Bird in Hand has announced the appointment of Mashoom Tait as CEO, marking the next phase of leadership for the family-owned Adelaide Hills winery.
Mashoom, who has worked with Bird in Hand for more than a decade, most recently served as brand director.
During that time she was responsible for the establishment of the business’ European arm based in London, leading global brand strategy, export market development and commercial performance across key international markets.
Under Mashoom’s leadership, Bird in Hand strengthened its presence in the UK and Europe, while continuing to build its footprint across Australasia.
She has also played a key role in shaping the brand’s premium positioning through strategic partnerships, cultural collaborations and new product development, including the introduction of the winery’s Tasmanian range.
Returning to the Adelaide Hills after more than four years based in London, Mashoom will now lead the business from its head office, working closely with founder Andrew Nugent as the company continues to evolve its domestic and international footprint.
Originally trained as an IT engineer, Mashoom brings a structured and analytical approach to business, complemented by earlier experience founding a fashion and lifestyle events business.
Her expertise spans brand, communications and commercial strategy across multiple markets, and is underpinned by her completion of the internationally recognised Wine & Spirit Education Trust (WSET) Level 4 Diploma, with graduation in London this month.
Bird in Hand founder Andrew Nugent says, “Mashoom has been instrumental in shaping Bird in Hand into the global brand that it is today.
“Her understanding of the business, combined with her international perspective and leadership capability, make her the natural choice to lead our next chapter.”
Mashoom says, “We’ve built a strong global foundation, and the focus now is on disciplined growth – continuing to elevate the Bird in Hand brand, while strengthening our commercial and operational execution across all markets.
“There is a clear opportunity to build on our premium positioning, expand thoughtfully at home and internationally, and further develop our Tasmanian portfolio alongside our presence in the Adelaide Hills.
“I’m excited to work with our team to bring these ambitions to life.”
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