National Liquor News September 2020 by The Intermedia Group

AUSTRALIAâ&#x20AC;&#x2122;S LEADING LIQUOR INDUSTRY MAGAZINE

vol. 39 no. 8 - September 2020

NEW LOOK. S A M E G R E A T TA S T E .

IN STORES NOW.

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Finish: Remarkably crisp and clean, with long and lingering flavours of spice and oak.

Editor’s note

WE ENCOURAGE RESPONSIBLE DRINKING

Editor’s note

Get the facts DrinkWise.org.au

Welcome to the September issue of National

wines – in particular the Muscadet and Crémant –

Liquor News.

would greatly appeal to an emerging sophisticated

As we move into spring and summer, it’s all

Australian drinker and that they are two styles in

about light, easy drinking and refreshing beverages

particular that liquor retailers should take note of.

– so in this issue we take a look at three different

Read what the judging panel had to say beginning

drinks categories that will provide great opportunity

on page 38.

for retailers over this key selling period.

We’ve got all of our regular monthly contributions

Brydie Allen has explored the rosé and

from Retail Drinks Australia, Alcohol Beverages

premium gin segments and has found that both

Australia, Wine Australia, Independent Brewers

categories are continuing to grow in Australia

Association, and Strikeforce. Along with a run-down

at an enviable pace. You can read these articles

of the latest new release products and innovation

beginning on page 26.

from suppliers.

Meanwhile, I took a look into the cider category

There is all this and much more in the

and was pleased to discover that there has been a

September issue of National Liquor News.

healthy amount of growth from ciders made using

Hopefully you will find the information useful

Australian grown apples. You can read all about

with the running of your business. And if you have

the cider category – including hearing about a few

any stories to share then please do reach out to me

exciting new releases – starting on page 30.

on djackson@intermedia.com.au.

Also in this issue, our wine tasting panel has done something a bit different and taken a look

Deborah Jackson, Managing Editor

at a variety of wine styles from the Loire Valley,

02 8586 6206

France. The overall consensus was that these

djackson@intermedia.com.au

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Marketplace Connecting brands and retailers Brancott Estate unveils new look New Zealand winemaker Brancott Estate has revealed a fresh and fun new look, with changed positioning and a packaging design that encourages Australian consumers to, “taste life on the flip side”. Thinking differently has been at the heart of Brancott Estate from the start – since it flipped the thinking about Marlborough only being good for sheep farming and planted the first commercial vineyard in the area in 1973. Now this value is being brought into the brand’s aesthetic, with eye catching design and quirky upside down sheep. Eric Thomson, Global Marketing Director for Pernod Ricard Winemakers, said, “this new look and positioning is a real milestone for Brancott Estate who, despite

Image credit: David Hagger

taking winemaking very seriously, has always been

Jam Shed Wines relaunches in Australia

non-conventional in spirit. And it’s not stopping there;

After seeing significant success in the UK, Jam Shed is relaunching

Australians can look forward to many more playful

into Australia with two varietals – Shiraz and Red Blend.

moments from Brancott Estate in the future.” Brancott Estate’s new packaging is across the entire

The brand, which is part of the Accolade Wines portfolio, has seen significant growth in the UK since its 2017 launch, with a rise of

range of Sauvignon Blanc, Pinot Gris and Pinot Noir,

more than 98 per cent this year alone. Sales amount to more than 1.8

available now from Pernod Ricard.

million pounds, making it the third largest contributor to wine category growth in the UK, and the 15th largest Australian wine brand. It’s this success that Jam Shed wants to replicate in Australia, helped along by an increasing global demand for sweeter profile wines. Winemaker Paul Burnett said: “It’s been great to see how quickly the UK fell in love with Jam Shed Shiraz since launching three years ago. With the recent increase in Australian consumer demand for smooth (71 per cent) and sweet (59 per cent) red wines, we are excited to relaunch Jam Shed to Australia ahead of the summer season.” Jam Shed wines are created from fruit sourced predominantly from the Riverland region in South Australia, which provides the perfect climate for ripe fruit flavours and sugars to develop in the grapes. This is important for the brand, being inspired by the Jam Shed, which played a crucial role in the Riverland’s development through both jam and wine production for over a century. “Crafted to be delicious and uncomplicated, with a smooth, rich and fruity profile, Jam Shed is a great introduction to the red wine category

FAST FACT… Marlborough is New Zealand’s largest and most well known winegrowing region.

16 | National Liquor News

for new wine drinkers, or even beer or cider drinkers,” said Burnett. Jam Shed Shiraz and Jam Shed Red Blend retail at $18 per bottle and are available now through Accolade.

New range by Geoff Merrill targets millennials Geoff Merrill Wines has announced the release of its new range, ‘by Merrill’. Geoff Merrill is known for making some very serious wine. These wines are often held back for late release, so they have time to properly evolve in the bottle and show their full potential. But now, Merrill has embarked on launching an exciting new ‘drink now’ style of wines targeting the next generation of wine drinkers. Well known for the geese that inhabit the grounds at the cellar door in Mount Hurtle, South Australia, each of the five wines features a playful stage name along with an illustration of a goose, representing a member of the Merrill family. Each wine has been carefully crafted to reflect the unique characteristics of the family members symbolised. The new ‘by Merrill’ range features five wines including a Riesling, Chardonnay, Dry Rosé, Grenache and Shiraz Cabernet that are designed for immediate consumption. The key objective for the ‘by Merrill’ range is to engage with the next generation of wine consumers who want to have fun while drinking great wines. With younger and fresher wine styles combined with some terrific new modern packaging, ‘by Merrill’ is strategically aimed at introducing the Geoff Merrill brand to a whole new segment of the wine consuming market.

Did you know? Amaro Montenegro has been made with the same secret blend of 40 botanicals for more than 130 years.

Spirits Platform to distribute Gruppo Montenegro brands A collection of some of Italy’s most iconic spirits, including Amaro Montenegro, Select Aperitivo, Vecchia Romagna Brandy and Rosso Antico Vermouth will join the Spirits Platform brand portfolio, effective 1 September. Founded in 1885, Gruppo Montenegro is a leading Italian spirits manufacturer. The Group’s brands are icons of the ‘Made in Italy’ label, with strong brand equity and cultural significance. Marco Seminaroti, Regional Director of Gruppo Montenegro, said they are looking forward to helping Australian consumers explore these types of spirits further. “We are delighted to partner with Spirits Platform. Together there is a great growth opportunity for our premium brands building on the solid foundation already established. We look forward to unleashing the full potential of our portfolio in the Australian market,” Seminaroti said. Spirits Platform CEO Mungo Gilchrist added: “We are excited to become Gruppo Montenegro’s distributor in Australia. We look forward to building the Montenegro brands, which perfectly complement our carefully curated spirits portfolio, and further enhance trade and consumer appreciation of these growing premium spirits segments.”

September 2020 | 17

Marketplace

Ferngrove: Good things come in threes Ferngrove Wine Group has released the Ferngrove Great Southern NV Sparkling in 200ml piccolo three-packs as of this month. Chief Winemaker Craig Grafton, says: “Most often, we talk about wine to pair with food, however at Ferngrove we talk about pairing a glass of Sparkling with good friends. “Our Ferngrove Sparkling is from our single site in the cool climate region of Frankland River, exhibiting all the characters you would expect – aromas

Angove launches Naturalis Organic Wines

of Pink Lady apples, fresh cut lemons

Australian certified organic wine

delicious to drink.”

This growth pushed the

finishing clean and fresh and truly

producer Angove Organic has released

development of the Naturalis Organic

Naturalis Organic Wines, targeted at

range, which features a Sauvignon

the acidity, the grapes were harvested

exclusively supporting the independent

Blanc, Pinot Grigio, Chardonnay,

in the night and transported to the

and on-premise trade.

