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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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Wine
Who makes my wine?
Words by Tyson Stelzer on 28 Apr 2016
Walk the aisles of your local Dan Murphy’s or First Choice store and you won’t find a wine labelled “Dan Murphy’s Select” or “First Choice Home Brand”. But lurking on those shelves are more than 100 brands owned by the supermarket chains with no disclosure on the label. In an age in which we are more interested than ever in the origins of our products, how can we distinguish a small family estate from a supermarket brand? The growth in supermarket “Buyer’s Own Brand” wines in Australia has been substantial, estimated to have mushroomed from five percent a decade ago to between 16 and 25 percent of the market today. The wine industry is concerned that this growing category of major retailers could mislead consumers. In February 2016, a Senate Inquiry report into the Australian Wine Industry put forward a proposal from the Winemaker’s Federation of Australia (WFA) “that the Government amend labelling requirements so wine labels must declare whether wine is produced by an entity owned or controlled by a major retailer.” “What we would like to see is that home brands are identified so consumers can make their choice,” WFA Chief Executive Paul Evans told the Inquiry. The enquiry’s report is not binding, but the government is expected to respond within six months. It can choose to accept or reject the recommendations. Not so simple The question of whether it should be the government’s place to legislate on this issue has been widely debated, but even if it is, the dilemma of how it could be defined and regulated is perhaps more pertinent. Buyer’s Own Brand wines have a fully valid and important place in the market, and the major retail chains own perfectly legitimate wineries under which some of their labels are branded. Some retailers’ own brands are even made by small, private estates. Further, many high profile winemakers, including Giaconda, Clonakilla, Oakridge and St Hallett, make exclusive labels for particular retailers under the winemaker’s own brands. Such relationships are of value for all levels of the wine industry. And if retailers are required to declare brand ownership, what of companies like Treasury Wine Estates, Accolade Wines and Pernod Ricard, who together own many more brands and a much greater market share than the supermarket groups? And, for that matter, what of the hundreds of private little “virtual” wine brands who own no vineyards, buy fruit and have it contract made in someone else’s facility? The big issue behind this discussion is the market dominance of Woolworths (who owns BWS, Dan Murphy’s, Cellarmasters and Langton’s) and Wesfarmers (Liquorland, First Choice and Vintage Cellars) and the increasing presence of Metcash (Cellarbrations, IGA Liquor and Bottle-O), Costco, and ALDI stores in the wine market. It is estimated that Woolworths and Wesfarmers together share just under 60 percent of the domestic wine retail market, with some estimates putting this at 70 percent. There is a bigger picture at play here, of which wine is just one small category. Controversy surrounds the supermarket duopoly and its increasing dominance across many categories. Legislative change for wine would not only be fraught with complications surrounding definitions and implementation, but such a precedent would have enormous ramifications for groceries, fuel, hardware, office supplies, insurance, etc.
Two Blues Sauvignon Blanc 2014
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