Bio - Rory Craig
* First published in Taste.ie - to view original article click HERE
Rory, you've had an impressive journey in the wine industry, from your time at the renowned Prince Wine Store in Melbourne to establishing Station to Station Wine in 2018. Can you tell us what inspired you to bring your passion for wine back to Ireland and start your own venture?
Prince is a wine lover's mecca. I started out driving a van and ended up completing the WSET diploma after nearly ten years there—it was an exciting journey. I learned so much from the team, who were winemakers, career wine professionals, and judges—just incredible experts. They were typical Aussies, not stuffy or pretentious. They’d describe wine as ‘bloody smashable, mate’ or ‘sensational p&s!’, which shattered my own ‘Irish’ pretensions about fine wine. I wanted to bring that sense of informality and fun back to Ireland, knowing it would resonate here.
Your background is steeped in expertise and a passion for making wine accessible and enjoyable. How has this philosophy shaped the evolution of Station to Station Wine and now Winestation?
I wanted to share the fun and energy I experienced and show that wine isn’t all about tweed jackets and mumbling about minerality and terroir. I promoted our collections and educated people through pop culture—Wine and Music, Game of Rhones, Does Banksy Drink Wine. It wasn’t about demystifying wine—its mystique is what makes it special—nor simplifying it, as wine is complex, and that’s OK. I just wanted to make it fun. The company’s tagline was: Don’t be afraid, it’s only wine!
Rebranding & New Offering:
Congratulations on the exciting rebrand to Winestation! Could you share the inspiration behind this change and what it signifies for the company's future?
I’m a Bowie fanatic, and Station to Station is my favourite album. He had just passed away, and I was almost hoping for a cease-and-desist from the Bowie estate—that would’ve been David writing to me from beyond the grave! But it never came. The name, though, was a bit silly—too long. We’ve got more people on board now, especially after COVID, and we’re broadening the scope and ambition of what we offer.
What can customers expect from the new Winestation experience? Are there any significant changes in terms of product selection, user interface, or overall brand identity?
Since COVID, we’ve seen a leap in customers' tastes and expertise, so we needed to cater to this new legion of experts. Our new site will satisfy everyone—from those dipping their toes into wine to those seeking rare allocations and new trends. No one will be left behind! Our approach remains the same—it’s just a beverage, it doesn’t have to be boring.
We looked not only at other wine sites but also at retail sites in general. We found that many wine sites cater to a narrow segment of the market, usually a knowledgeable base. Fashion sites, watches, baby clothes—they all seemed to do a better job of pleasing everyone. We needed a fresh approach to keep EVERYONE happy and interested, especially as our fiercely loyal customer base has evolved significantly in the last couple of years.
Winestation looks set to become a one-stop shop for wine lovers in Ireland. Can you elaborate on the expanded offerings and services that will make this a reality?
WineStation is and will be unlike any other wine retail experience in Ireland. Every decision we have made from concept to product offering is firmly centred on customer feedback and insights. This is a total departure from what they might be used to but we’re giving the people what they want!
It’s a complete journey now—three ways to discover what you love. First, the Bottle Project offers curated boxes with the best value and variety at different price points. Once you know what you like, there’s the A to Z of Wine, which is a six-pack focused on a grape or region—C is for Chardonnay, R is for Rioja. Then, the Deep Dive focuses on one producer, with six of their wines. We also have Wine School packs, like the Rioja Wine School, to help you track the evolution of Rioja with printed notes. All this is supported by a full bottle shop offering single bottles and exclusive wines to Winestation.
Whether you're a first-time shopper or a seasoned expert, we have something for everyone. For example, our ‘Super Discount’ pack is the cheapest box in Ireland—six delicious wines for €59, delivered anywhere in Ireland!
How will the rebrand and new features enhance the overall customer experience, from browsing and selection to delivery and customer support?
We’ve put a lot of thought into making the user experience fun and engaging. The categories are all easily navigable. It was important that our existing customers would jump on and think, "Look what they’ve done!"—but in a good way!
We’ve always prided ourselves on excellent support and delivery, and the new website reflects feedback we’ve received over the last six years. We’re also shifting how we communicate with our followers. We’ve always had a big mailing list, but it became a one-way conversation. The new site encourages more interaction—I want people to talk with us, not just listen. You can contact me anytime—I’m always thinking about wine, even when I’m asleep!
Can you give us a glimpse into some of the innovative features users can look forward to, such as curated wine pairings or virtual tasting events?
No more virtual! We’ve had enough of that. We have some exciting wine events lined up, though. In the early days, we’d run wine courses that grouped customers together to enjoy the ride. We’ve got events planned with our friends at Bootleg and other exciting venues —Mix Tape Wine and Wine Riot. It’s all about bringing that experience to social settings—taste, party, and have a bit of craic.
Market & Competition:
How do you see Winestation differentiating itself from other online wine retailers in the Irish market, particularly given your unique background and expertise?
Ireland has a fantastic wine scene with great retailers and wine lists. Our new site allows us to continue doing what we do best while catering to all customer needs—whether it’s price points, expertise levels, or preferences. We want to be all things to all people.
We’ve also looked at hard facts. Wine consumption is up 15% since 2000, while beer consumption has dropped by roughly the same amount. We’ve expanded the range but avoided the ‘infinite scroll’ issue common on other sites. We stand behind every bottle we sell—our selection process is robust (though it’s a tough job tasting them all!).
What are your growth ambitions for Winestation in the coming years, both in terms of market share and expanding your product range?
If you’re ever in Melbourne, check out Prince Wine Store—it’s a truly amazing place, and we want to go big like them. We’ve built a loyal customer base and aim to expand by bringing more people into the conversation and offering even better allocations as we grow.
What challenges do you anticipate in this competitive landscape, and how do you plan to address them?
The cost of living impacts every sector, including hospitality. We’re taking the show on the road to support our fantastic bars and restaurants—and have some fun! Costs are rising, but we’ve maintained high standards in what we sell. Identifying and importing exclusive wines that punch above their weight will remain key.
Customer Focus & Education:
"Don't be afraid—it's only wine!" is a fantastic mantra. How will Winestation continue to embody this spirit of accessibility and fun while also catering to seasoned wine enthusiasts?
They’re not mutually exclusive. Collectors and experts have loved the informality and energy we’ve brought since 2018. Wine is about fun and enjoyment, regardless of your level. There’s been a long conversation about how to sell wine to millennials, but trust me—we know how to buy wine. The profile of a seasoned wine enthusiast is changing.
You've been a strong advocate for wine education. How will Winestation continue to impart your expertise and make wine more approachable to the Irish market?
Many of our boxes come with no-frills support notes, a hallmark of our approach. We also train staff in bars and restaurants, and seeing how younger people think about and appreciate wine is invaluable. The new site allows for more two-way conversations with customers.
We also have some seriously fun events lined up.
What message do you have for your loyal Station to Station Wine customers as they transition to Winestation?
You’re going to love it! More selection, more choice, and easier navigation.
How will Winestation continue to foster a sense of community and engagement with its customers, both online and through offline events?
We’ve always been active on the festival circuit, first appearing at Beatyard in 2017. I’m often on stage talking about wine, pouring wine, and having the craic. Watch this space for more exciting events.
Conclusion:
Finally, what are you most excited about as Winestation embarks on this new chapter, and what can wine enthusiasts in Ireland anticipate from this exciting venture?
I’m excited to see all our hard work culminate in an improved experience. With our increased range, there’s so much to look forward to! We’re also ramping up our consultation process. Whether it’s conceptually in-store or within our range, we want to gather real data from customers to keep innovating. The sky’s the limit!
