National Liquor News March 2019

AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE

vol. 38 no. 2 - MARCH 2019

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Editor’s Note

W

elcome to the March 2019 issue of National Liquor News. I hope that you all enjoyed reading last month’s issue, the Annual Industry Leaders Forum, which was the largest in NLN’s history. Hopefully it will have given you some valuable and useful insights to help you and your business.

While we’ve officially seen the end of summer, it is still an incredibly busy time across the industry and there is a lot for us to talk about.

On the news side one retailer has been so shocked at his recent treatment that he turned to the ACCC to question the trade practices he witnessed. After being told he would need to build a case with submissions from others who experienced the same treatment he is now calling for others to speak up.

Meanwhile it’s also been results season since and we’ve seen very strong results from Treasury Wine Estates, Coles and Woolworths – although the latter did admit that it had been a challenging first half of the financial year for Endeavour Drinks Group.

There’s been lots happening over at Australian Vintage Limited. The group has made a huge investment in a new bottling line in Mildura and also posted half year results showing an increase in sales and profits. However Neil McGuigan has raised some concerns over what impact the weather may have on the yield of this year’s vintage.

Sticking with the wine theme, this month’s tasting saw our panel sip and spit their way through more than 100 different Chardonnays and you can see the results of that on page 44. And the results of the Pale Ale tasting are on page 42.

In other wine news Champagne Lanson talks about the opportunities for retailers as the overall sparkling wine category booms and we hear from Wine Australia about what is really happening with wine sales in Australia.

On the spirits side, Andy Young has taken a look at the Cognac and Brandy category, finding that there are a lot of opportunities for retailers and discusses ways to re-think how you look at these

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premium products. You can see what he has to say on page 38.

We’ve also had a look at World Whisky Day, the increasingly popular global celebration that encourages whisky lovers to step out of their comfort zone and experiment with new or interesting drams. We’ve spoken to a few experts and put together some great ideas for World Whisky Day celebrations in your store on page 30.

As usual we’ve got our regular contributions from IRI, Retail Drinks Australia, Spirits and Cocktails Australia, the Independent Brewers Association and from our NZ Winegrowers friends across the ditch.

It was really interesting to speak to the retailer who voiced his concerns about unfair practices in the industry and great to try and do something to help him out. Please remember, this is your mag so let me know what your concerns are and we will do what we can to help.

Keep your feedback coming through djackson@ intermedia.com.au and let me know what you want to hear and make this mag work for you.

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CONTENTS

38

30 19

28

21

Contents March Wine

Brews

Retail Focus

16 Wine News: All the latest news from the world of wine 19 Wine Talk: We talk to Lanson about the sparkling wine category 24 New Zealand Winegrowers: The export market has opportunities for growth 25 Wine Australia: What’s really happening with wine sales in Australia?

44 Wine Tasting Review: Our tasting panel reviews this month’s selection of Chardonnays

21 Brewing: All the latest news from Australia’s breweries 23 IBA: New Beer Labelling Guidelines are launched

22 Retail Drinks Australia: Regulating the new online alcohol delivery services 28 Retailer Profile: Urban Cellars Prohibition in Kingston, ACT 28 Shop Talk: Chats with Kollaras Trading Co and Tas Furze from Wine Box

8 | MARCH 2019 NATIONAL LIQUOR NEWS

Spirits 20 Spirit News: Launches, news and promotions from the spirit world 26 Spirits and Cocktails Australia: Does the US hold the answers for Australian distillers?

30 World Whisky Day: What can this global celebration of a global spirit do for your business?

38 Cognac and Brandy: Why it’s worth getting behind these two growing spirits

Regulars 10 News: What’s been happening in Australia’s liquor retail industry 14 IRI: Statistics and analysis from IRI 48 Events: Take a look at last month’s parties and product launches

NEWS

INDUSTRY PUSH TO ADDRESS UNDERAGE DELIVERY

HAVE YOUR SAY: UNFAIR TRADE PRACTICES Have you experienced unfair trade practices during your time in the liquor industry, whether working in the on- or off-premise?

One retailer has been so shocked at the recent treatment he has experienced that he turned to the ACCC to question the trade practices that he witnessed. He was told that in order to build a case for the ACCC to investigate he needed submissions from other people in the industry to support his claims.

As a result this retailer has set up a webpage to seek submissions from others in the industry, which can be done anonymously, and which they will collate with a law firm and then submit to the relevant authorities.

The retailer said: “We have some ongoing issues around trade practices, which we were absolutely stunned by. So what we did was we started up a blog and it’s quite incredible how many people are being affected by things like this out there.

“We’ve spoken to several Government departments and Federal politicians about this and they have told us, ‘build up the case and we will take it to the next step’. They are prepared to take anonymous submissions and we have put some of the things that people have told us onto the blog in order to stir up the trade’s interest in this.”

The blog states: “We are aware of unlawful or inappropriate trade practices in our industry that should be investigated by the authorities. The current royal commission into the financial sector highlights the kinds of misconduct that took place in an industry for many years before being surfaced and then openly addressed.

“Realising that we would not be the only ones suffering misconduct within our own industry, we invite other retailers from any industry who have been subject to similar conduct to contact us on a confidential basis.”

The blog lists several possible unfair trade practices which retailers and venue operators may have experienced, and if you have experienced anything like those, or other unfair practices, then you are encouraged to make your submissions to help action be taken.

Full details can be found on the Unfair Practices blog page.

10 | MARCH 2019 NATIONAL LIQUOR NEWS

With news that governments and authorities are investigating online alcohol delivery and the ability of those underage to obtain alcohol, two of the major players have highlighted their RSA credentials and want to help the industry ensure any loopholes are, and remain, closed.

Last month the Daily Telegraph claimed that underage teens are using online home-delivery services to buy alcohol, but both Tipple and Jimmy Brings have said they have strong RSA processes in place to ensure this does not happen.

Nathan Besser, Co-Founder and CEO of Jimmy Brings, said: “We would like to think that Jimmy Brings is best in class in this particular area. We have developed a number of technological and manual RSA policies that are above and beyond anything required by legislation.

“Some of these policies include constant refresher training for drivers via their delivery app, and all our drivers must have their RSA and must have completed our own RSA training.

“We also have data intelligence around frequency of shopping, so if there are multiple orders in a day to one place our system catches this kind of at-risk behaviour and we take action.”

Tipple is another on-demand or express alcohol delivery service operating in NSW and Victoria, and Director Matt Walsh said: “Through the implementation of its own self-regulatory framework, Tipple has ensured the demands of consumers are met in a way that provides a best case example of responsible home delivery and could form part of a broader industry standard for ondemand or express alcohol delivery.

“Tipple’s self-regulatory framework and experience can help set the standard for alcohol delivery services in NSW, and we would welcome – and be pleased to contribute to – a review of the current regulatory framework.”

That promise of collaboration is a point Besser agrees with, given what Jimmy Brings has learned and developed over its five years in operation.

National Liquor News contacted CUB, who is currently offering a free delivery service via eBay, with a spokesperson saying: “We use Australia Post’s e-commerce delivery service for eBay deliveries. They have a fullycompliant liquor delivery service, which is why we have engaged them. This includes ID checks.”

A spokesperson for Liquor & Gaming NSW told the Daily Telegraph that there are measures in place in NSW to regulate online delivery and that this would be a focus for the regulator in 2019.

NEWS

BRAD BANDUCCI: DAN’S NEEDS TO INNOVATE TO KEEP UP Woolworths CEO Brad Banducci has said that Dan Murphy’s needs to reposition the business and innovate in order to keep up with consumer needs, which are changing very quickly.

Banducci made his comments during the Woolworths results presentation for the first half of FY19, which showed a disappointing result for Endeavour Drinks Group (EDG), with a small sales increase and a fall in earnings before interest and tax (EBIT).

“EDG’s result was below expectations, with sales increasing by 1.8 per cent and EBITS decreasing by 6.4 per cent in the half,” Banducci said.

“Steve Donahue has assumed the role of interim Managing Director of Dan Murphy’s and will continue to work with the Dan Murphy’s team to position the for the next horizon of growth. We have clear plans in place focused on localising range, rebuilding the Discovery experience and being digitally-led.”

Banducci said that innovation and improving the delivery of digital products would be key, with Dan Murphy’s looking at the success BWS has had in this area.

“The real issue in the drinks business is the consumer is changing very quickly and we need to innovate our business to keep up with their changing needs.

“The key forms of innovation for our customers are continuing fragmentation of categories and consumer moves to lighter styles and accessibility is key. Then critically important in this category, perhaps even more important than food, is the whole topic of convenience and people wanting it now.”

He added: “BWS has really led the charge for us here, with over 500 BWS’ now with on-demand home delivery. Jimmy Brings has been important for us and shown us what is possible.”

Banducci also gave his outlook for the remainder of the financial year and the challenges that the Endeavour Drinks Group will face.

“We expect the more subdued consumer sentiment to continue through the half, however it would be fair to say that trading to date in the second half has improved on Q2, primarily due to the more settled weather we’ve experienced in most of Australia.”

Overall the Woolworths Group delivered sales of $30.6bn, up 2.3 per cent for the first half, as well as EBIT of $1.4bn, up one per cent and an overall net profit of $979m, also up one per cent on the previous year.

RETAIL DRINKS APPOINTED TO ACT LIQUOR ADVISORY BOARD Retail Drinks Australia has welcomed the opportunity to represent the interests of all off licensees in the Australian Capital Territory, after it was appointed to the ACT Government’s Liquor Advisory Board.

Retail Drinks’ Chief Operating Officer, Michael Waters, said he was delighted to have the opportunity to liaise closely with the ACT Government on behalf of the Territory’s retail liquor industry.

“On behalf of Retail Drinks, I am delighted to accept my appointment to the ACT Government’s Liquor Advisory Board and I look forward to representing the collective interests of the Territory’s retail liquor industry through this important forum,” Waters said.

The ACT Liquor Advisory Board has been convened by the Territory’s Attorney-General, Gordon Ramsey MLA, to seek advice from appropriate stakeholders regarding policy matters affecting the ACT’s liquor industry and consumers.

Waters has previous experience in the Territory after his role as the Executive Director of the Liquor Stores Association NSW & ACT, and Retail Drinks CEO Julie Ryan has also welcomed his appointment to the Liquor Advisory Board.

“Michael has a long-established relationship with the ACT Government through his previous role as Executive Director of LSA NSW & ACT and an exceptional knowledge of the retail liquor landscape of the Territory,” Ryan said.

“Retail Drinks has been privileged to enjoy a strong and productive relationship with the ACT Government through Michael’s previous role at LSA NSW & ACT and we look forward to continuing this engagement

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through our involvement on the Liquor Advisory Board.

“As the peak industry body representing a diverse range of off licensees in the ACT, Retail Drinks is strongly committed to collaborative efforts with the ACT Government to deliver the best possible outcomes for the Territory’s retail liquor industry.”

CHECK OUT THESHOUT.COM.AU NATIONAL LIQUOR NEWS MARCH 2019 | 11

NEWS

LIQUOR ‘THE STRONGEST PERFORMER’ FOR THE COLES GROUP

CONCERNS OVER SA GOVERNMENT’S CDS REVIEW The South Australian Government is undertaking a review of its Container Deposit Scheme (CDS), which will include looking at whether to include any further containers in the scheme.

Concerns have been raised surrounding claims that wine bottles could be included in the scheme with Australian Grape & Wine saying it is “deeply concerned” by those calls.

“While recycling is strongly supported as a part of our environmental commitment, no compelling evidence has been presented to support the inclusion of wine bottles in South Australia’s CDS,” said Tony Battaglene, CEO of Australian Grape & Wine.

Wine bottles currently represent less than 0.04 per cent of South Australia’s litter stream, as most bottles are consumed either at home or at a licensed premises. Both New South Wales and Queensland have introduced CDS in recent years, with neither state including wine bottles in their scheme.

Battaglene added: “Good public policy is built upon a strong evidence base, and a proper weighing-up of costs and benefits. South Australia’s CDS has been a strong driver of litter reduction in public spaces without wine bottles being included, and with a focus on resource recovery, there is no evidence to suggest that CDS will be the appropriate vehicle.

However, the costs to South Australian wine businesses and that economy are very clear and there are also potential flow on implications for the wider Australian industry.”

Detailing the potential impact on South Australia’s wine industry, Battaglene said: “We estimate the costs to South Australian wine businesses would be around $5m per year. These costs would be felt by many small businesses that contribute so much to rural and regional economies in South Australia.”

He added that with wine being a significant contributor to the South Australian economy and the state’s highest single export sector, the introduction of wine bottles into the state’s CDS has the potential to jeopardise the financial sustainability of the wine sector.

“Australian Grape & Wine strongly supports the efforts of the South Australian Wine Industry Association (SAWIA) to inform South Australian wine businesses about the potential impact this review could have on their operations.

“We echo SAWIA’s call to make sure businesses engage in the consultation process and encourage people to speak to their local member of parliament,” said Battaglene.

You can have your say on the consultation process for the CDS review on the South Australian Government’s website.

12 | MARCH 2019 NATIONAL LIQUOR NEWS

Coles has delivered its first result since completing its demerger from Wesfarmers at the end of last year with CEO Steven Cain saying liquor was the strongest performer in the group.

Overall the group delivered total sales revenue of $20.9bn, up 2.6 per cent on the prior corresponding period in the first of FY19, with EBITs of $733m, down 5.8 per cent.

For the liquor group total sales revenue was up by 0.6 per cent to $1.7bn with EBITs of $85m, up seven per cent.

Speaking about the liquor group’s performance, Cain said: “The liquor segment’s sales and EBIT result was impacted by New Year’s Eve falling into Q3 this year, as opposed to Q2 in the prior year, despite this EBIT growth was seven per cent for the half.

“Liquor was the strongest performer in the group, with all metrics trending in a positive direction.”

In highlighting where that growth has come from, Cain added: “Our work around promoting exclusive brands is paying off and this category now represents 19 per cent of sales. Average basket size continued to improve driven by general market trends of premiumisation and a favourable mix impact from the spirits category overall.

“Exclusive label brands are growing faster than non-exclusive brands with over 50 new lines launched in the half.”

He added: “Liquorland continued to be the strongest performer in the segment during the period, through our continued focus on range, exclusive brand innovation and providing more convenient solutions to customers through click and collect, same-day and next-day delivery.

“Gross margin increased by 10 basis points to 28.3 per cent primarily due to margin improvements from the exclusive brand expansion and improved supplier collaboration.”

Coles also said that it is continuing to rebrand its First Choice network to First Choice Liquor Market, which has resulted in “improved trading and positive customer responses around a refreshed range and lower prices”.

Part of the five-year transformation for Coles Liquor has been renewing the Liquorland stores and this has been a key focus over the last few years.

Eighty per cent of the group’s Liquorland stores have now been completed and Cain said these stores are “delivering on our expectations”.

Cain also said that online successes seen by the group as a whole have been replicated in liquor with online growing at around 30 per cent, helped “by growth in click and collect”.

NEWS

ABAC REPORT HIGHLIGHTS IMPORTANCE OF PRE-VETTING The Alcohol Beverages Advertising Code (ABAC) has issued its Fourth Quarterly Report of 2018, which it says highlights the importance of prevetting with the association.

In particular ABAC said it is important for alcohol marketers to understand the digital platform that they intend to use and the age restriction controls available for their marketing on that platform.

“This quarter saw six breaches of the Code. Three related to marketers failing to check that the social media influencers promoting their products were over the age of 25. This age requirement is important in ensuring that under 18s are less likely to relate to the actors/influencers used to market an alcohol product,” Harry Jenkins AO, the Independent Chair of ABAC, said.

There were further breaches relating to inappropriate imagery, encouraging excessive consumption and advertising placement.

“In none of the content breaches outlined this quarter or in fact over the past two years had the marketing or packaging been pre-vetted under ABAC. With a record 1,751 pre-vetting requests in 2018, the Alcohol Advertising Pre-vetting Service continues to be an important aspect of ABAC’s work and an effective means of preventing irresponsible alcohol marketing reaching the community,” Jenkins added.

