National Liquor News March 2021

AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE

MAR 25TH - MAR 28TH FIRST FLEET PARK, THE ROCKS

vol. 40 no. 2 - March 2021

SAVE THE DATE 27 OCTOBER 2021

2021

Editor’s note

Editor’s note Welcome to the March issue of National Liquor News.

to grow in popularity through the pandemic.

We might only be in March, but already this year

Another recent trend has been the proliferation

seems to be looking more positive than the last,

of the seltzer category. Our friends at Snooper

certainly at this time last year, when COVID-19

reviewed the category late last year and now revisit

was officially declared a pandemic. At the time of

it, noting the big changes that have taken place

writing, restrictions continue to be eased across

over our so-called ‘summer of seltzer.’

several states and there are no current lockdowns

Elsewhere in this issue we have all the latest news,

– it’s great to see the wider liquor industry getting

insights, information and analysis from across the

back to some semblance of normality.

industry and through our regular contributors,

Within this issue is some exciting news about that

including Retail Drinks Australia, Alcohol Beverages

return to pre-COVID activity - the Fever-Tree Gin and

Australia, IRI, Independent Brewers Association,

Tonic Festival, which kicks off in Sydney this month

Strikeforce, Wine Australia, and new contributors

and is set to go national for the first time ever this year.

Exceedra and Crunchy Social. There’s also the results

On an international scale, we’ve looked into

of our huge Chardonnay tasting, where our wine

the key selling occasion of World Whisky Day, an

tasting panel scored over 100 wines.

WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au

PUBLISHED BY: Food and Beverage Media Pty Ltd A division of The Intermedia Group 41 Bridge Road GLEBE NSW Australia 2037 Tel: 02 9660 2113 Fax: 02 9660 4419 Publisher: Paul Wootton pwootton@intermedia.com.au Editor: Brydie Allen ballen@intermedia.com.au Journalist: Daniel Hughes dhughes@intermedia.com.au General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au Group Art Director – Liquor and Hospitality: Kea Thorburn kthorburn@intermedia.com.au

annual global celebration of whisk(e)y that many

All the best for the month ahead. My inbox is

are predicting to be bigger than ever this year, so

always open for your stories or feedback – I’d love

the time to start planning is now.

to hear from you!

Prepress: Tony Willson tony@intermedia.com.au

revolve around some thriving category trends,

Cheers,

including Organic and Sustainable Wine, and No

Brydie

Production Manager: Jacqui Cooper jacqui@intermedia.com.au

Other key segments we’ve explored this month

and Low Alcohol Beer. Meanwhile, Daniel Hughes has investigated the increasing exploration of the

Brydie Allen, Editor

Cognac and Brandy category, which is continuing

02 8586 6156 • ballen@intermedia.com.au

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Top Reads ➤

26 Hard seltzer finds a home

➤

35 Don’t panic, it’s organic

➤

42 A dram good celebration

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4 | National Liquor News

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Contents March 2021

Regulars

Wine

8 Cover Story: Fever-Tree

21 Wine Australia: Growing

takes Gin & Tonic Festival national

import-ance 35 Organic Wine: Don’t

9 News: The latest liquor industry news for retailers

panic, it’s organic 54 Wine Tasting Review:

around Australia 14 Marketplace: Connecting brands with liquor retailers 24 IRI: The blueprint for growth in 2021 34 Industry Profile: Wild Boar set to shine in 2021 58 Retailer Profile: Ivan Myers, World of Whisky

Retail Focused 16 Alcohol Beverages Australia: Australians deserve to be properly informed 17 Retail Drinks Australia: Fighting for liquor retailers in WA 20 Strikeforce: Right product, right place 22 Crunchy Social: Harnessing the power of social media 26 Snooper: Hard seltzer is finding its home

6 | National Liquor News

Chardonnay

Beer 18 Independent Brewers Association: Challenges of regulation and red tape 28 Exceedra: Beer revenue management is a juggling act 30 No and low alcohol beer: How and why to stock the segment

Spirits 42 World Whisky Day: A dram good celebration 50 Cognac and Brandy: A growing favourite

PINOT NOIR PRODUCER OF THE YEAR 31ST TASMANIAN WINE SHOW Catalogue of Results

2021 DRYSDALE SOUTH CAMPUS, TasTAFE HOBART 18 - 21 JANUARY 2021

2021 TASMANIAN WINE SHOW

Cover Story

Fever-Tree takes Gin & Tonic Festival national

The ultimate celebration of all things gin and tonic will be heading on a national tour, kicking off with Sydney in March.

Fever-Tree’s iconic G&T Festival returns to Sydney in March 2021 for the ultimate

opportunities to extend their knowledge

expected to be consumed per year by 2022,

of gin with the actual distillers

representing a 55 percent increase from 2018.

celebration of all things gin and tonic across

Local and international distillers will also be

Australia is seeing strong premiumisation

four incredible days.

showcasing products that demonstrate the

trends in both mixers and spirits, with

As well as bringing the event to a new

excitement and versatility of gin and tonic.

sales of premium tonic overtaking those of

location at First Fleet Park in Circular Quay,

This includes Four Pillars which will launch

traditional mainstream tonics in retail for the

the 2021 Fever-Tree G&T Festival will for

its latest, yet to be announced, limited release

first time in 2020. Fever-Tree has driven the

the first time also be going national, touring

gin, while Archie Rose serves a gin exclusively

majority of this growth with tonics leading

the country in the coming months.

crafted for the festival, Hayman’s celebrates

the way,” Gaunt said.