Rosé, Shiraz, Cabernet Sauvignon and

winery only a few hundred metres

Merlot. All bottles have bright strong

away, minimising any oxidation. After

always been there to help us build

packaging made from fully recyclable

processing the base wine, Charmat

our brands. We view Naturalis in part

recycled materials.

method (often called the Italian

“The independent liquor stores have

as a way of giving back to them and

Angove Organic Winemaker, Tony

Picked early in the season to retain

method) was utilised for a soft and

supporting their businesses,” said Matt

Ingle, spoke of the benefits of the

Redin, Marketing Manager for Angove

range and said: “Ask our teams in the

Family Winemakers.

vineyards, many of whom have worked

are available now in three-packs

for years amongst pesticides and

retailing for $19.99.

The launch matches up with Organic Awareness Month and comes

chemical fertilisers, donning masks,

after data shows that certified organic

gloves and protective gear – they

products have increased by 50 per

will tell you, that not only is the wine

cent from the onset of the COVID-19

better-tasting and gentler on the

pandemic. Angove Organic itself

palate, but working in chemical-free

noted a 35 per cent increase in sales

vineyards makes for a completely

compared to 2019, as consumers look

different work experience.”

for health benefits and great tasting

For more information, contact

wine at a reasonable price from a

your Vintage House Wine and

trusted brand.

Spirits Representative.

FAST FACT… 2020 marks the 14th anniversary of Angove Family Winemakers farming and making wine under organic certification on 100 per cent of their vineyards.

18 | National Liquor News

elegant spritz. Ferngrove Sparkling Cuvée Piccolos

Marketplace

Hop Nation jumps on the hard seltzer trend Melbourne-based craft brewery Hop Nation has announced the release of a range of hard seltzers called ‘Ray, named after the brewery’s home suburb of Footscray, featuring three flavours Watermelon & Mint, Lemon & Lime, and Peach. The idea for ‘Ray came from Hop Nation’s Sam Hambour and Duncan Gibson, who saw the potential opportunity hard seltzers could have in Australia, after their boom in the US where annual sales exceed $1 billion. ‘Ray is a brewed seltzer that is vegan and gluten reduced. It’s

White Claw to arrive in October

flavoured by real fruit with no added sugar, so there’s only 88

The first day of spring marks just over a month until White

calories per 330ml can.

Claw hits Australian shores. White Claw is the number

Gibson said it: “Is brewed like a beer with cereal grain and a

one hard seltzer in the US and has established cult

two to three-week fermentation process. Hops are used early in the

status in a category that has been growing at a triple-

brewing process before fruit is added late in fermentation.”

digit annual rate since 2016, with more than 50 per cent

Hambour added: “We hope ‘Ray will be the go-to choice for

of alcohol drinkers in the US consuming hard seltzer at

all types of drinkers. With a low-calorie content that doesn’t

least once a week.

compromise on taste, it really is an all-occasion drink.”

Managing Director of Lion Australia James Brindley

‘Ray soft launched in May this year, gaining popularity and

said three fabulous White Claw flavours – Ruby

preparing for expansion for retail nationwide. The cans retail for

Grapefruit, Mango and Natural Lime will be rolled out

$20 per four-pack or $70 per carton of 16, also available in kegs

across retailers and venues Australia-wide from the

for the on-premise.

second week of October. “We all need a little bit of excitement after what has been a tough 2020,” Brindley said. “Since we made the announcement mid-year, we have watched the anticipation and demand for White Claw grow locally, and never before have we seen such unprompted and organic enthusiasm for a product. “Here’s to Australia’s own White Claw summer – and celebrating with friends and family over the three waves of pure refreshment.” White Claw will be available in a four-pack of 330ml cans at an RRP of $23.99.

LIMITED STOCK AVAILABLE NOW

September 2020 | 19

Retail Drinks Australia

Ensuring liquor stores remain an essential service Retail Drinks’ advocacy helped keep liquor retailers in Victoria open under Stage Four restrictions, writes Retail Drinks Australia’s Acting CEO, Michael Waters.

As a national peak industry body, one of Retail

the voice of the retail liquor industry was being

Drinks’ core objectives is to advocate on its members’

heard. This included providing key insights to

behalf with all levels of government across Australia.

Government and regulators on the need to maintain

The past few months have demonstrated just how

liquor retailing as an essential service, including the

critical this function is with the ability of entire

potential unintended consequences of any decision

industries to continue operating being subject to

to restrict liquor retail or the ability to access alcohol

the flick of a pen.

via the liquor retail channel.

While we first saw this when the Commonwealth

Another one of Retail Drinks’ key activities

Government announced its initial COVID-19

throughout this period was the re-launch of its Social

lockdown measures in March this year, this was

Distancing Guidelines for Retail Liquor Stores to

again brought to the fore in July with the Victorian

demonstrate its proactive approach towards ensuring

Government’s announcement of Stage Four lockdown

staff and customer safety in-store. The Guidelines

measures, which were developed in response to a

included an extensive checklist of practical steps and

rapidly increasing number of COVID-19 cases across

measures for stores to be COVID-SAFE, a range of

metropolitan Melbourne.

posters and signage for in-store use, and information

As was the case in the Commonwealth Government’s

on recommended store safety and hygiene service

announcement, all liquor stores were deemed as an

providers. This resource was made available to all

essential service and were therefore allowed to continue

liquor retailers, regardless of whether they were a

operating under the Stage Four restrictions. It should be

Retail Drinks member or not.

pointed out that liquor stores were one of only a handful

The recent experience in navigating Victoria’s

of industries permitted to operate as normal alongside

Stage Four lockdown restrictions showed the

other essential businesses such as supermarkets,

importance of industry associations having proactive

pharmacies and service stations.

and continual engagement with government

Throughout the Victorian Government’s

decision-makers in an uncertain and rapidly evolving

deliberations on Stage Four lockdown measures,

regulatory landscape. In doing so, Retail Drinks was

Retail Drinks was engaged in regular and proactive

ultimately able to contribute to this positive policy

dialogue with key decision-makers to ensure that

outcome for its members.

20 | National Liquor News

■

“Another one of Retail Drinks’ key activities throughout this period was the re-launch of its Social Distancing Guidelines for Retail Liquor Stores to demonstrate its proactive approach towards ensuring staff and customer safety in-store.” Michael Waters Acting CEO Retail Drinks Australia

Alcohol Beverages Australia

FARE called into question Imagine the help frontline services would be receiving if FARE had stuck to their knitting, writes ABA CEO, Andrew Wilsmore.

The latest Annual Alcohol Poll Report from the Foundation for Alcohol Research and Education (FARE) confirms what is common knowledge: that most Australians’ drinking occasions are at home and that Australians enjoy the convenience of home delivery. The real question is so what? There is nothing wrong with drinking at home or using a delivery service. In typical FARE fashion, innocuous facts are used to try and create community concern when there is no evidence to suggest that people should be concerned. Now in its eleventh year, this annual poll has consistently been used to attack industry and responsible drinkers. With weighted questions about ‘the role of industry in policy’ to highlighting support for draconian measures that punish an entire population who overwhelmingly drink in moderation, the annual poll is purely a vehicle for FARE to push their own agenda. For those with long memories, FARE was originally set up by an act of Parliament to disperse taxpayers

to help them, to instead be running costly television

funds (raised from beer drinkers) to frontline

and online campaigns on banning advertising in

organisations, particularly the rehabilitation sector,

sport, hiring Senior Counsel and expensive lawyers

that actually works to reduce alcohol-related harm.

to fight liquor licence applications around the

This was a shared goal that industry supported and

country, and generate spurious polls to further their

helped champion through Parliament at the time.

political agenda.

Those funds were meant to have been completely

Extreme caution should be used in interpreting

expended, but instead FARE held onto almost $35

research commissioned or funded by FARE. An

million of taxpayer money, and then significantly

example is its research which created headlines

departed from this original remit.

with a claim that 70 per cent of Australians reported

Investing in shares and other assets, FARE now

drinking more alcohol than usual since the COVID-19

uses the interest and dividends to take on a new

outbreak in Australia. When in fact, those headlines

role as Australia’s leading anti-alcohol organisation

only related to 70 per cent of the 20 per cent who

with the majority of its budget spent on anti-alcohol

reported purchasing more alcohol than usual. No

advocacy, questionable research, and campaigning for

mention is made of the 80 per cent of Australian

restrictions on the vast majority of Australians who

households who kept at the same level or reduced

enjoy alcohol responsibly.

their alcohol purchasing.

