Recently I attended the opening of the 1847 Wines / Chateau Yaldara Wines cellar door in Adelaide. “Big deal!!” – I hear you say. Well it was a big deal because this opening wins 5-Stars for wine marketing smarts as far as I am concerned.
While there are already a few cellar doors in Adelaide (such as Penfolds at Magill, Patritti Wines at Marion and Salena Wines at St Peters), the 1847 cellar door is brilliantly positioned just half a block away from the Adelaide Central Markets, making it readily and easily accessible to time strapped tourists visiting Adelaide.
Part of this marketing brilliance is that they have combined with the University of Adelaide to offer a one day intensive wine course which covers: the global wine market, history of the Australian wine industry, the Barossa Valley along with the 1847/Yaldara story and proposition as well giving participants a tour of the Waite Campus of the University of Adelaide.
This initiative in effect not only educates overseas visitors about Australian wines focusing on the Barossa and 1847/Yaldara, but also creates volunteer brand ambassadors, especially in China – the focus market – as each “graduate” will proudly display their certificate and talk about their knowledge and achievement.
As Jeremy Glaros, Executive Director of Executive Education at Adelaide University says:
“We are really excited to have developed this program in concert with 1847 Wines and see it as a great step forward in cementing the China / Australia wine relationship. The pioneering work that 1847 Wines is doing in building the relationship between South Australia and China is fantastic and benefits the industry across Australia, so to be able to be a part of that and at the same time showcase the University of Adelaide’s huge strength in wine education is a real honour.”
The wines tasted at the opening ceremony started with the exceptional Chateau Yaldara NV Sparkling Pinot Noir Chardonnay, which has a lovely citrus/yeast autolysis bouquet with an excellent mousse. A lovely fresh, crisp palate with masses of flavour and a great refreshing finish. No wonder this current bottling has won three trophies to date. AWESOME!
The next wine tasted was the 1847/Chateau Yaldara 2016 Sparkling Petit Verdot. This wine has a really effervescent mousse and great depth of colour, delightful enticing aromas of red fruits with some brambliness and a rich, delicious palate with stacks of tannins on the finish. A brilliant food wine.
This was followed by the 1847 WINES FIRST Pick 2013 Shiraz, which has complex plum and red berry aromas with a hint of vanillin oak. Some bottle age complexity is developing on the smooth, tasty palate which finishes with a grippy tannin finish that makes it a superb food wine.
The final wine sampled was the 1847 WINES 170th 2016 Shiraz, with a big, plummy bouquet that has vanillin American oak tinges. The palate is medium bodied with great complex, svelte flavours and a tight food friendly finish.
With these and a raft of other excellent wines, 1847/Yaldara group is currently the sixth largest Australian wine exporter to China. Given all that they are doing, plus other moves afoot, they will surely be even bigger shippers to China in the not too distant future. Their plans include opening similar cellar door/club rooms in Sydney and Melbourne next year. They are also planning on having 200 branded stores across China by 2021 and there are some significant plans for the Yaldara site in the Barossa, currently with the local council. www.1847wines.com
To me this seems like they have got their whole marketing plan/package together and it is unfolding brilliantly.
Another recent example of marketing brilliance is the young company, Riot Wines – producers of wines in cans. Started in 2016, their sales have gone from 50,000 litres to 2.5 million litres per year in just three years. See my article, “The Can Wagon” in the May/June edition of WBM, and also my Blog “What a Riot”, August 16, 2019.
Riot have just been bought out by Carlton United Brewery (CUB), the monolithic beer company – which of course you know wouldn’t have happened if the brains trust at CUB didn’t think it was a great and viable marketing concept.
Cheers! Here is to marketing brilliance, a very rare commodity in these challenging times!!