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Wine

What's in a label?

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.

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Discover our Top 12 Whites of 2017
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In Dreams Chardonnay 2015, Yarra Valley In the glass: Pale lemon green.  On the nose: Apple, grapefruit, oatmeal and almond aromas.  On the palate: Fine and elegant and yet it has power and drive with a delicious core of white and yellow fruits. A savoury, almost salty layer adds complexity, velvety texture and racy acidity.  RRP $23 or $19.55 per bottle in any dozen.  Chalk Hill Fiano 2016, McLaren Vale In the glass: Bright straw.  On the nose: Opulent white fruit with honeydew, Tahitian lime and guava.  On the palate: Remarkably bright and focussed core of juicy white fruits with satiny, delicate texture and length from start to finish and crunchy, almost salty acidity running to a thrilling finish.  RRP $25 or $21.25 per bottle in any dozen. Tahbilk Roussanne Marsanne Viognier 2015, Nagambie Lakes In the glass: Pale lemon green. On the nose: Stonefruit, florals, ginger.  On the palate: A light to medium weight and fine wine with loads of stonefruit and citrus zest underpinned by zesty acidity, mouth-coating texture and good length.  RRP $27.95 or $23.76 per bottle in any dozen.  Long Rail Gully Riesling 2016, Canberra District   In the glass: Bright pale yellow straw.  On the nose: Lime zest and fresh herb. On the palate: Delicate yet intense and flavoursome with strong citrussy varietals and notes of talc and mineral. Mouth-feel is supple and lightly creamy with vibrant acidity. A really classic Riesling with delicious purity. RRP $22 or $18.70 per bottle in any dozen.  Cape Barren Sauvignon Blanc 2016, Adelaide Hills   In the glass: Vibrant pale lemon.   On the nose: Lime juice, nettle, grapefruit, vanilla.  On the palate: Stylish and intense lime, passionfruit and cut grass varietals, tempered by a light nutty layer with minerally acid dryness on the finish.  RRP $19 or $16.15 per bottle in any dozen.  De Iuliis Special Release Grenache Rosé 2017, Hilltops In the glass: Very fine pink with green and copper flashes.  On the nose: Hints of pink flower and Turkish Delight.  On the palate: Elegant and savoury with juicy fruit and green olive-like astringency creating a dry finish.  RRP $28 or $23.80 per bottle in any dozen.
Howard Park Chardonnay 2016, Margaret River/Great Southern In the glass: Beautifully vibrant lemon with a green hue.  On the nose: Delicate lime juice, light stonefruit, grapefruit and cedary oak.  On the palate: Refined yet intense with juicy layers of stonefruit and citrus with creamy yet poised acidity. RRP $54 or $45.90 per bottle in any dozen. Tinklers Mount Bright Semillon 2017, Hunter Valley In the glass: Pale lemon green.  On the nose: Bright citrus, white melon, mineral and lanolin perfume.  On the palate: Driven by beautiful tingling acidity, it’s deliciously layered with an amazingly vibrant fruit core and quinine-like texture. RRP $22 or $18.70 per bottle in any dozen. Heggies Vineyard Estate Chardonnay 2015, Eden Valley In the glass: Pale lemon, green hue.  On the nose: Fresh yellow fruit lift with spice and grilled nut complexity.  On the palate: Slightly spicy and strongly varietal with nectarine, green melon and marzipan, subtle background vanillin oak, fresh leesy depth and ginger spice.   RRP $30 or $25.50 per bottle in any dozen Gatt High Eden Riesling 2011, Eden Valley In the glass: Pale lemon straw. On the nose: Still vibrant lemon and lime lift with very faint hints of kero development. On the palate: Still so youthful, pristine and precise with a multi-layered, savoury and vibrant core of fruit and just the start of secondary development.  RRP $40 or $25.50 per bottle in any dozen. Umamu Sparkling Chardonnay 2005, Margaret River In the glass: Youthful lemon straw.  On the nose: Buttered toast, preserved lemon and background smokey notes.    On the palate: Full-bodied, layered and rich yet still vibrant with a strong undercurrent of leesy depth under a butterscotch-like core of fruit.   RRP $63 or $53.55 per bottle in any dozen. Bunnamagoo Estate Kids Earth Fund Autumn Semillon 2013 (375ml), Mudgee In the glass: Medium to full gold. On the nose: Lifted toffee, butterscotch and crème brulee.  On the palate: Luscious and viscous, with sweet layers of candied fruit complemented by bright lemony acidity.  RRP $25 or $21.25 per bottle in any dozen. 
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10 strange but true wine descriptors
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Two Blues Sauvignon Blanc 2014
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