When sustainability sparkles: Gary Smith’s vision for MDCV’s future

London Packaging Week panellist and MDCV UK CEO Gary Smith explains how the business’s commitment to sustainability and innovation is reshaping English viticulture, setting a new standard in quality and environmental stewardship.

As the morning sun begins its ascent over the rolling vineyards of Silverhand Estate, the expansive view from the office is nothing short of breathtaking. The early light casts a soft, golden glow over the meticulously maintained rows of grapevines. Nestled in the heart of this picturesque landscape, the estate embodies a harmonious blend of tradition and innovation, a testament to its rich history and commitment to excellence.

Inside one of its sunlit offices, Gary Smith, the visionary behind MDCV UK Wines, sits comfortably, taking in the serene beauty surrounding him. With a deep passion for winemaking and a keen eye for quality, Gary has been instrumental in elevating MDCV UK Wines to new heights.

“I’ve worked in various industries,” he told London Packaging Week. “I started in supply chain operations and moved into more commercial roles I’ve worked in electronics, avionics, pharmaceuticals, food and beverage, and FMCG. Then I moved into the wine industry, and I think a lot of those skills are transferable, from an operational management point of view, as well as motivating and putting teams and strategy together. Coming into wine, having had no experience of wine, was a challenge. In addition, where we were going as the largest producer in the UK, was obviously an even bigger challenge. It was a steep learning curve, but I’ve adapted to it because I’ve now been here five years, so that’s been fantastic.

“Some of the challenges were around the knowledge of wine and the industry’s culture. It’s very different from an FMCG or pharmaceutical environment because it’s a bit more insular and a little bit more close-knit. However, I saw the opportunity to bring some FMCG principles into the wine industry, which tends to be quite small and boutique. I joined this business because Mark Dixon, our shareholder and founder, wanted to do something different in the English wine trade. He wanted to bring a Sharma or Prosecco-style wine into the market because there was a gap, which is why I joined. I saw a lot of opportunities for us to do that and create something market-leading.”

Having just completed his morning rounds of exploring the vineyard and engaging with the dedicated staff, Gary settles back into his office with a sense of fulfilment. His interactions with the team are more than routine; they are vital touchpoints reinforcing a shared passion for excellence and a commitment to nurturing people and vines. Gary understands that connecting with his staff fosters a collaborative spirit and ensures that every detail, from vine to wine, is cared for. However, the UK’s cooler climate presents unique viticulture challenges, demanding innovative techniques and unwavering vigilance.

“Even in my first week in 2019, I came into the largest planting in Europe of 1.2 million vines,” he continued. “So that was a big, steep learning curve. Fortunately, my father-in-law was a farmer, so I have some knowledge of agriculture, but this was a big undertaking. But I tell my team now that the vineyard is like our factory in the field, and we must treat it that way. We’re managing it annually to get a yield, and we need to manage the inputs and hopefully then manage the correct outputs. So, learning planting management and keeping the vines going was a big thing. We also manage organically, which is an even more difficult way of managing viticulture in the UK. We have a cool climate, the grass grows a lot, it’s very green, and we’re continually mowing the lawn weekly. Those are some challenges of managing the business scale in an organic programme. The other thing is getting our foot into Wine GB and the English Wine Trade. Because we’re doing Sharma when everybody else is doing the Champagne method wine, some people see us as very different, and it’s getting people on board with it. We need to get people into English wine and our products because they are at a lower price point but still great value and great quality.”

MDCV UK is redefining the narrative of English viticulture with a bold and distinctive approach. Gary’s willingness to push boundaries and embrace unconventional methods has set MDCV UK Wines apart in an industry dominated by tradition and established norms. As he reflects on the strides made in recent years, Gary passionately discusses the transformative journey of English wine from a reputation of mediocrity to burgeoning recognition for excellence.

“We are producing a slightly different product,” he continued. “I think the overall perception of English wine historically has been that the quality has been lower, but I believe in the last five to 10 years, English wine has had a real boost.

“There are some fantastic quality wines out there, and even when competing with Champagne, they have won gold medals and international awards. Even with our Charmat-style tank method wine, we’ve won gold medals in Effervescents du Monde, the Champagne Awards, and gold medals at the London Wine Awards. I think the quality of what is coming through is great, and what we need to do now is supercharge the awareness in the domestic market to get people drinking English. So, our message is about drinking English and local, drinking sustainably; it’s better to drink an English product of the same quality than shipping it in from Italy, Spain, or France. And that’s the message we want to get into the domestic market to get real brand equity. However, we are also getting credit in international arenas for the quality of the wines. But we must translate that into export sales and a story behind English wine, which we’re starting to do.”

Sustainability that sparkles

In the heart of the English countryside, where the cool climate and fertile soil provide an ideal environment for viticulture, sustainability efforts have become a cornerstone of producing high-quality English sparkling wines. The Silverhand Estate, with its commitment to sustainable practices, exemplifies how environmental stewardship is integral to the success and longevity of the wine industry. By prioritising sustainability, the estate protects the natural resources essential for vine health and enhances the quality and reputation of its sparkling wines.

