women in wine: j.j. syer
What is the result of being persistent in your passions? Just ask J.J. Syer, the sales manager at Rosehall Run Vineyards. She will be celebrating ten years at the winery this spring and has had the chance to wear many hats over the last decade and witness dramatic change in PEC since moving back to the County in 2004.
We had the chance to work directly with J.J. in late 2020 when putting together our Holiday County Mixed Wine Packs and our initial conversation probably lasted almost an hour — she is an endless fountain of knowledge when it comes to the wine and food industry, but also has so much experience and information to share about PEC — we easily could have kept chatting for another few hours.
Naturally, we found another excuse to chat with her to learn more about her career, mentors and what exactly it is like to work at a winery in an emerging wine region.
HTB: Is there a moment you remember when you knew you wanted to pursue working in the wine industry?
JS: I have always enjoyed wine and food — was enamoured with restaurants at a very young age and started working in them as soon as I was old enough. I don’t think wine as a profession really came into focus until I moved back to PEC in 2004, just as our wine region was taking off.
In 2006, I started working at Harvest Restaurant, with the late Michael Potters, a pioneer in the County’s farm to table restaurant scene. This allowed me to build relationships with the new winemakers and their staff, local wine agents, and many wine writers. When Harvest closed in 2010, my focus was on wine (and the slightly less crazy hours!) and, honestly, Rosehall Run was the only place I saw myself.
“Some days my life feels very much like that—never a dull moment and a new adventure around every corner.”
HTB: What was your first experience working in the wine industry and how did you end up in your current role at Rosehall Run?
JS: As mentioned, I was working at Harvest Restaurant in Picton, with the late Michael Potters, and had built a relationship with Dan and Lynn Sullivan over my years there. When the restaurant closed, I took a temporary job, expressing my eagerness to come work at Rosehall Run if something were to come up. Fortunately, Dan and Lynn began a tasting room renovation about six months later and, although hesitant at first, I convinced them that my skill set would be an asset to opening their new space, growing their staff, and executing events as their Tasting Room Manager. After many years together, I hope they don’t regret the decision and I am grateful on a daily basis to have them in my life.
HTB: How long have you been working at Rosehall Run?
JS: It will be ten years in May! My place has grown and expanded with the business through those years. Lynn Sullivan (co-owner of Rosehall Run) has helped me find roles that fit with my personal life at any given time, from the early challenges of parenting a strong-willed toddler, to navigating life with a terminally ill parent. My current role as Sales Manager is most exciting because I can see just how far we’ve all come — Rosehall Run as a leading winery in Ontario, and me taking on an upper management role in an industry that I love.
HTB: What does your role or day-to-day at Rosehall look like?
JS: One of my favourite parts of this job is that no two days are alike! While my daily focus revolves around actual sales, analyzing data, and creating projections in the LCBO and licensee (restaurant) channel, I also help with marketing, export, logistics, bottling when needed, events, product development, and the list goes on. Dan used to say as winemaker in a small winery you could be on a tractor in the morning, having a sales meeting in the afternoon, and changed into a tuxedo by dinner for a fancy wine event. Some days my life feels very much like that — never a dull moment and a new adventure around every corner.
HTB: Do you have any mentors you look up to within the wine industry or otherwise?
JS: I have been very fortunate to work for people throughout my career that have offered me opportunities to grow and learn — I am not sure I could name just one. Wine (and food for that matter) are a business of passion whether you are making it or selling it, so I draw inspiration from so many of my industry colleagues on a daily basis.
However, when I have a bad day, or a great day, or need some advice, I generally turn to Lynn Sullivan. She is a great listener and always offers sound advice, but as my boss, she never forces me in one direction or the other, letting me find my own way, which is truly the most you can hope for from an employer. She shows confidence in my abilities and has made me a better person.
“As with most industries, women have the capability to thrive in the wine world.”
HTB: Why do you think women are underrepresented in this industry? What do you think needs to change in order to move forward?
JS: As with most industries, women have the capability to thrive in the wine world – we are scientifically proven to be better “tasters” due having more taste buds; women have proven themselves as good business leaders, and while winemaking itself is a labour intensive job, I have seen many women pretty capable of throwing around barrels, so it just comes down to opportunity.
I wish I had an iron clad solution on how to move forward, but changing hiring practices is probably the first step. The international “old boys club” of winery owners need to bring more women into upper management and on the winemaking floor. Organizations like Femmes du Vin are great because they create support networks for mentorships and education that will help shape the changes in the industry.
HTB: Do you have any tips or advice for women looking to get into the industry?
JS: I guess it would be to face the challenge. Stay confident in who you are and what you know. There are some things in wine that are black and white, like Chardonnay is a Vitus Vinifera, but what that Chardonnay tastes like is totally subjective. There’s a lot of areas in the wine business, from tasting, to making, to marketing that aren’t right and wrong, but a creative journey. Find a work environment where you feel safe and respected, a wine group, structured class, or just a friend where you can talk honestly about wine, a winemaker who will let you join for a harvest — whatever angle you want to come at it to achieve your dream wine job and just keep learning.