“The use of social media influencers has been a challenge for the industry and for ABAC, primarily due to difficulty obtaining information about available age restriction controls from platforms, such as Instagram.

“When using any digital platform it is the marketers responsibility to ask the platform to identify all age restriction controls that are available for their marketing and apply those controls, and to also continue to ask these questions for all new campaigns as social media platforms develop at a rapid rate and the availability of controls will change from time to time,” he said.

AVL’S PROFITS UP BUT PREDICTS VINTAGE YIELDS WILL DROP Australian Vintage Limited (AVL) CEO Neil McGuigan has said that the company’s “strategies are correct” after it posted its half year results, showing an increase in net profit after tax and revenue.

However, with this year’s vintage underway, the company has said that the early indications are that the recent extreme heat and dry conditions “have negatively impacted yields across most grape growing regions”.

AVL’s net profit after tax for the half year was $6.5m, up from $4.4m in the prior period. This result was driven by an eight per cent increase in revenue to $143.1m, with branded sales up 14 per cent.

Speaking about the first six months of the financial year, McGuigan said: “The ongoing improvement in our branded sales has contributed to the 46 per cent growth in our half year result, again reinforcing that our strategies are correct.

“The McGuigan brand continues to perform exceptionally well in the UK with sales up 16 per cent when compared to the prior period. McGuigan remains the third largest global wine brand in the UK.” However, the company did also raise concerns about this year’s vintage, which appears to have been impacted by harsh weather conditions. As well as the heat and dry, October also saw frost occur in some AVL vineyards, and McGuigan said: “We are expecting that our vineyard yields will be at least 10 per cent below expectation.”

He added: “This will impact our SGARA (Self Generating and Regenerating Assets) income for this financial year. With regard to our wine supply base to meet our growing sales, we had already taken steps earlier in the year to ensure we have enough wine by entering into bulk wine

supply contracts and through the long-term lease agreement on the 10,000 tonne Millewa vineyard.”

It was another successful six months for AVL in the domestic market, with Australian sales increasing by six per cent as bottled branded sales increased six per cent and cask sales rose two per cent. Sales of McGuigan increased by 13 per cent and the higher margin brand, Nepenthe, increased by 6 per cent. Tempus Two increased by 3 per cent on the back of promotional phasing with strong expectations following significant growth in the prior period.

NATIONAL LIQUOR NEWS MARCH 2019 | 13

IRI INSIGHTS

IRI LIQUOR KNOWLEDGE STEPHEN WILSON, THE LIQUOR CHANNEL MANAGER AT IRI, SHARES INSIGHTS INTO HOW THE TOTAL OFF-PREMISE MARKET HAS PERFORMED IN THE QUARTER TO JANUARY (06/01/19).

TOTAL OFF-PREMISE LIQUOR • In 2018 it ended as it began, generating higher value growth from lower volume. This trend applied to both proprietary and private label brands.

• Glass Spirits and Beer ‘bucked’ the trend with both categories delivering value and volume growth for the latest quarter versus a year ago.

• Wine value was flat off the back of lower volume.

• Cider was the only category not to deliver either value or volume growth.

TOP GROWTH SEGMENTS

MARKET VALUE

$5.3bn (+2.3%) MARKET VOLUME

58.8m (-1.1%)

CATEGORY BREAKDOWN BEER (37%)

WINE (25%)

SPIRITS (22%)

RTD (13%)

*9 Litre (m)

BEER OVERVIEW • Beer over delivered generating 44 per cent of total liquor growth from 37 per cent of dollar sales.

• Contemporary beer again led the way ahead of Premium and Craft which both delivered solid contributions to growth.

• Contemporary beer was the number one ranked beer sub-category for the latest quarter accounting for 31.7 per cent of beer dollar sales compared to Classic beer which delivered 29.5 per cent of beer dollar sales.

• Significantly Contemporary beer dollar share moved ahead of Classic beer dollar share for the first time during the latest quarter.

*DOLLARS GROWTH % YA 1. Contemporary Beer (+7%) 2. Premium Beer (+5%) 3. Glass Gin (+32%) 4. Craft Beer (+5%) 5. Pink Bottled Wine (+18%)

TOP MARKET VALUE

$1.95bn (+2.7%) MARKET VOLUME

36.8m (+0.1%)

14 | MARCH 2019 NATIONAL LIQUOR NEWS

*9 Litre (m)

GROWTH MANUFACTURERS *DOLLARS GROWTH % YA

1. Lion (+6%) 2. Other Manufacturers (+49%) 3. Carlton & United Breweries (+1%) 4. Stone & Wood (+15%) 5. Gage Roads Brewing (+21%)

TOP GROWTH BRANDS *DOLLARS GROWTH % YA

1. Great Northern Super Crisp (+34%) 2. Furphy (+134%) 3. Great Northern Original Lager (20%) 4. Iron Jack Full Strength (New) 5. Corona Ligera (New)

CIDER (3%)

IRI INSIGHTS

WINE OVERVIEW • Wine significantly under delivered on its 25 per cent dollar share of total liquor sales delivering a 0.1 per cent increase in sales for the latest quarter versus year ago.

• From a volume perspective wine volume declined -3.9 per cent driven by lower White Bottled Wine and Cask Wine sales.

• Pink Bottled Wine dollar sales increased an impressive 18 per cent and volume also increased an impressive 15 per cent driven by the popularity of Rosé.

• Softer White Bottled Wine numbers are as a result of lower sales of Sauvignon Blanc, Chardonnay and Semillon Sauvignon Blanc varietals.

TOP

GROWTH MANUFACTURERS

TOP

GROWTH SEGMENTS

$1.3bn (+2.7%) MARKET VOLUME

10.7m (-3.9%)

*9 Litre (m)

MARKET VALUE

*DOLLARS GROWTH % YA

1. Other Manufacturers (+16%) 2. Private Label (+2%) 3. Brown Family Wine Group (+3%) 4. House of Fine Wine (+10%) 5. Negociants (+9%)

*DOLLARS GROWTH ACTUAL YA (M) 1. Pink Bottled (+18%) 2. Red Bottled (+2%) 3. Canned Wine (NEW) 4. Spritz (+35%) 5. Fortified (+0%)

*DOLLARS GROWTH % YA

1. Diageo (+5%) 2. Beam Suntory (+6%) 3. Other Manufacturers (+27%) 4. Pernod Ricard (+5%) 5. William Grant & Sons (+11%)

$1.2bn (+5.0%) MARKET VOLUME

2.2m (+2.7%)

*9 Litre (m)

READY TO DRINK OVERVIEW • Ready to Drink generated dollar sales growth from lower volume once again.

• The gap between dollar and volume growth has been narrowing for almost a year now suggesting that the premiumisation trend for this category is waning.

• Category growth is being driven by just 40 per cent of Ready to Drink sub categories led by Canadian Whisky, Gin and Vodka.

• The halo effect from major Glass Spirit growth brands is also evident for the same brands in the Ready to Drink category.

TOP

GROWTH SEGMENTS

MARKET VALUE

GLASS SPIRITS OVERVIEW • Glass Spirits generated 47 per cent of total liquor growth from 22 per cent of sales underlining the sterling performance of this category.

• In fact Glass Spirits delivered the highest actual dollar and volume growth of all liquor categories.

• The Gin juggernaut rolled on generating 42.4 per cent of category growth from just 8.5 per cent of Glass Spirit dollar sales.

• The Scotch renaissance is also in full swing with both dollar sale and volume moving higher and ahead of sales year ago.

TOP

TOP 5 GROWTH MANUFACTURERS

*DOLLARS GROWTH % YA

1. Gin (+32%) 2. Scotch (+4%) 3. Other Whisky (+14%) 4. Vodka (+3%) 5. Liqueurs (+5%)

TOP GROWTH MANUFACTURERS

MARKET VALUE

*DOLLARS GROWTH % YA 1. Diageo (+3%) 2. Asahi Premium Beverages (+4%) 3. Beam Suntory (+2%) 4. Pernod Ricard (+2%) 5. Brown-Forman (+20%)

$714m (+2%) MARKET VOLUME

6.6m (-1.6%)

*9 Litre (m)

TOP GROWTH BRANDS *DOLLARS GROWTH % YA

1. Canadian Club (13%) 2. Jim Beam Black Double Serve (New) 3. Vodka Cruiser (8%) 4. Gordon’s Gin (51%) 5. Tanqueray (New)

NATIONAL LIQUOR NEWS MARCH 2019 | 15

WINE NEWS

WIN A DECADE OF GRAND FINALS TICKETS WITH WOLF BLASS Wolf Blass has launched a new competition, which will run until August 2019, and which promises to give one lucky winner the chance to choose between a decade of AFL or NRL Grand Final tickets, for themselves and a mate.

To participate in the competition shoppers will simply need to buy any bottle of Wolf Blass (excluding Eaglehawk) and then visit wolfblass.com to enter.

Nick Powell, Wolf Blass Marketing Manager, believes that this year’s consumer promotion celebrates Australia’s love of sport and the brand’s ongoing partnerships with both the AFL and NRL. “For the past two years we have achieved incredible success with our AFL consumer promotion, so it felt like a natural progression to elevate the activity to include NRL in 2019,” said Powell.

“Our partnerships with the AFL and NRL are important to our brand and through this competition we want to engage with even more football fans by creating a once in a lifetime experience for them.”

Wolf Blass’ 2019 campaign ambassador, Nathan Buckley, has

experienced both playing and coaching in an AFL Grand Final.

“It is through challenging yourself and the people around you to be the best and by supporting them through the inevitable challenges they face that you find success as an individual and then as a team unit,” said Buckley.

“Our journey as a team and a club is constant and ever changing. Our experiences last year took us to an AFL Grand Final that we performed admirably in but were beaten by the better team on the day.

“The experience of playing on the biggest stage is amazing, it is a place we all want to be. To see the best teams go head to head with a winner takes all mentality is an infectious environment and one that is hard not to fall in love with.”

Wolf Blass has been a proud sponsor of the AFL since 2015 and NRL since 2016 and in acknowledging the age old debate over Australia’s favourite football code, the brand wanted to give fans the chance to follow their passion for AFL or NRL, with the choice of Grand Final tickets.

TWE RECORDS STRONGEST ORGANIC GROWTH IN ITS HISTORY Treasury Wine Estates (TWE) has delivered the strongest organic net sales revenue (NSR) growth rate in its history off the back of continued growth in China and a strong performance in Australia, New Zealand.

In delivering its interim 2019 financial result TWE said its NSR was up 16 per cent to $1.5bn, an increase of 13 per cent on a constant currency basis, which Chief Executive Michael Clarke labelled the company’s “largest organic growth rate” in its history.

“Last year, fiscal 18 was the year that we labelled a ‘foundation year’ as we undertook significant steps to enhance our brands, partnerships, people and particularly our business model in the United States. All while delivering a result that exceeded our expectations,” Clarke said at the results announcement.

In the half year ended 31 December 2018, TWE achieved its top line growth through “a combination of increased volume, price realisation and continued premiumisation”, according to Clarke.

He added: “Group EBITS increased 19 per cent to $338m, with margin increasing to 22.4 per cent. Statutory net profit after tax was $219m up 17 per cent on a reported currency basis and earnings per share up 19 per cent.”

Looking at the year ahead, Clarke said: “We have established a platform for sustainable success and we believe that our competitively advantaged

16 | MARCH 2019 NATIONAL LIQUOR NEWS

business model, combined with our increasing allocations of luxury and masstige wine will allow us to continue to grow earnings each year.

“We will continue to optimise our business models going forward, setting us up for further future success, while continuing to grow earnings in a sustainable and disciplined manner.”

WINE NEWS

LOSING THE PROSECCO NAME WOULD BE ‘CATASTROPHIC’ The Australian Government is currently conducting free trade negotiations with the European Union (EU) and arguments are being had over whether Prosecco is a geographical indicator (GI), like Champagne, or a grape variety.

The EU maintains Prosecco is a GI and as such has banned the importation of any wine labelled as Prosecco into the EU and also into countries with which the EU has free trade agreements. In addition the EU’s position is that Australian wine producers stop using the name Prosecco on any of their wines as a condition of a trade agreement. They are that the grape variety is Glera, although this term was only introduced by the European Commission in 2010.

Australian wine producers and the Australian Government are arguing that the name Prosecco refers to a grape variety rather than a GI and so they should be allowed to keep using the name.

The Dal Zotto family brought grape vines called Prosecco into Australia in 1997 and since the early 2000s Prosecco has been produced in commercial quantities in Australia.

Michael Dal Zotto told National Liquor News, that it is crucial that the Australian Government holds firm in these negotiations.

“It’s really, really important that we are able to keep using the Prosecco name. It’s critical,” Dal Zotto said.

“For one we don’t want to set an unhealthy precedent around succumbing

to pressure and saying, ‘OK it’s not Prosecco any more it’s Glera. It’s been known as Prosecco since the beginning of time, so why all of a sudden should that change and why should we allow it to be changed?

“Secondly it would be detrimental to a number of Australian businesses, when you look at the growth that the variety has seen of late.

Ross Brown of the Brown Family Wine Group is also producing Prosecco out of the King Valley and he agrees that there is no basis to the Italian argument of using the term Glera.

“Prosecco is a grape variety and that is really where our argument starts and finishes. The whole Italian argument of changing the name to Glera is a fraud,” Brown told National Liquor News.

“It’s critical that we keep the Prosecco name, it’s just like telling someone they can’t use Cabernet or Shiraz. It’s the handle that people refer to the grape variety as, it’s also the wine name and if Australia even contemplated giving that away on such a fragile basis you’d have to say there is no European name that’s got any integrity in terms of commercial usage.

Dal Zotto added: “So far the trade ministers and negotiators have all held firm and we really hope that they continue to do so.”

With Prosecco enjoying incredible growth in Australia right now, it’s crucial that this term is kept and that the growth is maintained in this increasingly important category.

AVL INVESTS $11M IN NEW BOTTLING LINE Australian Vintage Limited (AVL) has invested $11 million in a new technologically advanced bottling facility at its Merbein site in Victoria.

The team scoured the globe for two years to source the most state of the art machinery, and CEO Neil McGuigan says that the opening of the site is a landmark moment for AVL. The facility has the capability to package still and sparkling wine at rates of 11,000 and 7,000 bottles per hour respectively, and is one of the fastest bottling lines in Australia.

The line features visual control technology to check label positioning, it can detect bottle seams for precision labelling, and its carbonator is able to provide different levels of mouthfeel and palate texture in sparkling wines, which McGuigan says will allow them to “create new and exciting products for our domestic and global market”.

For the first time, AVL will be able to bottle both sparkling and still wine at the one site for its three key brands, McGuigan, Tempus Two and Nepenthe. And the investment will accelerate AVL’s innovation pipeline, enabling it to bring new wines to market more quickly.

“We now have the best technology available in the world to capture the quality of our wine in the bottle. In our company we live by two statements, ‘make the wine the hero’, and ‘over-deliver on quality at every price point’. We are continuing to lift the bar on the quality of Australian wine and now we have a bottling line that mirrors this,” says McGuigan.

The investment is part of a $19 million capital injection into the

L-R: Peter Walsh, the Shadow Minister of Agriculture Victoria, Richard Davis, AVL Chairman, Neil McGuigan

company’s operations, including the installation of solar plants at Buronga Hill and extensive new vineyard plantings of more than 180 hectares, to meet the growing demand for its brands.

“The opening of our new Merbein packaging facility is a landmark moment for Australian Vintage and represents a step-change in our capabilities as Australia’s fifth largest wine company.”

NATIONAL LIQUOR NEWS MARCH 2019 | 17

WINE NEWS

DE BORTOLI EXTENDS ITS LA BOHÈME RANGE De Bortoli has extended its popular La Bohème range of wines, with the addition of La Bohème Cuvée Rosé.

