Camille Copeland
Hear Me Roar
November 2024 Issue
Photography by Cassidy Dunn Photography
Camille Copeland
Hometown: Atlanta & McDonough, Ga
Years in the Lowcountry: 22 years
Career: The Booze Business
Family: 2 daughters: Carson and Broderick Copeland
You are the queen of the wine industry on Hilton Head Island. Not only are you the General Manager of Roller’s Wine & Spirits, you also designed the gorgeous Roller’s retail and tasting kitchen on Palmetto Bay Road. How did you get into the wine business?
After 10 years in special events and catering sales, my boss in Atlanta told me, “Darling, you’ve maximized your potential in this arena. I’ve never seen anyone do what you’ve done by age 26. Consider the wine industry… your palate is remarkable and a gift.” I knew then, especially with two babies in diapers, it was time to switch gears.
There are many facets to running Roller’s, which is a high-volume store with many departments and moving parts. What do you enjoy the most in your day-to-day work?
Seeing the staff grow and empowering them. When I first moved to Hilton Head, I knew I had to learn all about wine. I got a job at Red Fish. Young Jimmy Schmid was working there, and he was the epitome of “hustle.” Years later, I talked John Kelsey, owner of Roller’s, into hiring him and our Class-B division took off. If I’m the Wine Queen, John is the Liquor King, and Jimmy is definitely heir to the throne! Roller’s has more than 40 local, hardworking staff members, some we hired at just over 21 years old.
You are a certified sommelier.
Tell us about your journey to earning this certification and what it means to you?
Weeks after I was hired at Roller’s, I asked to get my wine education with The Court of Master Sommeliers Americas. Days later, I overheard a competitor, who assured John I was “a great hire, and don’t worry, she will sell wine with her tits…”. And Boy, did that chap my hide! Needless to say, John had my back and had already given me the green light to pursue my certification, which I passed in 2010. Since then, I’ve been given every opportunity to pursue continued education in wine and spirits, combined with numerous priceless opportunities and experiences. My dream was to have five certified sommeliers on staff, which was unheard of in a retail environment. Each Roller’s store has an incredibly educated staff with eight highly educated ladies on our wine team, along with many staff spirit gurus like Brent, Terry, and Ryan! Even our HR director, Lou, has her Wine & Spirit Education Trust Level 2 (WSET II).
We are not going to ask if you have a favorite wine because that’s like asking if you have a favorite child. However, as we move into the holiday social season, tell us your best tips on buying wine for a party or event, trying to please many palates.
Instead of focusing so much on varietals (like cabernet or chardonnay), focus on flavors:
• For prepping food and welcoming guests: A sparkling brut rosé or rosé of Crémant. The backbone of the rosé and the bubbles stand up to every type of appetizer and conversation.
• For whites: a dry, citrusy white, and maybe a buttery, layered one. Get outside of the box and try Italian Arneis, French Chenin Blanc, a Spanish Godello, Viognier, or Pinot Blanc.
• For reds: A lighter, spicy, feminine red; if you like Pinot Noir, think about a Loire Chinon or Italian Nebbiolo, or try Spanish Mencía, or a French Minervois. A great change from Cabernet Sauvignon is Cab Franc, Petite Sirah, or revisit Merlot. You’ll be glad you did!
How many wineries have you traveled to over the years and in what countries?
What is the most memorable winery you have visited
or the best time you’ve had at a winery?
I don’t think I could put a number on the wineries—hundreds, I’m sure. I grew up with muscadine grapes growing in my backyard, and my mom would let me stomp the grapes in buckets. She would put the wine into recycled glass bottles, tie them with ribbons, and give them as gifts after her dinner parties. I would sneak into the garage and pull back the cheesecloth she had over the fermenting wine, getting grossed out, but secretly excited about the layers of muck, grape skins, and fruit flies; the smell was intoxicating. They say in the business, if you play your cards right, you might never be rich, but you will eat, drink, and travel like kings and queens. There are countless times in my tenure with Roller’s that I’ve had to stop in the middle of a vineyard, on the side of a mountain, in a cellar, or in a winemaker’s home, and gather myself, humbled in pure joy, even awe, in utter disbelief that this is my life. Grateful does not even begin to cover it. I have stories to tell from Chile, Argentina, France, Portugal, Germany, Spain, Canada, Australia, Italy, and remarkably beautiful places in the States, too. My breath has been taken away by so many wondrous people in the industry, most of whom have become dear friends.
You have two incredibly smart and beautiful daughters.
Carson is working with you now.
What is your best motherly advice for them when it comes to building their careers?
• Listen to your gut.
• Hustle while you can and when you’re able, but not forever.
• Make mistakes and take risks while you’re young.
• Act and perform like you own it, and one day you will.
• Speak up!
• It’s never too late to start over or change your mind.
• Work and home-life balance is key.
• Never drop your bone! This is from the old Aesop’s fable about the puppy who sees his own reflection.
