Muscat of Rutherglen Manifesto by Winemakers of Rutherglen

~ MANIFESTO GUIDELINES FOR USE

~ CONSUMERS

~ TRADE

~ MEDIA

~ CLASSIFICATIONS

~ CLASSIFICATIONS WITH SERVING SUGGESTIONS

~ TERROIR

~ HISTORY

~ WINECRAFT

~ MUSCAT MOMENTS

~ MUSCAT CAPITAL OF THE WORLD

MUSCAT OF RUTHERGLEN MANIFESTO GUIDELINES FOR MEMBER USE

This Muscat of Rutherglen Manifesto has been developed to modernise the way Muscat of Rutherglen winemakers, and more broadly, the Rutherglen wine region talk about and communicate Muscat of Rutherglen to consumers, trade and media (domestically and internationally).

The purpose of this document is to ensure that all Rutherglen wineries and associated stakeholders talk about Muscat of Rutherglen the same way; using simple, direct and easy to understand language.

Copy in this document can be used for a multitude of Muscat of Rutherglen brand touch-points including, but not limited to, brochures; websites; product descriptions; staff briefings; events; tastings; social media content and advertising; in conversation at cellar door; etc

Please keep in mind that wording in this document has been kept as wholistic as possible; understanding that each winery has their own distinctive Muscat of Rutherglen style and story (house style) to tell that should be communicated (where appropriate) when expanding upon information in this document.

Guidelines for Muscat of Rutherglen Member Use of the Manifesto

The individual pages of the Manifesto have been stored separately to allow for use and distribution according to the situation.

The pages are stored as PDFs to ensure their integrity.

Wording is not to be altered.

Experience the mystery of Muscat of Rutherglen.

CONSUMERS

It's time to venture to the dark side and discover Muscat of Rutherglen; a secret drink that sits somewhere between a wine and spirit. There is nothing else produced like it anywhere in the world – rich, complex, mysterious and full of flavour.

Rutherglen is the Muscat capital of the world, home to the unique Muscat of Rutherglen wine styles. Take a journey along the region’s ‘Muscat Mile’ to meet the master blenders – learn and taste the different classifications of Muscat and indulge in some of the region’s richest and rarest stocks straight from the barrel. You can even try your hand at blending your own Muscat and discovering the family secrets behind Australia s most iconic wine.

Muscat of Rutherglen is handcrafted and produced in tiny volumes by a small number of winemakers in Rutherglen, North-East Victoria. It is inherently Australian, a national treasure. Muscat of Rutherglen can only be called that if it is grown and produced in Rutherglen. It’s prestigious, rare and exclusive to Rutherglen

It is impossible to replicate because it s made from rare wine stocks that have been nurtured and passed down through multiple generations Each generation puts its own fingerprint (house style) on Muscat of Rutherglen’s rich history by creating unique stocks that are then blended and bottled.

Muscat of Rutherglen wines are grouped into a ladder of classifications that mark a progression in richness, complexity, age and intensity of flavour The four classifications are: Rutherglen Muscat, Classic Rutherglen Muscat, Grand Rutherglen Muscat and Rare Rutherglen Muscat. Only wines that meet the requirements of this classification system are awarded the much sought-after Muscat of Rutherglen stamp of authenticity.

The classifications ensure you choose the best Muscat for your occasion, which gives the style its greatest strength – versatility

Much like a fine dark chocolate or good cheese, Muscat of Rutherglen is artisanal and thoughtful. It pairs excellently with a variety of foods due to the differences in freshness and complexity within the classifications It stands heroically on its own, served over ice as an aperitif or mixed in cocktails. It also makes an exceptional gift.

Muscat of Rutherglen wines are intense, rich and sensuous with an outof-this-world taste that lingers for a long time and begs you to uncover the essence of Australia.

TRADE

Muscat of Rutherglen is an Australian treasure, impossible to replicate as it contains the essence and artistry of multiple generations. It is lovingly handcrafted from aged stocks, nurtured by generations of Rutherglen winemakers in their unique climate. The resulting wines are intense, rich and sensuous.

Muscat of Rutherglen is a world-recognised and critically-acclaimed wine style unique to Rutherglen, with a proud history spanning over 100 years of family winemaking. The blending skills required to produce this rare gem have been passed down from generation to generation, with winemakers plying their craft so that they can share their skills and artistry with Muscat lovers from all over the world.

Muscat of Rutherglen is a Muscat style like no other; thanks to the unique combination of climate, grape variety, soils and architecture, but most of all, the reserved stocks and unsurpassed blending skills.