A passion project of De Bortoli Wines’ rosé aficionados Leanne De Bortoli and Steve Webber, the Cuvée Rosé is kept as pale and dry as possible and blended in batches or cuvées using vintage and reserve wines.

De Bortoli said: “This gives consistency to each bottling and enables the introduction of fresher wine over time for ultimate drinkability and complexity.

“Chardonnay, Pinot Noir and Pinot Meunier shape the wine, with Chardonnay giving the lovely breadiness, Pinot contributing toasty biscuit characteristics and Meunier giving generosity and complexity.”

This blend is made up of 45 per cent 2016, 2017 and 2018 vintage wines to which 55 per cent Reserve wine dating back to 2010 is added. Its varietal composition is 80 per cent Chardonnay, 15 per cent Pinot Noir and five per cent Pinot Meunier.

FEMALE WINEMAKERS JOIN FORCES FOR ‘HEAR ME ROAR’ WINE The Australian Women in Wine Awards (AWIWA) has released a wine called ‘hear me roar’, the world’s first wine produced by women where 100 per cent of the profits will go to assisting women to flourish and succeed in their chosen profession within the wine industry.

The wine has been blended by four of Australia’s top female winemakers in Sue Hodder of Wynn’s Coonawarra Estate, Emma Norbiato of Calabria Family Wines, Rebekah Richardson of Irvine Wines and Corrina Wright of Oliver’s Taranga.

Blended from parcels in the Barossa Valley, Coonawarra, Eden Valley and McLaren Vale regions of South Australia, hear me roar is a 2018 Shiraz, which was released on Thursday, 21 February. It is described as “medium-bodied in style highlighting beautiful, bright fruit, a layered palate and fine velvety tannins to finish”.

Quantities are strictly limited and a minimum order of six bottles is required, with free Australia-wide delivery. Preorders are available, via the Irvine Wines website. Irvine Wines have generously funded the project thus far.

All proceeds from the sale of the wine will go towards scholarships, mentoring programs and professional development for women in the Australian wine industry, with information on how to apply and the selection criteria to be made available in June.

Jane Thomson, founder and chair of the AWIWA, said: “This is an exciting next stage in the way we are able to support Australian women in wine. While the awards continue to provide an important platform to champion the success of women, we also recognise that more action is needed to retain women in all roles of the industry at greater levels. Releasing this wine is a means of generating the funding we need to make that happen.”

Rebekah Richardson, of Irvine Wines, said that while the winemakers who volunteered their time and expertise have been integral to the project, it’s been the involvement of so many other people and companies in the Australian wine community that have brought hear me roar into existence. “The amount of support received has been fantastic,” said Rebekah. “And it’s a great reminder of what we as an Australian wine community can do when we come together.”

KOLLARAS LAUNCHES NEW WINE RANGE Kollaras & Co are looking to bring something new and exciting to the wine category, with the launch of Mo-Town, a new range of wines, which throws out the rule book and “steps left of centre”.

Mo-Town is described as being a fun, funky and unconventional wine range, and according to Marketing Manager, Georgia Kollaras, research suggests that the wine appeals to younger, legal-age drinkers.

“While it’s a far cry from a stuffy, serious wine, this range perfectly balances the quirky and fun, whilst being crafted with passion, using only first-class ingredients,” Kollaras told National Liquor News.

“It appeals to those who are embracing new trends, while also looking for top-notch quality and exceptional value.”

The range comprises a Pinot Noir and a Shiraz, which are two of the top three growth-driving varietals in Australia at the moment. Kollaras said that as well as featuring varietals that are in growth, the range is exclusive to independents, is produced in two worldclass wine regions and presents retailers with the potential to earn above industry standard margin.

“We wanted to create a product that stood out on its own without the need for an introduction,” she said.

“I genuinely believe that once retailers crack open a bottle and try it for themselves, they won’t need any help. At just $15 a bottle, it represents exceptional value. The response we’ve had already is overwhelming. It’s truly a proud moment for us all.”

The launch of Mo-Town is just one of several projects that the company has on the horizon for the calendar, with Kollaras saying, “We view innovation as the change that unlocks value.”

She added: “We aim to build on the momentum we created through 2018 with award winning successes, exactly like St Augustus, which won 15 medals last year. We are very confident about our growth prospects in the year ahead.”

18 | MARCH 2019 NATIONAL LIQUOR NEWS

WINE TALKS

Diversity is key for Champagne and sparkling Champagne is a core part of the sparkling wine family, and its differences should be celebrated and explored alongside Australian varieties.

T

he association between celebration and sparkling wine is one of the strongest and most enduring within the drinks world. A celebration wouldn’t be a celebration without the popping of corks.

Within the sparkling wine category, however, no varieties have captured the imagination in the same way as Champagne.

Made in one small area in north eastern France for hundreds of years, Champagne benefits from the region’s chalky soil and cool climate to produce wines with “delicate fruit flavours with high levels of natural acidity that are ideal for the production of sparkling wines with a lot of finesse”, according to Charlotte Agard, Business Development Manager Oceania at Champagne Lanson.

Sparkling wine consumption has been growing for a number of years, with Champagne seeing double digit growth in 2015, although this had diminished to four per cent by 2017.

The sparkling wine category encapsulates a wide variety of styles, from Italian Proseccos to Spanish Cavas, as well as a burgeoning local scene here in Australia, with incredible sparkling wines from regions like Tasmania, Grampians and King Valley helping to drive growth. Another factor in the boom that the sparkling category is experiencing in Australia is undoubtedly the quality of the wines coming from these and other local regions.

That quality is great news for consumers, retailers and the trade as a whole, and with such a wide range of high quality sparkling wines being produced, it gives consumers confidence to explore wines across the category.

It is because of this exploration that Agard believes it is important to recognise the variation within sparkling wine to ensure that consumers are able to make informed decisions, and this is where opportunities lie for retailers to explain the differences in the category.

“The Champagne category has probably been impacted by the general economical conditions, with the falling house prices, rising mortgage rates and fuel costs making customers feel less wealthy and weighing their spending on one side

and the rise of the Australian sparkling on the other side. While the latter is an excellent trend for all sparkling wines as more people come into ‘bubbles’, I think it is important to continue explaining the differences and diversity available to the shopper,” she said.

The most obvious difference between Champagne and other sparkling wines is the price, but it is the story behind that higher price that needs to be told. Agard believes that retailers need to understand and then explain the additional points of difference between Champagne and other styles to illuminate its premium position on the shelf.

Agard explains: “The premium price is due to the cost of making wine in Champagne. The cost of a kilo of grapes is over $10, three times the price of Tasmanian grapes and 20 times the price of Australian mainland grapes. The fruit must be grown within the Champagne region, has to be hand-picked only and strict yields must be respected.

“The blending process is one of the most skillful arts, which Champagne Houses and winemakers have been doing for hundreds of years. The region has been producing wines for more than 2,000 years and Champagne Houses producing Champagne for close to 300 years.

“Champagne must be made using the traditional method or méthode Champenoise with the secondary fermentation happening in the bottle followed by the disgorgement process. This is the most labour-intensive method compared to the carbonation, tank or transfer methods used by most sparkling wines.

“The length of the ageing is also a huge factor. The standards of the Champagne appellation impose the blended wines to be aged in bottle for a minimum of 15 months on lees for non-vintage champagnes and three years on lees for vintage champagnes.

Champagne Lanson ages its non-vintage champagnes for minimum three years and its vintage champagnes for five years.”

Even within the strict guidelines of producing Champagne there are opportunities for producers to do somethings differently, and this

brings variety to wines within Champagne.

As Agard explains, as well as ageing its wines for longer, Champagne Lanson is committed to the traditional winemaking method of avoiding malolactic fermentation. This commitment is reflected in the House style with refreshing mouth-watering fruity notes and a great ageing potential. Other styles in Champagne include more mellow, baked fruit and pastry notes.

These unique specialities should form the basis for showcasing Champagne as separate within what is a diverse sparkling wine category, allowing it and Australian varieties to thrive alongside each other.

“Diversity is key and more than ever shoppers need assistance to explore,” concludes Agard.

CHAMPAGNE STYLES TO LOOK OUT FOR Rosé Champagne – Lanson Rosé Label Brut is one of Lanson’s key-selling styles, number one Champagne Rosé in the UK, and in line with the pale dry style trend happening in the still wine market.

Organic Champagne – Lanson has recently brought to the market Lanson Green Label Brut NV which is certified Organic and Biodynamic. Lanson Green Label is available exclusively to the On Premise and premium independent stores.

Vintage Champagnes – Vintage Champagnes continue to grow strong in the market, Australian consumers have always had a very good palette for vintage wines which has enabled us to bring our excellent Noble Cuvee Brut 2002 into the market which we are one of the last houses to release such a great vintage and our Clos Lanson 2007.

(Provided by Lanson)

NATIONAL LIQUOR NEWS MARCH 2019 | 19

SPIRITS

WESTWARD WHISKEY LANDS IN AUSTRALIA In its first major push outside of the US, Portland-based Westward American Single Malt Whiskey has expanded into the Australian market.

Westward is brewed and distilled using locally malted Pacific Northwest barley and ale yeast and draws inspiration from the region’s renowned craft brewing culture.

A growing category, American single malts grew 131 per cent from 2014-2017, according to statistics from IWSR. Founder of Westward Christian Krogstad, however, was well ahead of the curve – and began distilling single malt whiskey when he founded House Spirits Distillery nearly 15 years ago.

In 2015, under the direction of CEO and co-owner Thomas Mooney, Westward became the largest independent distiller of American single malt when it built its current Portland, Oregon distillery.

In September 2019, the company also announced a strategic investment from Diageo via Distill Ventures, the spirits company’s craft spirits accelerator.

The investment will see production increase at Westward by 40 per cent in 2019 alone.

Westward American Single Malt Whiskey (45 per cent ABV) is known for its robust and fruity aroma, that also displays vanilla and brown sugar notes. On the palate, there’s spice, lush fruit and sweet malt – and a finish of tobacco, dark chocolate, leather and a lingering oak sweetness.

“The demand for American whiskey in Australia, much like the broader global demand, creates a major opportunity for Westward American Single Malt, a truly grain-to-glass American whiskey that embraces the spirit of our home in the Pacific Northwest,” said Westward CEO and co-owner Thomas Mooney.

Westward makes its Australian debut via an exclusive partnership with Baranows Emporium, a premium spirits distributor that has been behind the rollout of brands including Diplomatico rum, Monkey 47 gin (prior to the Pernod-Ricard takeover), and Tapatio tequila.

LARRIKIN’S VERY AUSTRALIAN GIN Larrikin Gin has embraced its Australian credentials with the release of a new gin, featuring 10 native botanicals, a nod to the Australian environment and with the name Sunburnt Country.

As well as the botanicals, which have been sourced from across Australia, the Sunburnt Country gin is bottled at 50.7 per cent, which is Australia’s highest recorded temperature on record.

Speaking about the latest addition to the Larrikin portfolio, Scott Wilson-Browne said: “With this gin there a sense of place, one that you can connect with. Running across hot sand to reach the water’s edge, letting the cold blue ocean waters slip between your toes.

“That soft hum of the dry, inland forest, walking between sparse ancient trees, seeking the shadiest places. Open plains, eroded landscapes, red sands – a beautiful, sunburnt country. This is a truly Aussie spirit that captures the spirit of Australia.”

As well as Kakadu Plum from the Northern Territory and Strawberry Gum from the NSW Northern Tablelands, the botanicals featured in this gin are: Roast Wattleseed, Lemon Myrtle, Lemon Aspen, Native Blood Lime, Desert Lime, Bush Tomato, Davidson’s Plum and Finger Lime.

Talking about the gin, and that ABV, the distillery said: “Despite its strength, this gin delivers a beautiful smooth finish and can be enjoyed straight with some ice on a hot Australian day, or is refreshingly perfect with tonic water.

“It’s also the perfect partner for your favourite gin-based cocktail, adding layers of interesting Australian flavours to any cocktail classic.”

Sunburnt Country gin will be available from March with a $100 RRP.

FIREBALL LAUNCHES 3.5L FIREBOX CASK SouthTrade International is continuing the Fireball innovation in Australia with the launch of the 3.5-litre Firebox cask.

Following on from the Fireball six-pack which launched late last year, the Firebox contains two 1.75-litre casks and two taps to dispense the more than 100, 30ml shots of the popular cinnamon whisky.

Just 300 limited edition boxes went on sale in Australia through selected retailers in February, with Fireball fans creating a lot of heat about the product across social media.

Fireball’s Senior Brand Manager in Australia Jon Prew said launches like Firebox will help Fireball in Australia to replicate its success in the US, where it is the number one brand for shots.

“The thirst for Fireball has continued to grow thanks to our expanding product portfolio which leads with innovation and reacts to the needs and wants of our loyal Fireball fans,” Prew said.

“Our crew have been screaming for us to bring this bad boy down under, and thanks to their persistence, Firebox has landed. With only 300 available to purchase, our Fireball fanatics will have to be quick to get their hands on the ultimate Fireball party box.”

Luke Hackner, Fireball Culture Ambassador added: “Fireball not only tastes awesome, but continually pushes boundaries, nailing it once again

20 | MARCH 2019 NATIONAL LIQUOR NEWS

with Firebox – the mother of all casks.”

Fireball is currently the fastest growing top-20 whiskey in Australia, with growth at 50.1 per cent volume and 49.4 per cent value sales vs 2017. The Firebox has a $225 RRP and was only available in super limited quantities, through select bottle shops and BoozeBud.

BREWING

BALTER XPA RETAINS TITLE IN GABS HOTTEST 100 Balter’s XPA has retained its title in the GABS Hottest 100 Aussie Craft Beers of 2018, which saw a record 31,000 beer lovers place more than 155,000 votes for their favourite craft beers of the year.

From a field comprising around 2,350 beers from more than 260 breweries, it was the Gold Coast brewery that claimed top spot for the second year running.

Balter had two other beers named in the top 10, with its IIPA and IPA placing sixth and seventh respectively.

Balter’s IIPA was one of 21 beers released in the last 12 months to make the list, demonstrating the impact of a popular new release in the fast-paced craft beer scene. New England IPAs (NEIPAs) were also prevalent among the new entries, doubling their presence overall and claiming strong positions.

Stone & Wood’s Pacific Ale once again took second place, the beer’s ninth consecutive podium finish over the years, making it the most loved beer in the poll’s history. Third place went once again to Crankshaft from BentSpoke, topping a charge of five beers from the Canberra brewery, all placing within the top quarter of the list.

Queensland showcased its huge strides in craft brewing, with 22 beers from nine breweries featured in the list, up from 15 beers from five breweries in 2017.

Localism has been touted as an increasingly influential factor and the results backed that up, with this year’s list featuring the first brewery from Northern Territory – Darwin’s One Mile Brewery – with four beers. The Sunshine Coast also elevated its local brewing scene, getting Your Mates, 10 Toes and Brouhaha into the list.

Eighty eight per cent of the beer listed were made by independently owned breweries – up from 71% in 2017. Lion’s Furphy Refreshing Ale was the highest placed non-independent beer at #25 and was the only non-independent beer to improve its position on the previous year.

In contrast, Coopers, South Australia’s oldest family-owned brewery, saw its fortunes reversed, with its Sparkling Ale jumping from #97 in 2017 to #46 in 2018, the biggest jump of this year’s list. In addition, two other Coopers beers made it onto the list – Original Pale Ale came in at #17 and Session Ale at #22.

ENDEAVOUR AND BLACK HOPS LEAD CROWDFUNDING CHARGE

GAGE ROADS EYES CONTINUED GROWTH Gage Roads Brewing Co (GRB) is eyeing further growth after a strong first half of FY19 saw a 64 per cent increase in GRB brand sales to independent retailers.

The brewer said that it is continuing to deliver on the key indicators of its fiveyear proprietary brand strategy.

