Nestled in the heart of Hawke’s Bay wine country, Alpha Domus Winery carries a legacy of passion, craftsmanship, and family heritage. At the forefront of its latest evolution is Beatrix Ham, a third-generation winemaker bringing fresh energy and innovation to the boutique brand. Her latest project? The launch of the winery’s popular Beatrix Sparkling Rosé in a chic, canned format, designed for effortless enjoyment wherever the breeze takes you. In this Q&A, we speak with Beatrix about her career journey, the balance between heritage and innovation, and her vision for the future of Alpha Domus.
In conversation with Beatrix Ham
Let’s get up to speed. Tell us a bit about you, your background and your career to date.
I wasn’t sure what I wanted to do when I left high school as there wasn’t a path that called me, but I knew I did want to further my studies. I left Victoria University with a Bachelor of Arts in Sociology and Media. During uni holidays I came home to Hawke’s Bay helping out in the family business [Alpha Domus], working in the cellar door continually learning and gaining knowledge of the wine business.
After uni I spent time in London working and travelling, before I came back to [work at] Alpha Domus. Being a small family business my role is varied and ranges from looking after everything from our website, marketing and communications, through to managing our Cellar Door and Merlin Wine Club. This involves ongoing contact with customers, an important and enjoyable part of the business. I like being involved in the tastings and bench trial blending of our wines, also the discussions and decisions surrounding this and aspects of production.
Beatrix Sparkling Rosé has been a beloved wine for eight years. What inspired the decision to launch it in a sustainable canned format now?
It had been in my thoughts for a few years, the label has always been perfectly suited to a can. The decision to launch was somewhat based on market research and changing customer preferences. I wanted to attract the new generation of consumers, and of course I thought it would absolutely be a great thing to do. A fun and exciting project and a positive for Alpha Domus.
Can you tell us about the process of adapting this well-loved sparkling rosé for its canned debut? Were there challenges in preserving its signature flavour profile?
Preserving the flavour profile was always top of mind. Our winemaker, Barry Riwai, has done an amazing job in keeping its uniqueness. It was never going to be exactly the same, as removing some of the alcohol does affect pallet weight. The can sits at 8.9% alcohol rather than the bottle at 12%. This lighter pallet weight suits the can. The essence of Beatrix Sparkling Rosé is still most definitely there. Light, fresh and distinguished by its crisp, expressive dry style. I’m extremely happy with the result.
Beatrix Sparkling Rosé is designed to be enjoyed in versatile settings—from beach picnics to backyard gatherings. What moments or experiences do you envision when crafting this wine?
I always envisioned the can going places. Being compact, light and robust, it’s ideal for camping, picnics, beach trips, to sip on the boat, and not forgetting the backyard bbq. As it says on the can: engineered for wherever the breeze takes you. It’s perfect for a casual can at home in those moments when you just want a single serve.
As a third-generation leader at Alpha Domus, how do you balance honouring the winery’s rich heritage while driving innovation in the industry?
It’s important to honour the history, the legacy and the family spirit that was behind Alpha Domus in the early years. The name Alpha Domus on the bottle acknowledges the past and, for me, a commitment to the future. You shouldn’t do things because you feel you have to, I’m not following a path or expectation that was set out for me. Honestly, I never envisioned working in the family business, but I’m enjoying the challenge and learning a lot along the way. In a continually changing world and market, to have a brand imbued with new ideas and perspectives from a new generation is important to me.
Do you have a go-to ritual or activity that helps you recharge and stay centred?
I like to start my mornings with either organic cider vinegar or lemon in warm water – a habit my mother instilled in me. As I currently live on site, I utilise the vineyard straight out the door for walking in the mornings. The changing seasons here are beautiful. I also see a PT trainer when I can. It’s important and beneficial for me to stay strong as some of my days can be quite physically demanding.
How would you describe your personal style, and what influences it the most? Are there any New Zealand designers you gravitate to?
My style is utilitarian for work, so when I do make a purchase it has to be a piece that is practical and one that will wear super well. I have a few great core pieces from Maggie Marilyn and Harris Tapper. Fabric and Workshop also have jean brands that I like and fit well. I tend to wear jeans and sneakers or my John Bull working boots as I do move around a lot within the environment of the working winery, cellar door and barrel room. It’s important to always look presentable because you never know who you’re going to meet and see in a day!
What’s your next focus for Alpha Domus?
My focus for Alpha Domus is to have the brand more widely recognised within New Zealand. The new format lower alcohol can is part of this. It’s a positive introduction to a wider audience and new customers to our heritage brand and our inviting selection of organic wines. I would like to think that small boutique brands and producers such as ourselves will become more top of mind when consumers make their decisions as there are some great choices out there.