Trish Brew, Fever-Tree Australia Brand

the lower ABV space with its Small Gin and

“The COVID-19 pandemic has provided

Ambassador, said: “After a sell-out event in

Hendrick’s explores endless possibilities with

many challenges in the past 12 months, but we

2019 and a virtual festival experience in 2020,

its limited-edition Orbium Gin.

are thrilled to bring our network of gin distillers

we couldn’t be more excited to bring back the

Andy Gaunt, Fever-Tree General Manager

and gin-thirsty consumers back together for

Fever-Tree G&T Festival in 2021 and this year

ANZ, said these elements of the festival will

the 2021 Fever-Tree Gin & Tonic Festival, in

take it on a national tour to help more Aussies

help illustrate the “unquestionable surge” of

locations around Australia this year.”

explore the fascinating world of gin and tonic.”

the humble G&T.

In this third year of the much-loved event, fans can expect a more intimate, boutique experience, with three-hour immersive sessions throughout the weekend. Attendees will be able to experience: • The Tonic Discovery Bar: where they can find their favourite Fever-Tree tonic on arrival • T h e Gin Village: a space to sample and explore different gins • The Ultimate Gin & Tonic Bar: where they can taste a range of bespoke G&T pairings • Workshops and discovery talks: 8 | National Liquor News

“More than 160 million gin and tonics are

More details will be coming soon – keep up to date at:www.fevertreegandtfestival.com.au

Sydney event details Location: First Fleet Park, Circular Quay, Sydney Dates: Thursday 24 – Sunday 28 March 2021 Times: Thursday and Friday: 5pm – 9pm, Saturday: 11.30am – 2.30pm, 3.00 – 6.00pm, 6.30 – 9.30pm, Sunday: 12.00 – 3.00pm, 3.30 – 6.30pm Tickets: www.fevertreegandtfestival.com.au/ Details: Early bird tickets cost $55 + booking fee, followed by general admission $65 + booking fee. Ticket includes entry to The Fever-Tree Gin & Tonic Festival, 6 mini G&Ts worth $20, live music, entertainment plus complimentary G&T workshops and discovery talks.

■

News The latest liquor industry

For retailers around the country

Parliamentary Friends of Australian Spirits launches The Parliamentary Friends of Australian Spirits launched in Canberra last month, attended by a range of politicians and members of the distilling industry. The launch event offered Australia’s political leaders and their staff the opportunity to sample a range of this country’s best spirits, and to meet the hardworking and innovative people behind the labels.

While the mood was sociable, the event carried a strong message. Spirits P&V Co-owners Lou Dowling and Mike Bennie

P&V opens new concept store

& Cocktails Australia and the Australian Distillers Association publicly released a joint PreBudget Submission calling

Newtown retailer P&V Wine + Liquor Merchants has opened a new concept

for urgent reform of punitive spirits tax

space in Paddington. The new outpost combines the retail philosophy of

regime earlier that day, which has made

the Newtown store with restaurant and wine bar elements over a two

Australia’s spirits tax the third highest in

story building.

the world.

The upper level, due to open in mid-March, will host a French-inspired

Spirits & Cocktails Australia chief

restaurant called Porcine, while the lower level, which opened in February under

executive Greg Holland said: “Australia’s

the P&V name, could be described as a restaurant, retail, wine bar fusion.

out-of-control tax is now so high, it

Mike Bennie, P&V Co-owner, said: “With how much stock we have on hand, it

is actually suppressing demand,

does look like a bottle shop. But really, that’s just the wine list living on the walls

meaning less revenue than if the tax

and in the fridges to power the courtyard out the back in which you can eat and

rate was lower.”

drink – you can take wines from the primary space at the front of the building and, for a corkage fee, open those bottles up in the back while enjoying a smart but relatively short menu of items that go alongside.”

“It’s a drink-in and takeaway venue, where the wine, beer, spirits and nonalcoholic products exist in the front part of the shop.”

On the ground level, customers can also enjoy wines by the glass, to explore new and different wines and be educated by the knowledgeable staff.

“The way we like to describe it is like an enhanced P&V, a turbocharged P&V from Newtown. We’ve still got all the events, masterclasses and tastings that are going on in Newtown and making sure there is a very vibrant program here in Paddington as well. Already some of those events are selling out,” Bennie said.

March 2021 | 9

News

Australian whisky grows by 150 per cent at Dan Murphy’s The consumer trend to purchase locally produced liquor has been highlighted by an incredible 150 per cent spike in sales of Australian whisky at Dan Murphy’s in the last six months, with especially high points of interest during the key selling periods of Christmas and Father’s Day. To meet this growing popularity, Dan Murphy’s has doubled its range, now stocking 120 Australian whiskies, with some stores now having an entire bay dedicated to the segment.

“Customers have started to discover that Australian whisky can compete on the world stage when it comes to flavour and complexity. There are some great flavours and stories to explore from distilleries in our own backyard,” said Dark Spirit Manager for Dan Murphy’s James Duvnjak.

Although Australian whisky is often compared to single malt Scotch when it comes to flavour, it is distinctly unique, often thanks to the use of special local ingredients.

Gabrielle Millane, Brand Manager for South Australia’s

Industry criticises latest MUP research New academic research has claimed the Minimum Unit Price (MUP)

Twenty Third Street Distillery, said the team has: “access

policy in the Northern Territory is showing successful results, an

to quality grains and unique maturation climates which

assertion that the industry has heavily criticised.

provide a framework to produce world-class whisky.

In 2018, the NT Government introduced a minimum price of $1.30

“Our distilling team have always viewed whisky as

per standard drink (or 10 grams of pure alcohol). The impacts of this

an exciting category given the endless possibilities for

are being measured on a yearly basis to assess whether the policy

producing covering grain options, barrel selections and

has a direct impact on reducing problem drinking in the state.

maturation techniques.”

David Vitale, Founder of Victorian whisky brand

Retail Drinks Australia has described the latest research into MUP as failing to present a complete picture of alcohol-related harm

Starward, added that he sources his unique taste by using

in the NT, and noted there needs to be a more open, transparent

“arguably some of the best red wine barrels in the world,

review of the policy at the three year mark that takes into account

found right in our own backyard.”

more data.

