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Wine

Henschke – Beyond the Hill

Selector goes beyond the hill (of Grace) to discover a treasure  trove of stories in the vast and impressive range of a true icon in the Australian wine industry.

The Henschke name holds a revered place in the vast mural that is the Australian wine landscape and for very good reason. Their Hill of Grace Shiraz has defined what is possible for an Australian single vineyard wine and is often considered our greatest.

At $825 a bottle, Hill of Grace is now considered a wine ‘unicorn’ and the current 2012 vintage recently received Halliday’s prestigious Wine Of The Year award, further cementing its place as one of the world’s greats. The vineyard, planted by second generation Henschke, Paul Gotthard in the 1860s, is considered among our most precious wine assets.

Of those who have been lucky enough to try Hill of Grace, few will doubt the acclaim it receives. But what about Henschke’s other wines? A total of 31 wines make up the Henschke portfolio and whilst Hill of Grace could easily dominate page space, the wines that tell the rest of the family story are equally deserving of your attention. 

Selector recently visited the Henschke family at Keyneton in the Barossa’s Eden Valley for a special tasting with fifth generation winemaker Stephen and his daughter, Justine, to flesh out the Henschke story beyond its flagship.

The Grape Garden of Eden

The Henschkes call the elevated hills and plains of Eden Valley, specifically Keyneton, home.

“The name Eden Valley is just gorgeous, conjuring up many things, so whoever called this place Eden Valley really knew what they were talking about,” explains Stephen.

“South Australia has the reputation for being the driest state on the driest continent on the planet, but there are parts of it, like the Mount Lofty Ranges, that have an amazing climate.

“At about 500 metres, we have four distinct seasons; from wet winters and mild, sunny springs through to mild to hot summers and dry autumns.

“Those seasons, and the day-night temperature differential during the ripening period is the critical parameter for the low PH/high acidity that creates natural balance in the fruit and the resultant quality and purity of the wine.

“For Riesling, it keeps acidity and minerality and you get fine, pure examples. You’ve got Shiraz that is much more elegant, textural and spicy; red fruits, black fruits and lovely velvety tannins – all driven by the climate.”

Liquid History              

The first bracket of Rieslings quickly reinforced Stephen’s point, showing how fine-boned Eden Valley Riesling can be. Julius is named in celebration of Stephen’s great uncle Albert Julius, who was a stonemason and well known for his sculpting and war memorial work in Adelaide and the Barossa. 

All three wines tasted expressed a fine but generous backbone of lime juice-like acidity that carried with it layers of concentrated citrus, just-ripe stonefruits, minerals and spices through the length of each wine. The 2002 Julius, with 15 years under its belt, expressed the ability for these wines to age gracefully and was still showing youthful floral aromatics, fleshy primary and secondary fruit flavours and a fresh, clean mouthfeel. 

The consensus was that whilst mouth-watering, the 2016 was still in its infancy and needed time to show its true colours. The 2002 Julius was Stephen’s pick and he loved the amazing spicy, floral mix of the aromatics. Wine Selectors’ Head of Product Matt White had similar thoughts and remarked on the wine’s youth and poise.

A bracket of exotic Gewürztraminers followed, again reinforcing how much of an impact the Eden’s warm days and cool nights have on coaxing fine and delicate flavours out of the aromatic grape varieties. Named after Joseph Hill Thyer, who planted the first vines on the family’s Eden Valley property, these wines are an expressive nod to the great European Gewürztraminers of Alsace.

Heady aromas of musk, Turkish delight, lychee, rosewater and delicate blossoms are all things that you could see in all of the wines shown. In the mouth, tight and complex citrus flavour lines made way for fleshy red and green apples followed by a fine, clean finish.

Justine was a fan of the 2016, believing that it had great potential to age, whilst my pick was the 2010 for its complexity, texture and classic European style.

Next in the glass was a line-up of Louis Semillons, named after Louis Edmund Henschke, who managed the Hill of Grace Vineyard for four decades. Louis ran the vineyard organically and Stephen’s wife Prue, the Henschke viticulturist, has continued this philosophy, including biodynamics for soil and vine health. Once considered wacky, biondyamics is now recognised as best practice. Prue is a true leader in the field and much of the modern success and sustainability of the Henschke name needs to be attributed to her influence.

