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“I feel lucky to have started then. I think it would be way more difficult now.”

Jules Taylor didn’t sketch out a five-year plan. She didn’t start with Sauvignon Blanc. And she didn’t name her label after herself to become the face of a brand. But somehow, 25 vintages later, that’s exactly what happened. What kept her going wasn’t growth or recognition but the work itself. The chance to be outside, to keep learning, to make something that speaks of place. In her words: “We make an okay living. We’re still married. It’s still fun.”

How Jules Taylor Got Her Start in Marlborough Wine

Jules grew up in Marlborough and studied science because it made sense at the time. She didn’t have a master plan — she just liked wine. After a postgrad in winemaking and a few scrappy early jobs, someone offered to back her idea. “It never crossed my mind to start my own thing,” she says. “I just said yes.”

The first vintage was 400 cases – and she didn’t produce a Sauvignon Blanc. “Silly girl,” she says now, laughing. It wasn’t until 2005 that her signature wine made it into the range. But those early years gave her space to figure things out slowly. “I feel lucky to have started then. I think it would be way more difficult now.”

Before wine, she earned a Bachelor of Science and admits she mostly went to university because her friends did. “At 18, who really knows what they want to do?” she says. “I just liked science.” Wine was becoming more visible in New Zealand at the time, and Marlborough was starting to draw attention, but it wasn’t yet part of the country’s daily culture. Still, the idea of turning grapes into something delicious and expressive stuck with her.

25 Years of Marlborough Winemaking: What’s Changed for Jules Taylor

The Marlborough wine industry has grown up, and so has Jules. Her label now includes Pinot Noir, Chardonnay, Grüner Veltliner, and the On The Quiet series of single-vineyard, barrel-aged wines. But growth has been steady by design. “We’ve actively managed our choices,” she says. “We didn’t want outside investors. I wanted to stay hands-on.”

Some things she hasn’t budged on. “We make one blend of each wine, each vintage, and that wine is the same wherever it’s purchased in the world.” She doesn’t want to tweak wines for different markets. Her name is on the bottle. “There’s nowhere to hide.”

The rise of Marlborough Sauvignon Blanc changed the game for many local winemakers but it also created limitations. Jules sees a real opportunity in other varieties. “If Marlborough can grow concentrated, aromatic Sauvignon Blanc, it can make other things, too,” she says.

She believes the region’s Chardonnay is its best-kept secret, and she’s proud of the Grüner and Pinot Noir in her range. Still, she admits it’s been tough to get drinkers to look beyond what they already know. “A lot of the other varieties just got left behind.”

What Success Looks Like After 25 Years in Wine

When asked about success, Jules talks in real terms, not in brand language. She reflects on the shape of her life. Working with her husband George. Staying based in Blenheim. Spending time in the vineyard. “We’re not going to be gazillionaires,” she says. “But it’s manageable. And it’s still fun.”

Her husband George, a part-time pilot, has played a big role behind the scenes. “He’s the risk-taker,” she says. “He pushed us to grow, to find markets, to keep going.” She credits him with forging relationships that helped the brand stay independent — and grounded. “We’ve done it ourselves,” she says. “That feels good.”

Not everything has been easy. “Being a small business owner in New Zealand isn’t simple,” she says. And while the wine industry wasn’t always welcoming to women in the ‘90s, she credits the men who mentored her early on. “Life is hard. In any industry.”

How Jules Taylor Is Adapting to a Changing Climate and Wine Industry

Over time, her approach to farming and production has evolved. Sustainability wasn’t a buzzword when she started. “We just weren’t talking about it in the same way,” she says. But today, she’s replanting vineyards, restoring native corridors, and encouraging growers to adopt regenerative practices. “We’re still learning. It’s a work in progress.”

Climate change has shifted how and when they pick. They’re testing different vineyard orientations, and paying closer attention to water use. But she’s not claiming to have it all figured out. “We try to do better every year. That’s all.”

What’s Next for Jules Taylor: Succession, Community, and Balance

Jules is thinking more about what’s next. Not expansion, but succession. “We may be reaching a natural upper limit in production,” she admits. Staying small is part of staying hands-on. But she’s also thinking more about her role in the broader industry. “It’s time to start giving back,” she says. “I’ve seen my parents play a very active but under-the-radar role in that space. That’s something I’d love to do more of.”

Asked what advice she’d give her younger self, she doesn’t hesitate. “Believe in yourself. Ask for help.”

You can learn more about Jules and discover Jules Taylor wines here.