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GROWING THE US MARKET A FOCUS FOR AUSSIE WINE
Australian wine exports are experiencing the highest rate of value growth in 15 years after recording a 20 per cent growth to $2.76 billion. The average value of Australian wine has grown by 9 per cent to $3.24 per litre, the highest since 2009. This two pronged positive growth has meant the Australian wine and grape community has set its sights on the potential in the United States. “Of our five largest markets, only one market – the USA – didn’t grow in value last year. Importantly, the USA is the world’s largest wine market and Australia has the opportunity to capture more of the premium end of the market as American consumers trade up to higher-priced wines,” said Wine Australia CEO, Andreas Clark. “The premium end of the USA wine market is enjoying robust growth, as are Australian exports in nearly all price points above $10 per litre (albeit off small bases) and we’re working to accelerate this growth in demand through a marketing push supported by the Australia Government’s $50 million Export and Regional Wine Support Package.” Wine Australia recently launched the inaugural Australia Decanted four-day wine education program in Lake Tahoe immersing 100 key influencers from the USA in Australia’s diverse and thriving wine scene. Australia Decanted will become Wine Australia’s signature annual event in the USA and will be followed by Aussie Wine Week in September 2018 and Aussie Wine Month in September 2019. ANNOUNCING THE GLOBAL FINAL OF BACARDI LEGACY COCKTAIL COMPETITION 2019 IN AMSTERDAM
Forty-two of the best bartenders in the world will meet in Amsterdam next year to battle in the Bacardi Legacy Cocktail Competition Final. The host city was chosen based on the home of the reigning champion, Erik van Beek. Bacardi Legacy challengers are required to create a rum cocktail that can hold its own in the company of all time classics such as the Mojito, Daiquiri and Old Cuban. This year will introduce the newly released premium Bacardi Añejo Cuatro rum as one of the key ingredients bartenders may use to create their ‘Legacy’ cocktail. The competition was founded in 2008 to support bartender talent by giving the participants the opportunity to create a cocktail that will stand the test of time and have a lasting legacy.
ALCOHOL BEVERAGES ADVERTISING CODE GETTING TOUGH ON SOCIAL MEDIA
The Alcohol Beverages Advertising Code (ABAC) has released its Second Quarterly Report for the year and it saw a higher than the usual number of breaches of the ABAC standards. In all but one case both signatories and non-signatories to the Code acted promptly to remedy the breach and in all cases, none of the breaches has been pre-vetted by the ABAC. This quarter breaches included a failure to age restrict company Facebook pages and a minor receiving an alcohol advert due to an error by a social media platform. The social media platform in question has worked to improve its age restriction technologies to prevent further similar scenarios. “The majority of the content breaches this quarter related to digital and social media activity. Namely, depicting 25-year-olds having strong or evident appeal to under 18s, promoting excess consumption, promoting consumption of alcohol during long car drives and suggesting alcohol can create a change in mood and promoting a particular cocktail as ‘healthy’,” said Harry Jenkins AO, the Independent Chair of ABAC. “It is clear from this quarter’s results that advertisers will need to exercise greater care when recruiting talent, including engaging social media influencers, to ensure their age and appearance comply with the Code. It is also incumbent on advertisers to engage appropriate age-gating controls across all their social media activity.”