The Louis wines are classic varietal examples of Semillon displaying lemon, lemon peel and citrus aromatics and flavours of lanolin, apples, and spice on the palate. The wines were stylistically unique, showing lots of open, fleshy complexity as young and older wines.

The 2014 Louis and even the 2010, while still being fresh and youthful, were exhibiting loads of juicy, fleshy fruits that maintained all the way from start
to finish.

Matt loved the 2014 for its youth and purity, Justine the 2003 for its gracefully aged elements and creamy fruit and Stephen believed the 2014 to be a ‘complete’ wine with appealing complexity and structure.

Heavenly

A collection of Abbotts Prayer wines came next and served as a neat segue into exploring another important regional chapter in the Henschke story – the Adelaide Hills. Stephen and Prue purchased an orchard at Lenswood in 1981 to plant cool climate varieties. The devastating Ash Wednesday fires of 1983 wiped out the orchard and Prue and Stephen then established vineyards.

Abbotts Prayer is a single vineyard, Merlot Cabernet Sauvignon blend first produced in 1989 in acknowledgement of the region’s religious and cultural history. The wines are an elegant expression of cool climate intensity, but delivered with composure and finesse.

The 1996 example gloriously demonstrated the ability to age beautifully by displaying surprising youth for a 21-year-old. The wines were sweet and spicy, delivering fine, orderly layers of blackberry, blueberry, mulberries and plums, the mouthfeel velveteen and the finish long.

Whilst the 1996 was a favourite for its age, the 2012 was the standout for everyone involved. Stephen loved its elegance and power, Matt loved the complexity and Justine favoured its youthful balance and power.

A fitting finale

Lastly we tasted Euphonium, dedicated to the Henschke Family Brass Band that was a favourite pastime of the early German-Silesian settlers in the Barossa from the 1840s. Keyneton Euphonium (formerly Keyneton Estate) is a Shiraz, Cabernet Sauvignon, Merlot and Cabernet Franc blend with each year delivering varying percentages.

The wine is intense, rich and complex, displaying classic old world Hermitage characteristics: star anise, pepper, tar, dark berry, cigar box and sweet cassis aromas that make way to a concentrated but smooth palate of fleshy blackberries, mulberries and silky soft tannins.

We all loved the 2002 Euphonium for its aged elegance, Justine favoured the 2009 for its savoury fruit construction, while Stephen loved the 2013 for its fruit-driven palate and fresh balance.

Family Reflections

It’s gratifying to know that each Henschke wine contains a part of their family story and each year they celebrate their history by turning soil, grape and sunlight into something delicious that can be shared and cherished. It’s even more gratifying that the wines are as great as the stories.

Stephen fittingly and simply put the Henschke mantra into perspective.

“Our whole philosophy is about being better not bigger. It’s about the quality, our amazing resources of old vineyards and making the most of our beautiful fruit and turning it into something
really special.”

Long may the stories continue.

The Wines of the Tasting

Henschke Julius Riesling 2016

A pure Eden Valley Riesling with power and finesse. Fresh and delicate lime blossom and kaffir lime aromatics lead to a mouth-watering palate of minerals, green apples and limes. A definite keeper.

Henschke Keyneton Euphonium cabernet Blend 2013

An attractive, regal wine with complex aromatics of spice, plums, mulberries and blackberries. The palate is fine yet powerful with velvety, spicy layers of plums, blackberries and mocha.

Henschke Louis Semillon 2014

A complex, well-structured Semillon with good cellaring potential. Fleshy, open aromatics of fresh and baked apples, preserved lemons and marzipan with a palate full of sugar snap peas, lemons and lime juice.

