Surya Palaniappan and Josh Masters, an Australian couple with a passion for fine wine, are taking an unconventional approach to the wine import business. While they are not the first Australians to fall in love with Tuscany’s wines and bring them to Australia, they are the first to focus exclusively on wines produced by female winemakers.
The idea for their business, Vino Cammino, emerged after a trip to Italy, where Palaniappan and Masters tasted a variety of exceptional wines made by women. Despite their enthusiasm, they found that these wines were rarely available in Australia. The couple, both professionals with backgrounds in law and management consulting, decided to import these wines and share them with the Australian market.
“We were amazed by the quality of wines made by women, but we had never seen them in Australia,” Palaniappan said. “When we decided to import wine, we made it our mission to find women making great wine. It’s been a fantastic experience. These are people you’d love to have around your dinner table – they’re passionate, down-to-earth, and an absolute pleasure to work with.”
Palaniappan, originally from South Australia, had a long-standing connection to the country’s wine regions, including Barossa and McLaren Vale. Five years ago, she enrolled in the Wine and Spirit Education Trust (WSET) program, eventually achieving a WSET level four diploma alongside some of Sydney’s top sommeliers. The couple’s interest in wine deepened over time, and in mid-2023, they decided to take a six-month “career break” to live in Europe with their two young children. During their travels across France, Spain, and Italy, they visited numerous wineries before settling in Florence.
Although they did not initially plan to start an import business, the idea began to take shape after they struggled to find one of their favorite champagnes in Sydney. This frustration, combined with their experiences visiting wineries, led them to launch Vino Cammino, focusing on high-quality wines made by female winemakers.
“We didn’t plan on starting a wine business at first,” Masters said. “But when we couldn’t find that champagne, we thought we might import it ourselves – or even find something else we loved. That’s when the idea for Vino Cammino really took off.”
While still in Italy, Palaniappan and Masters approached Australian wine importers for advice. The response was less than enthusiastic, with many advising them against starting a business in the current climate of the hospitality industry. However, the couple, driven by their passion, decided to proceed with their plan, despite the challenges.
“We were told it was a bad time to enter the market,” Masters recalled. “But we’re passionate about wine, and that’s what kept us going. Sure, we want the business to be commercially successful, but our main goal is to share wines we truly believe in.”
The couple’s business model is focused on fine wines produced with minimal intervention and traditional methods. They also aim to cater to the high-value wine market, offering bottles that are distinct and often produced in limited quantities. The couple’s approach has resonated with a growing number of customers, particularly in the fine-dining and restaurant sector.
“We’re not trying to compete with cheap wine markets,” Palaniappan said. “We’re focused on offering wines that tell a story, made by winemakers who are passionate about their craft.”
Since launching Vino Cammino, the couple has seen success in both retail and wholesale markets. Masters now works full-time on the business, which sells directly to consumers through a mailing list and online platform, as well as wholesaling to restaurants and bars in Sydney.
The couple’s focus on female winemakers has garnered support from sommeliers in Sydney, who have featured Vino Cammino wines on their restaurant lists. One of Palaniappan’s classmates from the WSET program even showcased their wines at Ragazzi restaurant in celebration of International Women’s Day.
“Many of the sommeliers we know have been so supportive,” Palaniappan said. “It’s been incredibly rewarding to see our wines on restaurant lists, especially when those lists are focused on promoting female winemakers.”
The couple’s journey reflects their deep commitment to promoting wines made by women and their belief that passion, rather than market trends, should drive their business decisions. Masters and Palaniappan are hopeful that as the business grows, their focus on quality and female empowerment will continue to resonate with wine lovers in Australia and beyond.
“We want to create something meaningful and share wines that we love,” Masters said. “It’s about aligning our values with what we’re doing and hoping the market embraces it too.”
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