Breaking the brunch rules
Pāpāmoa influencer Makaia Carr is taking on the big business of beverages headfirst.
Pāpāmoa influencer Makaia Carr is taking on the big business of beverages headfirst.
Words Catherine Sylvester | Photos Erin Cave
Known to some as one of the first social media influencers in Aotearoa, and to others as the founder of the charity Kura Kai, Makaia has her sights set on bringing the humble mimosa out of the brunch-only routine and into our lunches, picnics, BBQs and beyond.
“I’m solely responsible for my life now,” the 44-year-old says, referring to her newly single status. “I knew this was the year to create something that will be exciting, enduring, and allow me to leave something for my kids.”
Brainstorming with friends in early January, the genesis of her new venture, Henlee, was born.
“I realised the drinks industry would be a good option,” explains Makaia. “I thought that having a mimosa in a can would be fun, convenient and would reduce wastage.”
By February, meetings with a local bottling plant were underway, and by March the designers were at work. By late August, Henlee went to market and has been gathering momentum since.
“It’s such a strong New Zealand product,” she says. “We use Hawke’s Bay sparkling wine and Gisborne orange juice. It’s low sugar and low calorie and you’re guaranteed the same great blend every time.
Having made Pāpāmoa home since moving from Auckland a few years ago, Makaia was conscious of working and engaging with people and businesses in the region. She worked locally to create the perfect mimosa formula, with it being bottled in and distributed from the Mount. For brand design and packaging, she worked with the
Woods Agency, a local mainstay.
Makaia credits her 20 years of retail experience with giving her the skills necessary to successfully run a business.
“Those were my ‘university’ years,” she says, smiling. “I learned so much from old-school retailers about marketing plans, budgets, managing and leading teams. I was able to firstly apply that to my career in social media, and now to Henlee
and the beverage industry.”
With demand from Australia for the new mimosa in a can, and bars and retailers around the country stocking Henlee, it’s only a matter of time until an international market comes calling.
Makaia acknowledges that New Zealand wine has such great renown overseas but is happy to take things one considered step at a time.
“I’m not going to rush things,” she adds. “For now, it’s all about focusing on making our mark. When people think mimosa, they’ll think Henlee.”
And if her track record and current momentum is anything to go by, it will play out exactly the way she has planned.