 

 

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Wine
Simply Savvy
Words by Mark Hughes on 19 Dec 2016
It is fair to say that Sauvignon Blanc is the most recognisable wine ever, but Australian producers are doing their best to create a host of appealing new identities. We find out who is doing what to make drinkers swipe right. I’ll come right out and say it. I quite like Sauvignon Blanc. That statement will probably earn me the ire of a few wine critics that I know, but I reckon it is a sassy and wondrous wine, and deserving of far more than the limited adulation we give it. I’d be as bold as to say it has been unfairly heaped with harsh criticism. There are a few reasons as to why Sauvignon Blanc is the kid the rest of the class picks on. Firstly, Sauvignon Blanc is seen as a pretty simple wine – it really is a case of WYSIWYG – What You ‘Smell’ Is What You Get and Sauv Blanc has an unmistakable tropical aroma. No matter where it is grown, it will always smell like Sauv Blanc, and this leads to the second reason why it is ridiculed. Because it is so recognisable, it is the first wine that drinkers new to the game can accurately identify. And for the well-heeled wine critic, that is just so ho-hum. Thirdly, it is popular, and we all know Australians hate anything that is popular. It is so well-liked for the two reasons given above. It is appealing for the novice wine drinker, particularly young women, as its simple tropical and punchy profile is not too dissimilar to the flavour of juices and fruit punches we enjoy drinking as teenagers. And it is popular because the novice wine drinker can identify it. Not only does that give them a sense of assurance that the wine experience they are about to have is going to be an enjoyable one, but it also gives them a sense of pride about their burgeoning wine knowledge. And finally, it is because New Zealand has had phenomenal success with the varietal and Aussies just can’t put that Trans Tasman rivalry to bed. It is a wonder we are still playing rugby given the dominance the All Blacks have had over us this millennium, and for the foreseeable future.   ANOTHER POINT OF VIEW Having said all of that, Australian winemakers are a hardy bunch (even more so than the Wallaby scrum) and they have been busy creating a unique identity for Aussie Sauv Blanc that will have a point of difference from Kiwi SB and be just as popular, or even more popular. “I think Australian Sauvignon Blanc tends to be leaner than NZ wines, lower in alcohol with less residual sugar,” says McWilliam’s winemaker Adrian Sparks, whose High Altitude Sauvignon Blanc from the Orange wine region topped our State of Play tasting. “It is a crisper, more refreshing style of wine. This is what we try to achieve, but you want the wine to say where it is from. “I would hate to see wines from Margaret River , Adelaide Hills and Orange all looking the same. Regional differences are important.” Dan Berrigan, winemaker at Berrigan Wines and avid Sauv Blanc lover agrees. “As an Aussie winemaker, I try to understand what makes the NZ Sauv Blanc so popular, and emulate those characters in my wine,” he explains. “I then weave in the regional Mt Benson personality, which is usually in the form of more fruit weight on the palate, and I feel that it’s this combination that drinkers really appreciate, and are drawn to as a point of difference.”   BETTER WITH AGE Shane Harris, chief winemaker at Wines by Geoff Hardy in the Adelaide Hills makes another good point – we have only been growing and making Sauvignon Blanc for the last decade or two. After a slow start, we are growing better fruit and getting better at making good wine out of it. “When the Sauv Blanc train came to town, lots of the industry was fixated on turning the volume up to 11 on the varietal character, but somewhere along the line, the focus on site was lost and replaced with maximising varietal character with picking times and yeast selection based on volume of varietal character more than reflection of site,” says Shane. “More and more Australian winemakers are learning how to get the best out of the fruit sources they have available to them. Sauv Blanc has a great ability to show the site it comes from if you let it.” “I love Australian wine due to the vast differences in climate and styles. We are so fortunate in that fact and more so than any other country,” adds Adrian. “The altitude of Orange is the key, with its warm days and cool nights allowing the grapes to ripen slowly, retaining wonderful acidity and not tending to have full blown tropical fruit, rather a lovely combination of citrus, herbs and exotic notes.”   