A year ahead of its scheduled launch, a cask sample of Archie Rose Distilling Co.’s Rye Malt Whisky was judged Australia’s Best Whisky winning Gold at the International Wine & Spirits Competition (IWSC) in London. The team at Archie Rose is thrilled with the result and attributes the win to the malted rye and the four-year ageing process. And they believe it is not quite ready so it will released to market in another 12 months. For those who cannot wait that long to taste the award-winning dram, the Archie Rose White Rye, the unaged version, is available as is Archie Rose’s Distiller Strength Gin that won Gold at IWSC and Los Angeles and Double Gold in San Francisco. WSET ANNOUNCES RECORD DEMAND FOR WINE EDUCATION IN AUSTRALIA
Australians are showing a greater interest in wine qualification. New figures from the Wine & Spirit Education Trust (WSET) show that demand for wine and spirits education in Australia is higher than ever. In the last academic year, WSET recorded an increase of more than 18 per cent more Australians taking the wine, spirits and sake qualifications. WSET chief executive, Ian Harris, said, “Global demand makes wine education the bread and butter of our business but it is great to also see growth in spirits qualifications as we prepare for the launch of the first WSET Level 3 Awards in Spirits next year.” China is leading the world with the highest number of WSET candidates and an increase of over 9 per cent over the last academic year totally 21, 986. The UK had a total of 19,460 candidates followed by the USA and Canada with Australia in 5th place. To find a local approved program go to WSETglobal.com
WINE EXPORT LICENCE SUSPENDED
The Board of Wine Australia has suspended the licence to export grape products from Australia held by Dalefold Wines (Australia) Pty Ltd. Dalefold Wines was found to have exported three grape products from Australia that were not approved by Wine Australia and for which they did not hold an export certificate. Wine Australia acts to protect the reputation of Australian wine by regulating export shipments, conducting audits of wine producers and regulating information stated on wine labels. Wine Australia found that Dalefold Wines had contravened Section 44 of the Wine Australia Act 2013 and the Wine Australia Regulations 2018. It has stated the company in question engaged in activity in China that was deemed likely to cause consumer confusion to the point where it adversely affects all grape products into China diminishing the integrity and authenticity of our product and harming Australia’s reputation as a supplier to China. The changes to the Wine Australia Regulations 2018 mean that other exporters may not export wine on behalf of Dalefold Wines. The matter is subject to ongoing investigation. In the past three financial years Wine Australia conducted 795 audits and during this time one licence was cancelled. In Australia currently, there are 2298 active licenced exporters.
INFORM
YOUNG GUN JOINS THE BALVENIE AS APPRENTICE MALT MASTER UNDER DAVID STEWART MBE
The Balvenie have just announced a significant appointment for the distillery; 26 –year-old Kelsey McKechnie will join David Stewart MBE as his apprentice malt master. David Stewart MBE is the whisky industry’s longest serving master having worked with whisky for 56 years. Glasgow native, Kelsey was previously a technical graduate and whisky technologist at William Grant & Sons. At Balvenie she will take on the once in a lifetime opportunity to learn the nuances of the trade from one of the industry’s most respected and experienced and is well deserving of the position. David Stewart MBE says, “She is a precious talent, with a real flair for distillation, a dedication to her craft and a self-assurance and poise that completely belies her young age. She has also shown that she has an expert palate and skill for nosing and assessing whisky, which combined with her natural abilities and academic background made her the ideal candidate to be my apprentice.” Part of Kelsey’s role will be to assist David with the distillery’s important work in whisky innovation, sampling and assessing, and launching expressions of the future for new generations of The Balvenie drinkers.
AN EXCEPTIONAL VINTAGE FOR AUDREY WILKINSON HUNTER VALLEY SHIRAZ
Audrey Wilkinson has released the highly anticipated vintage 2017 reds including 2017 Audrey Wilkinson Shiraz, 2017 Winemaker’s Selection Shiraz and 2017 Reserve ’The Lake’ Shiraz. This is the first Hunter Valley vintage in three years for both the 2017 Winemakers Shiraz and ‘The Lake’ Shiraz. The Lake is only ever made in exceptional years and in limited quantities, the last being 2014, with each vintage consistently awarded significant accolades. The release of these new ’17 reds coincides with Chief Winemaker Jeff Byrne’s 10th year as winemaker for the Agnew Wines’ portfolio of brands. Jeff, originally from Nova Scotia, Canada, moved to the Hunter Valley in 2000 and developed his winemaking prowess under the expert tutelage of the late Len Evans (OBE AO). WFA FIGHTS FOR THE RIGHTS TO KEEP PROSECCO AND NERO D’AVOLA ON AUSTRALIAN WINE LABELS.
The Winemakers’ Federation of Australia’s chief executive, Tony Battaglene has responded to a recent article in Drinks Business UK stating Italy’s quality and anti-fraud agency under the Minister for Agriculture has called wine merchants in the UK to block selling Australian wines bearing the name Nero d’Avola on their labels. It brings attention to the plight of world wine producers producing wines from such grapes as Sangiovese, Nebbiolo, Prosecco and Nero d”Avola outside Italy and follows on from the dispute between Australia and Italy over the use of ‘Prosecco’ on grape labels. Italy renamed the grape Prosecco, Glera, in 2009 to lay claim that Prosecco was a GI (Geographical Indication) and not a grape variety. “It is apparent that this is yet another thinly veiled attempt to restrict the use of grape varieties indigenous to Italy to Italian producers… the fact remains that these are all internationally recognized grape varieties produced outside Italy. This protectionist behaviour seeks to utilize GI protection to restrict trade of the varieties and is harmful to the whole wine sector,” said Tony Battaglene.