The aim of that strategy is to “increase the awareness of its proprietary brands and expand those brands into broader markets, driving incremental sales through retail and on-premise channels to market”.

Managing Director John Hoedemaker said the first half-year provided a strong foundation for the remainder of the year.

“We’re pleased to deliver another strong quarter and half-year of growth, both in sales and earnings and we’re pleased to see that all the key targets we have set as part of the five-year proprietary brand strategy are being delivered,” Hoedemaker said. “We look forward to continued growth of our proprietary brands through all channels and to deliver incremental earnings and value to our shareholders.”

Sales to the independent retail channel continues to be a key driver of growth for GRB’s brands, and were up 64 per cent in the first half of the year. The company said that Single Fin Summer Ale has continued to outperform in this market and has been a key contributor to the sales increase.

Looking ahead to the remainder of the financial year, GRB said it aims to continue its distribution and sales growth opportunities in the independent channel.

Endeavour Brewing Co and Black Hops Brewing (l-r) Ben Kooyman, Dan Hastings and are leading the way for brewery crowdfunding in Andy Stewart of Australia, with both of them exceeding their own Endeavour Brewing Co minimum investment targets.

Black Hops Brewing raised $400,000 from 544 investors. It took the brewery eight hours to raise its $150,000 minimum.

“Normally things don’t go exactly as you plan them, but in this case, it did go pretty much exactly the way we hoped it would go,” said Dan Norris, who co-founded Black Hops Brewing with Eddie Oldfield and Michael McGovern in 2014.

Endeavour Brewing Company raised 183% of its minimum crowdfunding target, with shareholders coming from across Australia. New shareholders raised $558,100, while existing shareholders privately raised an additional $695,000. This will allow Managing Director Ben Kooyman to focus on the three pillars of strategy for the company – wholesale, new venues and a production brewery.

Both breweries have offered investors added incentives alongside becoming shareholders, such as merchandise and discounted and exclusive products.

Crowdfunding has been prevalent in breweries across the world, but these were the first two breweries to try it in Australia.

“I think both us and Black Hops can certainly hold our heads high,” said Kooyman. “It’s not just the money.

The asset that we have of over 600 shareholders around the country is really powerful for us and is something that we’ll treasure and keep happy in the long term.”

NATIONAL LIQUOR NEWS MARCH 2019 | 21

How will government regulation affect the CONTRIBUTOR’S future of the online alcohol delivery space? PANEL

O

ne of the key features of the current retail liquor landscape is the explosion in popularity of online alcohol deliveries.

Consumers have enthusiastically embraced the ease of access to retailers’ product offerings and the unprecedented convenience of ordering and receiving alcohol deliveries in as little as 30 minutes.

As is the case however with many new and emerging business models, the rapid pace of technological advancement has outpaced the ability of governments to implement appropriate regulation. At present, the online alcohol delivery space is subject to state government-led consultations in both NSW and Western Australia, with further consultations in other jurisdictions likely. These consultations represent a valuable opportunity for governments to adequately balance the interests of all stakeholders involved in the online retail environment while also ensuring the regulatory framework reached prioritises the safe and responsible consumption of alcohol.

There are important nuances that need to be carefully considered as part of this debate which are often neglected as governments try to play catch up with technology. The conjecture around the issue of online alcohol delivery is centered on three key issues; namely, the ability of drivers to leave unattended deliveries (and the timeframe in which this is permitted from point of purchase), the relevant training of drivers delivering alcohol and ensuring the prevention of alcohol deliveries to intoxicated persons or minors. While

responses to all three of these issues are not straight-forward, it is critical that the ultimate approach taken towards online delivery is one which is tailored, fit-for-purpose and recognises the unique nature of online alcohol deliveries, particularly as it relates to the risk profile of this sector.

Retail Drinks Australia has taken a collaborative and proactive approach towards these consultations, liaising extensively with representatives from various Ministerial offices and government departments on each of these issues. As these consultations progress, Retail Drinks Australia will continue its advocacy to ensure that the collective views of the retail liquor industry are strongly represented.

“There are important nuances that need to be carefully considered as part of this debate which are often neglected as governments try to play catch up with technology. The conjecture around the issue of online alcohol delivery is centered on three key issues; namely, the ability of drivers to leave unattended deliveries… the relevant training of drivers delivering alcohol and ensuring the prevention of alcohol deliveries to intoxicated persons or minors.”

JULIE RYAN, CEO, RETAIL DRINKS AUSTRALIA Julie Ryan is the CEO of Retail Drinks Australia, the national industry body enhancing the freedom to retail responsibly. Before joining Retail Drinks Julie was a director of the Winemakers Federation of Australia, and spent seven years on the executive management team of a global wine company with a broad responsibility covering global legal services, government affairs, company secretarial and risk.

22 | MARCH 2019 NATIONAL LIQUOR NEWS

CONTRIBUTOR’S

IBA launches beer labelling guidelines

PANEL

I

n late 2018 the Independent Brewers Association launched our Beer Labelling Guidelines, freely available via our website: www.iba.org.au.

There are now more than 600 independent brewers around Australia, working hard to create exciting, innovative new beers.

Independent brewers are committed to getting labelling right, but in small businesses, with small teams, it can be hard to get your head around what you need to do to comply with the legal requirements.

Many of our brewers are under-resourced owner-operators wearing the hat of brewer, label designer, sales and marketing and possibly venue manager. This may lead brewers to miss something, or to use the labels of other beers as a guide for what is fully compliant, which can lead to problems.

RETAILERS WORKING WITH BREWERS The IBA encourages retailers to direct brewers they are working with to the Guidelines if their labels need to be updated. The IBA’s Guidelines are designed to make correct labelling as easy as possible. In fact, the IBA also provides a downloadable logo pack. Now indie brewers can work through the checklists on the Labelling Guidelines, hand the logo pack to their graphic designers and the job’s done.

There are plenty of labelling myths and misconceptions out there, but the IBA wants to reassure our colleagues in the trade that we recognise how important labelling is to stock management and consumer decision making.

BEST BEFORE VS. PACKED ON One of the biggest points of discussion is getting brewers clear on the requirement to label Best Before dates on beer with a shelf life of less than two years. Best Before labelling is a legal requirement as per the FSANZ Food Standards code Standard 1.2.5.

From a consumer perspective this Best Before information is critical as it directly impacts the potential experience customers may have with the product.

Many in the craft beer community – both producers and consumers – place most weight on the Packed On date. The ABV, standard drinks, volume of vessel, labelling the product as beer and address requirements are pretty well understood, as are communicating standard drinks on multi and outer packs. But many in our community resist the Best Before date.

The IBA is encouraging our members to put both the Best Before and the Packed On dates on cans and bottles as best practice. With this information our customers know how fresh their beer is and by when they should consume it.

PREGNANCY LABELLING Another issue is pregnancy labelling. Late last year the Australia and New Zealand Ministerial Forum on Food Regulation decided that pregnancy advisory labelling will become mandatory for all alcoholic beverages. There’s no implementation date yet and no mandated wording or label.

For the time being, the IBA suggests that brewers continue to be guided by the current DrinkWise pregnancy advisory

label recommendations and to treat them as mandatory. As with most policy changes, the final implementation package will include a transition period and stock-in-trade provisions.

RESPONSIBLE BUYING The IBA also recognises that there are other criteria that retailers consider when looking to stock a particular supplier. Indie brewers are also highly focused on sustainability issues and using local ingredients. However products that might appeal to minors, might encourage dangerous, illegal or anti-social behaviour or suggest any social or sexual success are not only likely to breach retailer buying charters, but breach the Alcohol Beverages Advertising Code Scheme as well.

Working together is the answer. The IBA encourages retailers to speak to their favourite Indie Brewers about becoming IBA members, urge them to revise their labelling and also apply the IBA’s Independence Seal. As 2019 progresses, we’re finding that consumer awareness of the Seal is increasingly influential on consumer behaviour.

ALEXIS ROITMAN, CEO, INDEPENDENT BREWERS ASSOCIATION Alexis Roitman is the CEO of the Independent Brewers Association, based in Sydney. She is an experienced industry advocate, having worked previously in leadership roles both within and as a consultant to numerous national peak industry bodies over the past decade. She began her career as a corporate lawyer, before gaining experience in corporate communications and public affairs research. Alexis is also a BJCP-accredited beer judge and an avid home brewer since 2012.

NATIONAL LIQUOR NEWS MARCH 2019 | 23

New Zealand wine: building lifetime ambassadors to fuel export growth

CONTRIBUTOR’S

PANEL

G

rowth in New Zealand wine exports show no sign of slowing based on a Statistics New Zealand report released last month. The new figures reflect the ongoing export success of the New Zealand wine industry, with exports reaching NZ$1.75 billion as of December 2018.

New Zealand wine’s most sought after variety, Sauvignon Blanc, continues to account for the bulk of exports at 86 per cent and was in January the focus of a three day celebration in Marlborough organised by the national representative body New Zealand Winegrowers (NZW) attracting key buyers and opinion leaders to the region to experience the country’s world-class, sustainable wines and regional and varietal diversity.

A DECADE OF MAJOR EVENTS This year marks the halfway point for NZW’s 10 year major events strategy, where the International Sauvignon Blanc Celebration saw more than 100 international wine producers, experts and key influencers descend on Marlborough in late January to explore the complexity of the flagship variety, emerging styles, vineyard practices, winemaking influences and future trends.

Three themes; Place, Purity and Pursuit anchored the content. ‘Place’ drew on Türangawaewae, the geographical places we feel empowered and connected to. ‘Purity’ explored topics such as climate, sustainability and flavour.

The final day – ‘Pursuit’ – explored what the New Zealand industry and its stakeholders should pursue domestically and globally, outlining future challenges and opportunities.

BEYOND A SINGLE EVENT On the back of major events, visitors also undertake regional tours around the country benefiting the industry as a whole as the exposure is not exclusively focused on the central event, but rather on the whole trip experience.

For many guests, this included attendance at the Central Otago Pinot Noir Celebrations, regional tastings and immersive experiences in

Northland, North Canterbury, and Wellington Wine Country and for recipients of the New Zealand Winegrowers Sommelier Scholarship, several days in Hawke’s Bay for the fourth annual Sommit™.

As the three day International Sauvignon Blanc Celebration came to an end, more than 60 international guests then flew on a special low altitude charter from Blenheim over Nelson, Martinborough and Hawke’s Bay. Throughout the journey, premium New Zealand wines were served while viewing the regions from where they were produced before landing in Gisborne for the commencement of the Chardonnay and Sparkling Wine Symposium.

DOING WHAT WE DO BEST The New Zealand industry’s collaborative nature is undoubtedly one of the reasons the highly specialised events strategy results in such a positive impact. By adding in a dose of the legendary Kiwi hospitality and money-can’tbuy experiences and giving media, buyers and retailers the chance to meet and hear directly

from the producers making the wines they want to buy, a network of influencers and ambassadors immediately forms.

“Sommit™ was without a doubt the most incredible experience of my professional life.

Not only was it fun and informative and adventurous, it personified the New Zealand wine industry through gracious hosts, serious winemakers and a level of playful uniqueness that won’t ever be forgotten,” said Anthony Pieri, Group Sommelier, Apples + Pears Entertainment Group, Australia.

The highly specialised approach seems to be working. The 2018 Wine Industry Benchmarking and Insights survey report Growing Smarter shows 2018 saw an almost two per cent lift in average prices received

by New Zealand wineries globally after sales outstripped supply during 2017.

However as an industry we will not rest on our laurels. We recognise it is critical to maintain and build on our reputation as a country that produces premium, relevant and in demand wines, and we will not stop searching for ways to innovate and improve.

NATALIE GRACE, MARKETING MANAGER – AUSTRALIA, NEW ZEALAND WINEGROWERS New Zealand Winegrowers is the national organisation for the country’s grape and wine sector. As the local representative for the organisation in Australia, Natalie Grace is responsible for all Australia market activity including the education and events program, visiting media and trade, and market insights. Prior to her appointment in 2013, Natalie was the Communications Manager for New Zealand winery Craggy Range based in Hawke’s Bay.

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CONTRIBUTOR’S

What’s really happening with wine sales in Australia?

I

f you’ve been following the headlines recently, you might conclude that Australian wine is a threatened species in the domestic market. The latest Roy Morgan Alcohol Consumption Currency Report (September 2018) reported that there had been a decline in the proportion of Australians drinking wine, while millennials in particular – the marketers’ target group of choice – apparently think wine is boring. The Australian Bureau of Statistics (ABS) recently reported that there was a 1.9 per cent decrease in wine prices in the December quarter compared with the previous quarter, despite the overall CPI increasing by 0.5 per cent.

However, these snippets do not reflect the total picture. For example, the ABS figures relate to a standard ‘basket of goods’ and therefore indicate only that the same wine products have had a small decrease in price (which incidentally came after a 1.3 per cent increase in the previous quarter). The Roy Morgan report shows that over the past five years there has been a small increase in the percentage of the population that does not drink any alcohol ‘in an average four-week period’. However, that does not have any direct bearing on the amount of alcohol that the non-abstaining adult population drinks; nor does it take into account overall population growth, which would increase the actual number of people consuming alcohol.

In fact (also according to the Roy Morgan report) nearly half of the adult population in Australia (43 per cent) drinks wine in an average four-week period – making wine the most popular alcohol category. According to IRI MarketEdge (December 2018), wine increased its share slightly to 20 per cent of the total alcohol market in the year ended 2 December 2018.

According to Wine Intelligence (2018), regular wine drinkers are also spending significantly more in both retail outlets and on-premise than they were two years ago. This applies particularly to the younger age groups, who may not drink as much but are willing to spend and experiment more.

Figures from IRI MarketEdge show that

value growth in wine has been around three to four per cent in the past several 12 month periods while volume has been flat, pointing to ‘premiumisation’ in the domestic market – i.e. a trend towards drinking less but higher value products.

“While there is no room for complacency, the biggest threat to Australian wine in the short-term is more likely to be lack of supply than lack of demand.”

PANEL The clear majority (84 per cent) of wine consumed in Australia is Australian-made, according to Wine Australia’s Australian Wine: Production, Sales and Inventory report 2017-18. The report, which is based on an annual survey of Australian winemakers, found that while domestic sales declined by one per cent in volume, the value to winemakers of these sales increased by six per cent, while the average value increased by seven per cent. This may reflect an increase in margins to winemakers, an increase in retail prices and/or a change in the mix of sales channels, with more sales being made through high value direct-to-consumer channels such as the cellar door and wine clubs.

The report also found that Australian wineries sold more wine than they produced in 2017-18, due to strong growth in export markets. While there is no room for complacency, the biggest threat to Australian wine in the short-term is more likely to be lack of supply than lack of demand.

SANDY HATHAWAY, INDUSTRY ANALYST, WINE AUSTRALIA Sandy is an analyst in the Market Insights team at Wine Australia. She has particular responsibility for domestic market insights. She has been involved in the Australian wine sector for more than 20 years in a number of roles and has been with Wine Australia since 2016.

NATIONAL LIQUOR NEWS MARCH 2019 | 25

CONTRIBUTOR’S

US Insights point the way for the Australian market

PANEL “If only governments would do something about a tax system that sees spirits drinkers paying 70 per cent more tax than their Kiwi cousins.”

E

ach February the Distilled Spirits Council of the United States presents a summary of the previous year’s market trends and export performance. The 2019 presentation was dominated by the impact on the US spirits industry of the 2018 trade wars.

Australian drinkers are accustomed to having the world on their shelves when they shop for their favourite tipple. The spirits aisles are like a geography lesson as you move from the wellknown regions of Scotland, France, Canada and the USA to more exotic locales such as the Caribbean, South and Central America.

Spirits have been a major globally traded good for many years and Australia’s free trade approach has given consumers easy access to the world’s best. The recent trade wars have drawn in producers as they face retaliatory tariffs and restrictions and the disruption caused

by Brexit is sure to cause more concern.