He said: “With the quality of ingredients and materials

CEO Michael Waters said: “As we have stated in the past,

available from within a day’s drive from Melbourne, we

Retail Drinks believes that Territorians deserve an open, transparent

tried something new and never looked back.”

and robust review of MUP. This process should be overseen by a multidisciplinary panel consisting of a diverse range of stakeholders rather than being placed in the hands of a group of entirely unaccountable academics.”

Alcohol Beverages Australia has also reaffirmed its stance on the MUP after this research was published, with CEO Andrew Wilsmore noting that: “The only thing Minimum Unit Pricing has achieved is making the price of a drink more expensive for Territorians and tourists to the Top End.” He added that it’s clear the MUP experiment has failed, and that its disappointing that people in the NT need to wait another two years for further reviews on the policy before anything is changed.

10 | National Liquor News

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News

How Scantek is supporting a responsible industry More than a decade ago, Ches Rafferty and Neil

Ester Spirits to set focus on independent retail

Bamber set to work to create instant identity

In June 2020, a time when Australia was still in the most widespread initial

verification solution company Scantek.

clutches of the COVID-19 pandemic, Felix Clarke and Corinna Kovner

Scantek technology was originally used for venues like nightclubs and pubs to provide an

realised a dream many years in the making and launched Ester Spirits.

Clarke, who has the industry in his blood through a family winery in

easy option for security to identify banned patrons

Oberon, said: “What started as a little bit of a competition between me

and detect sophisticated fake IDs. Scantek went

and a friend of mine to make bathtub vodka and bathtub gin, turned

from being used in a range of WA venues, to

into Corinna and I developing a few gins for at home consumption and

then be picked up by Melbourne’s Crown Casino

showing it around to friends and family.

and employed by the Queensland Government

“The general feedback was that it was a product that was certainly

within its strategy to reduce antisocial and violent

externalisable and that we should pursue setting up a brand around it.

behaviour across the state.

About three or four years ago we started to push towards that, so its

Most recently, and coinciding with its 10 year anniversary, Scantek technology has been used to support the Banned Drinkers Register (BDR)

taken us a little while to get there but it’s super exciting to be out there at the moment.”

The husband and wife team also own a Sydney café, and with changed

trial in WA. It’s already been rolled out for use in

takeaway laws as part of the pandemic, were able to stock Ester Spirits

the Pilbara trial and locked in for the upcoming

there for takeaway sale. They’ve since expanded to multiple other venues

Kimberley trial, as well as being ready for a

and won a slew of gin awards, including a silver medal at the International

potential expansion into the Goldfields region.

Wines and Spirits Competition for the Dry Gin, a trophy and best in show

“I think the interest is because while the industry is really good at promoting safe, responsible drinking, sadly there’s a small minority of people

at the Australian Gin Awards for the Strong Gin and two medals at the Australian Distilled Spirits Awards for Dry Gin and Strong Gin. This has led to a sale rate that is 250 per cent beyond original sales

that cause the majority of the harm… For example,

projections, of which Ester will be seeking to grow further with a concerted

when we looked at the data from venues it was

focus on the off-premise this year, especially independent retail.

only one in every 2000 entries that resulted in a ban,” Rafferty said.

“It’s a tragic situation, while most people

“This year is quite exciting for us in the fact that we do want to push more heavily into the off-premise space,” Clarke told National Liquor News.

“We would like to retain our independence - It’s something that we’ve

have probably had a night where they wake

tried to promote through our brand from the start… for us, this year is about

up and realise that they had a bit too much

finding independent retailers or independent chains that we can partner

to drink, there’s a big gap between that and

with and retain some of that luxe or artisan feeling around our brand and our

the next stage which is the harm and abuse to

products. For us it’s about championing that craft side of Australian spirits.”

others and yourself.”

Racing and Gambling Minister Paul Papalia, Scantek’s Ches Rafferty and Member for Pilbara Kevin Michel.

12 | National Liquor News

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Wherever you see it, you’re sharing in 40 years of passion and craft.

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W E N H K S E OO R L F

Marketplace Connecting brands and retailers Vodka Cruiser launches Spritz range Vodka Cruiser has announced the launch of the Vodka Cruiser Spritz range, which debuts with two vodka and sparkling water RTD flavours - summer berry and pink grapefruit.

Penfolds winemakers with the California Collection

The Penfolds California Collection lands in Australia Over twenty years ago, Penfolds started exploring

Currently the number one brand in the light premix category, Vodka Cruiser Spritz offers a lighter taste profile, catering to consumers who are looking for refreshing light RTDs. Ben Eyles, Head of Portfolio at CUB Premium Beverages (CUB PB) said the development of Vodka Cruiser Spritz took two years.

“We know our consumers expect only the very best from us, and

the soils of California, with ambitions to create wines

we are extremely proud to say that we’ve created an RTD befitting to

unrestricted by geography. Now, the brand unveils the

the Vodka Cruiser name in terms of taste, flavour and colour, in one

fruit of this labour, picked up by Penfolds winemakers

standard drink,” he said.

where the previous generations left off.

The inaugural California Collection features the 2018 Quantum Bin 98 Cabernet Sauvignon, the 2018 Bin 149 Cabernet Sauvignon, the 2018 Bin 704 Cabernet Sauvignon and the 2018 Bin 600 Cabernet Shiraz Penfolds describes the two flagship wines, the

“We look forward to growing the RTD category further with options outside of seltzers that our fans will love, and that promises all the fun, flavour and colour consumers want from Vodka Cruiser.”

Both flavours are now available now, in a 275ml can four-pack at $20 RRP.