Made from Muscat à Petits Grains Rouge, Muscat of Rutherglen wines are rich, complex and intense, pairing excellently with a variety of savoury dishes, full-flavoured cheeses and desserts, but they also stand heroically on their own, over ice as an aperitif or mixed in cocktails. The strength of the wine style lies in its versatility and the mystery that comes with uncovering its essence

There is no other drink on earth that compares. It captures all that is good about Australia with few wines able to elicit a response upon

first tasting quite like Muscat of Rutherglen – intense, rich, sensuous and memorable.

Muscat of Rutherglen stands out in a crowd, proudly offering those keen to taste it a depth of flavour, texture and complexity like no other. It offers a highly sophisticated and diverse drinking experience that in many ways belies the rural surrounds of the region in which it is produced.

There are four classifications that define Muscat of Rutherglen These classifications are a reflection of the variety’s richness, complexity and intensity of flavour. They are: Rutherglen Muscat, Classic Rutherglen Muscat, Grand Rutherglen Muscat and Rare Rutherglen Muscat Only wines that meet the requirements of this classification system are awarded the much sought-after Muscat of Rutherglen stamp of authenticity.

There is even a dedicated Muscat of Rutherglen glass personally chosen by Georg Riedel – 10th generation of family-owned global glass company Riedel The glass is used for Muscat of Rutherglen tastings at the region’s cellar doors with some also selling them to take home for Muscatdrinkers to create their own Muscat moments.

Muscat of Rutherglen is a national treasure that deserves to be shared with new wine drinkers.

MEDIA

Muscat of Rutherglen is a world-recognised and critically-acclaimed wine style unique to Rutherglen, with a proud history spanning over 100 years of family winemaking The blending skills required to produce this rare gem have been passed down from generation to generation, with winemakers plying their craft so that they can share their skills and artistry with Muscat lovers from all over the world.

A trip to Rutherglen sees you in the Muscat capital of the world, home to the exclusive Muscat of Rutherglen wine styles. Take a journey along the region’s ‘Muscat Mile’ to meet the master blenders – learn and taste the different classifications of Muscat and indulge in some of the region’s richest and rarest stocks straight from the barrel. You can even try your hand at blending your own Muscat and discovering the family secrets behind Australia’s most iconic wine.

Made from Muscat à Petits Grains Rouge it is a rich, complex, intense wine that pairs excellently with a variety of savoury dishes, full-flavoured cheeses and desserts, but also stands heroically on its own, over ice as an aperitif or mixed in cocktails. The strength of the wine style lies in its versatility and the mystery that comes with uncovering its essence.

Muscat of Rutherglen wines are grouped into a ladder of classifications that mark a progression in richness, complexity, age and intensity of flavour. The four classifications are: Rutherglen Muscat, Classic Rutherglen Muscat, Grand Rutherglen Muscat and Rare Rutherglen Muscat. Only wines that meet the requirements of this classification system are awarded the much sought-after Muscat of Rutherglen stamp of authenticity The classifications exist to ensure people choose the best Muscat to suit the occasion.

Muscat of Rutherglen wines are intense, rich, sensuous and memorable; a national treasure that deserves to be retold in new ways to all wine lovers.

MUSCAT OF RUTHERGLEN CLASSIFICATIONS

The taste of Muscat of Rutherglen is as hard to describe as it is to create.

Muscat of Rutherglen wines are grouped into a ladder of classifications that mark a progression in richness, complexity, age and intensity of flavour. The classifications exist to ensure drinkers choose the best Muscat for each occasion. Only wines that meet the requirements of this classification system are awarded the much sought-after Muscat of Rutherglen stamp of authenticity.

The four classifications are:

Rutherglen Muscat

Expect an average age of 3-5 years

The foundation style that provides a solid base to further discover and develop your Muscat preference. Rutherglen Muscat is a lighter style; fresh and youthful with raisin flavours and subtle richness that lingers with each sip

Classic Rutherglen Muscat

Minimum blended average age of 5 years

A step up in terms of richness and complexity, Classic Rutherglen Muscat is where you begin to taste the style’s complex and distinctive flavour with a hint of mature wood aged characters.

Grand Rutherglen Muscat

Minimum blended average age of 10 years

Grand Rutherglen Muscat takes the style’s intensity, depth of flavour and concentration to a whole new level with a significant change in colour and mouthfeel. With a colour similar to dark chocolate, the flavours of spiced fruit, molasses and roasted hazelnuts intensify with every sip.

Rare Rutherglen Muscat

Minimum blended average age of 15 years

The ultimate expression of Muscat of Rutherglen.

