We’re strategy consultants.
At the heart of our approach lies the concept of tradecraft, often associated with the clandestine world of espionage. While our work may lack the drama of spy novels, we embody its essence by operating discreetly, utilizing our skills and experience to uncover opportunities that benefit your business. Our role is to amplify your work and when we excel, your community feels spoken too by you, not us. Your customer won’t know we were involved at all.
That’s tradecraft.
Morven McAuley.
A brand visionary and sales and marketing strategist with over 20 years experience in the wine industry and the deep connections that come with it. Morv originally trained as a goldsmith, working in New York and London before returning home to get back into the family wine business.
Morv is the founder and director of Tradecraft. Before this, she was an account manager for a leading NZ wine industry distributor, and the sales and global marketing manager for Antipodes Water Company. She is deeply passionate about seeing New Zealand’s boutique producers thrive and find their place in the hands of passionate foodies across Aotearoa and the world.
Courteney Peters.
A storyteller and digital communications strategist with a history in media, marketing, start-ups and tech. As a teen, Court got her commercial pilot’s licence before she could drive a car. In 2012 she co-founded new media start-up, gather & hunt, which garnered a close relationship with hospitality and media folk across NZ.
She’s currently immersed in NZ’s innovation ecosystem, working with NZTech & government to tell New Zealand’s Tech Story to the world. Previous to her time at Tradecraft, she was the marketing, comms and brand manager for Techweek NZ.
Courteney is a proud Mum to Annie & Cormac. She’s passionate about working with producers doing things in a way that mean her tamariki have the best possible future ahead of them.
Courteney works as contract consultant.
clients we/ve work/ed with:
Dicey . Ata Rangi Martinborough . Grava . Not Serious Wine Chats . Huia Estate Vineyards . Jules Taylor . Mana Winegrowers . Champagne Collet . Escarpment . Family of Twelve . Rockferry Wines . Greywacke . Auntsfield Estate . Rockburn Wines . Poppies Martinborough . Hunter’s Wines.
wine
Davaar . Antipodes Water Company . Paperhands Wallpaper . Neat Meat . Hallertau Brewery . Kate Sylvester . Upstock . Fortland Park . Prego Restaurant . Floriditas Restaurant . Apéro Food & Wine . Machine Ltd . Restless Soul Records . Shen Clothing
not wine
2019 — Best Awards — finalist
Tradecraft was listed as a finalist at the Designers Institute of New Zealand Best Awards. Category: Small brand identity for MANA Winegrowers.
2021 — Best Awards — gold pin
Tradecraft collected a gold pin in conjunction with design company, Inhouse, at the Designers Institute of New Zealand Best Awards. Category: Product design for Dicey.
accolades
2020 — Metro Magazine
Morven McAuley — listed in the top 100 Most Interesting and Influential People in Auckland - Taste Maker section
2023 — MindFood Magazine
Morven McAuley — listed in MindFood for ‘The Toasts of the Town’ piece on wine people making impact in the NZ Wine industry for Tradecraft and notably for the work done with Not Serious Wine Chats NZ.
press
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