2024 Women to Watch
This year we showcase over 80 South Australian women to watch throughout the year. From business, to careers, arts to science. This year’s selected women highlight the depth and diversity of the women in our state and also the vast array of opportunities to develop a business or career in South Australia. Find our more about our inaugural Women to Watch initiative here.
Shirley Fraser is a wine strategy professional based in South Australia. Drawing on over 25 years of wine industry experience to facilitate change that is innovative, relevant and effective.
A Roseworthy Wine Marketing graduate and Future Leaders alumni, regular mentor and judge of various awards, Shirley was also a finalist for Marketer of the Year 2018 in the Australian Women in Wine Awards. Dedicated to unlocking the potential of each business she works with regardless of size or scope, Shirley is a collaborative problem solver. Cultivating authentic stories, value and strategy, to build connections to achieve sustainable success. Previous Board member of Riverland Wine Management Committee; National Board member of Wine Communicators Australia; and Chair of the SA Chapter of Wine Communicators of Australia, she was Executive Officer at WISA and is currently working with Sorby Adams Wines and suppliers for the wine sector.
Shirley is energised with the work of the advisory for AWIW for the encouragement and advocacy of women working in wine, and how she can lean in for anyone in the industry wanting to thrive.
Shanelle is a mum to Summer and Ollie.
// Favourite inspirational quote
“Dreams are free” Venetia Fraser (my mum)
// Let’s get to know you
Three decades ago, I simply fell into the wine industry and each time I have tried to leave I get pulled back in. I went to Roseworthy Ag College and was hooked on the industry and the people. Across that time I have worked in all categories and business types, in senior management and executive roles, to consulting to small business or start-ups. After entering the Future Leaders program in 2017, I was inspired to do more for the industry beyond simply working on brands. That initiated my interests and work on boards, committees, events and industry engagement. While EO at WISA, I discovered the needs for advocacy across the value chain and how I could add value, and on Australian Women in Wine, the need for advocacy for women in the sector. So, while I continue in general business management, I layer the service I can offer others in the industry to engage, encourage and empower in whatever way that I can.
// What makes you a Woman to Watch for 2024?
Outside of my employment role which is my daily focus, I’m passionate about encouraging diversity and inclusion in the wine sector. Often being the only woman in the room in the past, it has not always been an easy path and it has been the men and women in my career that have encouraged me to do and be more. If I can be that for others, then I can pay forward the generosity that has been given to me.
For Australian Women in Wine, I manage the LinkedIn platform and have been proud of the engagement we have achieved. Our aim is to educate, encourage and empower equality. This comes through bringing industry together, breaking barriers and bias, listening and sharing positive examples of others’ achievements. This simply brings me joy.
// What is your goal or intention for the year ahead? And how are you going to achieve it?
This year I have been fortunate to receive the Great Wine Capitals Outbound Knowledge Bursary (administered by PIRSA) and I am attending the Women in Wine Expo Conference to be held in Portugal in May 2024. Using this as a platform, I have reached out to other women working in the wine sector in Portugal and plan to meet to learn more of their experience, as well as other international women attending the conference. I then hope to open discussion with more (GWC) countries as to how others are leading by example and how we can bring real change to Australia and how they can learn from us.
On the back of the 2023 AWIW National Symposium, we plan to follow up with 2024 Symposium later this year. This brings together industry to discuss and debate, support and consider what the future needs of the sector could be. These events also raise funds for projects for Australian women in wine and there will be further opportunities to develop in this space also. Supporting Jane Thomson and the other women on the board is a true honour.
// If you could share one takeaway from your business or career journey, what would it be?
Plus to thrive in my day job, move house with my three teenage children and find time for partner and I.
Say yes. To any and all opportunities. You will never feel ready or enough but fake it ’til you make it, and you will be surprised how capable you are.
Life does not ever go to plan. Being nimble for change, even when you are risk averse like me, is essential. And the people you surround yourself with will be the key to how much you enjoy your success. Connect concepts and people to maximise your impact.
It feels like we are too young until suddenly we are too old. So, say yes and take the opportunity as far as you can, and then know when to leave when you are no longer being valued.
// What would you like to see for the future of South Australian women and girls?
Transparency in salary structures beyond pay gaps would be ideal. Greater flexibility in working conditions and ways of working (not simply 9-5 m-f in an office).
Scholarships for more senior leadership programs. Resources thin out when women have families and mortgages, especially if not in a corporate role or business that can afford the investment. Much of the mentoring programs are for early to middle career but we all need support throughout.
Breaking the competitiveness of people between business creates collaboration and a safe environment to share and learn from each others success.
Get in touch with Shirley:
LinkedIn: Shirley Fraser
Website: www.womeninwine.com.au & www.sorbyadamswines.com
Check out all of the incredible Women to Watch for 2024 here as their profiles are uploaded throughout the year.
To become an SA Woman Member, check out our Membership Options here.
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