The Distilled Spirits Council presentation showed that the healthy first half growth in US whiskey exports of 28 per cent was reversed to a decline of eight per cent in the second half of the year as a result largely of a 25 per cent tariff imposed by the EU.

As a major exporter of wine and with the potential to become a significant spirit exporter, Australian policy makers need to make sure they don’t get drawn into these trade wars through any local regulatory discrimination against imported goods.

Liquor retailers will also be interested in trends within the US domestic market which showed total spirits revenue growth of five per cent on the back of 2.2 per cent volume growth.

Distilled Spirits Council Chief Economist David Ozgo pointed to the strongest growth in high-end premium and super premium products across most categories. The revenue for those price points increased 8.9 per cent and 10.5 per cent, respectively, and by eight per cent and 7.5 per cent for volume.

Key category drivers of sales growth included American whiskey, up 6.6 per cent or $US224 million to $US3.6 billion; tequila, up 10.2 per cent or $US279 million to $US3.0 billion; Cognac, up 14.2 per cent or $US250 million to $US1.8 billion; and Irish whiskey, up 12.0 per cent or $US108 million to $1.0 billion.

Vodka, the sector’s largest category and representing one-third of all volume, had

another solid year with volumes up 1.6 per cent and revenues up 2.9 per cent to $US6.4 billion, Ozgo said. Vodka sales were paced by high-end premium products with revenue growth of more than 11.4 per cent to $US2.6 billion.

An interesting aspect was the reported impacts on both spirits and overall alcohol sales of the legalisation of cannabis. The reported data showed that in two out of the three states where it was legalised, overall alcohol sales had declined slightly while spirits sales had increased in all three states.

These reported US trends are consistent with the trend towards premiumisation in the Australian market both in the bottled and premixed segments and a continued interest in premium whiskey and gins of all types.

All in all it seems that the spirits industry at all levels in Australia are well placed to take advantage of the trend for consumers to seek a greater quality and complexity in their drinks. Now if only governments would do something about a tax system that sees spirits drinkers paying 70 per cent more tax than their Kiwi cousins.

ALEC WAGSTAFF, CEO, SPIRITS & COCKTAILS AUSTRALIA Alec Wagstaff joined Spirits & Cocktails Australia in September 2016 bringing public policy and communications experience in the FMCG and telecommunications industries. Spirits & Cocktails Australia is an incorporated association with a vision to promote and protect a spirits sector which improves Australia’s drinking culture to create social and economic opportunities for future generations.

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Enjoy Responsibly.

RETAILER PROFILE

Urban Cellars Prohibition WE CHAT WITH PAUL CAINS, OWNER AT URBAN CELLARS PROHIBITION IN KINGSTON, ACT WHO WAS NAMED THE LIQUOR STORE OWNER OF THE YEAR IN 2018.

Q HOW DID YOU GET INTO LIQUOR RETAILING? PAUL: I worked with the Coles Liquor group for more than 10 years, starting as a casual employee at Liquorland and finishing up in a management role in their ‘big box’ brand, First Choice Liquor. An opportunity to take on a store of my own came at just the right time for me and my family, and with the support and encouragement of some great friends we took the plunge of owning our first independent liquor store under the Urban Cellars banner in February 2013.

Q WHAT TRENDS HAVE YOU BEEN NOTICING IN THE CURRENT MARKET? HOW DO YOU ADDRESS THEM? PAUL: There seems to be a distinct move away from the long-standing favourite of Sauvignon Blanc, with more discerning drinkers now embracing the Pinot Gris and Riesling varietals.

In our store, we have a strong support for locally produced wines, beers and spirits, and we promote these accordingly.

The boom in locally produced spirits, both from our Canberra distillers and our burgeoning Australian industry, is seeing a surge in premium and boutique spirit sales, and in our shop gin is certainly leading the way, often overtaking the sales for whiskies. To address this, we have a dedicated display space for gin, and we seek out new and quirky products to tempt our connoisseurs.

Q WHAT DO YOU EXPECT TO BE THE BIG DRINKS TRENDS IN 2019?

PAUL: We have seen a significant move away from the ‘classic’ styles of beer over the last few years, and we see many more buyers interested in buying a mix of six-packs rather than a whole case of a mainstream product. Boutique beers are a definite area for continued growth in the next 12 months, as more small batch brewers enter the marketplace.

On the wine front, rosé is experiencing a bit of a boom, and we are having a notable increase in interest in the ‘naturally produced’ style of wines featuring less filtering and a more rustic appearance.

We are expecting a surge in European-style products, such as boutique vermouth. Cocktails

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Paul Cains

and specialty mixed drinks are on the rise again, and products that cater to this trend will be a thing to watch.

Q WHAT PLANS/INITIATIVES DO YOU HAVE INSTORE FOR 2019? WHAT ARE YOUR LONGTERM PLANS? PAUL: We are always looking for ways to best meet our customers at their point of need, and are exploring possibilities regarding online ordering, delivery and collection options. In partnership with another local business we have recently started offering custom-made gift hampers, tailored to the budget and brief of the customer.

An area we are keen to further develop is in-store masterclass tasting events, involving winemakers, brewers and distillers in the process of connecting with and educating our customers about their products. Our staff will be invited to participate in these to build and reinforce their knowledge base.

Q CONGRATULATIONS ON BEING NAMED LIQUOR STORE OWNER OF THE YEAR AT THE LSA NSW & ACT RETAIL LIQUOR INDUSTRY AWARDS FOR EXCELLENCE IN 2018. WHAT DO YOU THINK IT WAS THAT SET YOU APART? PAUL: Last year there seemed to be an emphasis on recognising store owners who are actively engaged in the day-to-day operations of their store, and as a small operator I definitely meet this criterion.

Our store is located in a high population density area of Canberra that is still experiencing a significant level of growth as more residences are completed, and the occupants typically have a higher than average disposable income which has led to a consistent level of sales growth in our store over a three-year period, and we expect this to continue for a while yet as the area continues to expand. This presents some unique challenges in predicting the needs of our customers as we strive to keep pace with our customer base.

While we are part of the Urban Cellars (Liquor Legends) banner group, as a truly independent store we have the capacity to listen closely to our customers and to stock the things that work best for us and our customers.

We get awesome support from the group, but also the freedom to make the business work

for us and our customers, and so we are able to support a range of independent brands and products, especially those from our local region and bespoke producers, while also valuing our more mainstream suppliers.

Q WHAT ARE THE MAIN CHALLENGES YOU FACE AS AN INDEPENDENT LIQUOR RETAILER? PAUL: The price wars from the big box sellers are always a challenge for us, as consumers become increasingly savvy in price comparisons. We have to maintain a solid focus on not necessarily being the cheapest, but on providing great customer service, sound product knowledge and access to an interesting range of products.

Building a quality staff team has always been critical to our success, and we have always been fortunate to have a great team along for the ride with us. To support our team with achieving our goals, we have always worked to expand their product knowledge through access to quality products and training opportunities.

Q IS THERE ANYTHING ELSE YOU’D LIKE TO MENTION ABOUT URBAN CELLARS PROHIBITION OR LIQUOR LEGENDS? PAUL: Our store is situated in a unique location – it is an area of high population density, with many residents embracing the apartment lifestyle of the locale. But we also cater to many people who work and ‘play’ in the area, as it houses many professional and business enterprises and a significant amount of designated hospitality venues (pubs, restaurants and accommodation options), as well as people who pass through the area each week for purely recreational purposes as they enjoy the local attractions, such as walking or riding around Lake Burley Griffin.

We are proud to be a member of the Urban Cellars/Liquor Legends banner group. Our access to amazing support from our business development team, as well as administrative support is crucial to our business’ success.

The Urban Cellars/Liquor Legends Member Rewards program is a recognised industry leader for our customers, but also in terms of the data that can be used by us to best meet the needs of our members.

WORLD WHISKY DAY

liquid gold The growing excitement around whisky and whiskey is a movement that bottle shops can and should stand at the forefront. Charlie Whitting explores how World Whisky Day can be the perfect launchpad for bottle shops.

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WORLD WHISKY DAY

W

hen we talk about World Whisky Day (WWD), it is not just a global celebration of a spirit, it’s also a celebration of a global spirit – a drink with links across the planet. Whiskies and whiskeys can take you to the snowcapped Highlands of Scotland or the sweltering hills of Kentucky, from lush Irish meadows to dramatic Japanese vistas all the way home to Australia, where the craft distilling industry has been making huge strides in recent years.

Similarly, the image of a whisky drinker has evolved and grown. It is no longer just a drink that one sips in front of a roaring fire at the end of the evening – although that is certainly a delight. People are enjoying whisky in long drinks, stylish cocktails, high energy flavoured shooters and more. The spirit is enjoying a wide-ranging renaissance and WWD is testament to that growth.

And with this variety, there are a plethora of opportunities to explore for retailers when it comes to this increasingly important date in the diary.

“The great thing about it is it encapsulates whisk(e)y from all over the world and is a great reason for both on and off-premise accounts to build an event off the back of, especially since it’s a Saturday this year in Australia,” says Stuart Reeves, Brand Manager for Jack Daniel’s Tennessee Whiskey at BrownForman. “WWD is one of the biggest days of the year outside of Christmas and Father’s Day for whisk(e)y gift giving, something for retailers to keep in mind.”

EDUCATION AND EVENTS Days like WWD are notched in the diaries of enthusiasts but could easily pass unnoticed by the uninitiated. On what could be a weekend full of other distractions, retailers need to think of promotions they can put in place which will stand out to whisky lovers and catch the eye of other passing trade. Events allow you to set a fixed date more firmly in people’s minds, and with the right promotional approach, they can build as the date approaches.

While the offer of a whisky tasting might be alluring to most consumers, in order to make that lasting impression, people need to leave your bottle shop with something more – memories. A category as rich and broad as whisky – with all the pages written about its taste, its heritage and its provenance – makes information a sure-fire way to increase customer involvement. If your venue and your website can become the go-to place

for people seeking information about whisky during WWD, then it can retain that reputation for the rest of the year.

“Education is key – and shoppers are looking for more information in this category,” says Richard Dumas, Shopper Marketing Manager at Pernod Ricard.

“Time in-store is short however so messaging needs to be concise and give clear reasons to purchase. Digital can play a strong role here as well.”

It is worthwhile getting in touch with your suppliers to see what assistance and guidance they can offer when it comes to hosting an event that will educate and inspire your customers. The aim should be to have every person leave the store knowing something they didn’t know about whisky before or having found a style or brand that speaks to them in particular.

Suppliers can also provide important lessons and advice for your team as they seek to improve their knowledge and understanding of these spirits.

“A lot of the fun within the Scotch and Irish category these days is around discovery, as for even the learned whisky drinker there are a myriad of brands in both of these categories which require the consumer to be educated and immersed to appreciate the nuances of the brands,” explains Reeves.

“For North American, which Australians perhaps are already quite aware of, a focus would be around educating consumers on how to consume it and putting forward serve suggestions on how to drink American whiskey which will help to expand the education around the versatility of Bourbon, rye and Tennessee whiskeys with different mixers.

“In 2019, the wealth of differing ambassadors from all the brands is immense and retailers should be trying to use these ladies and gentlemen as much as possible as a great resource for their respective brands.”

A bottle of whisky can be a significant investment for customers compared to some other spirits and it is this, coupled with the mystique and grandeur that accompanies many bottles, that can prove off-putting and daunting for some. WWD offers an opportunity to demystify these spirits through explanatory messages, and retailers should tackle this head on with instore messaging, posters and drinks ideas.

Tutored tastings can help to break down barriers around the spirit itself, but there are other ways to bring whisky to a wider audience. One could do worse than detailing the spirit’s part in some of the world’s most famous cocktails, as well as highlighting the

NATIONAL LIQUOR NEWS MARCH 2019 | 31

WORLD WHISKY DAY

Brown-Forman JACK DANIELS SINGLE BARREL

18 May World Whisky Day

Other whisky celebrations across the year 25 January – Burns Night: A chance for you to champion this Scottish poet and highlight your Scotches and Scottish blended whiskies for enjoyment alongside haggis and neeps.

27 March – International Whisky Day: Officially launched in 2009 by legendary whisky writer Michael Jackson, this is a day to celebrate the spirit while also raising money for charities fighting Parkinson’s Disease.

14 June – National Bourbon Day: The day that the Unites States gets behind one of its most famous spirits is also an opportunity for you to champion it in-store and highlight those important differences that make it unique.

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interesting impacts it can have elsewhere as well – an Islay Old Fashioned or a Bourbon Mojito could spark some interesting conversations and experiments at home. There is also plenty of room for examining whisky’s relationship with food through pairings and masterclasses.

“There’s a whisky out there for everyone, sometimes people just need some help to break it down into layman’s terms,” says Colin McGregor, Operations Director of Camperdown Cellars in Sydney. “The use of water to make whisky more approachable can be a revelation to some customers.”

However, when it comes to whisky education, the messenger can be as important as the message. Staff that lack knowledge, interest or understanding will do little to convince customers of anything. They will require as much inspiration and education as anyone else if they are to share the story of whisky with enthusiasm and expertise, so it is important to give them the tools and the desire to talk to customers about the products and the day itself.

“If you have a team member with a clear passion for whisky, or spirits in general, give them some responsibility to curate the range,” advises McGregor.

“Their passion will enable them to sell anything.

Also, whisky review books help with scoring and descriptions to back up your sales talk. Utilise your supplier assets and support to educate your team on their portfolio either in-store or separately off-site.

“Experienced store managers should educate their team on the basic differences and leverage your suppliers to help with this. Having your team members write out tasting notes helps solidify that knowledge. Task them with researching one product a week.”

In an age when Australia boasts a growing number

“The Jack Daniel’s distillery in Lynchburg, Tennessee has been the home place of the one of the world’s bestselling whiskey brands since 1866, where we have kept to the same recipe and traditions that Jack Daniel himself first started, including that of charcoal mellowing,” says Reeves. “This gives the whiskey its distinct and unique taste arriving from refining ‘mellowing’ the freshly distilled whiskey drop by drop through 10 feet of sugar maple charcoal. The distilled whiskey is then matured in American Oak barrels hand-made

by Jack Daniel’s themselves for a minimum of four plus years. In the case of Jack Daniel’s Single Barrel it is bottled one barrel at a time as a single individual expression and bottled at 90Proof.

Brown-Forman is the only major distilling company in the world to make their own barrels. Each single barrel expression can vary in flavour profile from soft spice to full bodied and robust, and that variation in flavour profile is part of the discovery of the Jack Daniel’s Single Barrel brand. Under the watchful eye of Mr Jeff Arnett, our current and seventh Master Distiller, the distillery continues to drive innovation in the category and has recently added rye to the family in the form of Jack Daniel’s Tennessee Rye and Single Barrel Rye, both 90# expressions and the first time Jack Daniel’s has introduced a grain recipe change in over a century.”

For more information visit: www.jackdaniels.com/en-au

T H E I C O N I C S I N G L E M A LT. A P E R F E C T LY B A L A N C E D C L A S S I C .

WORLD WHISKY DAY

Proximo BUSHMILLS BLACK BUSH

“Utilise your supplier assets and support to educate your team on their portfolio either in-store or separately off-site.”

– Colin McGregor, Camperdown Cellars of its own distilleries, getting an actual distiller to host one of your events has never been a more real possibility, while brand ambassadors can also host events that bring a wealth of information and personality to your store, whether it’s educating your team or inspiring your customers.

OLD AND NEW If ever there was a time to be focusing on special releases, limited editions and the like, it would be WWD. Distilleries around the world will be getting involved in the day and attention will never be more focused on the spirit. Therefore, it is worth preparing for WWD by talking to your suppliers to see if there is anything particularly special that you might be able to get in stock, whether it’s a new launch or an aged whisky, and to then find out as much as you can about it to

34 | MARCH 2019 NATIONAL LIQUOR NEWS

make that sale an even more special experience for the customer.

