Our Story 5

It appears there very well could be wine in the Seifried children’s blood, with all three adult children now back and fully involved in the business. Each family member has their own area of interest and expertise within the business and they all manage different areas, with frequent discussion to seek advice or ideas from each other.

Although still actively involved in the winemaking (especially during harvest and blending of the wines), Hermann has taken a step back from winemaking duties to focus on the viticulture and management side of the business. Agnes’ role has changed somewhat too, with the majority of her days spent liaising with new customers, particularly in developing new export markets, and leading the administration team.


In 2014 Agnes and Hermann were recognised for their contribution to the New Zealand grape and wine industry by being inducted as Fellows of New Zealand Winegrowers, one of the New Zealand wine industry’s greatest acknowledgements. This is the first time in its history that a husband and wife team have been recognised, and the first time a female has been honoured.

“In 2014 Agnes and Hermann were recognised for their contribution to the New Zealand grape and wine industry by being inducted as Fellows of New Zealand Winegrowers, one of the New Zealand wine industry’s greatest acknowledgements.”

The day-to-day cellar duties are now managed by winemaker and son Chris Seifried who completed a Bachelor of Wine Science at Charles Sturt University in Australia during the mid-1990’s. Before returning home to work in 2002, Chris travelled extensively, working in wineries in Australia, Oregon, and Europe, as well as going on to complete a Post Graduate Diploma in Commerce at Lincoln University. In addition to his focus on the winemaking, Chris is also heavily involved with export customers, particularly in the UK, Europe and Asia, and he is the busy Dad of three energetic children – Amelia, Daniel and Benjamin.

After graduating from the University of Otago in New Zealand in 2000 with a Bachelor of Commerce, youngest daughter Anna moved to Australia to do a Post Graduate Diploma in Wine Marketing at Adelaide University. On completion of this, she spent time gaining valuable market experience working in the Australian Wine Industry. In 2003 Anna also returned home to the family business to take up the role of Sales and Marketing Manager. Today Anna focuses on the company's New Zealand and US markets.

Oldest daughter Heidi returned home to take up the role of Assistant Winemaker, alongside Chris in 2004. Experience gained from vintages worked in Oregon, as well as an internship at Weinsberg University in 2004 (where Hermann studied back in the 1960's) has proved invaluable. Although also a Dentist by profession, Heidi went back to study viticulture and oenology at Lincoln University in New Zealand in 2001 and achieved a Post Graduate Diploma in Viticulture & Oenology with Distinction. She now divides her time between the cellar, surgery and being mother of her three young children – Josef, Gabriele and Anton.

Although all tertiary trained in separate areas, roles played by the Seifried family members tend to merge, particularly as export markets open up and the necessity for travel increases. It really helps to personify the brands and show the face (or faces) behind the wines. Market visits also allow for a better understanding of the various markets these Nelson wines are being sold in. A huge amount of time is spent travelling to all corners of the globe each year to attend trade fairs, wine tastings and other promotional events in an endeavour to support valued agents and build Seifried brands.

Seifried Estate Winery

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