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Life

Selector goes bi-monthly

In a market where magazines are closing, downsizing and migrating to digital, one Australian mag is bucking the trend and is the on rise.

In the latest Roy Morgan Readership figures, Selector has skyrocketed to 100,000 (March 2016) which is a 47% year-on-year increase.

Reader dedication and Selector’s unique approach to the modern food and wine lifestyle are the driving factors for these incredible numbers with an average of 90+% of readers not engaging with titles within its competitive set.

Quarterly to Bi-Monthly

Selector is capitalising on is phenomenal momentum by moving from a quarterly to a bi-monthly publication as of July, 2016.

“This is a fantastic move for us,” says Selector Publisher Paul Diamond. “We have achieved incredible momentum through organic growth and moving up in frequency is a great acknowledgement that the magazine, its format and content is coming of age.

“Our distribution model and the way we engage with our customers is unique in Australia and will allow us to maintain our print numbers across the new issues and continue to grow.”

Selector Magazine is the publishing arm of Wine Selectors, Australia’s largest independent, in-home direct marketer of wine.

For more information contact
Paul Diamond

Selector Publisher
P: 02 4941 3044
E: pauld@selectormagazine.com.au

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Wine
What's in a label?
Words by Mark Hughes on 19 Aug 2017
I recently had the privilege of watching the legendary Liverpool FC towel up Sydney FC in a soccer friendly in a private suite at ANZ Stadium courtesy of Claymore Wines . The Clare Valley winery is owned by Adelaide doctor Anura Nitchingham, who became a lifelong Liverpool fan while attending university in the northern England city back in the 80s. Since founding his own winery, he’s been able take his fandom to the next level with the Claymore Wines Liverpool FC range , hence the invite to the match. During the half-time break, with the Reds comfortably leading 3-0, I observed a young couple at the bar looking through the range of Claymore Wines on offer. “Can I try the Purple Rain Sauvignon Blanc …I just love Prince,” the young lass asked of the barmaid. “I’ll have the London Calling,” said he, seemingly unaware of the varietal. It’s a Cabernet Malbec blend, by the way, and a good one, having recently won Platinum  at the Decanter World Wine Awards. Besides football, Anura’s other great love is music. So instead of having wines like a ‘single vineyard Shiraz’, Claymore’s labels bear the name of some of Anura’s favourite songs and albums, such as the Dark Side of the Moon Shiraz, Joshua Tree Riesling and Voodoo Child Chardonnay. “I just wanted to have some fun,” Anura tells me when I ask him the reasoning behind the labels. “After all, wine is meant to be fun, right?” Marketing Wine to Millennials
While it does seem fun, Claymore’s labels seem to fly in the face of traditional wine marketing, where the producer’s logo is consistent across all their wines and information such as varietal, origin and vintage is first and foremost. “It was a struggle early on because the inconsistent branding was deemed anti-marketing,” admits Claymore’s general manager, Carissa Major. “But once we explained the story, we had a more personal conversation with the customer. Now, people come to our cellar door, pick up a Bittersweet Symphony (Cab Sav) and say, ‘this is from my generation, I get it’. The labels were never meant to be a gimmick, they are the sound track to Anura’s life. But marketing-wise today, they present exciting opportunities rather than barriers.” Recent studies from California State University help explain the marketing swing. Researchers looked at the fastest growing buyer market in wine – millennials – people born after 1980, so termed because they hit maturity at the turn of the millennium. This generation is cashed up, brand savvy and, most importantly, they are on the verge of overtaking baby boomers as the biggest buyers of wine. The university study found that millennials prefer wine labels that are brightly coloured, less traditional, more graphically focused and feature creative brand names. If you’re a wine producer listening to a baby boomer marketer, maybe it’s time to think outside the box. The story of Fowles Wine’s Ladies Who Shoot Their Lunch is a great example. The label shows an art deco-style image of a lady in her finery out for a hunt. “My wife designs the labels and we actually took advice from a leading marketer about whether this was a good idea. Their response? No!,” explains Fowles Wines owner, Matt Fowles. “We ultimately disagreed and released the wines, but it was useful advice in the sense that it was liberating. We thought, if there is no place in the market for this, then we should just do the designs we really love, so we did. It was all a bit of fun and, surprise, surprise, they sell well.” Art for art’s sake
Riverland producer Delinquente Wine Co. has taken label art in an even more contemporary direction channelling a punk ethos on their wines such as The Bullet Dodger Montepulciano and the Screaming Betty Vermentino. “The starting point with the artwork for Delinquente was to do something very different to traditional wine labels, but also to represent things we have a passion for, like street art and alternative culture,’ says winemaker/owner Con-Greg Grigoriou. “The art represents our ideas and allows us to connect with people in an interesting way. We all know a ‘Screaming Betty’, or would at least like to party with her. So they have taken on a life of their own.” Not everyone is a fan. Seventy-nine-year-old wine critic James Halliday described Delinquente Wines as setting “the new low water-mark” for labels in Australia. But he likes their wines. And that’s the thing, the wine has to be good to get the buyer to keep coming back. These days, wine is fashion and bottle shop aisles are the catwalks. Marketing a label is just as important as the wine inside the bottle. Get both right and you could just make it. Traditionalists will most likely continue to stock their cellars with family crested bottles. The millennials crave new and exciting. As for me, I’ll see you on the dark side of the moon.