“There is also greater awareness and education in whisky than ever before by the general public, so what is more important than ever is the retail experience one has with the store representatives themselves, some products do very much require a hand-sell and a story to be told,” adds Reeves.

Similarly, if you were thinking of revamping or expanding your whisky range, WWD is a great time to experiment with new options. Want to introduce an Australian craft whisky offer? Why not bring some in during the WWD build-up so that you can garner opinions from knowledgeable and passionate customers, as well as adding an extra reason for other people to get involved in the celebrations?

In the small village of Bushmills in Northern Ireland, settled on the banks of the river, you’ll find the Old Bushmills Distillery – the world’s oldest licensed whiskey distillery.

The Old Bushmills Distillery is one of the few distilleries in Ireland to use 100 per cent malt barley to handcraft triple-distilled whiskey, which creates the smooth taste of the house style.

All Bushmills whiskies are smallbatch, handcrafted in one of the 10 copper pot stills that can be found in the distillery. Bushmills’ grain-toglass dedication means that every part of the process is crafted on site, from mashing through to distillation and bottling. All overseen by Master Distiller Colum Egan, and Master Blender Helen Mullholland.

Bushmills Black Bush is a special blended whiskey that contains a remarkably high proportion of malt whiskey that has been matured in oloroso sherry casks. This gives Black Bush rich fruity notes and a deep, intense character with a long, smooth finish.

Nose: Big, rich, full fruitcake aroma. Intense sherry sweetness, developing into dried fruit, raisin and Christmas cake notes.

Palate: Soft, silky texture with a nutty character.

Finish: Lingering sweetness.

Remarkable balance between the power from sherry seasoned casks and the smoothness of the spirit.

For more information visit: www.bushmills.com

Enjoy Chivas Responsibly

WORLD WHISKY DAY

Pernod Ricard Australia CHIVAS XV A refined, fruity and velvety interpretation of the Chivas house style.

Inspired by John and James Chivas, who pioneered and excelled in the art of blending, Chivas Regal continues this legacy today with Chivas XV. Chivas XV is a 15 year old blended Scotch whisky that has been selectively finished in Grande Champagne Cognac casks, bringing together two of the world’s most prestigious spirits to seamlessly blend tradition and innovation. This unique finish with Grande Champagne Cognac casks, one of the top Crus in the Cognac AOC, perfectly complements the traditional Chivas house style and delivers a rich, refined and velvety interpretation. Chivas XV offers rich, sweet aromas of marmalade, cinnamon and juicy sultanas that transform into a delicious medley of fruit flavours intermingled with butterscotch and caramel toffees, with a vanilla finish. Chivas XV has been created for consumers who are looking to celebrate with something unique during high energy moments of celebration. Designed to be enjoyed in contemporary new serving styles, it encourages Scotch whisky fans to enjoy their favourite spirit in a whole new way.

For more information visit: www.pernod-ricard.com/en

THE GLENLIVET 12YO

WHY NOT WORLD WHISKY WEEK? Saturday 18 May is the official date for this year’s WWD (it falls on the third Saturday of May each year), but that doesn’t mean that you need be constrained by one day.

The sheer number of distilleries around the world and sheer variety of styles the category offers mean that one could spend a day focusing on each kind and still overrun a week. “(Retailers) should engage with suppliers in the category early and plan how to bring this to life in-store,” says Dumas. “Ideally take a category approach – rather than brand by brand and keep the messaging simple.”

If you can stretch WWD to encompass more days of the week, then it can also provide greater hitting power for any promotional activity in the build-up, as you can reveal what you’ve already done to highlight what’s coming next.

It is important to showcase what you will be doing well in advance – through your websites and in-store promotions.

However, regular updates closer to the time on social media and from staff recommendations in-store can keep these dates fresh in people’s minds and alert other last minute attendees.

“Organise social media posts in the lead up, in-store signage and whisky displays on counter hot spots and whisky designated areas,” says McGregor. “It’s key that your suppliers get proactive with tasting stock and POS to support.”

Whisky is a spirit that is associated with a host of different drinking cultures, flavour profiles and events. A celebration like WWD is a chance for retailers to highlight its quality and diversity to converted and unconverted alike.

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The Glenlivet 12 Year Old embodies the signature style of The Glenlivet and upholds the brand’s position as the definitive Speyside single malt. This whisky has been called a lot of things in its time: smooth, fruity, complex, sophisticated, entertaining and classic. The Original Malt Whisky Almanac says: “A first class malt. One of the most popular malts in the world – deservedly so.” Representing The Glenlivet’s signature style, this classic malt is first matured in traditional oak, before spending time in American oak casks. This timeless expression encompasses a distinctive smooth style, imparting notes of vanilla and pineapple for a moment of definitive pleasure. The mineral-rich water that comes from Josie’s Well helps form the flavours during mashing and fermentation, while the specific height and width of the copper stills add a delicate yet complex character. To this day, The Glenlivet remains the benchmark that all other Speyside single malts are measured against.

It’s not just any whisky; it’s The Glenlivet.

For more information visit: www.pernod-ricard.com/en

JAMESON CASKMATES IPA EDITION For as long as we can remember whiskey and beer have lived behind the bar together, often served side by side but never introduced. It was a matter of time, all they needed was a nudge in the right direction, and thus Jameson Caskmates was born. This story begins in Cork, a particularly proud pocket of Ireland with a long history of brewers and distillers. One night our Head Distiller ran into the Master Brewer of Cork city’s Franciscan Well brewery. While talking shop, a plan was hatched to send a few Jameson casks to Franciscan Well to see how it would influence their prized craft beer. They were hoping some of Jameson’s magic would rub off and it did. The casks made their way back to the Jameson distillery with new hoppy influence from their sabbatical at Franciscan Well. Now, the Head Distiller at Jameson doesn’t like to mess with a good thing, but his curiosity got the best of him. They filled the barrels with whiskey and the wait began. They hoped that the experiment would be greater than the sum of their casks, and it was. It looked the same, but this whiskey was playing a different tune, notes that weren’t there before: Butterscotch, milk chocolate, and coffee with Jameson Caskmates Stout Edition and fresh, crisp hoppy notes with Jameson Caskmates IPA Edition.

For more information visit: www.pernod-ricard.com/en

A ONE IN ONE HUNDRED TENNESSEE

whiskey That’s not simply a phrase we use for our Single Barrel whiskey. It’s the truth.

Only the whiskey that matures in one in

one hundred of our American White Oak barrels becomes Single Barrel. And they all come from the topmost floors of our barrelhouses, where temperature swings are the most temperamental. If you’ve visited us here during the summer, you know it gets hot. However, a Lynchburg winter has a bite too. Those big temperature swings push the whiskey in and back out of the barrels, so they soak up even more oak flavor. And not every drop sees the light of day.

The whiskey that evaporates is known as the “Angel’s Share.” And because it’s hotter up on the top, those lucky angels get a bit more of that precious Single Barrel to enjoy.

But it’s not only the temperature that makes our barrels special. It’s also, well, the barrels. No one is the same as the last, which means each one brings something special to the whiskey. More char means a smokier sip. More sugars in the wood means a sweeter finish. The smells and tastes may be different, but you can be sure to expect a deep take on Jack from the barrel it’s born in.

It’s how Jack did it in 1866. Does it take more time picking the best barrels?

Absolutely. It may not be the easy way, but it’s the right way. So when you sip

a little Single Barrel Select, take your time. Let the stories last. This one in one hundred whiskey has quite the story behind it, after all.

One sip and you’ll see why every drop is worth the time that went into it.

SELECT THOUGHTFULLY. DRINK RESPONSIBLY. JACK DANIEL’S is a registered trademark. ©2019 Jack Daniel’s. All rights reserved. ©2019 Jack Daniel’s Single Barrel Tennessee Whiskey 45% Alcohol by Volume (90 proof). Distilled and Bottled by Jack Daniel Distillery, Lynchburg, Tennessee.

COGNAC AND BRANDY

A new life for an old spirit Cognac and brandy are products that truly encapsulate what premiumisation means, but as Andy Young discovered, there is now a lot more to these magnificent old drinks.

C

ognac and brandy are enjoying consistent growth in Australia at the moment, with Cognac sales of around $35 million a year and 281,000 litres, which actually equates to just a 0.9 per cent share of total glass spirit sales. For brandy total sales are currently at around $74 million and 1.4 million litres, which is around two per cent of total spirit sales.

So less than three per cent of total spirit sales are currently taken by Cognac and brandy and what that adds up to is that there is tremendous potential for Cognac and brandy to enjoy strong growth and increase that share of total spirit sales. According to IRI Cognac enjoyed double digit dollar growth last year of 14 per cent and volume growth of 8.3 per cent, which compares to overall category growth of 3.6 per cent and two per cent respectively.

That mirrors the global trend for Cognac, which has seen exports grow for four consecutive years, most recently rising by 5.4 per cent in value and 8.2 per cent volume according to the Bureau National Interprofessional du Cognac (BNIC).

In the 12 months from 1 August 2017 to 31 July 2018, by value the turnover from Cognac exports reached 3.2 billion, accounting for nearly a quarter of the total value of exported French wines.

While the United States remains by far

38 | MARCH 2019 NATIONAL LIQUOR NEWS

the largest market for Cognac, emerging markets including Oceania and areas such as South Africa, Vietnam and the Caribbean, achieved an increase of 5.3 per cent in value and 12.2 per cent in volume. The BNIC said that together, these new areas of opportunity represent more than 6.7 per cent of global volumes shipped, or nearly 13.9 million bottles.

Valeria Catterini, Marketing Manager for Champagne and Cognac with Pernod Ricard Australia, explained what the company, which owns Martell, believes is behind the growth being seen in Australia.

“There are several factors that can be attributed to Cognac category growth in Australia,” Catterini said.

“The changing demographic of Australia continues to see an increase of people with Chinese heritage. Cognac is more ingrained in their consumption habits in China and this has carried through into Australia.

“We are also seeing increased interest from mainstream retailers as premiumisation and craft trends have taken off in the Australian market.”

She adds: “The rich heritage and craft of Cognac is becoming increasingly appealing as consumers are looking beyond established categories, such as whisky.”

Matt Redin, Marketing Manager for St Agnes Australian brandy, agrees that the premium nature of the category is helping to fuel growth.

“For St Agnes Distillery our growth is all being driven at the premium end of the market. While our entry level VS is holding its own, against a raft of cheap direct imports, from our VSOP up through super premium St Agnes XOs we are seeing solid growth across all channels.”

As far as brandy, and particularly Australian brandy is concerned, Fred Siggins, Strategy Manager at Sullivans Cove says there is another factor at play.

“Australia has been producing brandy for well over 100 years, but with the growth in craft distilling and renewed interest in locally produced spirits, it follows that consumers would be taking a second look at brandy,” he said. “We do expect brandy to grow more in 2019 as both on and off-premise retailers along with craft producers continue to breathe new life into the category.”

MAKING THE MOST OF THE TREND So with the trend and the reasons behind it established, what can retailers do to make sure they are making the most of what Cognac and brandy have to offer?

For James France, Founder of Vanguard Luxury Brands, which distributes Hine Cognac in Australia, it’s a straight-forward point of “knowledge is key”.

COGNAC AND BRANDY In terms of being able to use that knowledge to talk to consumers and bring about an upsell in purchase, France adds: “If retailers can educate their customers about the differences in the Cognacs used in a VSOP compared to an XO, consumers will very often be happy to trade up. Ask your supplier for more information on their Cognacs. Our team at Vanguard is well-trained in communicating the nuances between the different grades of Cognac.”

Catterini agrees, but adds that the brands should be looking to do more to help fully realise the potential that is there in the category.

“Retailers are very open to grow Cognac in Australia and we’ve already seen some amazing activations during key periods such as Christmas and Lunar New Year,” she says.

“The next step for Cognac brands is to provide retailers with simple yet impactful tools on lowering the barriers to Cognac consumption. Education and trial is key, as this is where retailers can play a crucial role in recruiting new consumers into Cognac.

“Trade education is vital for Cognac growth, as such we have a dedicated Brand Ambassador who is based in Australia to help with upskilling the trade on how to sell Cognac. We are constantly making sure retailers have everything they require in terms of latest product knowledge and support. Our Brand Ambassador has personally facilitated over 50 different staff trainings last year alone.”

That aspect of getting people, both retailers and consumers, tasting the product is important to Jimmy Lekkas, Marketing Manager at Alepat Taylor the distributor of Camus Cognac in Australia.

“Education is really important as is getting people to taste the product and have them understand where it sits in the market place,” Lekkas says.

“If retailers can look at carrying more than one or two SKUs it can really make a difference, and also a couple of ‘point of difference’ Cognacs. Not just the traditional VS or VSOP, but have a look at carrying the XO Borderies or the Camus Extra. They don’t have to carry caseloads, but carrying a couple of different units and providing people with the understanding of why it’s at that price and what makes it unique and special will make a difference.”

Maxine Godet, of Godet Cognac which is distributed by Kollaras Trading Company in Australia, agrees with Lekkas.

“It’s all about education, price relativity and accessibility. If we can share this with the retailer, then in turn the retailer can share our story with consumers.

“Offer not only VS, VSOP, and XO – Cognac is much wider and deeper than this standard offer. We are offering Cognacs dedicated to mixology, higher ABVs to experiment with water reduction, Organic XO, aged statement Cognac, like 15 and 22 years old, Vintage, Single Cru, Single Grape Cognac – the list goes on.”

UNDERSTAND THE PRODUCT Redin takes that advice a little further and says that once retailers are educated, they can pass that education on and also use it to think further about where the Cognac and brandy is located in their stores.

“Retailers can make more simply by educating their customers and moving brandy from the bottom shelf to the top or middle shelf,” he says.

“If they contact their St Agnes distributor Vintage House Wine and Spirits they can very easily organise a masterclass mentioned above for their customers. Advertise brandy

“The rich heritage and craft of cognac is becoming increasingly appealing as consumers are looking beyond established categories, such as whisky,” – Valeria Catterini, Pernod Ricard Australia.

NATIONAL LIQUOR NEWS MARCH 2019 | 39

COGNAC AND BRANDY

“Retailers can make more simply by educating their customers and moving brandy from the bottom shelf to the top or middle shelf,” – Matt Redin, St Agnes Distillery.

40 | MARCH 2019 NATIONAL LIQUOR NEWS

in their catalogues more – all too often brandy and Cognac are totally omitted from the spirit section of many retailers advertising.”

Siggins adds: “I think there’s a symbiotic relationship between consumer trends and what retailers have on the shelf or list. But we’d encourage everyone to get stuck in, take the bottles down from the top shelf, blow the dust off, and have a try. If we put things out of reach, we can’t expect people to try them.”

One way that may help retailers understand where Cognac and brandy are sitting now, and what its potential really is, is to think of it as being like gin was a few years ago. It’s a product that is widely seen as being something that previous generations would drink, but it is much more than that. As consumers understand the product, understand the quality and the premium aspects within the category, and as it becomes a part of the cocktail culture it will realise its potential.

If on-premise does indeed lead what happens in the off-premise, then the fact that more and more bartenders are using Cognac and brandy in their cocktails and in their bars, has to be something retailers pay attention to.

Lekkas says that this aspect is what will help drive growth, “What we’re seeing with information from the rest of the world and online here, we really think there is going to be a comeback for Cognac and brandy.

There’s a spot for these products and there always will be, especially if you can offer a point of difference.

Retailers should also remember that the quality of the brand will always stack up.”

Redin takes things a little further and has this advice for retailers, “Put brandy front and centre of your premium spirits displays (maybe take out a few of the random gins), especially during cooler months. Actively promote brandy and Cognac as the dark spirit of choice – they are on the whole premium aged spirits with immense character and nuance.”

As Siggins points out, not only does it have the potential to follow the gin premiumisation trend, Cognac and brandy also has the ability to engage with consumers of other products.

“Just encourage people to try it,” he says.