TINKERING THE TECHNIQUE So what are some of the techniques winemakers are using and what result does it have on the wine? Overall, the answer seems to be to bring Sauv Blanc some complexity. “Winemaking begins in the vineyard,” says Dan. “With the Berrigan Sauvignon Blanc this means managing the canopy to achieve fruit with a balance of tropical and grassy flavours. “In the winery, you then need to extend the skin contact time of the must to ensure that those flavours you’ve worked hard for in the vineyard are extracted from the skins and into the juice. From there, it’s all about minimising the extraction of phenolics, while maximising flavour retention and balance in your wine without oak maturation, lees stirring or fining.” “Oak with the right fruit works very well,” says Adrian conversely. “Lees contact providing texture and depth and some wild fermentation all are providing layers of complexity.” “Sauv Blanc responds to as little to as much winemaking as you wish to give it. Whether that response is appropriate depends on the site and the intended style,” explains Shane. “This doesn’t mean that just because you can do something that you should! A level of restraint is required to bring the subtle characters from your little patch of earth. “For our site I find that some skin contact time, leaving the juice slightly cloudy, and yeast selection are the most important areas of my input. Some post primary fermentation lees contact also helps, but this varies vintage to vintage. “The ability to change and adapt to vintage variation and change your approach is required to get the best out of the variety. Following what you did last year isn’t good enough if you want to get the best out of it this year.”   THE FUTURE While critics predict the popularity of Sauvignon Blanc cannot last, our winemakers seem to believe it will be here for quite some time to come. “The wine style is just so strong in its personality, and with the majority of Australians living in warm, sunny coastal regions, the freshness of Sauvignon Blanc will always have its place amongst our lifestyles,” says Dan. It will always be popular as it’s such an easy drink and suited to Australia’s summer climate,” agrees Adrian. “I hope as an industry we can move with the ebb and flow of consumer preferences and make moves to deliver a style that is relevant and current,” says Shane. “We have to learn to not flog the horse too hard and kill the market and burn the variety, we need to be more sensitive to changes in consumer preferences and move with it, not fight against it. “Keep it fresh, keep it relevant.” Top 20 Sauvignon Blanc 2016 McWilliam’s Wines High Altitude Sauvignon Blanc 2015 (Orange) Scotchmans Hill Sauvignon Blanc 2015 (Geelong)  Henschke & Co Coralinga Sauvignon Blanc 2015 (Adelaide Hills)  Berrigan Wines Sauvignon Blanc 2016 (Mount Benson)  Taylors Wines Sauvignon Blanc 2015 (Adelaide Hills)  Blue Pyrenees Estate Sauvignon Blanc 2015 (Pyrenees)  Redgate Reserve Sauvignon Blanc (Oak Matured) 2014 (Margaret River) Silkwood Wines The Walcott Sauvignon Blanc 2016 (Pemberton)  Tamar Ridge Sauvignon Blanc 2016 (Tamar Valley) Dominique Portet Fontaine Sauvignon Blanc 2015 (Yarra Valley) Howard Park Sauvignon Blanc 2015 (Margaret River) Alkoomi Sauvignon Blanc 2016 (Frankland River) Dandelion Vineyards Wishing Clock Sauvignon Blanc 2015 (Adelaide Hills) Wangolina Station Sauvignon Blanc 2016 (Mount Benson) Geoff Hardy Wines K1 Sauvignon Blanc 2016 (Adelaide Hills) Cherubino Sauvignon Blanc 2016 (Pemberton) Eden Road Single Vineyard Sauvignon Blanc 2015 (Canberra District) d’Arenberg The Broken Fishplate Sauvignon Blanc 2015 (Adelaide Hills) Lambrook Wines Sauvignon Blanc 2016 (Adelaide Hills) Nannup Ridge Firetower Sauvignon Blanc 2015 (Blackwood River)
Wine
Top 50 Wines of 2016
Words by Mark Hughes on 4 Jan 2017