At a time when frontline services are struggling

Perhaps the most galling was their use of these

with COVID-19 distancing measures, which severely

figures to call on more Government funding for

limit their capacity to assist Australians in need,

support services – the very role they were established

FARE is using money that would otherwise be going

to do!

“Extreme caution should be used in interpreting research commissioned or funded by FARE.” Andrew Wilsmore CEO Alcohol Beverages Australia

■

September 2020 | 21

Wine Australia

Tokay officially transitions to Topaque As of 1 September, it will be an offence for the term ‘Tokay’ to be used, writes Rachel Triggs, General Counsel and GM Market Access, Wine Australia. The 10-year transition period for the use of the term Tokay ends on 1 September 2020. After that time, it will be an offence under the Wine Australia Act 2013 (the Act) to describe or present an Australian wine using this term.

General Counsel and GM Market Access Wine Australia

over the past decade. In return for Australia agreeing to protect certain European Geographical Indications (such as Port), Traditional Expressions (such as Clasico and Reserva)

Agreement between Australia and the European

and other terms, the European Community agreed

Community on Trade in Wine (the Agreement) that

to protect our GIs and its wine regulations were

took effect on 1 September 2010.

relaxed for Australian wines being imported into the

Australia relinquished use of numerous protected

European Union (EU). Some examples of benefits are:

European wine terms such as Sherry and Port in

• the maximum alcohol limit was raised from 15 per

Tokay, a 10-year transition period was negotiated to

Rachel Triggs

supported Australia’s wine export success in Europe

Relinquishing the term Tokay was part of the

exchange for enhanced European market access. For

“Our sector’s commitment to the Agreement has supported Australia’s wine export success in Europe over the past decade.”

Our sector’s commitment to the Agreement has

allow winemakers to rebrand and exhaust stock. ‘Description and presentation’ includes (but isn’t

cent to 20 per cent, • the tolerance between label and actual alcohol content was lifted from 0.5 per cent to 0.8 per cent, and • measurements can be expressed on the label in

limited to) wine packaging, commercial documents,

tenths of a unit rather than whole or half units.

tasting notes, and advertisements such as websites

In terms of winemaking techniques: the EU agreed

or cellar door signage. Accordingly, if you advertise

to recognise most of Australia’s wine production

‘bulk Tokay’ after 1 September 2020, it’s an offence

techniques, additives and processing aids as identified

under the Act.

in our Food Standards Code.

Existing stock lawfully produced before

Equally importantly, the EU recognises Australian

1 September 2020 can continue to be sold by wholesalers

blending rules and Australian wine can be presented

for five years and by retailers, including cellar door sales

in the EU using our rules to underpin vintage, variety

direct to customers, until stock is exhausted.

and regional claims.

After consultation with the Australian wine

Without this it would not be possible to present

community, ‘Topaque’ was nominated as the new

Australian wine in the EU as a cross-regional blend, or

name for products formally known as Tokay. Similarly,

to present a Shiraz–Cabernet unless the two varieties

‘Apera’ was selected to replace ‘Sherry’, with this term

constituted the entire blend.

protected since 1 September 2011. These new terms were

And finally, simplified certification processes

registered as certification trademarks by Wine Australia

were accepted: only three test results need to be

in June 2012. Describing wines as Apera and Topaque is

included rather than the usual eight. There are also

encouraged when Australian fortifieds fit the definitions

simplified reporting requirements on the export

for use and the brand owner is a licensee of these marks.

certification documents.

■

There’s more information about protected terms on Wine Australia’s website at: www.wineaustralia.com/labelling/register-of-protected-gis-and-other-terms/faqs-about-gis-and-tes

22 | National Liquor News

Independent Brewers Association

The certified Independent Seal means quality independent beer… everywhere The Independent Brewers Association’s (IBA) Certified Independent Seal is not just a marker of being Australian owned and brewed, it’s also a gauge of the very best quality, writes IBA GM, Kylie Lethbridge.

At the Independent Brewers Association our mission

and industry members who have decades of experience

statement is ‘Quality Independent Beer Everywhere’.

in judging and assessing beer. Outside of the awards

While we often shout about the “everywhere”, to

process, we have a Quality Project Group, which uses

champion the incredible growth of our industry, the

Indies results to identify options for improvement and

first word of our mission statement might be the most

to create and share resources for our members to help

important. There is no point getting our beer into

improve processes. We also encourage our members

people’s hands if it is not up to the highest standards.

to use Brewing Interlaboratory Reference Analytes

With a diverse range of breweries, all using different

(BIRA); a not-for-profit laboratory initiative designed

equipment and different techniques, we know we need

to support and calibrate in-house brewery labs to a

to tackle quality in several ways, with each designed

consistent and high standard.

to encourage knowledge sharing and collaboration.

Judging, labs, faults and technical feedback might

And that features our wonderful members working

seem like the less sexy side of the indie beer industry,

together to lift each other up.

but we place a huge emphasis on this activity because

The most visible, and exciting, is our annual

it’s important to us that the Certified Independent

Independent Awards Ceremony (aka the Indies).

Seal isn’t just an indicator of being Australian owned

Last year, we had more than 1,000 beers entered and

and brewed, but also a gauge of quality. When you

judged, all from independent Australian breweries.

see our seal, you know there is an entire country of

Judges are made up of brewers, technical specialists,

brewers working to make the best and most unique

and industry professionals.

beer we can offer.

Like everything else this year, the 2020 Indies will

That is also why we make ‘Ask for Indie’ assets

look a lot different to previous years, with smaller

available to not only our member brewers, but also

judging groups around the country rather than

hospitality venues and retailers who are helping us

everyone in one city. However, we understand how

support our industry. If you stock beer from our

crucial it is for us and our members to assess quality

members, then chat to them about getting a range of

and give them practical, accurate feedback and come

point-of-sale advertising.

together to cheer on those that excel at their craft. Behind the scenes, even before the judging happens, we have a Technical Committee made up of brewers

“When you see our seal, you know there is an entire country of brewers working to make the best and most unique beer we can offer.” Kylie Lethbridge General Manager Independent Brewers Association

We will always strive to make sure our mission statement is true, not only now but that it remains true for the future.

■

September 2020 | 23

Strikeforce

Groundhog Day Stephen Wilson, Category & Insights Manager at Strikeforce, expects there will be a less disruptive impact on the off-premise trade as we become more adept at responding to COVID-19 challenges. At the time of writing this article Stage Four

those areas affected by focusing on replenishment as

restrictions had just been announced and imposed

the priority while maintaining planned activity across

on the Melbourne metropolitan area in an effort to

the rest of the nation.

curb the growing COVID-19 crisis in that city.

Unlike Lockdown1.0 we expect to see a ‘business

With the ever-present threat of clusters breaking

as usual’ flow of activities with some localised

out elsewhere in Australia it is worth reflecting on how

disruption just prior to any official Government

retailers responded when we experienced ‘Lockdown

announcements and a short period of time following

1.0’ earlier this year.

any localised restrictions.

As the nation went into lockdown, we observed an

There was a significant deviation from compliance

abrupt halt to some non-essential activities, mainly

to maintenance activities in March – April 2020 as the

the cancellation of price promotions and associated

supply chain came under enormous pressure. This

in-store mechanics.

time around, with the benefit of hindsight, retailers

As fixtures emptied at breathtaking speed supporting services were called upon to ensure a quick transition of stock from delivery bay to shelf.

were quick to impose buying limits to largely avoid weeks of empty shelves. This rings true for off-premise liquor with queues

We experienced a level of panic buying in the

experienced at some of the larger retail banners,

hours leading to the Melbourne curfew again this

however the volume of ‘panic buying’ appeared to be

time around. I also experienced firsthand jittery

significantly less than earlier this year.

shoppers clearing supermarket and bottle shop shelves

Bottle shops will remain open in Melbourne as an

some 1,500km away following the latest lockdown

essential service so the expectation is that this would

announcement in Victoria.

also be the case in any other state or territory.