“Sustainability is at the core of what we do. We’re organic and moving to a more regenerative style of farming, so we graze our livestock under the vines. We don’t use any chemicals. We have a dedicated conservation and sustainability team, so our biodiversity has gone up 15% in the vineyards alone, and most recently, we’ve planted over 22,000 new hedgerows, which has increased biodiversity more than 800%. We continue to build programmes around rainwater harvesting to get to water neutrality, and we’re currently building a programme to go to B Corp and carbon neutrality. The new winery that we’re looking to build, planning permitting, will be carbon neutral, water neutral, have a living roof, and naturally cool because it’s built 85% underground. We’ll fuel it by the vineyard’s pumice or the harvest skins. We’ll put it into an anaerobic digester, burn it in the biogas burner, and then use that residual product in the vineyards as fertilizer. So, it’s very circular.”

At Silverhand Estate, founder Mark Dixon’s strong emphasis on organic and sustainable practices has deeply influenced the team, including Mr. Smith, who brings extensive experience from other industries. Together, they drive a dedicated focus on organic sustainability and regenerative farming. The passionate team at Silverhand Estate wholeheartedly embraces these principles, recognising their dual benefits of enhancing product quality while maintaining a competitive edge in the commercial and marketing realms.

Gary added: “I come from a tech background in business solutions, so here at Silverhand Estate, we utilise a full Microsoft platform that encompasses everything from Outlook and Teams to SharePoint and our ERP system for finance and management, along with our sales CRM system. Currently, we’re in the process of implementing a mesh network across our vineyards and agricultural areas in collaboration with Cisco. This initiative aims to create a highly sustainable operational framework supported by real-time data collection directly from the vineyards.

“The mesh network and sensor tracking system will enable us to monitor key metrics such as climate conditions, soil health, disease pressures, and tourism data. Integrating these insights into our vineyard management practices is crucial as it combines nature with cutting-edge technology, enhancing our operational efficiency while ensuring environmental stewardship remains a priority. For us, it’s not just about ‘talking the talk’ on sustainability; we’re committed to showing tangible results. Real-time data will provide us with verifiable metrics on factors like carbon sequestration and water usage, essential for maintaining credibility and meeting certification and accreditation standards for sustainability.”

This proactive approach underscores the dedication at Silverhand Estate to integrating innovative technology with sustainable practices. By doing so, they aim to meet and surpass industry standards in environmental responsibility and operational efficiency, setting a benchmark for responsible wine production.

Operational excellence

Each morning, Gary Smith prioritises visiting the vineyards to engage with his team to ensure alignment with their long-term business plan extending to 2030. His meticulous approach ensures he keeps everything within his remit, leveraging his operational background to oversee the diverse operations effectively.

“At Silverhand Estate, we approach our business by dividing it into key segments: vineyard production, wine sales, tourism, and farming, which helps us manage our extensive 3,000-acre estate that spans five sites in the South,” he added. “This year, alongside strengthening our vineyard capabilities, we’ve expanded our sales team, resulting in successful product launches at Marks and Spencer and other outlets, with particularly strong growth in our English wine portfolio. My focus is on maintaining operational routines, and that stems from my background in operations, ensuring that we consistently deliver on our commitments and move forward progressively. I’ve also experienced the pressures of startups and smaller businesses, so I emphasise to our team the importance of focusing on what we can control, such as our daily efforts and operational efficiency. I appreciate the opportunity to lead one of the largest wine projects in the UK and Europe, which motivates me. I believe in starting each day with energy and enthusiasm, emphasising the value of showing up consistently and giving our best effort without fail.”

Gary Smith will take centre stage as a panellist at London Packaging Week’s Design Debate titled “Is it possible to achieve a premium feel with a high recyclability factor?” Gary will be joined on the Beauty & Drinks Stage, between 1:45 pm – 2:30 pm on Thursday, 12 September, by Miles Beale from The Wine and Spirit Trade Association; Robert Malin, Co-Founder and Chief Executive Officer at When in Rome; Tamara Roberts, Chief Executive Officer at Ridgeview Wine Estate; and Stephen Russell, Founder & Managing Director at Copper Rivet Distillery & Russell Distillers Ltd.

“When you start something up, it’s really important to have a clear vision,” he said, when asked what advice he would have for businesses balancing progress with sustainability. “If you’ve got a clear vision and you stress-test what you’re doing against that every week and every month, I think it keeps you on track. Everybody knows within their heart and mind that they’re doing the right things versus that vision. It’s really important to stay true to what you believe.

“In terms of some of the considerations we’re making now, I think lower Alcohol by Volume (ABV) is a trend we’re very close to, as well as looking at cans or bag-in-a-box. Another trend, which I don’t think the industry has gotten right yet, is around more sustainable wine packaging and how we do that. We have some ideas for tackling that to make our proposition fully sustainable.”

As Gary Smith continues to lead MDCV UK and nurture Silverhand Estate into a new era of excellence and sustainability, his dedication to innovation and quality remains unwavering. Under his stewardship, MDCV UK champions organic and regenerative farming, aiming for carbon neutrality and B Corp certification. Their commitment redefines the global perception of English wine and sets a sparkling example for sustainable business practices, showcasing exceptional quality while emphasising environmental stewardship and community engagement.

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