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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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The Essential Salad and Wine Matching Guide
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Wine
Embracing isolation with Frankland Estate’s Hunter Smith
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Wine
Top 50 wines of 2015
Words by Mark Hughes on 16 Jan 2016
The Wine Selectors Tasting Panel, made up of nine highly tuned palates belonging to iconic winemakers and wineshow judges, meet almost every Friday at Wine Selectors HQ to taste and rate wines. Each and every wine that is submitted to Wine Selectors is reviewed in a blind tasting format, meaning their label is masked from the Panel, so as to remove any bias. Therefore, each and every wine is tasted purely on its merit in the glass. On average, the Panel tastes around 60+ wines a week. For 50 weeks a year, that equates to...well, a lot of wines! Up until now, this regimented tasting ritual has had the sole purpose of ensuring that the wines we send out to our Members are top quality, every time. The rule is, if the wine doesn’t score 15.5 out of 20 or above, Wine Selectors won’t buy it. In real terms, this means that every wine that we sell is of medal-winning standard. It has been the golden rule that Wine Selectors has operated on for 40 successful years. 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Speaking of producers, there were only two who had multiple entries in the Top 50 – Howard Park with their Marchand & Burch Pinot Noir and a Chardonnay; and Brown Brothers with a Tempranillo and a Pinot Noir. So hats off to those guys, they are obviously getting their sites and winemaking spot-on. Overall, this Top 50 list is great news for wine lovers. The results show that we can rely on wines we have admired for decades, some faithful styles are being produced better than ever before, while at the same time, there is a rich range of top quality emerging varietals on the market. Top 50 Wines of 2015 1. All Saints Estate Grand Rutherglen Muscat (Rutherglen, $72) 2. Leconfield Cabernet Sauvignon 2013 (Coonawarra, $35) 3. Driftwood Estate The Collection Shiraz Cabernet 2012 (Margaret River, $21) 4. Best’s Great Western Bin No 0 Shiraz 2013 (Great Western, $75) 5. Marchand & Burch Mount Barrow Pinot Noir 2014 (Mount Barker, $50) 6. Eppalock Ridge Shiraz 2013 (Heathcote, $20) 7. Ballabourneen ‘The Three Amigos’ Cabernet Petit Verdot Merlot 2013 (McLaren Vale/Orange/Hunter Valley, $35) 8. Thistledown The Vagabond Grenache 2014 (McLaren Vale, $40) 9. Murray Street Vineyards Black Label Shiraz 2012 (Barossa Valley, $25) 10. Rymill gt Gewürztraminer 2015 (Coonawarra, $20) 11. Frankland Estate Isolation Ridge Vineyard Cabernet Sauvignon 2007 (Frankland River, $38) 12. Tyrrell’s Wines Vat 47 Chardonnay 2011 (Hunter Valley, $70) 13. Howard Park Western Australia Chardonnay 2014 (Great Southern/Marg River, $54) 14. Shaw & Smith Incognito Chardonnay 2013 (Adelaide Hills, $19) 15. Innocent Bystander Mea Culpa Chardonnay 2013 (Yarra Valley, $60) 16. Brown Brothers 18 Eighty Nine Tempranillo 2013 (Victoria, $19) 17. Rutherglen Estates Classic Muscat NV (Rutherglen, $15) 18. Mr Riggs Generation Series The Magnet Grenache 2013 (McLaren Vale, $27) 19. X by Xabregas Figtree Riesling 2014 (Mount Barker, $40) 20. Château Tanunda Terroirs of the Barossa Lyndoch Shiraz 2012 (Barossa Valley, $49.50) 21. Ferngrove ‘Dragon’ Shiraz 2012 (Frankland River, $32) 22. Brown Brothers Devil’s Corner Pinot Noir 2014 (Tamar River Tasmania, $25) 23. Henry’s Drive Shiraz Cabernet 2010 (Padthaway, $35) 24. Jansz Single Vineyard Sparkling Chardonnay 2009 (Pipers River Tasmania, $64.95) 25. First Creek Semillon 2013 (Hunter Valley, $25) 26. Mitchell Wines McNicol Shiraz 2006 (Clare Valley, $40) 27. Serafino ‘Sharktooth’ Shiraz 2009 (McLaren Vale, $70) 28. De Iuliis Steven Vineyard Shiraz 2014 (Hunter Valley, $40) 29. Bird in Hand Two in the Bush Shiraz 2013 (Adelaide Hills, $20) 30. Peos Estate Four Aces Cabernet Sauvignon 2013 (Margaret River, $36) 31. Tomich ‘T’ Woodside Vineyard 1777 Pinot Noir 2013 (Adelaide Hills, $30) 32. Brokenwood Maxwell Vineyard Chardonnay 2014 (Hunter Valley, $55) 33. Alkoomi Wandoo Semillon 2005 (Frankland River, $35) 34. Draytons Family Wines Semillon Sauvignon Blanc 2014 (Hunter Valley, $20) 35. Pindarie Western Ridge Shiraz 2015 (Barossa Valley, $28) 36. Yering Station ‘Little Yering’ Cabernet Shiraz 2010 (Yarra Valley, $18) 37. Geoff Hardy Wines K1 Cabernet Sauvignon 2013 (Adelaide Hills, $35) 38. Box Grove Vineyard Roussanne 2009 (Goulburn Valley, $28) 39. Bleasdale Second Innings Malbec 2013 (Langhorne Creek, $20) 40. Thorn-Clarke Shotfire Quartage Cabernet/Cabernet Franc/Petit Verdot/Merlot 2013 (Barossa, $25) 41. Redgate Cabernet Sauvignon 2013 (Margaret River, $38) 42. Harewood Estate Chardonnay 2014 (Denmark, $27.50) 43. Millbrook Winery Limited Edition Chardonnay 2012 (Margaret River, $45) 44. Hungerford Hill Classic Range Chardonnay 2014 (Tumbarumba, $33) 45. Tower Estate Coombe Rise Vineyard Chardonnay 2012 (Hunter Valley, $38) 46. Seville Estate ‘Old Vine Reserve’ Pinot Noir 2013 (Yarra Valley, $90) 47. Thompson Estate Four Chambers Shiraz 2013 (Margaret River, $22) 48. Penny’s Hill Footprint Shiraz 2012 (McLaren Vale, $65) 49. Bremerton ‘Tamblyn’ Cabernet Shiraz Malbec Merlot 2012 (Langhorne Creek,   $19.90) 50. Rockcliffe Third Reef Cabernet Sauvignon 2013 (Great Southern, $26) Further reading: the of Best wines of 2016
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