From commitment to action: how Wine Australia is backing a safer, more inclusive drinks industry
- Laura Aiken
- Jan 26
- 5 min read
Real progress on safety and inclusion in the drinks industry won’t come from one organisation acting alone; it comes when leaders share what works, raise expectations, and make it easier for others to follow. That’s why we’re launching our Drinks United Partner Features: spotlighting the practical actions our partners are taking to strengthen safeguarding and equity, diversity and inclusion across the sector. First up is Laura Jewell MW, Regional General Manager EMEA at Wine Australia, whose work and leadership reflect a clear message: progress is possible—and it accelerates when the industry chooses to move together.
What inspired your organisation to support Drinks United and its mission?
The UK drinks trade, when I joined it 30+ years ago, was a much more male dominated sector than it is now. In my early days in the logistics side in Scotland, I was often the only woman in the warehouse. The trade has come a long way, however there is still work to do to promote gender diversity, equity and inclusion. Young people need role models to give them the confidence to push through barriers. I am thankful that I had some strong mentors, both men and women, to guide me through my career. By working with Drinks United, I can support the next generation and help drive positive change around DEI. This is something that is really important to me, as well as for Wine Australia and my team.
Can you share one example of how your organisation is creating a safer, more inclusive, or more supportive workplace?
In October 2025, Wine Australia and Australian Grape & Wine released the Gender Equity Toolkit to support the practical advancement of gender equity and inclusivity practices across the Australian wine sector. This free, online resource helps wine businesses of all sizes take steps towards greater inclusion and workplace culture. With practical tips, real-world examples and evidence-based strategies, the toolkit highlights where progress is already being made and where further opportunities exist, and it will help our industry attract, retain and support great people. The launch of the toolkit is an important milestone in building a stronger, more inclusive future for Australian wine. You can find out more on https://www.wineaustralia.com/gender-equity-toolkit
What’s been your most meaningful DEI initiative or learning in the past year?
I am about to sign up to be a mentor in the Women in Wine London programme for their next round of supporting women and people of marginalised genders who earn a living by working in the wine industry in London in the broadest sense - working in hospitality, production, sales, marketing, education, customer service and beyond! It’s a great initiative for those who are looking to get practical and specific career guidance over the medium term and is something I feel strongly about supporting.
How are your leaders helping drive change around DEI and safeguarding?
Wine Australia is committed to creating and maintaining an inclusive work environment that ensures fairness, equity and respect for social and cultural diversity. We have a Diversity, Equity and Inclusion Policy and Action Plan, and all staff undertake regular training to keep up to speed on all things DEI. We have a Wellbeing Group, of which I’m a member and we meet regularly to check in and discuss ideas on how to support our teams. I am also a Mental health first aider, and we have access to lots of free resources via our Converge Care Anywhere app. Our Senior Leadership Team, consisting of four women and four men, joins us every month for calls and we have staff get-togethers and briefings – often online as we have teams across UK, USA, Canada and APAC. Also, our General Manager of Customer Engagement is on the Board of Australian Women in Wine which works closely with the DEIW committee and the Gender Equity Toolkit through its events and network. We value a supportive, diverse and collaborative culture, and our SLT team leads by example.
What advice would you give to another organisation starting their DEI journey?
Take small steps and consider achievable actions, so everyone can start where they are and make progress, regardless of business size or purpose. As I often say to my team in planning meetings, you can't eat an elephant in one bite! I also think a flexible approach helps the whole industry move towards shared goals. Head to the Drinks United website, browse all the resources, and don’t be afraid to consult others or ask questions.
What’s next for your organisation on its DEI journey—and how can we support or learn from each other?
An exciting event coming up is the Institute of Masters of Wine International Symposium in Adelaide, South Australia from 15–18 April 2027. As the IMW’s flagship event, there will be once-in-a-lifetime tastings, thought-provoking presentations, controversial debate as well as themed lunches and dinners, so it’s a fantastic opportunity to learn, develop and network. We are working on setting up a Wine Australia bursary to support young emerging talent in the Australian wine industry by funding their attendance and contributing to their travel. I think it is important to offer up these opportunities and give people a helping hand, and I’m looking forward to sharing more details soon. I recommend other organisations look at how they can support others with similar programmes and bursaries.
Wine Australia’s approach shows what “good” can look like in practice: visible leadership, clear policies, everyday wellbeing support, and tools the wider industry can actually use.
If your organisation wants to be part of the group setting the direction for a safer, more inclusive drinks industry, now is the moment to step in. Our partner community is growing, and the standard is rising.
Follow Drinks United, share this feature with your team, and get in touch to explore partnering, contributing resources, or amplifying the work—so more people across drinks can feel safe, included, and supported.
Laura Jewell MW, Regional General Manager EMEA, Wine Australia
Laura Jewell MW is the Regional General Manager EMEA of Wine Australia and has been a Master of Wine since 1997. Laura works in a team of four based in the UK to promote Australian wine across the UK and Europe. Through global market development and insights, research and innovation, and regulations and market access, Wine Australia empowers the success of Australian wine. Laura and her team run events, tastings, educational masterclasses and trade fairs, and assist wineries in finding distribution in the various markets. It is a mix of event management, teaching, strategic planning and team leadership. Laura completed the MW course whilst at Waverley Vintners in Scotland, before taking on roles at Sainsbury’s, HwCg, Spar and Tesco, then joined Wine Australia in 2015. Laura was the first female chairman of the Wine and Spirit Education Trust and she is currently an active member of The Vintners’ Company.
Find out more about Wine Australia:
Website: www.wineaustralia.com
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