“For anyone who loves wine, there’s so much to love about brandy. For anyone who loves whisky, or good dark rum, or aged tequila, there’s even more in common – so much amazing nuance and complexity. There’s a lot of excitement and innovation in the Australian distilling industry around brandy, so take the time to explore what’s happening, and encourage your customers to do the same.”

Godet adds, “The consumer is becoming more educated around brands, history, varietals and age statements. Consumers are looking to invest in heritage, and this is a global trend in all categories.”

So with Cognac and brandy hitting key trends such as premiumisation, cocktails at home, craft and from Australian brandy, localisation, there are many reasons for retailers to reassess where their Cognac and brandy is sitting in their store and how they can make the most of this premium product, as Catterini explains, there’s a very good reason to love Cognac and brandy.

“Cognac has the highest average selling price of all the spirit categories so ultimately it is one of the most aspirational products to drink.”

BEER TASTING

TINA PANOUTSOS

BILL TAYLOR

NEAL CAMERON

JUSTIN FOX

MICHAEL CAPALDO

GRAHAM WRIGHT

ALEXIS ROITMAN

IN THIS ISSUE OUR PANELISTS TASTED THE LATEST NEW RELEASE BEER AND CIDER. HERE ARE THE RESULTS.

BLACKMAN’S LOCAL STANDARD ALE

BALLISTIC SIGNATURE EXPA

3.9% ABV, 330ml can A stellar example of why Australian session ales are taking over. Pale and lean, crisp and clean, the lightest sweet malt note fades to a super dry finish. The hops mainly provide a mild savoury bitterness, without much aroma and a slight noble grassy flavour. Way better than anything truly ‘standard’.

Slip this to your second cousin who says he won’t drink that fancy craft beer.

Style: Session ale Blackmansbrewery.com.au

5.5% ABV, 375ml can Pale, clear as day and tasty as all get out, this full-flavoured collaboration between Brisbane’s Ballistic and Bintani showcases the single origin Joe White Signature Malt. It’s extremely well balanced, using Loral hops for a subtle floral note on the nose, with the full, clean flavour and faintly nutty sweetness of the malt countered by an Amarillo bitterness, pitchperfect at 32 IBU. Seems bigger than 5.5% ABV. In a word: moreish.

Style: XPA Ballisticbeer.com.au

JETTY ROAD PALE ALE

BALLISTIC HAZY IPL

4.8% ABV, 375ml can Beers from the Mornington Peninsula have a reputation to uphold and this one does it admirably. Subtlety is everything. It pours a clean, slightly hazy pale, with a very mild fragrance from a Mosaic/Simcoe dry hop.

The fruity hop flavours are evenly matched with the malt base and there’s just enough bitterness on the finish to keep you coming back for more. Simple.

Style: Pale ale Jettyroad.com.au

6% ABV, 375ml can Is that the Indiana Jones theme tune? A beautifully hazy, juicy pour with the slightest exotic whiff of mango and citrus, this is notionally an IPL, but can 19 IBU be imperial?

Maybe it’s an imperial haze, because a truckload of oats lends a pillowy mouthfeel and brief head retention while a riot of US/NZ hops brings on the flavours of the Pacific. Delicious and very approachable if it’s your first hazy adventure.

Style: Lager Ballisticbeer.com.au

42 | MARCH 2019 NATIONAL LIQUOR NEWS

THE WELDER’S DOG AUSTRALIAN WHEAT ALE

BLASTA BREWING GRIMSTER ROCKS MOSAIC PALE ALE

4.5% ABV, 355ml can A great example of how a well-brewed beer lets the ingredients shine through. It’s a light, bright pale ale style beer but the characteristic orangey, spicy almost medicinal character of Topaz hops is vibrant and highly engaging. It’s a perfect summer beer, the well attenuated body and almost acidic character is a delight and will make a warm summer’s day even brighter.

Style: Wheat ale/Pale ale Theweldersdog.com.au

5.4% ABV, 375ml can A pale ale that’s dark in colour, without too much haze. Mosaic aromas burst out, understandable given that it’s the dominant hop.

There are aromas of boiled sweets, passionfruit and grape, and it tastes like it smells. Plenty of hoppiness and bitterness, but this isn’t all that crisp. It’s almost IPAesque. Caramelised tastes linger in this dank, fruity beer.

Style: Pale ale Blastabrewing.com

WOLF OF THE WILLOWS PILS

AETHER BREWING PIT STOP PALE ALE

4.5% ABV, 355ml can Pours a pale straw colour with a quickly dissipating head. After a sniff and a sip, it’s clear there’s more to this beer in the mouth than there is on the nose. It smells like a traditional pilsner, but the palate reveals more character, with hints of citrus and lemongrass – a fresh, summer palate, with a light floral character. A rounded bitterness gives way to a dry, crisp finish.

Style: Australian pilsner Wolfofthewillows.com.au

4.5% ABV, 375ml can There’s plenty of head and haze in this bright, golden beer. Fruity hop aromas like juicy mango, pineapple and passion fruit dominate the nose. On the palate, there is a fruity sweetness at the start which is balanced by a bitter punch which lingers for a long time. Surprisingly rich. It’s a beer that raises the question: where do pale ales end and session IPAs begin?

Style: Pale ale Aetherbrewing.com.au

MALT SHED LAGER DEL RIO 4.7% ABV, 355ml can It’s certainly not a Mexican style lager as the name would suggest – there’s too much going on for that.

There’s heaps of yeast character, pear drops, apple and fruit esters that are more characteristic of an aggressively brewed Australian lager. It’s also fairly full-bodied which balances these bigger flavours out quite nicely. If you’re not looking for something clean and dry in your lager then this might just be the one for you.

Style: Australian lager Maltshedbrewery.com.au

BURLEIGH MID-TIDE 3% ABV, 375ml can Quite beautiful in its gossamer lightness. It starts with a delicate floral, malty scent but the flavour fades all too quickly, with barely a hint of malty sweetness, bereft of bitterness. It’s that lack of finishing bitterness – seemingly untouched by hops – that makes the malt follow-through a little saccharine, a little watery. A fragile, pale liquid not quite of this world.

Style: Session beer Burleighbrewing.com.au

BEER TASTING

BEACH BEER BONDI 4.7% ABV, 375ml can Very pale amber, slight haze, lively bead and a good head. Looks attractive. To the nose: nice big fresh hop lift of passionfruit, pineapple matching up well with crisp maltiness. You’ve got me.

Then the taste: It’s all mid palate but a good mix of crisp malt, mild bittering, with just enough alcohol along and fresh hoppiness.

What I like is that all the flavours are kept in check.

So great balance. And the finish? Lingering, dry, crisp bitterness. Overall, highly enjoyable. And a special mention for the packaging: simple and eye catching.

Nice one!

Style: Pale ale Benbucklerbrewery.com.au

JETTY ROAD DRAUGHT 4.4% ABV, 375ml can The latest can release from the Mornington Peninsula brewers sees them expand their core with a branch into the difficult world of craft lagers. The draught is a simple brew, and therein lies its beauty. A background smattering of grassy and light tropical fruit gives you all you need to balance a typical Australian lager malt profile. Bitterness and body both fall smack in the sweet spot before a spotless finish.

This is one can that just about anybody will pick up and enjoy.

Style: Australian lager Jettyroad.com.au

BALLISTIC SLEEP WHEN YOU’RE DEAD GRAPEFRUIT IPA 7.5% ABV, 375ml can This beer has it all – a bold visual and aromatic impact leads into a ripping IPA that brings fruit and hops seamlessly together. The cans feature a “dead by” date, an eight-week target to push through the supply chain and ensure people are drinking this as fresh as can be. At five weeks this can was still singing! The high ABV was well hidden, and I’d have loved to follow this beer with a couple more.

Whilst it may already be “dead” come print, I’d jump on any future release!

Style: Fruit IPA Ballisticbeer.com.au

NOMAD SUPERSONIC GOLD RUSH DIPA 7.8% ABV, 500ml can Big, bold and, well, not as bitter as you might expect.

What comes through loud and clear is the heady 7.8% ABV and the deep, rich malt base. The hops are in the aroma and flavour – El Dorado, Citra and Vic Secret – bolstered by the desert lime. This DIPA is less than balanced: it lacks the solid bitter finish the malt bill and style requires, leaving an overegged booziness. Still, it would work as a communal late-night sipper.

Style: Double IPA Nomadbrewingco.com.au

RED HILL KOLSCH GOLDEN ALE

STOMPING GROUND PINEY DANCER

5% ABV, 330ml Pale, almost translucent yellow with a decent haze and a tight head. The aroma is light and fresh – almost appley or grapey, and very floral – with fresh lemons coming through as well. The taste is clean, with some restrained bitterness and some decent body from the wheat, as well as a tingling effervescence. The bitterness lingers a little after swallowing, tempting you back for another sip.

Style: Kolsch Redhillbrewery.com.au

6.1% ABV, 355ml can A beer that is almost highlighter yellow in appearance, with a strong head and limited haze. You don’t need to put your nose in the glass to smell the pineapple coming through.

The smell swamps your tastebuds, before bitterness and dryness rises from the background, with an almost tart sourness coming right at the end. This is fresh and candied at the start and very dry by the end.

Style: IPA Stompingground.beer

COLONIAL PALE ALE

BURNLEY BREWING NITRO COFFEE BROWN

4.4% ABV, 375ml can If you want a beer that has one foot firmly in Australian brewing traditions and one foot in the crafty ‘now’, this is it. It’s a faultlessly balanced pale, full of flavour and completely refreshing.

It starts with a perfectly fruity aroma, a firm malty backbone despite the slim 4.4% ABV and the solid, bitter finish you associate with Aussie beers. NEIPA’d out? Recalibrate with this.

Style: Pale ale Colonialbrewingco.com.au

5.3% ABV, 440ml can Pouring this beer is half the fun, with an upturned can essential but potentially messy! Have your pint glass ready for this one. There’s lots of nitro and flecks of white can be seen in this cafetière coffee dark beer.

The smell is a huge espresso martini hit, but the taste is lighter than that. This isn’t a heavy beer, but there are lactose flavours that make one think of a milk stout.

There’s a dryish finish.

Style: Coffee brown ale Burnleybrewing.com.au

BALLISTIC AUSTRALIAN PSYCHO IPA 6.5% ABV, 375ml can Ballistic have quickly earned a reputation for big hop profiles over balanced malt, and their core IPA delivers on all fronts. Stone fruit and a blend of berry notes dominate, Enigma fronting as the leading influencer.

There is plenty of malt complexity, but the usual Ballistic aggression on bitterness carries it well, and as usual delivers something that feels familiar while sitting outside the box. Cameos of English malt and American yeast make this multicultural psycho one to be hunted not feared, whilst enjoyed outside of the Galaxy!

Style: IPA Ballisticbeer.com.au

TINNIES PALE ALE 4.9% ABV, 375ml can This pale orange beer has been brewed by Brick Lane Brewing for Coles.

With a very slight haze, this beer is pleasantly hopped with a solid but restrained juicy hit on the nose. On the palate, the balance is certainly hoppy, with a whisper of bitterness in the aftertaste.

This is a clean, crisp and refreshing beer that eases you in gently. A sessionable starter.

Style: Pale ale Tinniesbeer.com

This tasting was originally conducted for the Autumn Issue 48 of Beer & Brewer.

NATIONAL LIQUOR NEWS MARCH 2019 | 43

WINE TASTING

CHARDONNAY TASTING

THE PANEL

1. Geoff Bollom, Retailer, Fennell Bay Cellars

3. Andrew Graham, Online Communications Manager, 5. Andrew Stubbs, Vine, Providore of Fine Wine The Wine Collective 6. Ambar Maddox, Wine Ambassador, Pernod Ricard 4. Christine Ricketts, Wine Education Manager, The 7. Andy Young, Editor, The Shout Wine Quarter

2. Elizabeth Schoen, Sales Manager NSW/ACT, Samuel Smith & Son

THE PANEL’S PICKS Driftwood Artifacts Chardonnay

Gapsted Ballerina Canopy Chardonnay Region: King Valley VIN: 2018 LUC: $16.29

Region: Margaret River VIN: 2018 LUC: $18

“Funky yet pleasant citrus and stonefruit. Oak is there but not dominating.

Balanced and lingering.”

– Christine Ricketts Distributed by: Fisher Fine Wines

“A well-made Chardonnay.

Good stonefruit and buttery oak with crisp acidity.

Cleansing.”

– Andrew Stubbs Distributed by: Gapsted Wines

Highgate Chardonnay Region: Orange Wine Region VIN: 2017 LUC: $12.90

“Approachable and food friendly, with good acidity and fresh lifted fruit notes.”

– Elizabeth Schoen Distributed by: Single Vineyard Sellers

THE SYSTEM 95-100 Classic: an exceptional wine

90-94 Outstanding: a wine of remarkable character

44 | MARCH 2019 NATIONAL LIQUOR NEWS

85-89 Very good: a wine with impressive qualities

WINE TASTING

CHARDONNAY PREDICTIONS LUC $18 AND OVER Church Road Grand Reserve Chardonnay Region: Hawke’s Bay VIN: 2017 LUC: $31.75 “Classy. A great balance between nutty, some funk and then freshness.” – Andrew Graham “Great Chardonnay. Gold colour, crisp and complex with a long finish. A winner.” – Geoff Bollom

Chardonnay sales will continue to come under pressure from up-and-coming white wine varietals Pinot Gris, Pinot Grigio and a resurgent Riesling.

Australian and New Zealand Chardonnay will continue to be challenged by Chardonnay from the USA in particular the California region and from France and Spain.

2019 will see a further erosion of Chardonnay sales due to the interest in other white bottled wine varietals, but Chardonnay will still command a leading share of white bottled wine sales.

Source: IRI MarketEdge | data MAT to 06/01/19

Distributed by: Pernod Ricard

lbert Bichot Château de Dracy Baron de A Charette Chardonnay Region: Burgundy VIN: 2017 LUC: $21.22 “Green and red apple, lemon and fresh peach. Good integration of oak with a long finish.” – Elizabeth Schoen “Honey, ripe peach and apricot. Lots of fruit. Lean and crisp with good integration. Yum.” – Ambar Maddox

Bird in Hand Chardonnay Region: Adelaide Hills VIN: 2018 LUC: $26.88 “Zesty and fresh, nice elegant palate with good acidity. Lean and restrained, lovely fruit integration.” – Ambar Maddox “Restrained fruit, earthy, creamy texture, good balance, medium body.” – Elizabeth Schoen

Distributed by: Bird in Hand Distributed by: Decante This

St Hugo Eden Valley Chardonnay Region: Eden Valley VIN: 2017 LUC: $25.90 “Good fruit and thoroughly balanced. A great young Chardonnay.” – Geoff Bollom “A breath of fresh air. So crisp and delicate with mouthwatering acidity. Wonderful.” – Andrew Graham

Nepenthe Apex Chardonnay Region: Adelaide Hills VIN: 2016 LUC: $43.00 “Good modern style, even if the oak is a bit heavy handed.

Quality.” – Andrew Graham “Balanced with underlying acid. Fruits present all the way.”

– Geoff Bollom

Distributed by: Australian Vintage Limited Distributed by: Pernod Ricard

“At entry levels the wines are great value, easy drinking, varietal wines.

Love that the move is away from the really lean styles.”

– Christine Ricketts

Wirra Wirra The 12th Man Chardonnay Region: Adelaide Hills VIN: 2018 LUC: $20.96 “Oaky and lifted peach and citrus. Notes of nutmeg and cedar. Needs time.” – Christine Ricketts “A great example of what good Aussie Chardonnay should deliver. Great balance throughout.” – Andy Young

Distributed by: Samuel Smith & Son

THE SYSTEM 95-100 Classic: an exceptional wine

90-94 Outstanding: a wine of remarkable character

85-89 Very good: a wine with impressive qualities

NATIONAL LIQUOR NEWS MARCH 2019 | 45

WINE TASTING LUC $13 TO $18 Nepenthe Altitude Chardonnay Region: Adelaide Hills VIN: 2018 LUC: $16.25 “Nice balance and interesting, but the mid-palate lacks a bit of fruit. Still nice and approachable.” – Ambar Maddox “Good varietal characteristics – peaches, tropical notes, cherry blossom. Hints of oak and a long length.”