Quantum Bin 98 and Bin 149 Cabernet Sauvignons, as

New Riesling defies the odds

‘wine of the world’ because of the taste profile that

The 2020 vintage in Mudgee was possibly the most

results from the way they have been blended across

challenging in the region’s wine growing history, having to

continents and hemispheres.

compete against destructive bushfires. While many did not

Penfolds Chief Winemaker Peter Gago said: “A

produce wine, for winemaker Robert Stein there was a

quality-first approach underpins this inaugural release,

shining light that could be released - the 2020 Robert

led by 2018 Quantum. This blend assembles parcels

Stein White Label Riesling.

of prized cabernet sauvignon from some of the Napa

“There was less lees work than previous vintages

Valley’s best vineyards and pedigreed shiraz from

with the goal to make a fruit driven, fresh style,” third

South Australia. This is a first for Penfolds.

generation Winemaker Jacob Stein said.

“The wines made in California pay respect to

“The fruit was handpicked after being tested multiple

California terroir, yet one thing remains overtly

times for taint. It was analytically tested by the AWRI as

consistent…the red Penfolds stamp. AP John barrels,

unfinished and finished wine along with being presented

open fermenters and time-honoured Penfolds

to several tasting panels. No smoke taint was evident.”

winemaking techniques have been applied.

“Being global isn’t just about selling wine around the

It is a classic dry Riesling, with tastings notes describing the lime and mineral characters you would expect, with a dry, crisp and racy

world, it is about working with both feet on the soil. We

finish. Whilst this wine can age, Stein recommends it would be best

will have the Californian sun above and soil beneath,

to drink it young and fresh.

but everything in between will be Penfolds.”

14 | National Liquor News

Villa Maria realises 21 year old organic dream After 21 years of growing grapes with organic techniques New Zealand winery Villa Maria is launching its first BioGro certified organic wine range called EarthGarden.

This month Australia becomes the first market to get its hands on the range launches with the Marlborough Sauvignon Blanc 2020, Hawke’s Bay Rose 2020, Marlborough Pinot Noir 2019 and Hawke’s Bay Merlot Cabernet Sauvignon 2019.

“The launch of EarthGarden is tremendously significant for Villa Maria. Not only does it shine a spotlight on our experience and expertise in organic farming, it gives retailers and consumers exactly what they want – a range of beautifully packaged wines full of life and flavour, from a trusted brand that reflects their lifestyle and ethical consumption choices,” Villa Maria Head of Marketing and Communications Sarah Szegota said.

Gordon’s expands flavoured gin range Gordon’s has released a Mediterranean Orange flavoured gin, the latest addition to its growing family of flavoured gins.

Clausthaler Dry-Hopped, the world‘s first dry hopped non-alcoholic beer, is also the world‘s first unfiltered N/A with cascade hops. Our innovation is full-bodied and hoppy, with hints of malty caramel. Crisp citrus notes complete the taste of this delicious amber non-alcoholic beer.

The new creation joins berry infused Gordon’s Pink and citrus infused Gordon’s Sicilian Lemon, to provide a new and zesty flavoured gin option for consumers.

Gordon’s describes the liquid as combining zesty and juicy orange notes with the signature refreshing juniper of the base gin, in an eye-catching bright orange bottle.

The Mediterranean Orange gin is available now in both the full sized 700ml bottle format, at 37.5 per cent ABV and $49.99 RRP. The variety is also available within the Gordon’s RTD range,

Ph: (03) 8791 1400 Email: Sales@Baw.com.au

www.baw.com.au

mixed with soda in 330ml bottles.

March 2021 | 15

Alcohol Beverages Australia

Australians deserve to be properly informed The NHMRC has jeopardised its good name with the way it has arrived at the new drinking guidelines, writes Andrew Wilsmore, CEO of Alcohol Beverages Australia

If you were a Government agency, tasked with the

So, what do Australians think of the NHMRC’s

role of protecting citizens from harm, you would hope

decision? We looked at over 800 comments from

your decisions and actions would be evidence-based

newspapers and social media from the day the

and scientifically rigorous to improve the likelihood

guidelines were announced and overwhelmingly they

of being met with popular support.

were critical and more than often dismissive.

In the days before Christmas, the National Health

Like this from The Australian’s reader comments

and Medical Research Council (NHMRC) released new

section: “The scientific community bemoan the

guidelines on safe drinking levels, reducing the number

public’s loss of confidence and faith in their work,

of standard sized drinks Australians should consume

and then more of this clap trap comes out. It makes

in a week from 14 to 10.

you wonder who the bright ones really are.”

Alcohol Beverages Australia does not dispute the

The news articles themselves were generally

need for guidelines to help Australians make informed

supportive of the NHMRC’s announcement, presenting

choices about the risk they take when drinking, but we

the findings in a positive light. But the responses were

strongly disagree with the methodology and processes

the exact inverse; 57 per cent of responses were critical,

for how the NHMRC arrived at this number.

27 per cent appeared ambivalent. Only 16 per cent were

For a start, they ignored the biological fact that men

in support which probably reflects pre-existing strong

and women process alcohol differently and that risk

biases against alcohol generally, like this commenter:

varies depending on the number of occasions a person

“The time is long overdue to make alcohol consumption

chooses to drink in a week. If they had, men who enjoy

totally illegal.”

a drink most days could consume 20 standard drinks,

The NHMRC should be listening to this feedback

and women 15 and still be within the guidelines. Of

which comes raw and unfiltered from everyday

course, this level of honesty would have resulted in an

Australians. Those Aussies who enjoy a drink and

increase on the previous advice. When anti-alcohol is

know how alcohol plays a part in their lives are happy

put in charge of the review process, this was never going

to accept important advice which they can trust. But

“What’s concerning is that the longerterm consequences of this decision have the greatest impact.”

to be an acceptable outcome.

this time, I feel, those Aussies know they are being

Andrew Wilsmore

For reasons known only to themselves, the

played for fools.