• Surround yourself with people who are smarter than you and empower them.
• Never underestimate the power of life experiences; they can provide so much more than a formal education.
• Refuse to work with toxic people, in an abusive environment, or tolerate sexual harassment in the workplace.
What is the best life advice you’ve ever received and who gave it to you?
I have had some incredible friends, mentors and bosses over the years.
My mom, Carole: She said things like, “If you stay home now, you stay home forever.” She taught me that whatever I wanted, whether a dress, a cake, new curtains… etc., making it myself would always be better. And it was. Most importantly, she never offered solutions or told me what to do. She would ask questions and listen until I talked it out myself. Instead of calling me “stubborn,” she called me “determined” or “strong willed.” She taught me the most important thing I can invest in and nurture in life are my relationships and friends.
My dad: I always heard the same things out of his mouth. “Hustle now, Hustle!”; “Don’t be a slacker;” And the most famous of all: “Almost doesn’t count, except in hand grenades and horseshoes.” I was in my late 20s when I realized he was saying it backwards.
My boss and certainly one of my best friends, John Kelsey: He is an incredible family man who loves his wife and cherishes his children and grandchildren. Working alongside him has empowered me and given me strength to realize my worth, maximize my potential, and build a wonderful team.
My mentor and second mother, Heather Fenton: She is the woman behind my multi-tasking, love of efficiency, and insane list making. She hired me at age 18. She was remarkable in molding and shaping me into who I am today, and I am proud of that. Some additional mentors were Christopher Widnell, Patrick O’Dell of Turnbull winery, and Chris Locascio at Redfish. Those days were epic!
If someone wants to learn more about wine,
what would you suggest they do, especially locally?
Get out there and taste! There is only so much you can learn from a book. Talk to people who know a lot, ask questions, and take notes. Go to wine dinners at your favorite restaurants. They are often hosted by a winemaker who flew in from Italy or France or California. People complain about the prices of wine dinners, and if you did the math, consider you’re going to open up five bottles that are at retail $200+ dollars, not to mention the cost of the meal, the service, and the educational experience. Save up your money and travel to any wine country, near or far. You will never regret it.
You are a strong woman who has dominated in what used to be a male dominated industry. What has been your secret to success?
Perseverance and the people around me. I had a lot of unhappiness in other areas of my life when I started working at Roller’s. I struggled in my marriage and an “invisible” health issue called Hashimotos Hypothyroiditis, which causes problems like obesity and depression. It felt as if the whole world was against me at times, and I did not have a place. I chose to focus on what I could change and where I could make a difference. John and the staff let me know I made a difference in a positive and profound way. I found solace in my work, the challenge to sell more, to educate myself, to make myself proud and prove the haters wrong. And I have. More importantly, I have surprised myself. This Georgia girl never thought: “When I grow up, I’m going to manage a fabulous wine and spirit shop on a little island off the coast of South Carolina, travel all over the world, and enjoy a rich life.”
What is something about you that would surprise people?
I don’t have a high school or college degree. We didn’t have a lot growing up, but my mother and life experiences taught me to persevere, create, imagine big, and appreciate etiquette and culture. I was a major tomboy, being sent home from school because I refused to wear a bra. I had three huge older brothers; play-fighting and keeping up with them made me fierce. I grew up playing in the creek and woods until sundown.
Do you have a hidden talent?
My party trick was always doing the worm, which I haven’t attempted in years. Now, it’s sabering bottles, tying a cherry stem in a knot with my tongue, or my absolute favorite—taking a French leave.
If you could teach people one thing about wine, what would the lesson be?
Enjoy what you like. Pay attention to the producer; if you don’t put junk food in your body, don’t put junk wine in your body. Branch out, keep an open mind, and try suggestions from your local wine shop or sommelier.
When your job involves tasting and drinking wines almost daily,
what do you do for fun in your down time?
Detox. Just kidding… but it’s important! I love to thrift shop. I just rented an antiques booth at Tapley’s in Savannah where I can resell some of my collectibles: mid-Century modern drink ware, vintage clothes, furs, anything Christmas and cocktail rings are just a few of my favorite things to collect. I love to garden, do floral arrangements, weight train with Pete, and I enjoy listening to astrology, Esther Perel and various other podcasts. I’m into the art of baking gluten-free, since I’ve been gluten free for over 15 years. Getting dressed up and going out to a party or a friend’s place for dinner is always an enjoyable time. Scrabble, writing, and creating music playlists are some other things I love. And sleep, lots of sleep!
What are you currently ROARING about?
Turning 50 this month! Almost three years ago I set a goal for myself to get my thyroid issue under control and get back in the best shape of my life by my 50th birthday. It’s been a lot of work, and I’ve attacked my health issues from every angle, including getting some of the best therapy of my life. I couldn’t be happier. After spending a lifetime worrying about pleasing others and not letting everyone else down, it took me a long time to realize the most important person I needed to show up for was myself!