Rare Rutherglen Muscat is only bottled in tiny quantities and those privileged to taste it find wines of breathtaking richness and complexity. Truly history in a glass with a flavour that lingers forever.

MUSCAT OF RUTHERGLEN CLASSIFICATIONS WITH SERVING SUGGESTIONS

The taste of Muscat of Rutherglen is as hard to describe as it is to create

Muscat of Rutherglen wines are grouped into a ladder of classifications that mark a progression in richness, complexity, age and intensity of flavour. The classifications exist to ensure drinkers choose the best Muscat for each occasion Only wines that meet the requirements of this classification system are awarded the much soughtafter Muscat of Rutherglen stamp of authenticity.

The four classifications are:

Rutherglen Muscat

Expect an average age of 3-5 years

The foundation style that provides a solid base to further discover and develop your Muscat preference Rutherglen Muscat is a lighter style; fresh and youthful with raisin flavours and subtle richness that lingers with each sip.

A versatile drink to be enjoyed with canapes, fruits and nuts or on ice in summer.

Mix it with soda or tonic and garnish with fruit to make refreshing Muscat cocktails

Classic Rutherglen Muscat

Minimum blended average age of 5 years

A step up in terms of richness and complexity, Classic Rutherglen Muscat is where you begin to taste the style’s complex and distinctive flavour with a hint of mature wood aged characters.

Pair it with a variety of savoury foods – soups, spicy curries and slow cooked meats

Mix it up when the weather is warm by serving it chilled.

Grand Rutherglen Muscat

Minimum blended average age of 10 years

Grand Rutherglen Muscat takes the style’s intensity, depth of flavour and concentration to a whole new level with a significant change in colour and mouthfeel With a colour similar to dark chocolate, the flavours of spiced fruit, molasses and roasted hazelnuts intensify with every sip.

Perfect accompaniment to a cheeseboard when trying to impress or serve it over ice-cream as an affogato.

Rare Rutherglen Muscat

Minimum blended average age of 15 years

The ultimate expression of Muscat of Rutherglen.

Sip and savour for pure pleasure or dare to add it to an espresso martini. It also makes a loving and thoughtful gift on its own

RUTHERGLEN TERROIR

Muscat of Rutherglen winemakers are proud to call their little slice of Australia home.

It is the terroir, the combination of climate, soil and vine age, which allows Rutherglen to produce the finest Muscat in the World.

Nestled in Victoria’s High Country, among gentle hill lines running out of the Great Dividing Range and the Murray River, Rutherglen has a classic Continental climate, with warm days in the ripening period, occasionally reaching high temperatures in summer, and night temperatures moderated by the cool air flowing from the foothills of the nearby Victorian Alps, producing a large diurnal temperature difference

Most importantly, Rutherglen’s autumn is long, warm and dry.

The growing season’s weather conditions allow the grapes to fully ripen naturally, concentrating the sugars and flavours of the berries

and maintaining the aromatic fruit flavours to produce rich luscious wines and the taste sensation only Muscat of Rutherglen wines can evoke

Rutherglen has two main soil types. Most of the region is planted on Rutherglen loam, a lightly compacted reddish brown soil with good moisture retaining qualities. The second soil type is the sandy loam found along the river flats.

Vine age varies within the district, however most of the grapes are grown on vines of 20, 30, 50, up to 90 years of age. These mature vines grow grapes with intensity and richness of flavour.

It is these components of terroir that allow the Muscat of Rutherglen winemakers to grow Muscat of rare distinction; unrivalled anywhere else in the world.

HISTORY OF MUSCAT OF RUTHERGLEN

It is impossible to visit Rutherglen without being drawn into Muscat of Rutherglen s rich history.

The artistry of crafting Muscat of Rutherglen is multigenerational. Many of Rutherglen’s great Muscat pioneers began back in the mid19th century during the gold rush era. Some of them are still in operation today with the family-owned wineries managed by fourth, fifth, sixth and even seventh generation descendants.

Rutherglen s history with Muscat has been traced back more than 140 years when the grape was first bought to Australia from the South of France and introduced to Rutherglen.

There are more than 200 grape varieties in the Muscat family, but only one is used to make Rutherglen Muscat - the high-quality Muscat à Petits Grains Rouge. Locally, the winemakers refer to it simply as Rutherglen Brown Muscat.

With skills and experience handed down generation to generation, the current breed of Rutherglen winemakers still use Muscat stocks dating as far back as World War II

Rutherglen is a truly Australian winemaking region where multiple generations of the same hard-working families have left their stamp on Australia’s winemaking history. This depth of history has led to each winery developing its own Muscat house style.

