Chris Tyrrell – Tyrrell’s Wines

Old vines and a new perspective: Finding success with an iconic family winery

Since stepping into the CEO role at Tyrrell’s Wines, a historic family winery, Chris Tyrrell has masterfully balanced honouring its rich heritage while steering the business into a thriving future. As the fifth-generation custodian, his leadership has driven remarkable success, from strong sales to Tyrrell’s topping Halliday’s list of Australia’s 100 Best Wineries and being recognised as the third most-cellared wine in Australia last year, according to Wine Ark.

Chris rose to Chief Operating Officer in 2014 and took over as CEO in 2023 at the age of 40. His approach has centred on celebrating the Hunter Valley winery’s unique legacy while positioning it for sustainable growth in an increasingly competitive market.

‘It’s just about focusing on the things that make Tyrrell’s unique,’ he says. ‘It’s an incredibly crowded industry. We’ve got 2500 wineries in Australia, and there are so many great stories out there. But I think a lot of brands would kill for what we have. So, it’s about focusing on what makes Tyrrell’s special and telling that story.’

Heritage and craftsmanship: The legacy of Tyrrell’s Wines

Founded in 1858 by Edward Tyrrell, the winery boasts a storied history that underpins its brand identity. It’s home to five vineyards over 100 years old, including the iconic Old Patch, dating back to 1867. Known for its fresh and vibrant Hunter Valley shiraz and the age-worthy semillon, Tyrrell’s remains a torchbearer for the region’s distinctive wine styles.

For Chris, preserving this legacy means approaching change with patience and care. ‘I’m inherently a pretty impatient person unless it’s about vineyards or wineries,’ he says. ‘If we’re talking about changing a style of wine, we ask: where do we want to be in 10 years? Because if we change it overnight, we’ll lose all our customers. Instead, we tweak one thing per year. Eventually, you’ve got all your new customers plus your old customers saying, ‘That wine’s never been as good.’

Navigating challenges: Leadership in adversity

Even with a loyal customer base and numerous accolades, Chris’s journey hasn’t been without challenges. Fires in 2019 devastated much of Tyrrell’s 2020 vintage, followed swiftly by the disruptions of the COVID-19 pandemic. During these testing times, Chris leaned on the wisdom of past generations, from his father Bruce’s emphasis on patience and discipline to his grandfather Murray’s generous leadership style.

In 2020, Chris joined a Vistage peer advisory group, a decision he credits with enhancing his leadership. ‘It’s provided more accountability,’ he says. ‘In a family business, everyone’s pretty relaxed, and decisions happen quickly. But I didn’t get as much of a push as I probably needed.’

The role of Vistage: Peer support and fresh perspectives

‘It was a year that required outside-the-box thinking, and I got that from the group.’

Chris’s first Vistage meeting coincided with the tumultuous year of 2020, when Tyrrell’s had to write off its vintage due to smoke taint. ‘I probably started at the perfect time,’ he reflects. ‘We ended up doing did really well that year. It was just having other people to bounce ideas off when we didn’t have much wine to sell.’

Through Vistage, Chris found a sounding board for innovative ideas and invaluable support during one of the most challenging periods in the winery’s history.

Looking Ahead: Building a legacy for future generations

‘We’ve got authenticity, and we’ve got a story. You’ve got to have the story, the brand, the good wine, and, most importantly, a great product.’

Despite the ups and downs of the wine industry, Chris is optimistic about Tyrrell’s future. Armed with lessons from his Vistage peers and a deep respect for the winery’s heritage, he’s confident in its ability to thrive for generations to come.