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TAS Country : February 2nd 2012
10 Tasmanian Country Friday, February 3, 2012 News Viticulture Branding winning out over the wine from the VINE Graeme Phillips APP HAPPY: Anthony Castray of 4more Business Technology. MARK Lloyd, of Coriole Vineyards in McLaren Vale, recently wrote a short piece looking back at 40 years of changing Australian winemaking fashions. It reflected on the light and elegant low alcohol wines of the '80s; the over- use of oak and the move to no filtering or fining in the '90s which reminded wine- makers that wine is a microbiological soup; the move to super ripe, high alcohol wines in the early 2000s; and the current move away from such sty- listic extremes. He then posed the ques- tion: What next? Rather than fashion (in the face of collapsed export markets and a declining domestic market in- creasingly dominated by the two big supermarket chains and their own- brand wine labels) the what-next question for many in the wine industry is survival. A recent federal parlia- mentary committee, for ex- ample, heard that Coles and Woolworths now own 70 per cent of the liquor outlets in Australia -- up from 45 per cent a decade ago. Winemakers Federation of Australia chief execu- tive Stephen Strachan told the committee, from the consumers perspective, there is now no discernible difference between super- markets' own labels and the array of other brands in the market place. Today's market is being homogenised to the point where only price matters. He added that super- markets' own brands -- which currently account for 25 per cent of their sales -- came at the loss of intellectual property that has been established by the wine sector over gener- ations, including winema- kers' stories, terroir and regionalities. One prominent Barossa winemaker, Peter Leh- mann, has responded to such challenges by going back to the drawing board and re-branding his entire range of wines, changing distributors and redirect- ing his marketing focus more towards independent wine merchants and on- premise (restaurant) rath- er than supermarket sales channels. For such an iconic and established brand, the changes are quite dra- matic. The new face of Peter Lehmann Wines is Peter Lehmann himself whose profile image will now ap- pear across the company's full range of wines, epito- mising, according to its marketers, the heart of the Barossa, its rich winemak- ing history and the classi- cal position the man holds in the Australian wine industry. But, if consumers don't know the Lehmann and Barossa stories, will the new label images suffice? Producers like De Bor- toli, Bests and others are taking a different market- ing tack using Ustream, a live video streaming web- site similar to YouTube, to launch new wines with virtual and interactive on- line wine tastings. Many others are now featuring QR codes on the labels, a matrix-like tag that acts similar to a bar code and, when scanned with these new-generation phones, display a short video of the vineyard and the winemaker describing the wine in the bottle you're holding. And now, Anthony Ca- stray of 4more in Hobart, has gone one step beyond QR codes with what he calls a reality augmenta- tion app which, by focus- ing an iPhone on any branded image -- label, logo, brochure etc -- trig- gers a video conveying whatever message the winemaker, carrot grower, oyster exporter, accommo- dation owner, tourist oper- ator etc, may want. For wine, simply scan the label at home, in a bottleshop, cellar door or in a restaurant in New York or Tokyo and you can, for example, visit the vineyard, taste the wine with the winemaker and find its best food partner. Or, if a food producer chooses, follow Tetsuya or Jamie Oliver as they make carrot soup or garnish and swallow an oyster. A click on the video can then take the consumer direct to the producers webpage if he wishes to get a more complete paddock to plate story. Amazing -- and Castray has begun rolling out the device and signing up businesses this month. These days branding is much more than just pack- aging or a brochure or logo. It is technology bringing the brand to life, enhanc- ing Stephen Strachan's ref- erence to producer's intel- lectual property, stories, terroir and regionalities and using associated social media to drive the prod- uct's marketing. "fine Tasmanian wines ....made to last" Tastings by appointment Please ring 0407 961 167 or 6396 1167 so we can be here for you firstname.lastname@example.org 2075623-120127 Good year follows the deluge FLOURISHING: Grey Sands' garden after the rains. ROGER HANSON WET weather struck a ma- jor blow to many Tasman- ian vineyards last year. At Grey Sands it was a disaster, but this year the outlook is substantially brighter. ''We didn't pick any grapes in 2011,'' said Rita Richter, who runs Grey Sands with husband Bob. ''We are on the western edge of the Tamar Valley and as a consequence we got over 60 per cent more than our usual rainfall.'' It was the first time the couple decided not to har- vest their grapes. Record rains in spring, summer and autumn saw the vineyard cop 1420mm of rain -- the average is 880mm. ''The grapes just didn't get enough sunny, dry days to ripen, especially our later red varieties (merlot and shiraz). ''This wasn't the case in other parts of the Tamar Valley. We spent a lot of time, effort and money on trying to get a crop but in the end decided to lift the bird netting and abandon the fruit to the birds. ''In sharp contrast, this year could be our earliest vintage ever. We already have coloured berries ap- pearing in our pinot noir -- this is about three weeks earlier than usual. ''The positive to the wet year was that our garden absolutely flourished. Many of our trees grew by more than 50 per cent in height and density over this summer, and we're looking forward to a stun- ning display in autumn as the deciduous trees colour. ''We have been invited to take part in Art'n'Wine by the West Tamar Arts Group later this year and we have also joined the Open Garden Scheme. Our weekend will be October 27-28. ''Already, Bob is stress- ing about having the garden looking good for the weekend! ''We won't be at Fest- ivale this year, but we will have a stall at the Harvest Market in Launceston which starts on February 11. EARLY ENTRIES INCLUDE: A/c Woakwine Station, Beachport, SA 150 Hereford Heifers rising 2 yrs, PTIC Angus bull 50 Hereford Heifers rising 2 yrs, PTIC Hereford bulls Above heifers are pure Injemira blood, EU accred, Mar/April 10 drop & will calve spring, Pesti vacc + 7 in 1 A/c Tirrana Grazing, Glen Innes, NSW 130 Hereford Steers, Spring 10 drop, EU accred, annual draft of quality steers, principally Stannum blood A/c Nugent Grazing Co, Bourke, NSW 250 Hereford Steers 100 Hereford Heifers Sept/Oct 10 drop, Smithston/Courallie blood, excellent quality A/c Kingsgate Station Pty Ltd, Glen Innes, NSW 100 Hereford Steers, 14-15 months, Lotus/Stannum/Smithston bloodlines, station bred steers of the highest quality A/c FJ & JS Clifton, Purlewaugh, NSW 80 Hereford Heifers, Pure Ironbark blood, 18 months, NSM A/c JP Davie & Co, 'Guilford', Ouse TAS 40 Poll Hereford Heifers, May/June 10 drop, unjoined, outstanding quality, ave 470 kg LW, Alandalr Washington, Heatherdale Territory and Mount Raven Hijacker bloodlines ENTRIES INVITED & WELCOMED Contact your local rma agent Richards Livestock 03 6327 3229 Webb & Woodiwiss Livestock Marketing 03 6397 3590 1st INAUGURAL SALE 12pm Friday 17TH Feb, 2012 Fully Endorsed by Herefords Australia Ltd SHAD BAILEY 0458 322 283 MIKE WILSON 0418 690 036 SALE CO-ORDINATOR 2008724-120203
January 26th 2012
February 9th 2012