– Elizabeth Schoen

Distributed by: Australian Vintage Limited

DID YOU KNOW? • Bottled Chardonnay generates nine per cent of still bottled wine sales dollars and 10 per cent of still bottled wine volume.

• Sales are valued at $287 million from 21.9 million litres sold.

• Chardonnay is ranked as the number two white bottled wine varietal behind Sauvignon Blanc and is the number four ranked still bottled wine varietal overall.

Source: IRI MarketEdge | data MAT to 06/01/19

Beresford Chardonnay Region: McLaren Vale VIN: 2017 LUC: $14

Church Road Chardonnay Region: Hawke’s Bay VIN: 2017 LUC: $16.74 “Musky, golds and metal, with a real richness to step it up.” – Andrew Graham

“Vanilla oak notes with hints of lemon rind, almonds and a creamy texture to follow.” – Elizabeth Schoen

“Aromas of peach and apricot. Soft tropical fruits. Oak background on the palate.” – Geoff Bollom

“Big, opulent flavours on the nose, Warm and rich, but nice and approachable on the palate. Good length.

Yum.” – Ambar Maddox

Distributed by: Pernod Ricard

Distributed by: Vok Beverages

Peter Lehmann H&V Chardonnay Region: Barossa VIN: 2017 LUC: $15.59

aylors Estate Chardonnay T Region: Clare Valley VIN: 2017 LUC: $15.48 “Smoky oak, stone fruit, apple, cinnamon and nutmeg.

Some creamy hints. Very balanced and pleasant.”

– Christine Ricketts

“Cedar, oak, hints of bacon, apple and lemon, nutmeg and ginger. Medium body and a very pleasant finish.”

– Christine Ricketts

“A really clean style, with cream, stone fruits, nectarine on a cleansing, persistent palate.” – Andrew Stubbs

“A very enticing wine in look and on the nose. Delivery of great fruit notes and enjoyable mouthfeel.” – Andy Young

Distributed by: Casella Family Brands

Distributed by: Taylors Wines

“While it was great to see some lovely, well balanced wines in the mix, I was disappointed by the volume of anaemic, tropical and plain boring wines. A little more oak, a little more ripeness and a little more flavour.”

– Andrew Graham

Stoneleigh Wild Valley Chardonnay Region: Marlborough VIN: 2017 LUC: $15.73 “Great golden colour and a long finish. Beautiful oak and fruit balance. Will deepen in complexity with age.”

– Geoff Bollom “Funky and moody. A bit raw, but good flavour.”

– Andrew Graham

Distributed by: Pernod Ricard

THE SYSTEM 95-100 Classic: an exceptional wine

90-94 Outstanding: a wine of remarkable character

46 | MARCH 2019 NATIONAL LIQUOR NEWS

85-89 Very good: a wine with impressive qualities

WINE TASTING LUC $13 AND UNDER McGuigan Black Label Chardonnay Region: South Australia VIN: 2018 LUC: $7.45 “Ripe, very aromatic. Peach and nectarine, honey and lanolin. Well integrated acidity with good balance and complexity.” – Ambar Maddox “Rose petals, rosewater, lychees, lemon curd. Medium body and balance.” – Elizabeth Schoen

Distributed by: Australian Vintage Limited

DID YOU KNOW? • Bottled Chardonnay sales have been sluggish delivering marginal +0.3 per cent dollar growth with volume softening -2.7 per cent year on year.

• Sales are dominated by Australian Chardonnay which generated $9 of every $10 spent on bottled Chardonnay for the latest year.

• Australian Chardonnay however under-delivered generating just 39 per cent of growth.

Source: IRI MarketEdge | data MAT to 06/01/19

Thorn-Clarke Sandpiper Chardonnay Region: Eden Valley VIN: 2018 LUC: $12.69

McGuigan Single Batch Project Chardonnay Region: South Australia VIN: 2018 LUC: $8.17 “Delightful mix of stonefruit and apple with underscoring toasty oak. Same sweetness balanced by acid.”

– Christine Ricketts “Really lovely stonefruit and bitter sweet palate finishes with lovely acidity.” – Andrew Stubbs

Distributed by: Australian Vintage Limited

“There was a noticeable jump in quality as the price increased, which I believe was well worth it in most cases.”

– Elizabeth Schoen

“Fresh and fruity and on the zesty side. Well balanced acid with good length.” – Ambar Maddox “A pretty, floral, aromatic nose develops intensity on the palate.” – Elizabeth Schoen

Distributed by: Mezzanine

Gartelmann Sarah Elizabeth Chardonnay Region: Orange Wine Region VIN: 2018 LUC: $12.84 “Very pale in colour, but prominent stonefruit on the palate.” – Elizabeth Schoen “Bright and lovely, jumping out of the glass. Easy drinking.” – Ambar Maddox

Distributed by: Gartelmann Wines

Scotchmans Hill Hill Chardonnay Region: Adelaide/Geelong VIN: 2016 LUC: $9.46

Tempus Two Chardonnay Region: Adelaide Hills VIN: 2018 LUC: $9.46 “Oak, cashews, honey and peach. A youthful wine that needs time but will evolve.” – Christine Ricketts

“Good everyday wine and some hints of oak on the finish.” – Christine Ricketts

“A fresh wine with stone fruits and just the right amount of acid and oak.” – Andy Young

“Well balanced stonefruits underpinned with an airy mouthfeel and a hint of butterscotch and honey.”

– Andrew Stubbs

Distributed by: Australian Vintage Limited

Distributed by: Young and Rashleigh (Sydney), Scotchmans Hill (Rest of Aus)

THE SYSTEM 95-100 Classic: an exceptional wine

90-94 Outstanding: a wine of remarkable character

85-89 Very good: a wine with impressive qualities

NATIONAL LIQUOR NEWS MARCH 2019 | 47

EVENTS

1. MODUS OPERANDI LAUNCHES NEW CORE RANGE Mona Vale-based brewery Modus Operandi celebrated the launch of its new core range of 375ml cans with a rooftop event in Darlinghurst in late February. Previously known for its tall 500ml cans, Modus has reduced the packaging size of its beers in an effort to make them “more available and more accessible to fans of Modus”. Three of the four beers in the range (Modus Pale, Former Tenant Red IPA, and Sonic Prayer IPA) are already existing, but the fourth, Wippa Snippa Session Pale (3.8% ABV), is brand new. “It’s our take on balancing flavour and ABV, without letting the bean counters or marketing magicians insist on it being 3.5% ABV,” said Modus Operandi co-founder Grant Wearin. Expect to see more of Modus outside of its home state of NSW in 2019.

1 2

2. ALL ABOARD THE QUEEN ELIZABETH WITH STAWARD Melbourne’s Starward Distillery launched The Seafarer, an extremely-limited run whisky, aboard Cunard’s Queen Elizabeth in late February. The launch in Sydney celebrated a single barrel aged over the course of a year on the top deck of the well-travelled luxury liner. Founder David Vitale revealed the resulting 350 bottles of cask-strength spirit - which travelled 95,000 nautical miles and visited more than 90 ports - are now exclusively on sale at the Starward Distillery and on-board Queen Elizabeth, with number one bottle being auctioned in London to benefit the Prince’s Trust charity. Vitale told National Liquor News: “The maturation environment is crucial to the final flavour of any whisky so this was an amazing opportunity to create something different.”

2

2

48 | MARCH 2019 NATIONAL LIQUOR NEWS

EVENTS 3. BACARDI LEGACY FINAL The Australian leg of the Bacardi Legacy Cocktail Competition saw hospitality royalty gather at Sydney’s Museum of Contemporary Art in early February. They witnessed four of Australia’s top bartenders shake it out in the national final with Restaurant Hubert’s Jenna Hemsworth taking out the win with her drink ‘The Monarch’. Competition was stiff between the top four, with Hemsworth eventually besting David Robinson and his cocktail ‘18th Amendment’, Millie Tang’s ‘Me Oh My’ and Will Krepop’s ‘Altura’ to come out on top. Hemsworth will now travel to Amsterdam on an all-expenses-paid journey in May, and will represent Australia in competition against bartenders from 48 countries in the Global Final.

3 4. A GHOST AND RARE EVENING WITH JOHNNIE WALKER Diageo’s Australian National Whisky Ambassador, Simon McGoram, hosted the launch of Johnnie Walker’s second ‘ghost’ distillery releases at Bennelong in Sydney. As well as hearing from Executive Chef Peter Gilmore about the intricacies of food and whisky matching, guests also enjoyed a taste of the new, old whisky and the original ‘ghost’ release from the Brora distillery and original Johnnie Walker Blue Label. Johnnie Walker Blue Label Ghost and Rare Port Ellen has the highly sought after Islay single malt, Port Ellen, at the heart of it, from the famed distillery of the same name which closed its doors in 1983. In addition there are ghost whiskies from Caledonian and Carsebridge blended with whilst rare malts from Mortlach Dailuaine, Cragganmore, Blair Athol and Oban.

4

5 5. PATRÓN CELEBRATES MARGARITA DAY Patrón Tequila kicked off International Margarita Day first globally by hosting an event at The Bucket List in Sydney’s iconic Bondi. Guests enjoyed a bespoke menu of three margaritas including Patrón Classic Margarita, Lychee Margarita and Jalapeno Margarita. Marketing Manager, Andres Valderamma welcomed guests at the event while mixologists demonstrated how to master the margarita with Patrón Tequila. The Bucket List saw a Mexican twist added to usual its beach décor as guests enjoyed views of Bondi Beach while tasting snapper ceviche, Margarita oysters and a fresh take on tacos. While the Margarita is a cocktail that’s been around since the 1930s, this is the first time Patrón has celebrated Margarita Day under its new owners Bacardi.

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NATIONAL LIQUOR NEWS MARCH 2019 | 49

SHOP TALK

Shop Talk WE TALK SHOP WITH TAS FURZE FROM WINE BOX AND DEE NICHOLLS FROM KOLLARAS TRADING COMPANY.

Meet...

TAS FURZE Manager, The Wine Box Nedlands, Shenton Park and Mount Lawley in Western Australia

DEE NICHOLLS Territory Manager, Kollaras Trading Company

L-R: Tas Furze and Dee Nicholls

Q ABOUT US: TAS: I’ve been in the liquor industry for 10 years, starting in pubs in the Adelaide Hills before moving to Perth and into the off-premise side of the industry six years ago. Having worked for one of the major chains for a few years, I’m relishing the opportunity to oversee three fantastic 100 per cent independent stores.

DEE: I have been working in the hospitality and liquor for 30 years. I went from working in pubs into sales, having done both wholesale and business to consumer sales. I have had some interesting experiences, and everything hasn’t always been as politically correct as it is now.

Q ARE YOU NOTICING ANY TRENDS IN THE CURRENT MARKET? TAS: I think that convenience retail is making a strong comeback and we’re seeing more customers more frequently. I think consumers enjoy the treasure hunt for new products almost as much as they enjoy drinking them. Craft beer and the amazing array of choices (especially in growth areas like Prosecco and rosé) are playing a huge part in this. People are coming into us daily, having a chat and buying something new every time, rather than bulk purchasing.

DEE: The strong and continued growth of Prosecco is not slowing down at all. Our ‘Italian Beauty’ Riunite Prosecco is a top performer in the market with sales continuing to grow. It is outselling some other big names which is not surprising given the quality and price. Add winning trophy for Prosecco of the Year at the Melbourne International Wine Competition in 2018, and that’s proof that I am not completely biased. We have just launched Mi Scusi this

50 | MARCH 2019 NATIONAL LIQUOR NEWS

month to cater for consumers wanting to drink some great Australian Prosecco.

Pinot Noir is also experiencing growth in the market. Consumers have come to understand that this variety is extremely versatile with food and it has a lot to offer for a lighter style red.

Q WHAT ARE THE BIGGEST CHALLENGES YOU ARE FACING? TAS: Obviously there’s a price squeeze from the supermarket chains, so we have to have a point of difference. Being relevant in terms of products and consumer needs, providing outstanding customer service and finding the right people to undertake these tasks, these are our biggest challenges.

DEE: The market is crowded with established brands and new products being constantly released. Every company is competing for space – so it’s critical to have the right products at the right price. When you succeed in getting the space you have to make the most of it.

Time is always a challenge when you are committed to delivering a high level of service to customers. You want to meet the needs and expectations of everyone, and making that happen with limited time requires some juggling.

Q WHAT DEALS OR PROMOTIONS ARE YOU WORKING ON AT THE MOMENT? TAS: With people buying less, but with more frequency, it’s important to maximise that basket size at every opportunity. Multi-buys, impulse items and value-ads all seem to be effective right now. Cross-over promotions that incorporate a variety of products seem to keep consumers happy. If you can mix and match your best deals in each category then every base is covered.

DEE: Our Core Range Programme now includes three new products, it offers independents significant discounts with every order and accumulative sales are rewarded with bonus stock. With this programme, we can support small businesses to increase margins with stock levels to suit their specific needs. We’re not pushing products or volume on customers – we’re providing solutions.

Q HOW DO YOU APPROACH THE RETAILER/REP RELATIONSHIP? TAS: At the end of the day, every rep and every company has something good to offer, so when trying to decide who gets that important shelf spot or fridge space, relationships are key. In Dee’s case I can count on three things, the products will be good, the pricing will be competitive, and she’ll bend over backwards to make sure my stores are supported in any way she can. These are the three pillars of a confident and productive trade relationship.

DEE: Every retailer sees countless reps each week and we all want their business. But why should a retailer give their business to me? The KTC portfolio is diverse and offers something for everyone. Our products deliver excellent margins and we offer differentiation for our much-loved independents.

I firmly believe that the most important part of the transaction is the follow up and support. It’s not about the first sale, it’s about the second and the third and so on. It is rewarding being able to work with partners like Tas and his team. They are ambassadors for everything they stock and often hand sell to the consumer. When customers enter The Wine Box they are greeted and offered assistance. With so much to choose from, this is often a welcome relief and leads to a more relaxing experience.

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INTRODUCING

THE NEXT GENERATION OF BEER WE’RE BREWING THINGS DIFFERENTLY We saw the chance to brew a great tasting, refreshing beer that is less heavy to appeal to men who are conscious of what they are drinking and how often.

In our quest for the ultimate refreshment, we’ve created a revolutionary new brewing process. We used rice instead of wheat or barley for a cleaner, crisper tasting beer. It is lower carb, 99% sugar free, preservative free and gluten free.

WHY YOUR SHOPPERS WILL LOVE THIS We’re meeting the changing tastes and needs of Australians with a clean, crisp, great tasting beer that’s gluten free, lower carb, 99% sugar free, preservative free and totally sessionable.

MEDIA SUPPORT

MEDIA SPEND INCREASED BY FROM $ TO $

11.5M

15.5M

THE LAUNCH RANGE Modern, masculine, simple, bold and confident pack designs will help progress the contemporary category.

24 BOTTLE CARTON

6 PACK

72

OF BEER DRINKERS INTENDED TO PURCHASE HAHN ULTRA CRISP*

330 ML BOTTLE

SUPPORTING HAHN ULTRA CRISP IN-STORE AVAILABLE POS: • • • • •

Bollard Cover Large Price Board A3 Poster Cool Room Decal Fridge Decal

• • • • •

Wobbler A4 Counter Card Pallet Topper 2-way Display Unit Single Carton Display

• 6 Pack Display Stand • 6 Pack 4-way Display Stand • 6 Six Pack Counter Unit

*COLMAR BRUNTON QUANTITATIVE SENSORY RESEARCH - Project quest APR ’18 + AUG ‘18 - SAMPLE SIZE 138 + 110