Wine
Introducing Kim Bickley, our new Tasting Panel member!
We’re excited to introduce our new Tasting Panellist, Kim Bickley. As one of Australia’s most highly respected sommeliers with over 10 years’ experience and an avid wine-lover, Kim is going to make a wonderful addition to our team of experts. What first attracted you to working with wine? I'd always had an interest in wine, but my interest truly peaked when I began a job in a restaurant while studying a degree in Communications. I worked alongside a talented sommelier who encouraged all the team to taste, read and attend tastings. I loved the anticipation of what was in the bottle, the older wines in particular, and I still do.  You qualified through the Court of Master Sommeliers – what did that involve? The Court of Master Sommeliers includes a 3-part examination: theory, tasting and service. You need to know about wine and spirits from all around the world, including being able to differentiate them in a blind tasting. Also, how to cellar, serve and maintain a restaurant wine list. The study never really stops if you’re really into wine, things are always changing, new regions emerging and older ones reinventing themselves. I just love it.  You’ve since worked for some of Australia’s most impressive restaurants including Luke Mangan’s Glass Brasserie and Black by ezard – what are some of your standout memories? I have so many, the team become like family to you; the regular customers like friends…things like that are what keep you in the game. I also enjoyed looking after some of the world’s best known celebrities and seeing what they like to drink. From Jerry Lewis (Barolo lover) to Cuba Gooding Jr (Sauvignon Blanc). You’ve been a sommelier for over a decade, what are the top 3 changes you’ve seen in that time? When I started out, there were only a handful of true sommeliers working in Sydney, now almost every little restaurant has one. It has become accessible and easy for young and upcoming sommeliers to study and qualify now, for a long time there was very little available, aside from reading The Oxford Wine Companion , now almost every city has WSET (Wine & Spirit Education Trust) available (and it's also possible to study online), there are multiple tastings on every week, and a great selection of truly talented Group Head Sommeliers for them to train under – it's a great time to be a somm.  Good Aussie Chardonnay has gone from over-oaked and overblown to incredibly restrained, balanced and often as good as some of the best in the world.  The increased popularity of so called ' natural wines ', some of which are incredible and delicious, but many of which are faulty and horrible to drink. I find it fascinating that they have become so popular, given the risky nature of purchasing them if you don't know the producer well.    How has your love of wine changed over your career so far? Do you still have the same favourite varieties as you did when you started? I still have the same favourites, plus a few more now. My love of wine has only deepened, I have been fortunate to have had the chance to travel Australia and the world to see so many amazing regions and their wines. Best of all, I have met so many great people, vignerons and sommeliers alike.  You’re also a wine educator – what’s the most rewarding part of teaching people about wine?   Seeing people learning the basics of wine and have that 'ah-ha' tasting moment when they really get it, you know they'll be hooked for life. And seeing some of the young sommeliers that trained with me running their own wine lists in some of the world’s best venues; and a couple are even winemakers now.  What are you looking forward to most about being on the Wine Selectors Tasting Panel ? Tasting and discovering some of Australia's best new wines with my talented Panel-mates, discussing these wines and seeing them enjoyed by the Wine Selectors customers. I especially look forward to tasting them at the airport cellar doors, next time I pass by!  You now call the Hunter Valley home, what drew you to this region and what do you think are some of the most exciting wine styles being made there? I always loved the Hunter Valley and its Semillon in particular. There is no other wine in the world like it. It's so delicate and yet powerful, it's flexible with food and is one of the handful of white wines that develop beautifully with age. Now with most being under screw cap, its ageing potential will be amazing to track in the next 50 years and beyond. I also love Hunter Shiraz and am excited to see the historical blend of Pinot Noir and Shiraz making a very strong comeback.  It's a beautiful place to live, I'm so happy to be here. 
Wine
Meet Carissa Major and Marnie Roberts of Claymore Wines
Get to know the ladies behind Claymore Wines -General Manager Carissa Major and Winemaker, Marnie Roberts Carrisa, you say you “had the good fortune to fall into” the wine industry days after your 18 th birthday – what’s the story behind that good fortune?  As in real estate – location location location! I grew up at the southern end of the Clare Valley, had travelled throughout my 17 th year (thanks to the possibly misguided generosity of my parents) then landed back into the Clare Valley …a little bit jobless and without a sense of purpose. The idea of university for uni’s sake was less than appealing so my one year gap turned into two and through friends of the family I wound up with a position at Knappstein Wines Cellar Door. Tim was still on site then and I found the whole staff tastings both inspirational and intimidating but got enough out of them to want to learn more. Andrew Hardy had a similar approach to staff engagement so what started off as a spark became something a little more…so basically, I had the right door open at the right time. Got sucked in and found this amazing industry that brings people together while opening up the world. Given the quirky nature of the brand, do you have to bring out your inner quirks too? Well it’s not hard really…they are never too far from the surface! The best thing about the brand is that link to music informs so much of the fun every day and provides a motivating backdrop to the workplace. There is nothing better than an impromptu Friday afternoon singalong with customers as Meatloaf cranks out of the sound system (and yes that really did and does happen!)  