NHMRC chose to use a woman who drinks three

As a national body that should be beyond

times a week as the standard for all Australians. They

reproach, the NHMRC can ill afford its reputation

cherry-picked a number.

and advice not being accepted. It has jeopardised

What’s concerning is that the longer-term

its good name by the clearly conflicted people they

consequences of this decision have the greatest impact.

put in charge of reviewing the guidelines. With such

Effectively overnight, a percentage of the population

a compromised approach, they can only expect

who are drinking within detailed guideline advice are

comments like this from a Courier Mail reader:

put into the ‘harmful’ category, despite this clearly not

“Clearly this is one area where we do NOT want to

being the case at all.

listen to the science.”

16 | National Liquor News

■

CEO Alcohol Beverages Australia

Retail Drinks Australia

Retail Drinks continues its fight for liquor retailers in Western Australia After the WA election, Retail Drinks looks forward to working with the government to get the balance right in liquor retail regulation, writes Michael Waters, CEO of Retail Drinks Australia.

Since first becoming Australia’s national body to

• Working collaboratively with the new government

represent the interests of liquor retailers in 2018, Retail

to update liquor laws allowing liquor retailers the

Drinks has earned its seat at the table across all Australian jurisdictions, including Western Australia where the McGowan Government is seeking another term.

Building on its newfound identity, bolstered

freedom to retail responsibly; • Pausing regulation on online alcohol sales and delivery as Retail Drinks updates its Online Alcohol Sale and Delivery Code of Conduct to properly

capacity and national scope, Retail Drinks lobbied

inform relevant and modern WA liquor regulation;

and delivered for liquor retailers by pushing for and

• Continuing to monitor and rollout bespoke and locally

receiving waivers on liquor licence renewal fees for

driven policy solutions that empower the community,

2020, and the rollout out of Banned Drinkers Registers

including the BDR and local liquor accords;

(BDR) in areas where problem drinking is an issue, rather than across the entire state.

• Continuing the dialogue, with Retail Drinks playing the role of a ‘trusted adviser’

The WA Government also supported and

Further to this, we have pointed to the inconclusive

endorsed Retail Drinks’ recently launched industry-

and misleading research regarding the NT Minimum

first retail-focused moderation initiative, Choose to

Unit Pricing (MUP) system to argue that similar

DrinkWise, (launched in partnership with social

policies are not replicated in WA or elsewhere. Retail

change organisation DrinkWise) which promotes

Drinks has emphasised that population-specific,

responsibility around Australians’ alcohol purchasing

localised policies such as the BDR in the Pilbara

habits and consumption.

and Kimberley are fantastic examples of positive

As part of our advocacy in the lead-up to the election, Retail Drinks has focussed its efforts on

and successful collaboration between government and industry.

ensuring that WA gets the balance right in regulating

Following the State Election, Retail Drinks looks

liquor retailing, reducing red tape and addressing

forward to working with the WA Government to secure

problem drinking.

positive policy outcomes for the state’s liquor retailers

Our major priorities include:

and further build the momentum we have created.

“Retail Drinks looks forward to working with the WA Government to secure positive policy outcomes for the state’s liquor retailers.”

Michael Waters CEO Retail Drinks Australia

■

March 2021 | 17

Independent Brewers Association

The challenges of

regulation and red tape One of the major things that continually stands in the way of independent beer’s full recovery in Australia post-pandemic is regulatory actions, writes Kylie Lethbridge, General Manager, Independent Brewers Association.

As the independent craft brewing sector treads

bring too many people into a quiet area. Some even

lightly down the road to recovery, one of our biggest

sighted they didn’t want “tourism.”

challenges still seems to be regulation and red tape.

What could have been a unique community space

Other than still paying one of the highest taxes on beer

created by one of Australia’s most exciting breweries

production in the world, it’s the unknown, but highly

has instead left them unsure of their future in the area

impactful, issue of navigating local council regulation that

and considering relocation.

often catches out new and expanding breweries.

The other issue that everyone in the liquor industry

More and more I provide assistance and advice to

faces right now is the exorbitant tax regime we

our members to help them get through state planning

operate under in Australia. Regardless of our growing

regulation that unfortunately doesn’t keep up with

contribution to the national economy, now estimated at

trends, making existing legislation unable to adapt

$1.093 billion, we still pay the third highest tax on beer

to things like events and tap rooms.

production in the world. We have just made another

If a council is pressured by residents who don’t ‘want it

federal prebudget submission illustrating how everyone

in their backyard’ or is dealing with its first brewery, then

stands to benefit over time if this structure is reviewed.

it may be incorrectly expecting a huge factory operation

Along with our colleagues in the spirits world, we are

with trucks going in and out, and patrons spilling into the

working hard to be heard on this matter as it would be

street all hours after overindulging in the product. The

a game changer for the independent craft beer sector.

reality is that it’s usually a small business that provides

With these big issues in mind, it’s still business

jobs for locals and makes a positive contribution to

as usual as we move towards Good Beer Week 2021

the local economy, as well as offering unique visitor

(May 14 – 23) in Melbourne, and BrewCon and the

experiences. Our members, the independent brewers

Indies Awards in 2021 (August 30-September 2) on

of Australia, want to create positive assets for their

the Sunshine Coast.

communities because they are part of the communities.

Given the past 12 months has seen disruption to all

Recently one of our members, Dollar Bill Brewing,

our events, we are certainly becoming more resilient

faced this very issue. Its proposed tasting room with a

as an organisation in being able to help our members

very small number of opening days over the year, was to

respond to the things discussed here. It doesn’t always

include an orchard and small hop-growing operation in

result in wins, but we are absolutely committed to

an area surrounded by hobby farms. The tasting room

delivering what is most needed for our valued

was to open during weekend daylight hours (with the

members. As an industry that faces all the difficulties

occasional function) and the beer offering was small

of small business, with the often-negative perceptions

batch wild-fermented products pitched at an audience

of beer thrown in, without an organisation that can

looking for an experience, rather than to get drunk.

support each other, we would be much worse off.

