Our Ethos
“It is a privilege to create a product that embraces camaraderie, stands steadfast in celebration & offers solace in commiseration.”
Rachael Carter
Soho’s Founder
As a youngster, Rachael Carter worked under the leadership of her late father, John Carter, a pioneer of the New Zealand Wine Industry. Rachael went on to manufacture screwcaps for the New Zealand Wine Industry. With her unbashful marketing style her famous slogan was BEST SCREW ON THE PLANET. Having sold that business with a 98% market share, she then took her on her father’s growing portfolio of vineyards & created her own wine brand.
Driven to build a standout boutique wine label that challenged the traditional wine branding norms, she created SOHO Family Vineyards. Award-winning wines encapsulated in stylish, contemporary branding followed. Her vision was simple: to be served in the best bars & restaurants in the world.
Her quest for gold medals and champion trophies has earned the brand reverence.
Utilising the Carter family vineyards, along with other boutique estates across three key New Zealand Wine regions, SOHO produces wines from Waiheke Island, Marlborough & Central Otago. Each wine in the portfolio has a unique name & inspiration, creating its own distinctive style & personality.
SOHO is a reflection of our life, and the amazing people & pets we share this journey with.