There is nothing quite like the taste of Muscat of Rutherglen and there is no better place than Rutherglen, with its rich history, to discover the artistry and experience it in all its glory.

WINECRAFT

There is something truly incredible about Muscat of Rutherglen. From the craftsmanship that goes into the production of every drop; to its unique taste and the emotions it conjures up, Muscat of Rutherglen wines are mysterious –a dark art that contains the very essence of Australia.

The skill and artistry required to craft Muscat of Rutherglen is as rare as the drink itself. The wines have been refined for over 100 years, safeguarded and lovingly tended to with each producers’ house-style reflecting their own personality.

The amazing complexity of Muscat of Rutherglen begins in the vineyard where the fruit quality and sugar content of the harvested grapes are vital to the future blends

The unique art form of maturing and blending the Muscat of Rutherglen style (with each generation adding its own fingerprint) sees some wineries employ a modified solera system– an alternative blending and ageing process to ensure consistency across the classifications.

The solera system sees individual Muscat stocks graduate in an ageing process – from one stage to the next – with the young wine introduced at the earliest stage and the mature wine taken from the final stage for bottling.

Each Muscat of Rutherglen producer ages their Muscat stocks in slightly different ways using various sized casks. A winery’s architecture and construction also plays a big part in shaping style and taste, with the location of buildings within the region as well as storage and placement of stocks and barrels within cellars having an effect All these factors contribute to each producer having their own house style.

Opportunities to taste and discover the artistry required to craft this dynamic rare gem are many and varied, leaving visitors feeling connected to this special drink and the craftspeople who create it.

MUSCAT MOMENTS

Muscat of Rutherglen is a rich, sophisticated, sensory and mystical drinking experience that truly reflects the layers of expertise and time that has gone into the production of every drop.

With a taste sensation that lingers on and is near impossible to replicate, Muscat of Rutherglen is often said to sit between a wine and a spirit, which gives the style its greatest strength: versatility.

Whether drinking it heroically on its own, serving it over ice as an aperitif, or mixing it into cocktails, Muscat of Rutherglen is an indulgence that is best enjoyed when creating some of life’s treasured moments The Muscat of Rutherglen classification system exists to ensure drinkers choose the best Muscat for each occasion.

A Muscat moment can be anything – relaxing on the couch sipping a glass of Rutherglen Muscat, book in hand; sharing a cheeky after dinner glass of Classic Rutherglen Muscat with a partner; unwinding in the bathtub, a glass of Grand Rutherglen Muscat perched on the vanity; or simply savouring some Rare Rutherglen Muscat for pure pleasure. Muscat of Rutherglen pairs excellently with a variety of savoury dishes including soups and spicy curries; full-flavoured cheeses like a

creamy brie or a strong blue as well as desserts – think panna cottas, puddings and nutty ice-creams where Muscat of Rutherglen only enhances the flavour.

In 2014, the producers of Muscat of Rutherglen began a quest to find the perfect glass to showcase the unique qualities of Muscat of Rutherglen.

Riedel; who are famous for their varietal glassware and are familyowned and operated themselves were approached to determine the best serving glass.

Georg Riedel – the 10th generation of the family – visited Rutherglen and conducted a workshop with the Muscat of Rutherglen winemakers Fourteen different shaped glasses were tried and tested over a process that involved consumer tastings during Aussie Wine Month and at the London Wine Trade Fair. A final tasting took place where the official Riedel Rutherglen Muscat Glass was chosen.

These glasses are used for Muscat of Rutherglen tastings at the region s cellar doors with some also selling them to take home for Muscat-drinkers to create their own Muscat moments.

MUSCAT CAPITAL OF THE WORLD

Rutherglen is the unchallenged Muscat capital of the world

Muscat of Rutherglen is an Australian treasure, impossible to replicate as it contains the spirit and artistry of multiple generations. It is lovingly handcrafted from aged stocks and nurtured by generations of Rutherglen winemakers in their unique climate.

Rutherglen is a region that is constantly changing and developing new wines and styles. Young winemakers work alongside master blenders; sharing their passion, innovation and drive to ensure Rutherglen continues to draw wine lovers from far and wide

Take a journey across Rutherglen’s ‘Muscat Mile’ to meet the Muscat makers – learn and taste the different classifications of Muscat of Rutherglen; indulge in rich and rare stocks straight from the barrel; try your hand at blending your own Muscat; and discover the family secrets behind Australia’s most iconic wine.

Muscat of Rutherglen wines are intense, rich, sensuous and memorable.

Escape to Rutherglen and uncover the essence of Australia.