However, it was shot down by council after receiving 30 objections from neighbours concerned that it would 18 | National Liquor News

There’s always optimism though, because we can see so many people excited about our product right now.

■

“Our members want to create positive assets for their communities because they are part of the communities.”

Kylie Lethbridge General Manager Independent Brewers Association

warehouse is

security

Owning our

membership is

power a growing

together keeps us

stronger working

one big

family

be a part of

Australia’s

largest liquor co-operative

For more information, contact: Pat Kenny 0409 308 341 (NSW/VIC) or Craig Stephenson 0434 575 589 (QLD) or visit www.ilg.com.au

Strikeforce

‘Stack them high and watch them fly’ has been the catch cry for as long as any of us care to remember.

This conventional wisdom focuses on big, bold displays that will entice an incremental purchase from shoppers.

This type of activation usually occupies prime retail space and has maximum visual impact to attract shoppers on their journey around the store and requires a higher short-term investment in stock, however there is the associated risk that the product on offer may not resonate with the shopper base for the individual store.

This can be problematic for both the retailer and the brand. Noone wants excess product on the floor for an extended period.

As mentioned, big bold displays are most often located on the most valuable real estate in the store, generally for a two to four week period to maximise sales, and have a touch point at least once across the majority of the retailer’s walk-in customer base.

If the brand resonates with shoppers, the promotion will drive incremental sales and increase product trial and penetration, which results in satisfied customers, repeat orders and higher revenue generation for the retailer.

However, if the brand activity does not hit the mark, this can be a real issue with flow-on repercussions.

The investment in additional stock to build the display means that funds that could have been invested elsewhere are tied up and not available for other activities, with the retailer taking a short term hit to cash flow.

In this scenario often the brand being promoted needs to be discounted further to clear excess stock at a reduced margin.

This can be damaging to both the brand and to the relationship between the retailer and brand principle.

It also makes this type of activity less likely to occur in the

Right product, right place

future as the retailer will be hesitant to invest again due to the less than optimal results from the previous activity.

So how do you maximise sales and minimise risk? The key here is to understand the target shopper prior to the activation commencing.

While distribution points remain key to reaching the maximum number of shoppers, this needs to be well planned and executed.

The most successful activations are ones that target shoppers to maximise sales and minimise risk, writes Stephen Wilson, Category and Insights Manager at Strikeforce.

Maximum distribution based on targeted store selection may only mean 80 per cent distribution however these stores may contribute 99 per cent of sales revenue.

Aligning the brand strategy, identifying and understanding where and how the core shopper purchases, manipulating the correct store selection and activating executional excellence inStephen Wilson Category & Insights Manager Strikeforce

20 | National Liquor News

store based on this criteria will go a long way to meeting and exceeding sales expectations.

■

Wine Australia

Growing import-ance Imported wine is growing its share in the Australian market while international travel remains off the cards, writes Sandy Hathaway, Senior Analyst at Wine Australia.

In 2020, while international visitors were scarce in Australia, international wines* passing through

Wine imported into Australia by year and value – top 3 countries (source: ABS 2021)

customs reached a calendar year record of 100 million litres (ABS 2021).

Twenty years ago, imported wine was almost unheard of in Australia, accounting for just three per cent by volume of total wine consumption. By 2010, its share had grown to 13 per cent, and now it sits at around 18 per cent (IWSR, 2020). While that is still not a very large share of total domestic consumption – in fact it is one of the lowest in the world – its relatively high value and strong growth make imported wine a segment to watch.

In the year ended October 2020, imported wine sold in the off-trade grew by 17 per cent in value and 11 per

Varieties to watch

cent in volume, compared with nine per cent (value) and

Sales figures from the off-trade (IRI MarketEdge)

five per cent (volume) for all wine (IRI MarketEdge).

support the import statistics. New Zealand dominates

Recently, the source of imported wines has been

the imported wine market, with seven of the top 10

changing. In 2020, France – underpinned by Champagne

variety/region combinations, while the other three are

– became the number one import country by value for

Champagne, Champagne Rosé and Prosecco. Six per

the first time since 2003 with growth of 118 per cent in

cent of all wine sold in the off-trade is Marlborough

value since 2010, overtaking long-reigning market leader

Sauvignon Blanc.

New Zealand. Italy has doubled its share of the Australian

However, the strongest growing imported variety/

wine import segment from seven per cent to 14 per cent

region combinations in the 12 months to October 2020

since 2010, with value growth of 223 per cent.

(albeit from low bases) were Malbec from Mendoza

Spain is the fourth largest importing country, with

Argentina (211 per cent value growth), New Zealand

growth of 193 per cent since 2010. The USA and

Marlborough Pinot Noir (137 per cent), dry red from

Argentina round out the top six and have both grown

La Rioja Spain (132 per cent) and Chardonnay from

by over 600 per cent in value over 10 years. Most Spanish

the USA (117 per cent).

and Argentinian imported wine is dry red, while the

*Excluding must, brandy and re-imported Australian wine.

largest component from the USA is dry white.

Sandy Hathaway Senior Analyst Wine Australia

■

Import statistics are from ABS 2021 unless otherwise indicated.

March 2021 | 21

Crunchy Social

Harnessing the power of

social media Leveraging social media marketing can help your business get in front of more customers online, writes Claire Stevens, Founder of Crunchy Social.