The ripple effect was quite astonishing and put a

Ideally, where possible it may be prudent for liquor

spotlight on the fragile nature of supply chain and the

retailers to build some contingency into stock levels of

pressures it can experience in such a short period of time.

their most popular brands as a precautionary measure

So, what do we expect to see from here? With more

to avoid out of stocks and lost sales should an infection

localised clusters of infection likely to occur it seems logical that the impact will be confined to smaller, defined areas. This will allow retailers, suppliers and support services like Strikeforce to address supply issues in 24 | National Liquor News

cluster breakout in their area. We expect a less disruptive impact on the offpremise trade and retail trade in general as we become more adept at responding to COVID-19 challenges now and into the future.

■

“It may be prudent for liquor retailers to build some contingency into stock levels of their most popular brands as a precautionary measure to avoid out of stocks and lost sales should an infection cluster breakout in their area.” Stephen Wilson Category & Insights Manager Strikeforce

IRI

Cocktails at home: a revolution

The art of mixology has more than ever found its way into the homes of Australian drinkers, writes Jenny Tran, Senior Associate Consultant, IRI.

Cocktails: a liquid art form and now a

of cocktails with four ingredients or less has

The innovations are endless and other

home revolution. Nowadays, more and

brought back to life classics like the Aperol

categories are jumping on board and

more Australians are turning to their own

Spritz, vodka sodas and Negroni. The glass

embracing the cocktail revolution. RTD

kitchens instead of the bar to satisfy their

spirits and mixers categories are taking

craft brands such as Lexington Hill, Dr

cocktail needs. With glass spirits MAT

advantage of this opportunity and using

Onyx and Everleigh Bottling Co bring

dollar growth at 13.8 per cent and mixers at

the lessons from gin and tonic to innovate

classic cocktails that can be only found

eight per cent vs. YA, it is evident the art of

and grow. In spirits, Aperol and Campari

in bars into the homes. With the cocktail

mixology has made its mark in Australian

rebranded to own summer with spritz

revolution, RTD is taking the opportunity

homes, and with constant innovations,

cocktails and became Instragrammable

to premiumise the category by using

show little sign of slowing down, even

sensations. Spiced rum (predicted to be

signature packaging and box sets to stand

during a pandemic. Arguably, the starting point of this revolution was the gin and tonic and its popularity has shown constant growth over the years. By maximising and maintaining momentum through innovation, gin and tonic

out with a luxurious feel.

“Australians are embracing the new normal and becoming their own bartenders.” - Jenny Tran. Senior Associate Consultant, IRI

has managed to consistently grow and evolve

Since the COVID-19 pandemic, the cocktail revolution has become even more relevant with brands marketing specifically around COVID, like Johnnie Walker and its ‘Kitchen Sink Drinks’ platform. Despite the lack of social and celebratory occasions as a

to premiumise the category. Products like

the next spirits boom) also jumping on the

result of social restrictions, Glass Spirits’ dollar

Gordon’s Pink Gin, Four Pillars Shiraz Gin and

cocktail occasion with brands like Untold,

has grown at 23.6 per cent and Mixers at 12.9

craft botanical gins bring innovation to the

where the recipe is designed by skilled

per cent during the lockdown period (Mar-

category to create a ‘ginsperience’ that keeps

bartenders. In mixers, Schweppes released

Jun 2020 v YA). This demonstrates Australians

consumers engaged through exploration.

a signature series infused with exotic

are embracing the new normal and becoming

Consumers are also willing to spend more

ingredients; and in the UK, Coca-Cola

their own bartenders. It will be interesting to

on their tonic experience and elevate their

released the signature mixer series dedicated

see if these growth trends from the cocktail

cocktail. This is evident with Fever-Tree

to dark spirits. There are also now brands

revolution will continue when Australians

experiencing strong growth (+128.7 per cent,

like Secco and New York Cocktail Infusion,

get back to a restriction free lifestyle, this is

dollar growth YA, MAT) despite a 13-times

which provide a ‘Ready to Make’ offering,

something we will have to wait and see.

price premium over Private Label.

which involves spices and dried fruit for

From this, consumers have learnt to embrace the ‘Minimalist’ cocktail. The idea

■

consumers to infuse into their drinks,

Source: IRI Market Edge. Australia Liquor

further elevating the cocktail experience.

Weighted. MAT to 05/07/2020 v YA. September 2020 | 25

Rosé

rosé Through

coloured glasses

Heading into summer and peak pink wine time, Brydie Allen finds out why you should keep rosé on your radar.

26 | National Liquor News

Rosé

It’s hard not to look at rosé in a positive light, given the continued success and growth of the pretty pink wines that fill the category’s shelves.

But as we’ve often asked before of such explosive trends, how long will this popularity last? The general prediction is that rosé is here to stay,

In Australia the movement continues to grow at

and although it has the ability to cater to different

an enviable pace across the board, with domestic and

trends of the wider industry, as well as changing tastes,

international products reaping the rewards. Multiple

and innovate to keep interesting and fresh, it’s also a

reports put both value and volume growth near 25 per

category that can be leveraged even further with a

cent, and in some cases it exceeds that.

good retail strategy.

Double digit growth of this kind isn’t a new phenomenon in rosé. According to Pernod Ricard,

A rosy lifestyle

the last six years have seen consistent growth of 25

As the rosé category developed over the years, it’s now

per cent CAGR across the broader category.

come to the point where it has a wide appeal for a

Treasury Wine Estates (TWE) ANZ Marketing and Category Director, Ben Culligan, similarly notes the trajectory, and says: “rosé continues to go from strength to strength.” It’s also why: “the rosé category is still one of the leading wine segments in Australia,” as reported by

number of reasons, all fitting into current Australian consumer lifestyles. Brown Family Wine Group Marketing Manager, Emma Brown, said it’s now more wide reaching across different demographics when it comes to both taste and aesthetics, as often seen in the dry segment.

Leanne De Bortoli, who manages the De Bortoli Yarra

“The dry rosé category does not look to be slowing,

Valley Estate with winemaker husband Steve Webber.

we anticipate continued strong growth in the category

Even with a global pandemic afoot, rosé remains

given its versatility, approachable nature and presence

firmly in growth. As Grégoire Bertaud, Founder and

across price points,” Brown said.

Director of Noble Spirits put it, during COVID-19:

The versatility of the category to fit overall industry

“consumers were not shy with their rosé consumption.”

trends is a big drawcard for consumers, as Culligan said.

For the Castel Group, which includes French

“Rosé’s appeal is diverse and that’s certainly helped

wine brands like Barton & Guestier and Listel, it’s

drive its popularity – not to mention the strength and

reflected in a surprising sales result. Asia Pacific

quality of wines being produced. There’s no doubt

Export Director Guillaume Blandocha said: “We’ve

the rise in popularity of all things ‘pink drinks’ has

seen with the pandemic a big increase in our sales,

helped play a part, but rosé over-indexes with younger

which puts us at 10 per cent growth compared to this

shoppers and consumers who are looking for new

time last year.”

wine-styles to share with family and friends,” he said.

Is it red or rosé? Messum predicts that in the near future there will be a “greater blurring between light reds and rosés” which may be an interesting development to watch in the category. “The natural scene is pushing this with less time on skins for juicy, lighter reds,” Messum said. “These ‘are they red or rosé’ type wines are doing really well, we had a super small batch of a wine like this and it sold out in two weeks.”

September 2020 | 27

Rosé

A spokesperson for Pernod Ricard Winemakers, with award winning Le Petit Rosé in its portfolio, said rosé as a category has innovated itself to be approachable for different palates and situations. “We see rosé as being a very social and dynamic varietal – which suits the Australian lifestyle really well,” they said. In addition to the category appealing to a wide interpretation of the local lifestyle, it also offers the chance of escapism to create special moments of indulgence. Rosé from the Provence region, like that of Château les Mesclances from Noble Spirits, does this particularly well. “Rosé is a lifestyle. The Southern French way of life is particularly enticing and translates exceptionally well to

The impact staff can make

the Spring/Summer climate in Australia,” says Bertaud.

Shoppers are regularly influenced in their

crisp apéritif style all the way through to your

decision making by in-store staff, but

sophisticated, fuller-bodied styles to pair with food.”

