Interview – John Noble Executive Director, Champagne Bureau Australia

THE NEW CHAMPAGNE MAN IN OZ

With an Instagram account called noblecuvée, John Noble was a shoe-in for his recent appointment to the coveted position as head of the Champagne Bureau of Australia. He was the indefatigable 2IC to Elisabeth Drysdale who held the role before him for 18 years. The Champagne Bureau in Australia represents the CIVC or Comité de Interprofessionnel du Vin de Champagne in Epernay, France and has done much to establish the reputation of Champagne in Australia and to inform Australians on the nuances of the world’s most revered sparkling wine. Mr Noblecuvée spoke to Drinks Trade about why education is key.

Drinks Trade: Congratulations on your new position. Tell us about what it is the Champagne Bureau represents in Australia today and what direction you plan to take the Champagne Bureau from here?

John Noble: The Champagne Bureau Australia for me really represents the longstanding relationship between the Champagne region in France and Australia. The Champagne Bureau (or Bureau du Champagne) literally translated means “Champagne Office” and the main role of the Bureau is to look after the interests of the Growers, the Houses and the Cooperatives of Champagne – but in reality, we are their office in Australia and represent all of the stakeholders within the region, which does include the people working in the Champagne industry but also others such as those in the local industries, tourism and hospitality.

There has been an office in Australia since 1971, so almost 50 years of history in the Australian market and this is something I am very respectful of. I think that any direction we go in the next few years will reflect the activities we have traditionally been known for, like the Vin de Champagne Awards and #Champagneday, but also to develop a strong focus on Champagne education and communicating to Australians that Champagne is a wine of origin and the reasons why that is so unique.

DT: Australians are drinking more Champagne than ever before. We are the sixth largest consumer of Champagne in the world. Why do you think Australia is such a strong market for Champagne?

JN: This is absolutely true – we are a strong market for Champagne, but the most surprising thing is that we have been a strong market for a really long time. There is some evidence in fact that at one point, during the Gold Rush in the 1850’s that Australia may have been the #1 market for Champagne in the world: Ballarat was the richest place on the planet and the shipping columns from this time reveal that thousands bottles of Champagne poured into the country. Baskets and cases of Champagne arrived on almost every ship into every major city of the colony – and some of these brands are still coming to Australia today.

With the help of the fabulous people at the Library at the Museum of Sydney and the La Perouse Museum, I have had the opportunity to have a really good look at the historical perspective of Champagne in Australia to try and understand this question of why Champagne is so popular here. I have only just scratched the surface and still have more research to do, but I think already there are many reasons why Australians are so passionate about Champagne and they seem to be interwoven with Australia’s and Champagne’s history. I believe Australians like to enjoy themselves too – and I think a glass of Champagne is the best (and fastest) way to get a party started (in moderation – of course #RSA).

DT: One of the highlights of the Champagne Bureau’s achievements in promoting Champagne in Australia is the Vin de Champagne Award. Can you explain why the Award was established, its objective and why

VdC Awards Finalist

the Awards are integral to the Champagne Bureau of Australia’s strategy?

JN: The winners from this year’s competition were incredible. Nicole Smith from the Sunshine Coast in Queensland won the amateur section and Leanne Altmann from the Andrew McConnell group (Supernormal, Cumulus etc) won the professional section – both of them on judging day were outstanding and their passion and knowledge of Champagne was outstanding. I believe they will be great ambassadors for Champagne.

The Vin de Champagne Award was founded in 1973 to encourage Australians to learn more about Champagne and is a search for Champagne Ambassadors to promote the appreciation of Champagne. The 2018 Vin de Champagne Awards was the 43rd instalment of this competition and we now have a network of over 60 laureates from around Australia who present our education program - these people have an incredible insight into the Champagne region and volunteer their time to educate Australians with their knowledge and experience of Champagne.

The best thing, however, is that they are all very different people with different interests, so every single class that we conduct can reveal something new and interesting about the region, the wine or its history depending on our team of presenters and their individual specialty. In each class we will get a lot of different questions from our audiences, and our Vin de Champagne laureates are all able to answer them comprehensively, and with information that is all based in fact as opposed to opinions - such as the correct way to approach tasting Champagne or what glassware to use right through to the science behind the fermentation and vinification processes.

VdC Awards Judges Tracy Mann, Peter Bourne and Bernadette O’Shea

DT: Other than the Award, does the Champagne Bureau have any other activities planned to buoy Australia’s keen interest in Champagne?

JN: In 2019 we will have a really strong focus on education.

We currently conduct classes and Champagne workshops for people working professionally in the wine business such as distributors sales teams and Sommeliers as well as consumers. We have a schedule of events that will provide Champagne classes in each state of Australia throughout the year as well as working with other education providers to give Australians factual information about Champagne.

DT: What has been your Champagne career highlight?

JN: Seriously, I think my “career highlight” happens almost every day at the Champagne Bureau – it really is a dream role and anytime we share a snapshot of the magic of Champagne with Australians is a great day for me.

DT: In your opinion, explain what it is about Champagne the wine, and Champagne the region, that captivates you and indeed, the world?

JN: Well, that is a pretty big question! And, to be honest, I am not sure if it has just one answer.

Elisabeth Drysdale and Anthony England

The history of the region and cultural place in our history is important, but also the continued innovation in the region is part of it too.

Champagne is not standing still, it is a modern wine making region with a rich and diverse history – their approach to climate change is evidence of their continued and evolutionary approach to wine making. In 2003 the Champagne Region as a whole admitted climate change was real and wrote into their mission that they would do everything in their power to mitigate their carbon footprint. In the 15 years since this statement, they have implemented actions at every stage of their wine making. This includes using less raw materials in the glass making process for the bottles and an effort throughout the entire industry to recycle materials and water. The focus on quality is another element that is a continued focus for Champagne and this focus can be seen throughout the Champagne making process from the work in the vineyards right through to vinification and bottling. The consumer will benefit the most from this continued attention to the quality in Champagne and they can be confident, no matter where they are, that the Champagne they select to share with their friends for a special occasion, or to have with a casual meal or at any other time will be the best wine that nature and the Champenoise can produce.