Alcohol marketing can be a challenge for many

followers to tag your Instagram handle in their photos

businesses when it comes to online advertising. With

for a chance to be featured on your page or stories.

a considerable amount of red tape in regards to paid

One business I have kept my eye on in recent

alcohol advertising, one of the best ways to get your

months is The Hidden Sea, a South Australian wine

brand out there is by word-of-mouth on steroids; also

company that has been using influencer marketing

known as social media. It’s a powerful tool if you know

to successfully grow its customer base and instil

how to get the best out of your community and foster

excitement amongst its followers. The Hidden Sea

a troop of raving fans.

pairs its wine brand with eco-conscious messaging;

Social media is an excellent tool as it is built on

working to remove plastic bottles from the ocean.

connection and trust. Think about the last time

This mission is a unique selling point that attracts its

someone recommended a bottle of wine to you. People

target audience of 25-45 year olds and gives the brand

place trust in those around them and will be more

further purpose for its social content. In building a

likely to seek their recommendation next time they’re

community of like-minded, engaged followers, this

in the market.

brand has created social proof of over 14k followers

Your business can use social media in the same way. Foster favourable recommendations and your knowledge and expertise will reach far and wide.

on Instagram, as well as hundreds of customers who provide the brand with photos of their wines.

Social media differentiates itself from other

All of this is much easier said than done, however.

marketing methods as it provides your store with the

As social media continues to grow as a preferred

tools to empower your audience to be your biggest

weapon in a brand’s arsenal, the same is also true for

advocates. Your social media audience can often do

their competitors. More often than not, you and your

much of the heavy lifting to promote your offering,

competitor are fighting for the same small slice of

meaning your message is carried further than it

the attention pie. It’s crucial then that your content is

previously could in years gone by. Because social

engaging and memorable.

media is designed for content to be shared amongst

You want your content to be attractive, informative

like-minded people, the likelihood that your store is

or entertaining. Provide your followers with value

promoted to your target audience grows exponentially.

in these areas, and you’ll find that your content is

To harness the full potential of social media, use

naturally engaging and sharable.

It is important to use calls-to-action to inspire a response from your community. For example, ask your 22 | National Liquor News

your following to your advantage. Ask what they want to see, create value for them in a unique way and make sure you are responsive to their comments.

■

“Social media differentiates itself from other marketing methods as it provides your store with the tools to empower your audience to be your biggest advocates.”

Claire Stevens Founder Crunchy Social

IRI

The blueprint for growth in 2021 IRI describes what it has learnt about brand growth potential through the challenges of 2020 and how these lessons underpin the organisation’s blueprint for growth in 2021.

There’s no question that every recession is different

shoppers to quickly find what they want or need.

and forecasts for the Australian economy range widely

This increases the opportunity to add additional

in 2021. There are key levers that brands need to pull

items through the process of de-selection and allows

to unlock their growth potential. We work to manage

for collaboration to maximise physical availability,

costs and adjust to changing consumer demand and

deliver the right range, and optimise ‘findability’ at

revenue mixes, investment in capital expenditure,

shelf. Agile retailers and suppliers will drive value

marketing, research and innovation wanes. Yet, those

growth by meeting different shopper needs through

that viewed a recession as an opportunity were able

innovation and premiumisation; and larger, value

to successfully gain a competitive advantage and

packs or smaller, lower-priced offerings for budget-

outperform those that didn’t. This underpins IRI’s

conscious shoppers.

blueprint to growth so brands can truly realise growth

Put your shopper at the centre: Retailers and suppliers

in 2021.

must collaborate to mine and leverage complementary datasets to improve the shopping experience as single

Prioritise pricing, promotions, assortment, and innovation

sources alone will not suffice in tailoring category

The right range matters: Whether physical

expectations in store or online. Leveraging robust POS

or digital, pre-store customer touchpoints are

datasets combined with rich product level attributes

ineffective if products aren’t available – support your

can put the shopper at the centre of your strategy.

24 | National Liquor News

ranges and optimising shelf layouts to meet shopper

“The right price and promotion strategy should benefit the shopper, retailer, supplier and the category.”

IRI

Leverage price and promotion to activate

direct investments and revenue management as the

shoppers at shelf: Australians are more value

market continues to shift and change to meet evolving

conscious and price sensitive than ever but also

shopper needs.

highly loyal; yet three in four are actively looking purchases. It is critical to formulate the right

Amplify your brand with increased marketing investment

trade strategy to reinforce marketing and ranging

Keep the lights on: It is critical to resist the

strategies, support shared objectives and enhance

temptation to go dark in this period of uncertainty.

the value proposition. While some decisions are

To authentically communicate with shoppers, leverage

unconscious, those about brand and price generally

your understanding of the product attributes that are

are not. Value-seeking behaviours will likely

most important to key shopper groups. Remember,

increase as will the temptation to discount more

what’s important to potential new brand buyers might

frequently and at lower price points. The right price

not be the same as what’s important to those who

and promotion strategy should benefit the shopper,

recently stopped buying.

retailer, supplier and the category.

Get to really know your customers: The most

Know shopper reaction: Planning for 2021 requires

successful brands and retailers invest in understanding

intimate and detailed understanding of shopper

their customers to segment and prioritise initiatives.

reactions to price. Essential elements that drive

Utilising granular POS information, shopper panel

brand and category growth are:

and retailer customer data provides multiple ways to

for promotions to make additional and planned

• the right price points on key value items.

segment shoppers, understand what’s most important

• effectively managed price gaps and discount

to them for effective communication and deliver the

depths to drive trade-up and trade-down.

• the right offer of premium-priced products for

right product, in the right place, at the right price and at the right time.

shoppers willing to redirect discretionary income.

Balance short-term sales activation messaging

With the right trade plan in place, consistent ongoing

with longer-term brand building: Although a

tracking of promotional execution and effectiveness

challenge, its critical to provide shoppers with relevant

will enable retailer and supplier agility to adapt better

information and tone the appropriate reassurance.

But remember, the impact of media investments will continue to change across channels as we saw at the height of the pandemic, but don’t always translate into

Move at market speed

greater media effectiveness.

