Malcolm Reeves has a career spanning five decades in the food and beverage industry. He is one of the pioneers of New Zealand wine having established its first academic programmes and study. He established his own winery, Crossroads, which he later sold but not before creating one of New Zealand's iconic red blends, The Talisman. He has also worked in a variety of food and beverage production and research and is a consultant for a few Chinese Wineries.