Are you a Voodoo Child, or do you like a splash of Purple Rain, or do you hear London calling? (i.e. what’s your favourite Claymore wine and does your love of the wine match your fondness for its namesake?) Oh there are too many to choose from; from a wine perspective though I do have a soft spot for London Calling. It took a few years to win the boss over to Malbec – he’s more of a Merlot kind of guy – but it just shines in Clare and paired with cabernet it makes for such approachable drinking without compromising depth and intensity. One day I may be able to release that straight Malbec…not sure what label I’d choose though. Can you recall the first wine you tried? Easy one – we grew up farming on the outskirts of Auburn in the shadow of Taylors wines so it was their white wines that graced our family table for special occasions. From the age of about 12 I was allowed a half pour if their amazingly bone dry, fully worked Chardonnay which I would duly sip over the course of a meal. It was dry, acid and complex for my junior palate and I recall grimacing after the first taste but would never dare leave a drop…it was wayyyy too special! What do you think is special about your wine region? There is an easy intimacy to the Clare Valley that you don’t see in many other regions; intimate without being aloof or removed. From a wine perspective there is an underlying elegance to the wines we produce here – even those 15.8% brooding monsters carry an underpinning structure that balances that intensity. Any region that can pull off our delicately structured Rieslings that defy expectation with just how powerful they can be and at the same time produce complex, finely drawn cabernet and nuanced yet flavour busting shiraz has to be special. It’s a multi-faceted little dynamo that continues to surprise and delight..and the locals aren’t a bad lot either! Do you have a favourite holiday destination/memory? We spent many early years holidaying at Elliston on the West Coast in the family shack – total beachfront, tumble down tiny fibro thing that we’d have to drive seemingly endless distances to get to while listening to the Australia Open on the radio (?). Fishing off the beach and jetty, grandma’s garfish and squid for breakfast pan fried in truckloads of butter and playing tennis on asphalt courts then jumping into the ocean to cool off. Oh – nostalgia overload! Now I like to recreate that sense of simple pleasure and we still holiday in shacks (just closer to home on the Yorke Peninsula) and chase fish and squid from the jetty and beach while fossicking in rockpools, building sandcastles and eating hot chips. Except now I chase it all down with a Riesling or two – best ever with fresh shucked oysters! And Marnie, as Claymore Wines winemaker do you have to make the wines to match the songs? Or does lyrical inspiration come after the tasting? The link of wines and songs seems to naturally evolve. The base constant is always to create the best wine to start with and I suppose, yes, doesn’t everyone get inspired in some way when they are drinking wine?! Certain labels do make complete sense to me. Nirvana is a Reserve Shiraz and drinking it you hope to reach a state of Nirvana. Dark Side of the Moon is our Clare Shiraz and it has the elegance and dark seductive fruit layered over oak. Do you get to name any of the wines? We all have input and suggestions which can be quite amusing. I got Skinny Love across the line which came to me in the car while singing it at the top of my lungs….the Claymore version of 'Car Pool Karaoke'. Was it your dream of being a rock star that drew you to Claymore? The Rockstar dream is still my back up occupation if the winemaking thing falls through. So far, the music world is safe. I do love the idea of the music and wine. I think to make good wine you have to have an element of love for the arts and the creation of things. Wine and Music just make sense  - both are so evocative and amazing for setting a sense of  place and time. All those great moments, you know the BIG celebrations in life can usually be tracked back in the memory banks tied to a particular wine or song! What is your favourite wine to make? I don’t think I could pick a variety or a style as such. I love the process and the chance to follow it the whole way through. From the vineyard basics of pruning and harvesting to ferment to batching to oak to tank to bottle to mouth….it’s an amazing journey that I get to guide these babies through. When did you fall in love with wine? Growing up on a block in Mildura that went from citrus to dried fruit to winegrapes, I have always had an appreciation for the fruit. The love of wine was the next step. I remember the cask wine in my parents’ fridge in the 80s and then the big purchases of wine in a bottle. I remember one night, when I was around 19 or 20, going to a friend’s house who was studying to be a winemaker and he opened a 1994 Lindemans Pyrus. A wine from Coonawarra that is a Cabernet Sauvignon /Merlot and Malbec blend. IT WAS MASSIVE and I thought wow, I need to try more wines. It really blew my socks off as I hadn’t tried anything as big and succulent as that before. Can you cook? If so, what is your ‘signature dish’? I love to cook. With a toddler and husband that works away, time is limited but when I can, I love to invite friends around and cook. Homemade pasta with a trio of different sauce options is always a winner. The other is a stuffed squid. A recipe I have had for about 20 years and it never seems to fail. What do you do to relax away from the winery? I love to chill at home but my favourite getaways are anywhere near the water. I love the beach in winter and the river in summer. Anytime with my family is a bonus and I have great friends who are around for a catch up…which usually includes wine and food!
Two Blues Sauvignon Blanc 2014
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