“This is a category with diversity; you have your

the rosé category is one area where this influence is even stronger.

Occasion and impulse choices

For example, Shukri said: “Retailers should

While summer is usually seen as the perfect rosé-sipping

focus on keeping the rosé fixture easy to

season, it should be noted that the occasions in which

shop and ensure staff are helpful, friendly,

consumers are seeking the category are also broadening.

knowledgeable – rosé shoppers are much

David Messum, Winemaker and Industry

more likely to pick a particular retailer for

Consultant from Just The Drop, said while summer

rosé based on these aspects.”

still sees rosé flying off the shelves: “it is no longer

Blandocha said The Castel Group puts

considered just a summer drink and sales are a little

great value on the influence of retailers and their staff, in particular when it comes to

more consistent throughout the year.” Rather than simply seasonal, specific occasion-

French rosé. That’s also why he said there

based purchases are vitally important to the category.

needs to be greater focus on building the

As Brown notes, 46 per cent of shoppers had an

relationships between supplier and retailer.

occasion in mind when buying rosé.

“I think it’s very important to communicate about all French wines and about all rosé… I think it’s something we need to do to grow consumer awareness about the French wine

Again harking back to the diverse appeal of rosé, Brown said it’s a category that is often thought of for social occasions, because: “the wines are versatile and easy drinking that can be enjoyed on their own or

category,” Blandocha said.

with food.”

The educational element is also one that

is a really popular choice of wine and varietal as it is

Pernod Ricard sees the value in, to avoid commodification of the category. Their spokesperson said that in addition to direct staff interaction: “Creating strong assets and information at shelf (e.g. grape, wine origin etc.) is key to helping shoppers select a wine confidently.”

28 | National Liquor News

Pernod Ricard’s spokesperson similarly said: “Rosé sharable, approachable as it suits many palates and different [social] occasions… In fact, data shows that rosé is more likely to be bought on a Friday or Saturday evening than the wine category average.” But at the same time, rosé is also experiencing success thanks to its appeal to impulse buyers, both with initial purchases, as well as upselling and bundling.

Rosé

David Shukri, Senior Insight Director at Shopper

Of course the biggest debate for retailers is how much

Intelligence, said: “Rosé is the most unplanned liquor

shelf space to give a category, particularly when it comes

category, with over one third of shoppers being

to the highly contested fridge space. Messum said it’s

unplanned… In fact, ‘it caught their eye’ is a very

important to remember that having choice with chilled

common reason for rosé shoppers to buy the category,

rosé can lead to high performance in the category.

compared to the average wine category

“With greater choice it becomes tricky limiting the

“Rosé is also the second top liquor category where

number of SKUs held, but we’re seeing greater year

shoppers report that they’re likely to buy something

round drinking and feel the rosé fridge space is key

extra in the category if they see something new and

in driving sales,” Messum said.

different in-store.”

“The most successful retailers I speak to are those

Brown’s data also reveals this, with impulse buyers

that have embraced rosé, give a whole fridge to the

and shoppers looking for immediate consumption

category and then stock it with a real mix of domestic

accounting for a significant percentage of overall

and imported wines across multiple price points.”

rosé consumers.

Bertaud said carving out this permanent spot for

“Thirty-one per cent of rosé purchasing is

rosé is key to seeing it succeed year round, when

unplanned (versus 22 per cent in total wine). Shoppers

combined with an attention-grabbing educational

are also 12 per cent more likely to buy rosé from the

element for passing shoppers.

fridge than the average wine category,” Brown said.

“We want to see rosé as a serious wine category

Largely what this comes down to, according to

within retailers, not just your ‘summer salutation’

Blandocha, is whether the price is right. He said rosé

where shelf space shrinks in the cooler months – there

shoppers are very driven by getting value for money,

are robust styles perfect with soup and roasts. Rosé

so are more likely to purchase again when they believe

certainly demands and deserves to be recognised as

they have good quality and affordable options.

its own category,” Bertaud said.

“In the current economic context… people will

Despite challenges from the COVID-19 pandemic,

be looking at their spending and they will be more

there are exciting rosé products and innovations set

cautious,” Blandocha said.

to come from the brands in this story this year. With

“So for the wines under $20, let’s say in the $12 to $18 bracket, I think there will be some good growth.”

them comes more potential to leverage the dynamic category and capitalise on Australia’s love of pink.

■

Boosting potential Without intervention, rosé does particularly well in retail. But there is often untapped potential there too, whereby retailers that use certain strategies could capitalise on the category and grow it even further. Culligan said this is beginning to happen, and: “Given the growth in the category, we’re already seeing retailers expand the presence of rosé on-shelf – alongside stand-out displays and the all-important focus and role the fridge plays for helping drive category sales.” Shukri said the category reacts extremely well to visual in-store triggers, especially in what Pernod Ricard’s spokesperson said is often “a confusing area to shop”. Brown advised that a way to overcome this is with clear signage that can: “educate on the different profiles to aid confidence with shoppers.” September 2020 | 29

Cider

Always look on the bright cider life

There is a lot of excitement and opportunity within the cider category at the moment in terms of new flavours and innovation, but what is clearly the most exciting and the biggest consumer driver is all about provenance and Australian grown apples.

In cider the biggest consumer driver is provenance.

it was shown that ciders using Australian fruit were

As cider drinkers become more educated about

growing in double digits and 15 per cent ahead of the

what goes into their drinks, they are expecting all

cider category.

natural ingredients and to know exactly where those ingredients come from. In recent years, sales data has shown that the overall

“In the next few years, we predict a rise in the craft cider category as consumer interest in locally sourced and made products continues to increase, as we have seen with the UK cider market.” – Kirren Chapman, CCA

cider category has been struggling to regain its share

Australia and Co-founder of Willie Smith’s, that trend towards provenance and all-natural Australian grown ingredients is increasing.

against that of beer, wine and spirits. When major brands

“What I’m hearing from customers during

like Somersby and Strongbow capitalised on consumer

COVID-19 is that this trend has only increased, and

demand of crisp, refreshing apple cider by pumping

so it’s great to see provenance playing a greater role

tremendous volumes onto retail shelves, the category

in cider drinkers consideration set, as we are seeing

boomed, more than tripling cider consumption volume

in other categories like craft beer.

between 2012 and 2016, according to data from the Australian Bureau of Statistics.

“I don’t see the category growing volume, but with the Trust Mark, I do see a great opportunity to at last

A key initiative to tackle this obstacle is the 100%

maintain and hopefully grow value, as an increasing

Australian Grown ‘Trust Mark’ launched in late 2018

number of drinkers transition from cheaper ciders,

by Cider Australia. The mark, one of the first of its

made using imported concentrate, to more premium

kind in the world, helps consumers identify ciders

ciders using Australian grown fruit,” says Reid.

made with 100 per cent Australian grown fruit.

Kirren Chapman, Marketing Coordinator at Coca-

For Cider Australia, communicating the Australian

Cola Amatil (CCA) has noticed a similar trend to Reid

made message has been the key to changing the

during the coronavirus pandemic, and she mentions

cider conversation and already more than 50 Cider

not only a trend towards locally produced ciders but

Australia members are featuring the Trust Mark on

also to recognised and trusted brands.

their packaging.

30 | National Liquor News

According to Sam Reid, President of Cider

She notes that in Australia, consumers are looking

In fact pre-COVID, Cider Australia had

for ciders that play within the “better for you” space,

successfully petitioned to have the cider category

such as CCA’s Pressman’s Cider, which is gluten free,

officially segmented by ciders using Australian grown

vegan friendly and made with 100 per cent Australian

fruit. And for the first time, through this segmentation

apples from the Goulburn Valley.

Cider

“In the Australian market we are seeing a trend with consumers who are looking for ciders that are better for you such as, lower sugar, lower carb or gluten free/vegan friendly. “More recently with restrictions coming into place we have seen an increase in consumers purchasing locally produced brands alongside the well-known market leaders,” she says. “In the next few years, we predict a rise in the craft cider category as consumer interest in locally sourced and made products continues to increase, as we have seen with the UK cider market.”

