Molly Newport, Wine Buyer at Ellis Wines, approaches her role with a blend of curiosity, precision, and passion. Representing over 50 boutique wineries, Molly’s work is about more than just selecting great wines; it’s about curating a portfolio that tells a story. From unearthing hidden gems in Italy’s treasure trove of native varietals to tapping into emerging trends like lighter reds, she brings a forward-thinking perspective that resonates with both producers and customers. With a commitment to sustainability woven into Ellis Wines’ philosophy, Molly ensures that every addition to their portfolio is interesting to the end consumer while also aligning with the company’s ethos.

With over 50 boutique wineries represented in your portfolio, how do you ensure a new producer complements rather than competes with your existing offerings?

We always look for gaps in our portfolio so we can ideally avoid having overlap, whether it is a new region or something from a region we have covered but offering a different price point or style. It is important to us that we don’t create any conflicts for our producers so they each have the opportunity to stand out. There are occasions where products can prove so popular that, with a broad customer base, it can be helpful to have additional products so there are options to choose from.

Image: Ellis Wines Tasting in Bristol; Source: Ellis Wines.

What specific qualities or values do you prioritize when selecting a new producer—be it sustainability practices, regional representation, or unique wine styles?

We take on a range of wines from around the world and these usually suit very different needs, so it is dependent on the customers we have in mind. In general, we are looking for the best value options. We get so excited about a wine that has it all – a great taste, interesting story, sustainability practices, and an appealing label (which is no simple task). It might be that we want it to best reflect the grape variety style or region but sometimes we like to find things that are unique too.

Ellis Wines emphasizes environmental responsibility. How does this commitment shape your decisions when considering new producers or regions? Are there sustainability benchmarks you require your producers to meet?

We are proud to work with a range of producers who are doing amazing things to be sustainable in their efforts. Many producers have sustainability accreditation or even Organic and biodynamic certifications, which is fantastic and we love to see it and promote it to our customers. However, we also understand that certifications are not feasible for everyone so we ask producers about any sustainable practices so we can still communicate to customers. So we try not to rule out options but we do see it as an advantage when we find great products that are sustainable.

Image Source: Wines from Ridgeview Wine Estate -  Ellis Wines.

What consumer trends or shifts in the on-trade sector are influencing the types of wines you’re currently seeking to add to the Ellis Wines portfolio?

It is always exciting to see some new trends and buy great wines that really hit the mark. At the moment we have been seeing lighter style reds do really well, especially styles that can be chilled but mostly they have lighter alcohol levels, more approachable fruit, and smoother mouth-feel with fresh acidity. We are cautious that in light of duty changes, we don’t want to take a wine that should be 13.5% abv drop down to 11% unnaturally but it is great to find a naturally juicy style that is made as a fresher expression and using grape varieties that are best suited.

Are there any gaps or opportunities within the Ellis Wines portfolio you’re particularly keen to fill at the moment?

I am keen to find some new exciting things from the new world, we have seen these countries get into their groove for what they are best known for but I want to see some new varieties and styles to shake things up! Outside of this, I think Italy is a real treasure trove and there is so much we can still discover from their native varieties and small unique appellations that I would like to tap into and explore.

When introducing a new producer, do you prefer to test the market with a select few wines or commit to a broader range? How does this decision vary depending on the producer’s size or reputation?

Really it depends on the variety within the range, you have to be cautious not to have too many similar products that are only a detriment to themselves. It is true that big brands or regions offering lots of styles can naturally mean a good selection of wines can do well. If a producer offers a good range that we feel each product ticks different boxes then it can be great to bring in 4 or 5 wines, but from what we have seen, more than this can see wines getting forgotten or lost in the ether. We like to see if there are opportunities to add to a range to keep things fresh, it is always great to hear if a producer is doing something new they are excited to share. A great opportunity to do this is at our portfolio tastings, including our big portfolio tasting (held once every two years) which holds a huge selection from our portfolio with producers there to promote them which is a great way to engage with customers. In between this, we hold smaller tastings to showcase our new wines which is much more focused and a good opportunity for our customers to consider new additions.

Image: Ellis Wines Portfolio Tasting 2024; Source: Ellis Wines.

Do you rely on promotional tactics, tastings, or storytelling to help your customers embrace new additions? Which method has proven most effective in showcasing your wines’ value?

We use a combination of things to introduce new wines to customers, thanks to our creative marketing and social media teams and our sales team who are out there firsthand with customers introducing these wines. Social media is a useful tool to shout about new additions and we have seen some great new wines get recognised by customers who then look to take them on. Our Sales Team really loves to get behind some great new wines and is really enthusiastic about showing them to customers, at the end of the day you can’t beat putting the product in front of the customer so they can see the bottle, taste the wine, and review its potential.

Image: Team Ellis Wines; Source: Ellis Wines

With a philosophy centered on boutique wineries, are there emerging regions or styles you believe will be pivotal in shaping the UK on-trade wine scene?

I think people will be drawn more to cooler climate styles of reds such as the Loire Valley, or wines made with Pinot Noir, Gamay, Cinsault, Cabernet Franc, and typically lighter alcohol for a lighter fresher style. I think we are starting to see interest in Northern Spain such as the Basque Country with new openings in London following this focus, Navarra and Galicia. I’d love to also see deeper coloured rosado come into fashion, but I think we have a long way to go to see customers come to terms with the style. 

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Conclusion:

As Molly Newport continues to shape the portfolio of Ellis Wines, her focus remains steadfast: championing boutique wineries that offer value, authenticity, and innovation. Whether it’s discovering new styles from the New World or embracing cooler-climate reds that reflect evolving consumer preferences, her approach is one of thoughtful exploration. Ellis Wines shows how a commitment to sustainability and storytelling can shape the on-trade wine landscape. For Molly, the journey is not just about wine but about creating meaningful connections that last far beyond the glass.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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