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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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Wine
Pursuit of Perfection - Australian Pinot Noir
Words by Dave Mavor on 2 May 2017
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They're also working out the best clones and the most appropriate vine spacing, and then managing the vine canopy to allow just the right amount of dappled sunlight to reach the ripening bunches. Our vines are getting older, reaching that critical phase of maturity, and yields are managed carefully to coax the maximum from each berry. Once in the winery, the grapes need careful handling due to their thin skins and low phenolic content, so physical pump-overs are kept to a minimum. These days more and more winemakers are including a percentage of stems in the ferment to enhance the aromatic and textural qualities of the finished wine, and oak usage is more skilfully matched to the style being produced. THE STATE OF PLAY OF PINOT Australian viticulturists and winemakers are getting better at producing top quality Pinot with every passing year. And that quality is truly on show in our most recent State of Play tasting. 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In addition, Rob feels that better oak selection and winemaking practices such as 'cold soaking' of the must prior to fermentation have led to improvements in the finished product. He is also a strong advocate for screw caps, believing that the delicate fruit characters of Pinot really shine under this closure, and that they also enhance the age-ability of the wines. Luke Eckersley, from regional icon Plantagenet Wines in Mt Barker, points to the variations in micro-climates and soil types across the Great Southern region as a factor. "Pinot Noir styles are varied with complex savoury styles from Denmark; elegant perfumed styles from Porongurup; rich fruit driven styles from Mount Barker; big robust styles from Albany; lighter primary fruit styles from Frankland River," he says. 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Food
Best of the Best RAS President's Medal
Words by Words Ed Halmagyi on 13 Jan 2017
The president’s medal is a unique prize honouring the very best in Australian food and beverage production. When John Fairley steps into the milking yard of his iconic artisan dairy at Picton, south-west of Sydney, the motley assortment of Jersey, Friesian and Swiss Red cows congregating in the early morning mist barely respond. Their udders are huge and distended, yet the cows are perfectly at ease, trustful, and content with the calm, persistent rhythm of the farm. He walks deliberately, purposefully, and with a composure that silently echoes off the hillsides. John doesn’t farm this land, he exists within it. A seventh-generation dairyman, John has a connection to land that is about as profound as it can be. He loves this country, and the cattle, and the milk they produce together. It’s a deep and abiding affection that underscores the quality of his remarkable milk. And the milk is truly remarkable. It’s rich and creamy, with a distinctly grassy note, the season’s sweet clover obvious on the nose. This is quite unlike large-scale commercial milk, for its flavour is infused with the terroir of Picton. EXCELLENCE AND IMPROVEMENT In 2008, John and his team from Country Valley Milk were awarded the President’s Medal, Australia’s highest honour for food and beverage producers. It is an accolade that recognises not only brilliant produce, but also the extraordinary people, businesses, systems and measures of environmental management and community engagement that must underpin all great agriculture and production. Food and beverage is not simply about what we bring to the table, it’s about our place in society, now and into the future, and a relationship with the environment and our communities. A broad proposition, it must be careful, respectful and manageable. To that end, the President’s Medal is unique as it not only recognises excellence, but actively encourages improvement in all areas, for the winners and their competitors. This award is about ensuring Australia will have even better food and beverages, embodying the highest levels of product integrity. Established in 2006, the Medal is managed by the Royal Agricultural Society of NSW. Open to farmers, producers and manufacturers from all over Australia, it is the distillation of the year-round competitions in Fine Food, Dairy Produce, Wine, Beer & Cider, and Chocolate. Overall champions from each division are pitted against one another in a triple-bottom- line analysis to find the very best of the best. This involves a rigorous examination of business plans, operational practices, community engagement and environmental management systems, global strategy and market acceptance. WINNING BENEFITS Many past winners are household names in fine dining – Tathra Oysters, Holy Goat Cheese, Milly Hill Lamb – while others are global brands like Bulla,  Yalumba  and Hardy’s. The President’s Medal reveals small manufacturers who think globally, and industrial players with the heart of an artisan. Benefits for all those involved are diverse. The process compels them to engage in new and productive ways with the challenges specific to their business, to find answers to stubborn questions, and to seek out new ways of marketing themselves. In addition, all competitors are exposed to a range of quality advice from industry professionals, chefs and retail experts about improvements they might consider, or ways to differentiate and grow. This is an invaluable consultation usually out of the reach and budget of most artisans. EYES ON THE PRIZE Then there’s the prize itself. A cash reward is provided by the RAS, along with a marketing package from one of Australia’s leading minds, Michael McQueen, and help with story production from Jason van Genderen, one of the world’s best film producers and filmmakers. This award is not simply about recognition, it’s engineered to help our very best produce companies grow, thrive and excel. There’s a great deal Australians can be proud of when it comes to our food and beverage industries. Diversity, innovation, resilience and excellence are all common values. Consequently, judging the President’s Medal is a daunting task, not simply because the entrants are from such diverse businesses, but because the economic, social and environmental standards are so high. But they will be judged, and a winner will be chosen. A DELICIOUS CELEBRATION To celebrate those achievements, the RAS is hosting The President’s Medal Awards Night in November, where a bespoke menu will be crafted by one of Australia’s most celebrated chefs, Christine Manfield in conjunction with Sydney Showground’s Tim Browne, using all the champion ingredients from this year’s competitors. It promises to be a delicious evening to which everyone is invited. Tickets will be available through www.rasnsw.com.au/presidents_medal. If you love great food, and want to taste Australia’s finest, this is an evening not to be missed.
Two Blues Sauvignon Blanc 2014
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