Outstanding in their field When it comes to market leaders it is hard to go past Somersby, which has been a key driver in the turnaround of the cider category. According to Rachel Veltman Senior Brand Manager – Cider at Asahi Premium Beverages (APB), there are two key trends that are driving consumers’ choice in the cider category. “The first is flavour exploration with consumers looking to try something new. Growth in flavoured ciders has added +$6m to the cider category so far in 2020 (IRI YTD July 2020). “The second trend is centred on refreshment, with cider shoppers seeking easy drinking and sessionable liquids. In recent times of uncertainty we have also seen consumers seeking familiarity and returning to brands they trust,” says Veltman. In line with these trends, Somersby has recently launched the Sparkling Selections range, which

Willie Smith’s Traditional Apple Cider Willie Smith’s Traditional is the craftiest drop

varieties, give complexity, texture and lots of

to be produced by the cider maker yet.

fresh apple. Lifted aromas, textured mouth feel

Being an unfiltered farmhouse-style allows the apple to really sing. Traditionally styled, the team has paid homage to the farmhouse ciders of old.

and a drying grippy finish means Trad works a treat by the pint at the bar or over lunch. This is serious cider for a seriously good time. 5.4% ABV | 1.5 standard drinks per 355ml

A delicious blend of culinary apples and

100% Tasmanian Apples

heirloom French and English cider apple

Heirloom French and English Cider Varieties

September 2020 | 31

Cider

“[We can expect to see] more growth in the craft sector. A lot of local brands have experienced huge growth in the last few years and I think there’s growing interest when it comes to trying to buy local,” says Lord. Warwick Billings, Co-founder of Lobo Cider, agrees that there has been, “a reassuring move to ‘craft’ cider, smaller producers with diversity and complexity”. “The entry level is still there, but I see progression and evolution with people progressing from simple apple-y and sweet to more complex and interesting,” he says. “Cider and food is a world to be explored and is includes Spritz and Rosé flavours – both delivering

Orchardist Michael Stafford and Lobo Cider’s Warwick Billings

much underdone at the moment, but actually there are sensational matches to be made and is very much

refreshing and differentiated flavour options for the

true to the origins of cider. There is quite a strong

more sophisticated cider consumer.

campaign in the UK based around the theme ‘cider

“We will have a digital influencer campaign centred on the ultimate ‘Sparkling staycation’. Designed to

is wine’, the premise being that good cider can replace wine in any situation, watch this space.”

inspire consumers to develop their own ultimate sparkling staycation, the campaign will bring to life

Creating an apple-ing offer in-store

different staycation ideas through key influencers,”

When it comes to making the most of your cider offer

says Veltman.

in-store, Billings suggests that retailers should have a

Somersby will also this month launch a new flavour in Somersby Mango and Lime, just in time for summer. Veltman says: “Mango Lime is set to be the taste of summer in the cider category with research showing high appeal and purchase intent from consumers.” Cider has seen a return to growth in the off-premise

staff cider refresher day as we head into the spring/ summer seasons. “The first sunny day almost always brings out the cider drinkers,” he says. Billings suggests getting in touch with one of your local craft cider producers to make a staff education session more fun.

channel due to the shift towards at home consumption

He also says: “Make sure there is some variety

the last couple of months. Australia’s market leading

on the shelf and support local craft producers. Be

cider brand Somersby has been a key driver behind

aware of the Cider Australia 100 per cent Australian

that category’s turnaround in performance growing

fresh apples Trust Mark, which guarantees that the

at +19 per cent in the past quarter to July. According to Marc Lord, Senior Marketing Manager – Cider at Carlton & United Breweries (CUB), cider shoppers love innovation and “new news”. “Innovation, and in particular new, fun flavours and styles like rosé have been driving a large share of cider growth,” he says. He also agrees with CCA’s Chapman, that low sugar and low calories are key trends within the cider category. “We’re seeing 54 per cent of Australians are looking for low sugar and 32 per cent for low calories, so in cider it’s all about the ‘Lows and No’s and sessionable styles’ – for example, Pure Blonde Organic and Rekorderlig Botanicals. 32 | National Liquor News

Pressman’s Apple Cider Produced locally in country NSW and made with 100 per cent Australian apples from the Goulburn Valley, Pressman’s Cider is a fresh, light, thirst quenching cider with crisp apple notes. This award-winning cider brand is also gluten free, and vegan friendly. Pressman’s Cider is the ultimate refreshment, best served over ice, pairs well with a cheese plate, and of course, always enjoyed with friends and family around. 4.5% ABV and $19.99 per six-pack.

Cider

cider is made from actual Australian grown

CUB’s Lord says: “Cider has made up

apples – this is rolling out on more and more

nearly half a billion dollars in bottle shop

products. Bring in some variety; get some

sales in the 12 months to the start of this

background info on the products.”

month.” And he says that variety and

Cider Australia’s Reid, takes this one step further and would encourage liquor

visibility are key when it comes to gaining incremental cider sales.

retailers to create an Australian grown

“To improve their cider offer retailers need

shelf in their fridge and make sure that it

a balance of bestsellers, craft and new products.

is clearly sign posted.

In cider there’s something for everyone, from

“It’s a great way to inspire drinkers to

traditional and dry styles to your juicier fruit-

choose something a bit different, premium

driven styles. Retailers need to make sure

and that supports regional Australian

that variety is reflected, driving growth and

agricultural communities,” he says.

bringing consumers back in to explore.”

“Then, crack them open. Taste the

APB’s Veltman agrees, saying: “Visibility

different styles and flavours with your staff

in-store is critical to the success of the highly

and customers and see what a difference the

impulsive cider category. Consumers are

apples make to the flavour of the cider. It’s

likely to convert to purchasing within the

also important to respect the provenance

cider category if the core brands and flavours

– where the apples are grown also does

they are looking for are clearly visible in-

influence the flavour profile.

store. The cider category is also one of the

“I’m constantly hearing from retailers

most incremental in total alcohol, making

that cider is in decline and that they have

it a great category to help drive increased

four ciders in their core range and that are

basket size in-store.”

enough. It frustrates me when those four

So with a return to growth in the off-

ciders all use the same imported concentrate,

premise and some clear excitement around

with a very similar flavour profile. That’s not

provenance and Australian grown apples,

giving customers a choice, and it’s certainly

there is a lot for retailers to think about

not inspiring and encouraging them to stay

and a lot of opportunity to be gained when

in the category and explore new styles and

considering ranging and execution in the

flavours,” says Reid.

cider category.

“Taste the different styles and flavours with your staff and customers and see what a difference the apples make to the flavour of the cider. It’s also important to respect the provenance – where the apples are grown also does influence the flavour profile.” – Sam Reid, Cider Australia

Watch this space… CUB will be extending the Mercury Hard Crushed range, so look out for some great new flavours in the very near future.

■

September 2020 | 33

Premium Gin

Welcome to the

GIN-DOM The reign of the premium gin sector is ever-strong in retail, as Brydie Allen discovers.

It’s no secret that gin is one of the hottest categories

as vodka in the next three years which is an exciting

in the Australian market right now. Its popularity

opportunity for the category and of course, Bombay.”

has surged in recent years, to the point where it has

Local premium producers are also experiencing

almost caught up to vodka as the country’s most

this growth, as Four Pillars’ Stuart Gregor told

popular light spirit.

National Liquor News.

An area that is driving the ‘Ginaissance’ is the

“Gin maintained its strong growth [in the past

premium sector, with premium gins enjoying great

year]... All price points grew, with the premium

success even in a busy category.

segment growing fastest. Local craft gins continue to

The IWSR Drinks Market Analysis Global Trends Report for 2020 described this ‘sophistication and premiumisation’ as one of the six key macro trends to watch.

Gregor said. Even those which have recently entered the Australian market’s premium gin sector are feeling

It notes: “Premium-and-above spirits are forecasted

its booming popularity. Warner’s Gin, for example,

to increase their global volume market share to 13

saw the sector’s spark retain even with the lockdown

per cent by 2024 as consumers continue to favour

of the on-premise.

quality over quantity, including cocktails and highend sipping spirits.”

