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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
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
Discover our Top 12 Reds of 2017
2017 was a super-busy year for our Panel who tasted and rated over 4,000 wines. With so many wines in the running, the Best Wines of the Year is always a hotly contested list and this year was no exception. From tried and true varietal champions like Hunter Valley and Great Southern Shiraz, to fabulous blends such as Grenache Shiraz Mourvèdre from the Barossa, plus magical Margaret River Malbec, here are the Top 12 Reds that really stood out from the crowd and wowed all of our Panellists. View our Top 12 white wines here.
Howard Park Flint Rock Shiraz 2015 , Great Southern In the glass: Deep purple.  On the nose: Black plum, blackberry, pepper and vanillin oak.  On the palate: Black, blue and purple fruits, subtle peppery depth and great balance of tannins and acidity. Rich, flavoursome and intense yet elegant. RRP $26 or $22.10 per bottle in any dozen.   Kaesler Stonehorse Grenache Shiraz Mourvedre 2014 , Barossa Valley In the glass: Medium density red.  On the nose: Complex lift of dark berry, plum, cedar and earth.  On the palate: Medium to full bodied with a core of black fruit and layers of cassis and vanilla. Silken with balanced tannins giving a rich, velvety texture.  RRP $22 or $18.70 per bottle in any dozen.  Lou Miranda Leone Cabernet Sauvignon 2015 , Barossa Valley In the glass: Full red garnet.  On the nose: Bright plum, currant, cassis, mint and cedar.  On the palate: Full bodied with a core of black and blue fruit, firm yet ripe tannins and vibrant acidity. Savoury with hints of liquorice, spice and dried herb.  RRP $22.95 or $19.51 per bottle in any dozen.  Erin Eyes Gallic Connection Cabernet Malbec 2015 , Clare Valley In the glass: Deep red.       On the nose: Blackberry, mulberry, bay leaf and vanillin oak.  On the palate: Powerful yet poised with saturated black fruits, well-judged supporting oak, fine and persistent tannin drive and balancing acidity.  RRP $30 or $25.50 per bottle in any dozen.  Leconfield Merlot 2016 , Coonawarra In the glass: Bright red black.  On the nose: Powerful aromas of black cherry concentrate with flashes of spearmint and eucalypt.   On the palate: Generous kirsch, mulberry and cassis with dense inky power, a velvety core and deluxe  oak harmony.   RRP $26 or $22.10 per bottle in any dozen.  Helen & Joey Inara Pinot Noir 2016 , Yarra Valley In the glass: Pale to mid ruby.  On the nose: Pure, fresh red berry, floral perfume.  On the palate: Vibrant and silken with delicious strawberry and blueberry depth, tea-like notes, fine tannins and a complete finish. Packs so much flavour into a lighter-bodied wine. Gorgeous.  RRP $23 or $19.55 per bottle in any dozen. 
Tyrrell's Wines Special Release Shiraz 2014 , Hunter Valley In the glass: Brilliant deep purple. On the nose: Violet, plum, blackberry and black pepper.  On the palate: Shows power and finesse. Loaded with spicy black fruit depth with on-point acidity and savoury tannins driving the long finish.  RRP $40 or $34 per bottle in any dozen. Dandelion Vineyards Red Queen of the Eden Valley Shiraz 2013 , Eden Valley In the glass: Deep purple.  On the nose: Plum, blackberry, graphite, pepper and clove.  On the palate: Layered and complex, it opens with savoury black fruits, an alluring spice complexity and fine yet deep tannins. RRP $100 or $85.00 per bottle in any dozen David Hook Reserve Barbera 2016 , Hunter Valley In the glass: Medium density red.  On the nose: Plum, bramble, black olive and tobacco aromas. On the palate: Medium weight with typical varietal freshness showing vibrant plummy fruit, savoury tannins and a touch of cigar box on the finish. A lovely young Barbera with plenty potential.  RRP $30 or $25.50 per bottle in any dozen.  Kimbolton Fig Tree Cabernet Sauvignon 2014 , Langhorne Creek In the glass: Full dark red.  On the nsoe: Classic Cabernet red berry, currant, cassis and cedar lift.  On the palate: Beautifully textured and deep yet only medium weight with a varietal core of black fruit, cassis and crushed leaf.  RRP $25 or $21.25 per bottle in any dozen.  Hay Shed Hill Malbec 2015 , Margaret River In the glass: Intense red black scarlet. On the nose: Hugely concentrated black cherry with interwoven complex notes of black pepper, currant and spicy oak.  On the palate: A gentle giant with super-ripe, glossy black cherry fruit power, beautiful velvety texture and deluxe spicy oak support. Classy!  RRP $30 or $25.50 per bottle in any dozen.  Riorret Lusatia Park Pinot Noir 2016 , Yarra Valley In the glass: Vibrant mid-red.  On the nose: Sweet cherry and raspberry fruit with notes of stalk and spice.  On the palate: Vibrant and fresh, supple and juicy with ripe cherry and plum, subtle stalky complexity, warm earthy notes and integrated vanillin oak.  RRP $50 or $42.50 per bottle in any dozen.
Two Blues Sauvignon Blanc 2014
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