The Wine Selectors Tasting Panel tastes over 3000 wines from Australian producers per year. Here is the best of the best, the top wines that wowed them in 2016. Not many people know this, but I’ve always loved statistics. When I was younger, it was all sports related – D.K Lillee’s bowling average, Chicka Ferguson’s try scoring tally, that sort of stuff. These days I am using that love of maths to discover interesting info about wine. Throughout the year our  Tasting Panel  puts their collective expert palates to the test to determine what wines we send to our members. The wine tasting process is extremely rigorous. The wines are opened the morning of the tasting to allow them to breathe, placed into a bottle cover so no-one can see the label, and poured in brackets that group varietals or styles. The Panel tastes each and every wine and gives them a score out of 20, as per judging at an official wine show. This happens every Friday (and sometimes Wednesday) at Wine Selectors with our Panel tasting up to 100 wines a week. That equates to literally thousands of wines a year, from nearly every producer in every wine region across Australia. So collecting a year’s worth of scores from the Panel reveals some amazing statistics. And from that we can gather some pretty cool information. For instance, not only does it show which producers are leading the charge, what regions had a good vintage and what varietals are doing well – it also shows the changing face of wine. On Trend
That’s the exciting thing about wine – it is always changing. That’s a pretty simple sentence, but when you look at it from different angles, it really says a lot. Yes, it is changing in the bottle as it ages and develops, changes in weather from season to season determine the outcome of how the wine will taste, and there are changes in winemaking techniques and equipment that will improve the taste and the scope of a wine. Ultimately though, I think the biggest change in wine is driven by consumers. Fashion leads demand and if the demand is big enough, it will drive supply. This scenario is pretty evident when looking at our Top 50 wines of 2016. Even before you look at who made the Top 50, just the wines submitted tell a startling story – Aussie drinkers are demanding greater variety. How do we know? Well, in 2016 our Panel tasted more alternative wines than ever before and we are not just talking about a couple of Grigios . Try these on for size: Bianco d’Alessano, Garganega, Muller Thurgau, Verduzzo – and they’re just the whites, they also sipped Aglianico, Lagrein, Montepulciano, Saperavi and Saint Macaire – and that’s only a third of the list of alternative varietals they looked at. How many have you heard of, let alone tried? The exciting thing is, you probably will get to try some of these soon, because quite a few of them are performing exceptionally well – good enough to make it to our Top 50 wines of 2016. For instance, the Serafino Wines Bellissimo Lagrein (placing inside the Top 10, no less), The Pawn Wine Co En Passant Tempranillo and the Bird in Hand Montepulciano. There’s also Touriga, Fiano, Vermentino, Marsanne and more. Yep, it’s an exciting time to be a drinker of Australian wine. Traditional Stars Of course, our traditional varietals also excelled in 2016. Our two biggies, Shiraz (12) and Chardonnay (9) dominated the tallies, but it must be pointed out that their styles have changed to suit the drinking public. The top scoring wine, the Di Giorgio Family Chardonnay 2015, is lean and minerally, described as having “aromas of flint, struck match and oyster shell with a refined palate of intense fig, melon and nectarine,” while the top scoring Shiraz, the Ryan’s Reserve Vanessa’s Vineyard 2014 is a medium to full-bodied Hunter wine with “a ripe and lively core of red and black fruits with hints of Chinese spice.” Riesling was also a big surprise packet this year. Panellist Trent Mannell reckons Riesling is going to be one of the trending wines of 2017 and if the quality of current vintages is anything to go by, he may be right. The  Ferngrove Off Dry Limited Release Riesling 2016  from Western Australia’s Great Southern region was simply superb, taking out second spot overall and was described by the Panel as “impossible to put down”. In all, there were four Rieslings in the Top 50, all from different regions, which goes to show this varietal’s versatility. Read more about  the rise of Australian Riesling in this article Diversity and Consistency