34 | National Liquor News

boom as distilleries become ever-more experimental,”

Tom Warner, who runs the distillery with wife Tina, said: “The premium gin sector in Australia saw

Premium gin producers in the Australian market

fantastic growth across all channels in 2019 and early

certainly agree, including one of the world’s most well

2020, and despite the grinding halt everyone has felt

known brands, Bombay Sapphire from the Bacardi

in the on-premise, the category remains vibrant.

portfolio. Kate Skelton, Marketing Manager at Bacardi-

“In Australia, Warner’s launched in August 2019

Martini Australia, said gin is the fastest growing spirit

so the first year has all been new growth for us, and

segment and one that has potential for future growth.

we are confident about the future.”

“Premium gin is growing at +34 per cent and

This optimism for the future is shared amongst the

things are just about to kick off as we release Bombay

producers of the industry, as they continue to innovate

Bramble and two new RTDs (10-pack and a double

and think outside the box to carve out their place on

serve four-pack). We’re forecasting gin to be as big

the shelf.

Premium Gin

Flavour with flair

edge of agility, authenticity and innovation”

expression of Bombay with all natural

As the premium gin category continues to

with the product line, which includes a

blackberries and raspberries. This is just the

expand, something that has become more

rhubarb flavoured gin.

start of our exciting innovation pipeline over

common in brand offerings and also increased in popularity has been flavoured gin.

“We were the very first gin manufacturer

the next few years.”

to start cutting still-strength gin down to

Four Pillars meanwhile isn’t a stranger

For Lobo, which predominantly makes

bottle strength using fresh juices rather than

to flavoured gin with its Bloody Shiraz Gin,

cider but also makes a gin called ‘Djinn’,

water; a process that is becoming known as

infused with wine, being extremely popular

perfecting the quince infusion in the spirit is

the ‘Harrington Process’, named after the

with consumers at each release.

the brand’s point of difference. Co-founder

village in Northamptonshire where we are

“Flavoured gin is growing ever-more

and Cider Maker, Warwick Billings, said the

based. Every bottle of our Rhubarb Gin is

rapidly, though from a smaller base,”

fact that they grow the quinces themselves

one-third freshly-pressed rhubarb juice,”

Gregor said.

in their orchards brings an additional value

Warner said.

to the product as well.

“We always want to make something

Another important element when

that has a unique character – that might be

“The quince element is from our orchard.

considering the role of flavour in

Australian native botanicals, steeping gin in

It is there as part of a collection of botanicals,

premium gin, is in understanding how the

Shiraz for Bloody Shiraz Gin, using old wine

so not an in-your-face quince-ness, but a

innovation of this is driving the popularity

barrels, making savoury gins when everyone

background depth and interesting note, that

of the entire sector.

else is making sweet gins. We need to stand

makes a delicious drink,” Billings said.

Looking at Bombay Sapphire’s newest

out, be brave, be confident, be excellent, be

“There are a lot of creative people with a

release, Bombay Bramble, which is the

unrelenting in our pursuits and always have

lot of lovely gins out there, and more coming.

first flavoured gin for the brand, the

fun – do it with a smile – after all making

It is important that the liquid backs up the

importance of flavour exploration for the

gin is seriously the best job ever.”

package, and a reassuringly large number

category is obvious.

of people come back and tell us that Lobo is their favourite gin.”

Sarah Nichols, Marketing Director

Ripe for retail

at Bacardi-Martini Australia, said: “We

Considering the quest for innovation of

Warner also said the values of their brand

try to stay true to who we are; a high

premium gin producers and the expanding

shine through the production of the gin and

quality, premium London Dry Gin that

spheres of potential it creates in areas

the ingredients that go into it. Being early in

consumers trust and love. Building from

including the one described above, the

the global craft spirit explosion when they

those foundations we are really excited to

outcome for retailers who capitalise on the

first started in the UK, Warner’s employs “an

be launching Bombay Bramble, a creative

category is great.

Australia’s most awarded flavoured gin If there’s ever a perfect example of the power of premium gin when it’s done right, it’s The West Winds with Wild Plum Gin. The gin has been a sell-out success with consumers and critics alike, picking up five gold medals at international spirit awards this year alone and generating so much buzz they needed to bring forward the release of its 2020 bottling. The West Wing Gin’s Paul White spoke of the tart plum, zesty citrus and warm sweetness of the Wild Plum Gin, crafted with native Davidson plums and Tasmanian sloe berries. He said: “This is some of the finest liquid you’ll find using our native flavours alongside traditional gin aromas. “We are proud to say we were one of the first distillers of the Margaret River region and 10 years on, consumers around the world keep coming back for our uniquely Australian flavours and style. Through hard work, planning and passion, our gins have gained national and international acclaim. Our focus has always been on filling every bottle with the best possible flavour profile.”

September 2020 | 35

Premium Gin

Premium gin and coronavirus The COVID-19 pandemic continues to hit the global alcohol market hard, in a variety of ways.

Bombay Sapphire Brand Ambassador,

“We face many of the same

Georgie Mann, advises that retail success is

challenges all small businesses

influenced by the idea that, “Knowledge is key”.

face,” says Gregor. “Right now, we

“Whether it’s understanding the flavour

face an uncertain time in many of

profile or the key botanicals to recommend

our markets, and of course in our

similar gins or understanding how to drink

Global Travel Retail channel, from

it, your team should be able to recommend a

COVID-19 and the fact people

gin based on gins previously enjoyed by the

are heading out to bars less and

consumer,” Mann said.

travelling more infrequently.”

Billings has a similar sentiment, and said

But when looking at the category

it’s vital that you recognise the differences

as a whole, there is the bright

between styles of gin, how botanicals influence

spot that consumer interest in

them, and what makes them premium.

gin has not wavered. Warner

He said: “Know the story behind the brands

said lockdowns may have made

and know where the gin sits in the range of

people more adventurous with

flavours. Some are one dimensional citrus

gin at home.

or others ‘hook’ botanical, others are more

don’t want the Australian market to be

“Around the world, we believe

integrated and complex. Also understand the

devalued by industrial crap, and consumer

there has been an irreversible

level of juniper, it is quite style defining.”

education is the key.”

percentage shift in drinking

Warner’s advice is to not only have that

In order to do this, Gregor recommends

knowledge internally, but to also pass it

giving premium gin the space to shine on the

hospitality’ with family and friends.

onto consumers, as this will help build their

shelf. He also said there is another level of

Premium gin is one category we

confidence to explore the category more

potential here, when you make sure that local

while supporting retailers and distillers with

products are properly showcased too.

more purchases.

“The gin category is almost single-

occasions towards ‘at home

believe can win the ‘at home dinner party’ and ‘drinks with friends’ moments,” Warner said.

“Keep it real and educate, educate, educate.

handedly driving growth in spirits so my only

Because of this, retail continues

For example, we’ve been trialing an initiative

advice would be to give us the requisite space

to be a huge area that both sides

of using top mixologists as G&T Ambassadors

in-store,” Gregor said.

of the market rely on – consumers

in Dan Murphy’s, whose sole purpose is to

“Also, gin is unique in that the very best

educate shoppers to deliver the perfect gin and

gins in the world are right now coming from

mixer for their taste profile and the occasion

Australia so it’s a great opportunity to not only

– be that a Warner’s gin or not,” Warner said.

invest in a fast-growing category but also to

“For the long-term benefit of the amazing

support local small businesses. That’s a win/

sector of domestic craft distillers, we really 36 | National Liquor News

win right there.”

■

want to create drinks experiences at home, and producers need avenues for sales. So while there are challenges caused by COVID-19, premium gin is still on everyone’s radar.

Wine Tasting Review

Exploring the wines of the

Loire Valley The National Liquor News tasting panel sipped their way through a selection of Loire Valley wines this month and were all in agreement that the wines would appeal to emerging sophisticated wine drinkers.

38 | National Liquor News

Wine Tasting Review

The Loire Valley is a story of diversity, from the highest number of organic and biodynamic producers and growers in France, to the number of classic grape varietals, appellations and wine styles. Production comprises of 44 per cent white wine, 24 per cent rosé, 19 per cent red and 13 per cent sparkling. There is something for any occasion or price point – and when we offered the National Liquor News tasting panel to swirl their way through a variety of styles from the region, they eagerly jumped at the opportunity.

