consumers.

Farm & Vines may have started with a passion project, but championing underrepresented regions, prioritising sustainability, and offering distinctive wines that deliver both story and value, the company is reshaping how Australian wines are perceived—and giving the on-trade something truly different to pour.

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