In a nod to diversity, the Top 10 wines were made up of eight different varietals from eight different regions. That’s a real wow moment right there. Chardonnay , Riesling, Marsanne, Shiraz, Muscat, Semillon , Cabernet Merlot and Lagrein – Coonawarra , Great Southern, Nagambie Lakes, Hunter Valley, Rutherglen , Margaret River , Barossa , Adelaide Hills . What that tells us is that viticulturists are getting better at knowing what works in their region and how to get the best out of their grape. It also says that winemakers are becoming more skilled at taking that perfectly grown grape and making great wine. Out of the Top 50 there were only two producers who featured more than once – Howard Park ( Marchand & Burch Chardonnay  and  Howard Park Flint Rock Pinot Noir ) and Brown Brothers (Devil’s Corner Pinot Noir and Innocent Bystander Known Pleasures Shiraz). The same two producers both had two wines each in last year’s Top 50, so it speaks volumes of their ability to consistently produce top wines. And speaking of consistency, it must be noted that the Brown Brothers Devil’s Corner Pinot Noir 2015 replicated the success of the 2014 that featured in  last year’s Top 50 . This is a huge result, as anyone can have a great vintage, but to do it consistently is the mark of a great producer. Vintage and Age The stats show that The Hunter Valley (8), McLaren Vale (7) and Great Southern (7) had great vintages, with 2014 living up to the hype for reds and 2015 for white wines.It was also interesting to note the power of age. Nearly all the wine we buy is consumed soon after we’ve bought it (the same day in my case). However, some producers are lucky enough to be able to hold onto some of their wine to release it at a date when it has aged to perfection – the Tahbilk Marsanne 2010 and Tyrrell’s Vat 1 Semillon 2011, for example. Of course, you can do the same thing, provided you have the ideal storing conditions and you can keep your hands off it. Or, if that seems too hard, you can just check out this list of amazing wines, tally up the ones you like, do the stats and get amongst them. The Best Australian Wines of 2016 Di Giorgio Family Chardonnay 2015 (Coonawarra) Ferngrove Off Dry Limited Release Riesling 2016 (Great Southern) Tahbilk Marsanne 2010 (Nagambie Lakes) Saddler’s Creek Ryan’s Reserve Vanessa Vineyard Shiraz 2014 (Hunter Valley) Stanton & Killen Classic Rutherglen Muscat NV (Rutherglen) Howard Park Wines Marchand & Burch Australian Collection 'Porongurup' Chardonnay 2015 Tyrrell’s Wines Vat 1 Semillon 2011 (Hunter Valley) Henschke & Co Tappa Pass Shiraz 2013 (Barossa) Hamelin Bay Wines Five Ashes Vineyard Cabernet Merlot 2014 (Margaret River) Serafino Wines Bellissimo Lagrein (Adelaide Hills) 2013 The Pawn Wine Co. En Passant Tempranillo 2013 (Adelaide Hills)   Briar Ridge Stockhausen Black Label Semillon 2016 (Hunter Valley) Tyrrell’s Wines 'Stevens' Single Vineyard Shiraz 2014 (Hunter Valley) Scotchmans Hill Sauvignon Blanc 2015 (Geelong) Innocent Bystander Known Pleasures Shiraz McLaren Vale 2014 (McLaren Vale) Byron & Harold The Partners Chardonnay 2015 (Great Southern) Brown Brothers Devil’s Corner Resolution Pinot Noir 2015 (Tasmania) De Iuliis Steven Vineyard Shiraz 2014 (Hunter Valley) Howard Park - 'Flint Rock' Pinot Noir 2015 (Great Southern) Rutherglen Estates Durif 2014 (Rutherglen) Frankland Estate Isolation Ridge Vineyard (Organic) 2013 (Frankland River) Seville Estate Chardonnay 2015 (Yarra Valley) Woods Crampton Pedro Grenache Shiraz Mataro 2015 (Barossa) Dandelion Vineyards Sister’s Run Shiraz 2014 (Barossa) Forest Hill Vineyard Estate Cabernet Sauvignon 2013 (Mount Barker) try the  2011 vintage here Driftwood Artifacts Chardonnay 2014 (Margaret River) Lisa McGuigan Platinum Selection Chardonnay 2015 (Hunter Valley) Bleasdale Vineyards The Powder Monkey Single Vineyard Shiraz 2013 (Langhorne Creek) Hart & Hunter Single Vineyard Twenty Six Rows Chardonnay 2015 (Hunter Valley) Rockcliffe Quarram Rocks Sauvignon Blanc Semillon 2016 (Great Southern) Taylors Wines Riesling 2015 (Clare Valley) Bird in Hand Montepulciano 2014 (Adelaide Hills) Alkoomi Black Label Riesling 2009 (Frankland River) Pertaringa Wines Undercover Shiraz 2014 (McLaren Vale) Shaw Vineyard Estate Olleyville Cabernet Sauvignon 2015 (Canberra) Five Geese Shiraz 2014 (McLaren Vale) Leconfield Wines Richard Hamilton Centurion 122-Year-Old Vine