Anna Campbell is the co-founder of The Uncommon wines, one of the newest canned wine brands in Aotearoa New Zealand, who shares her first wine experience and how that led her into a career in making it.
When were you first bitten by the wine bug?
Wine was always part of my life, growing up because my extended family had vineyards in Christchurch. I never imagined I’d one day be in the business of wine but when the opportunity to bring The Uncommon to life in New Zealand presented itself alongside my best friend, Hannah, it felt like a natural fit.
What made you launch your own wine brand?
I’ve always gravitated toward wine over RTDs or beer and often wondered why those drinks were readily available in convenient formats for barbecues, boating and picnics. My best friend turned business partner, Hannah Sweeney lived in the United Kingdom for 10 years and saw the rise of canned wine first hand and had a hand in helping to launch The Uncommon Wine of England overseas. This sparked an idea: why not create one ourselves in New Zealand.
What's your main aim?
We set out to challenge the status quo. The wine industry is steeped in tradition and we saw an opportunity to offer something fresh, high quality and sustainable.
Who’s your biggest inspiration in life?
Innovative thinkers. People who see beyond the way things have always been done.
What’s the worst book you’ve ever read?
One that fails to capture my interest from the first few pages. If a story doesn’t draw me in quickly, chances are it’ll be left unfinished.
If you could give your younger self one piece of advice, what would it be?
Trust your gut and don’t wait for permission. If you see an opportunity, take it.
What’s next for The Uncommon?
We’re focused on continuing our growth in New Zealand, expanding into venues where the can format shines — stadiums, restaurants, cinemas and beyond.
Who’s making The Uncommon, and how do you source your grapes?
We make The Uncommon wines in collaboration with our winemaker, Digger Hennesey, who brings over 35 years of experience, most of it in Marlborough. We're looking for vibrant and aromatic styles that shine in this format.
What’s your take home message with The Uncommon wines?
Bottled wine will always be cherished but enjoying great wine doesn’t have to be confined to a bottle. We want to break traditions while respecting craftsmanship.