Crémant de Loire The Loire Valley is home to a huge sparkling wine production. Utilising the Method Traditional production of secondary fermentation in bottle and adding Chenin Blanc into the mix of classic Champagne varieties, the wines are exceptionally well made and offer huge drinkability at a price point that Champagne cannot compete with. With COVID-19 taking a huge toll on the economy and shopper spending habits, it will be interesting to see if there is further trading down from Champagne. If so, Crémant is perfectly positioned to do well. Customer perception is that it’s French, well packaged and looks like top quality Champagne, it has the fine bubbles of Champagne – but has an easy and accessible price point. Even before the pandemic, the category was growing at 300 per cent YoY in the UK, with US figures following suit.

Muscadet Once considered a neutral white with little character, Muscadets have come a long way in the past few years. With individual Crus being recognised, to a greater push to organic and biodynamic, the wines are growing in interest and quality. They also fit with nicely with the general trend to lower alcohol and lighter wine styles. By December 2019, Muscadet imports were up more than 140 per cent YoY, albeit from a small volume base. With top quality but still small domains such as Pierre Luneau-Papin using screw cap closures for their entry level wines, these wines look to do well in both the wine bar and bistro on-trade and independent bottle shops. September 2020 | 39

Wine Tasting Review

The Panel ➤

➤

C hristine Ricketts, Wine Educator, Endeavour Group ndrew Stubbs, A Manager, Vine Wine harlie Simpson, C General Manager, Virtuous Vine eoff Bollom, G Retailer, Fennell Bay Cellars aryl Fisher, D General Manager, Fisher Fine Wine igel Burton, N CEO, Burton Premium Wines

Well priced, with regional characteristics

more accessible price points for us in Australia.

and that fit many of Australia’s key drinking

Often rounder in mouthfeel, these wines make

occasions, seafood lunches, barbecues and sunny

great entry points to classic French Sauvignon

balcony afternoons, the lure of Muscadet must

from predominantly limestone soils.

surely continue to rise.

In terms of interest for the real wine lover it should be noted that more and more producers

Sauvignon Blanc

are making small batches of oak aged wines.

The Loire Valley is the spiritual home for

Often using local forests and even acacia wood,

Sauvignon Blanc. The first application that

as per the Daniel Chotard Sancerre Blanc Marcel

comes to mind is Sancerre, with three different

Henri in the tasting. These wine have intense

soil types, often no further than a metre from

depth and complexity, yet still show the nuances

one another. These soils are separated by fault

of Loire Sauvignon Blanc – gooseberry, kiwifruit

lines that run across the surrounding vineyards

and just the right amount of herbaceousness

and converge on the medieval village of Sancerre,

offset with textural minerality and a richness

perched atop its commanding position high

from the local barrel aging.

above the vineyards. These soils cut through in

D avid Messum, Director, Just the Drop

the wines just like the fault lines in the vineyards.

Reds of the Loire

Terre Blanche are limestone wines, minerally

Cabernet Franc is the hero red variety of the

M ark Bradstreet, Key Account Manager, Joval Wine Group

and precise, Silex or Flint dominant wines

Loire, with wines from Chinon and Saumur the

have less obvious fruit on the nose and mineral

most well known. Again this isn’t the whole story

notes – they age extremely well too. Finally, the

as there are plenty of medium bodied reds from

gravelly Caillottes and Griottes mix up stones

Gamay and Cabernet Franc from the Touraine,

and limestone for generous styles of wine closer

Anjou and Menetou-Salon, which often offer

to their New World counterparts.

greater value, especially for the off-trade.

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

40 | National Liquor News

While Sauvignon Blanc is largely considered

While often overlooked by its white,

to be centred on Sancerre, and its sister commune

Sancerre and surrounds also produce some

of Pouilly-Fumé there are other regions capable

lovely fine-bodied Pinot Noirs. Bright and tight

of making classic Sauvignon Blanc. Moving

these wines fit the growing movement to lighter

further west from Sancerre you get to Reuilly

or medium bodied wines, although the pricing

and Menetou-Salon, both regions producing

makes these a harder proposition to the bottle

wonderful styles of Sauvignon Blanc but with

shop customer.

■

Wine Tasting Review

Wines of the Loire Valley De Chanceny

Jo Landron

Crémant Brut

Muscadet Sèvre et

AOC: Crémant de Loire

Maine Amphibolite

VIN: NV LUC: $19.89

AOC: Muscadet

Distributed by:

VIN: 2018 LUC: $27.68

Bacchus Wine Merchant

Distributed by: Bibendum

“Xavier et Agnes Amirault Les Quarterons 2017 – I am not a fan of Cab Franc

“Great mouthfeel and heaps of acid producing a fantastic crisp finish. Would be great with prawns.” – Geoff Bollom, Retailer, Fennel Bay Cellars

“Lovely texture and interest and great length.” – Christine Ricketts, Wine Educator, Endeavour Group

but this was something special. A bit funky but intense, rich and complex – a great wine to quaff.” Daryl Fisher, General Manager Fisher Fine Wines

Xavier et Agnes

Domaine Vacheron

Amirault Les

Sancerre Blanc

Quarterons

AOC: Sancerre

AOC: Crémant de Loire

VIN: 2018 LUC: $37.41

VIN: NV LUC: $25.05

Distributed by: Domaine

Distributed by: Enoteca

Wine Shippers

“More complex in style with richness and mouthfeel. Some lovely pineapple/melon notes and an evenly balanced, lengthy palate.” – Andrew Stubbs, Manager, Vine Wine

“There is such variety in “Refreshing, zippy with lovely minerality. Some zesty citrus, melon and tight acidity.” – Andrew Stubbs, Manager, Vine Wine

the Loire! From grapes planted, styles, microclimates – there is literally something for everyone all from one region!” Mark Bradstreet Key Account Manager Joval Wine Group

Domaine de la

Mahe Sables &

Grenaudière

Schiste

Muscadet

AOC: Savennières

AOC: Crémant de Loire

VIN: 2018 LUC: $49

VIN: NV LUC: $21.93

Distributed by: Virtuous Vine

Distributed by: World Wine Estates

“Great aromatics with balanced floral and sherbet aromas. Palate starts broad and tightens with the fruit.” – Mark Bradstreet, Key Account Manager, Joval Wine Group

“This certainly isn’t a shy wine. Plenty of generous and sweet fruit flavours and a big old punch of acidity to clean things up.” – Mark Bradstreet, Key Account Manager, Joval Wine Group

“The Crémant and the Muscadet are all drinking well with flavour and great food matches.” Christine Ricketts Wine Educator Endeavour Group

September 2020 | 41

Wine Tasting Review

Joel Delaunay Gamay AOC: Touraine VIN: 2018 LUC: $20.43 Distributed by: Bacchus Wine Merchant

“Joyous, light, aromatic and fun!” – Charlie Simpson, General Manager, Virtuous Vine

“Moving into spring and summer, the Sancerre and Muscadet would go great with a light lunch.” Geoff Bollom Retailer Fennell Bay Cellars

Xavier et Agnes Amirault Les Quarterons AOC: St Nicolas de Bourgueil VIN: 2017 LUC: $25.05 Distributed by: Enoteca

“A very good wine with vibrant crunchy red fruits and grippy acidity and structure.” – Andrew Stubbs, Manager, Vine Wine

“Australians love to travel. The Loire is a great place to visit, and tasting the wines is like riding down the valley on a summer bike ride.” Charlie Simpson General Manager Virtuous Vine

Château Yvonne La Folie AOC: Saumur-Champigny VIN: 2018 LUC: $31 Distributed by: France Soir

“Bang! Power and precision. Cab Franc with structure and energy – lovely. It needs air and food, but it’s excellent.” – David Messum, Director, Just the Drop

“The Loire is a classic region and is food oriented in style. All categories are relevant, especially to the sophisticated emerging drinkers.” Andrew Stubbs Manager Vine Wine

42 | National Liquor News

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