New age CEO for The Wine Society

Lloyd Heinrich (Photo: The Wine Society)

What? No tie, no shirt collar, no clean-shaven chin? This is the new face of that bastion of retailing conservatism, The Wine Society.

His name is Lloyd Heinrich, and he is the society’s new CEO.

He has pledged to use his passion to breathe new life into an organization that has been languishing in recent years. Membership and turnover both plummeted between 2013 and 2015, ahead of a change in the corporate structure in mid-2016.

This is my story published in July 2016.

Heinrich grew up in rural western Victoria where his family had a restaurant in the Grampians wine region.

Biographical notes published online by Wine Day Out reveal that he spent eight years as an environmental engineer before undertaking a business degree and embarking on a five-year stint as a management consultant with strategy firm BCG. Following his time there, Heinrich ran the multichannel business for Coles Liquor, including the online businesses of Vintage Cellars, First Choice and Liquorland.

He then became general manager of strategy and artist services for the online marketplace Redbubble,

“the leading global marketplace for artists selling their work on a range of home and lifestyle products.”

Heinrich tells the Wine Society members that although he has only been on the board for a short time, he was announcing a partnership with Delicious magazine. This is to further emphasise the food-wine nexus, no doubt.

“My commitment to you as members of our society is to continually raise the bar on the quality and value for money we offer,” he says.

Could be a breath of fresh air.

This is his introductory message to members.

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