Bringing cutting-edge equipment to the craft beer market, Brick Lane Brewing Co. has launched a new world-class brewery in Dandenong, Victoria. In a unique twist, Brick Lane will offer other breweries an opportunity to use its state-of-the-art brewhouse to create their own beers. Brick Lane Brewing Co. began when a group of friends including Bowker, Rugby League legend Billy Slater, All Black star Dan Carter, Chairman of Melbourne Storm Bart Campbell and chef Shane Delia were discussing their passion for craft beer. As fans, they wanted to create their own brews but do it properly. They wanted to create small runs of seasonal and experimental varieties, as well as helping to make craft beer more accessible to the wider community. Before long, Brick Lane Brewing Co. was born with Head Brewer Jon Seltin at the helm of the brewhouse. “We wanted to give breweries the opportunity to bring their wonderful beers to a wider national and international audience. We are excited about working with some of the wonderful, talented and creative brewers out there to get more of their beers out there into the world,” said Head Brewer Jon Seltin.
BOOZEBUD AND ZX TO JOIN FORCES
Global disruptive growth and innovation group within Anhauser-Busch InBev, ZX Ventures, has acquired online alcohol retailer Boozebud. ZX Ventures has stated it has “committed capital and resources to increase Boozebud’s investment in its e-commerce platform, product range and logistics capabilities.” “We’re really excited to be working with ZX Ventures… they have a proven track record of investing in and growing leading online alcohol companies globally and the ability to leverage that expertise was a key attraction,” said Andy Williamson, one of Boozebud’s founders.
PIPER-HEIDSIECK SERVES AN ACE FOR THE AUSTRALIAN OPEN
Piper-Heidsieck has announced it is the Official Champagne of the Australian Open for 2019. The three-year partnership will include an activation site on Grand Slam Oval and will see tennis fans enjoying the Piper-Heidsieck pouring throughout licensed outlets across the Australian Open precinct including public and corporate spaces and restaurants Nobu and Rockpool. The Australian Open joins other prestigious sponsorship properties including the Cannes Film Festival and the Oscars. Executive Vice President for Piper-Heidsieck, Benoît Collard said the Australian Open offers a fantastic opportunity for Piper-Heidsieck to continue to seduce Australians. “Seduction is part of our heritage; from Queen Marie-Antoinette at the House’s birth in 1785, to winning Marilyn Monroe’s heart, we hope to continue to seduce Australian’s through this exciting Australian Open partnership,” said Collard.
Look out for Drinks Trade’s interview with Benoît Collard in the next issue.
McGuigan Wines is increasing their advertising investment for the return of the ‘Bring a McGuigan’ campaign this spring. The campaign will run from September until midNovember aiming to reach 3.6 million consumers over the 12 weeks period, significantly boosting awareness of the McGuigan brand across Australia’s key cities. This year’s push will focus on large-format billboards along with a strong digital component to drive sales in the crucial pre-Christmas period. A heavy social media presence will be backed by tactical digital advertising targeting offices across the country’s major cities. Retailers will also be supported with instore point of sale to promote the campaign. Prominent outdoor sites across the country will feature creatives from the ‘Bring a McGuigan’ series, which aims to engage consumers in a more relatable, tongue-in-cheek way. The adverts encourage consumers looking for a quality bottle of wine to take to a social gathering or offer as a gift to ‘Bring a McGuigan’. Scott Burton, Marketing Manager for McGuigan Wines, said: “The ‘Bring a McGuigan’ campaign has been a major success for the brand across the globe, helping to increase consumers awareness significantly. According to research conducted by Wine Intelligence in October 2017, awareness of McGuigan is at an all-time high and growing, compared to some in our competitive set. “We are backing this year’s activity with more spend, allowing us to reach more consumers. The campaign perfectly mirrors what the McGuigan brand is all about – fun, approachability and authenticity. In a crowded market, taking a more disruptive, bold approach to our advertising will enable McGuigan to stand out even more.”