Shiraz 2014 SC Pannell Wines Grenache Shiraz Touriga 2014 (McLaren Vale) Shadowfax Pinot Gris 2015 (Geelong) Dominique Portet Fontaine Rose 2015 (Yarra Valley) McWilliams Wines Mount Pleasant High Altitude Sauvignon Blanc 2015 (Orange) Tulloch - 'Cellar Door Release' Vermentino 2016 (Orange) Oliver’s Taranga Vineyards Fiano 2015 (McLaren Vale) Try the  2016 vintage here Montara Winery Chalambar Road Shiraz 2009 (Grampians) Henry’s Drive Vignerons Henry’s Drive H Syrah 2012 (Padthaway) Margan Family Limited Release Chardonnay 2013 (Hunter Valley) Bremerton Walter’s Cabernet Sauvignon 2012 (Langhorne Creek) Vasse Felix Chardonnay 2015 (Margaret River) d’Arenberg The Dry Dam Riesling (off dry) 2015 (McLaren Vale/Adelaide Hills) Kirrihill Wines Montepulciano 2014 (Mount Lofty)
Wine
Marketing Wines to Millennials
In the Jul/Aug issue of  Selector  we ran an interesting feature on labelling wine bottles aimed at the millennial market. Millennials are people born after 1980 and who are so termed because they hit maturity at the turn of the millennium and beyond. Not only is this generation cashed up, brand savvy and wine knowledgeable, they are about to overtake baby boomers (those aged 55+) as the biggest consumers and buyers of wine. Therefore, they are vital to the future of the wine industry.  Marketing to this generation is a world away from traditional marketing.  In the feature, we referenced a California State University study that found millennials prefer wine labels that are brightly coloured, less traditional and more graphically focused. Hence, you may have noticed a swag of wine labels that are more expressive, artistic and almost graffiti-like in nature.  Of course, all that is fine for new and emerging wine brands on the market. But how can established producers whose labels speak of consistency, reliability and trustworthiness also appeal to the millennial market?    Hunter Valley  wine producer  Tyrrell’s Wines  seems to have found an answer.
One of the  Australia’s First Families of Wine , Tyrrell’s are true pioneers of the Australian Wine Industry with 160 years of experience across five generations of winemaking. Their classic white label with a curved font and distinctive gold and black badging has become iconic as the wines they produce. This label allows them to convey a sense of trust and quality assurance to drinkers who recognise it i.e the traditional market of baby boomers. With their recent ‘True Taste of the Hunter’ marketing campaign on their Hunter Valley range, they’ve tapped into the millennial market and what appeals to this hard to capture demographic. What Tyrrell’s has done so cleverly is create an artistic, colourful brand story that is both eye-catching and informative. With Instagram worthy info-graphic details of fruits in each bottle that deliver the characteristics of each wine: lemon, lime and rockmelon for Semillon ; apricot, guava and grapefruit for Chardonnay ; plum, raspberry and mulberry for Shiraz . The bottles are laid out artistically on a black background with minimal but direct text and a firm but understated call to action. A snapshot of the flavours inside each bottle. This fits the brief perfectly for capturing the attention of millennials – those who love splashes of colour and delineating lots of information in a short amount of time as is delivered via an infographic. The label and badging remain the same both reassuring their traditional market and at the same time, creating an opportunity to imprint on a new generation of Tyrrell’s   drinkers. Fifth generation winemaker Chris Tyrrell explains the marketing campaign. “As a 160-year-old wine company, we have built a loyal base of consumers over the years but in order to grow our brand long-term, we need to be relevant to new segments of the market, hence the development of a communications campaign that would drive awareness of our three key varieties; Semillon, Chardonnay and Shiraz, what we call our quintessential Hunter Valley range. “We specifically chose to shoot the creative with a high-end fashion photographer, and to position the advertising in luxury magazines and online platforms to ensure we communicate with the female market and millennials and drive a more premium positioning of Tyrrell’s within the marketplace”.
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