Whether it’s analysing how to make your assortment, pricing and

Marketing mix models deliver clear guidance on

promotions more profitable, tailoring your shopper engagement strategies to target likely purchasers of your brand, or guiding you through new product or market planning, we ensure that your business

Have clear insight on media spend optimisation: campaign effectiveness, channel ROIs and media saturation, but granular store level datasets provide

can better leverage data and insights to help you grow.

quick and cost-effective ways to test the impact

IRI are the leading market intelligence firm for FMCG retailers and

launch. Bolstering mental availability will continue

manufacturers. We partner with our clients unlock insights using

to be a marathon throughout the economic crisis.

data and our industry leading technology, to access deeper shopper insights and identify opportunities to support business growth.

of smaller targeted campaigns prior to a broader

Uncovering how and where along the path to purchase to engage with shoppers is an ongoing effort that must

Access the latest industry and sector insights reports Follow IRI Asia

continue through periods of uncertainty. Different

Pacific on LinkedIn to stay up to date. Search for IRI Asia Pacific

shopper groups will continue to evolve the way they

on LinkedIn

engage with media, just as they continue to leverage and adopt new and emerging social media platforms in different ways.

■

March 2021 | 25

Snooper

Hard seltzer is finding its home In mid-2020 hard seltzer as a new category was suffering from homelessness on the shelf and in the fridge, but over summer this situation has changed dramatically, writes Laurie Wespes, CEO of Snooper.

Laurie Wespes CEO Snooper

Nearly six months ago we wrote about how our shopper Snoopers, as part of our monthly RTD data tracking series, had discovered a degree of instore category homelessness for the then-new hard seltzer category.

At that time, despite a growing number of brands and investment in some POS materials such as wobblers and fridge decals, hard seltzers were spread across fridges. There were six or seven commonly observed brands last August, and White Claw, which according to Lion made $4m in sales in its first week after launch in October, was yet to come.

Fast forward to February 2020 and the picture looks rather different, and rosier, for hard seltzers, although potentially at the expense of cider and some other RTDs. We sent our Snoopers back into some of the same stores we monitored in August and November 2020 to see what had changed across six months. Below is what we found.

Brand proliferation continues Then (August 2020): Most stores our shoppers visited ranged at least one hard seltzer brand and up to 10 SKUs. We had observed an average fivefold increase in the number of brands between June and August, albeit Quincy, Actual and Good Times were the most distributed brands.

Now (February 2021): In 70 per cent of the stores we visited, the number of brands had increased dramatically over the past quarter.

More than 40 different brands were found across independent and national chains, with both large manufacturers such as Lion and Diageo and smaller brands pushing hard, as there were up to 13 brands observed in a single store. The average number of brands per store increased from 1.6 in August to 3.8 in February.

A home on the shelf (and elsewhere) Then: The biggest issue was a lack of layout consistency, with hard seltzer ‘broken up’ as a category rather than blocked together, with some brands sitting adjacent some categories and other brands adjacent other categories. And where seltzers were ranged together, the adjacencies varied tremendously; from 26 | National Liquor News

Snooper

cider and hard lemonade to hard kombucha, or

Potential detriment of cider and adjacent RTD

adjacent to whisky and cola RTDs. This increased

Then: The increase in brands had resulted in

the shopper difficulty of finding the category and

an increase in facings, in some cases up to 22

navigating the planogram.

facings in August versus a maximum of 13 facings

Now: While seltzers were rarely blocked together

the previous June. It appeared hard seltzers was

then and adjacent categories varied widely, now we

beginning to compete for space with other ‘better

have observed a much higher degree of consistency

for you’ categories such as hard kombucha (whose

in the way seltzers are displayed with both category

in-store ranges at that point were sometimes larger

blocking and adjacencies.

than those of hard seltzer).

Hard setlzers’ share of space in the fridge is

Now: The additional space for seltzer has had to come

increasing, with shelf space sometimes growing faster

from somewhere. Hard seltzers appear to be claiming

than the number of brands. This indicates retailers are

space from cider in some stores. The growth in sales

getting behind the potential of the category.

and space for seltzer has also had a direct impact on

For example, at Bottlemart Acland Cellars, hard

oft-adjacent vodka-based RTDs. Some previously fast

seltzer space increased from half of one shelf and two

rotating SKUs and popular brands are losing their

brands in a fridge labelled ‘cider’ in August, to 3.5

premium eye level position to seltzer products. For

shelves and 10 brands in a fridge labelled ‘pre-mix’

example at BWS Narellan, in August 2020 there was a

in December. This represents a sevenfold increase

mini-block of two seltzer brands occupying less than

in shelf space and fivefold increase in brands in just

one full shelf, with Vodka Cruiser positioned at eye

four months.

level. By November in the same store, Vodka Cruiser

In addition, hard seltzers are also becoming

had been relegated to the bottom shelf to make way for

visible outside the fridge with off-location displays

three shelves of eye-level horizontally blocked seltzers.

celebrating summer occasions and prime placement

This indicates that categories and brands not

at counter. Our ‘100 Days of Summer’ report, which

playing in hard seltzers but adjacent to them should

assess the impact of off-location activations on

be tracking the impact of seltzers on their shelf

shoppers from November to January, indicates that

performance.

the share of display of the RTD category doubled

It appears hard seltzers, at least from a store

between the festive seasons and January with hard

execution standpoint, may be on the way to attaining

seltzer definitely contributing to this increase.

IRI’s projected $300million in sales by 2025.

■

“It appears hard seltzers, at least from a store execution standpoint, may be on the way to attaining IRI’s projected $300million in sales by 2025.”

RIGHT: Extract of Snooper’s 100 Days of Summer report (which tracks share of display at category and brand level, and the impact of off-location on shoppers from Spring Races, Festive Season and New Year/Summer)

March 2021 | 27

Exceedra

Beer revenue management:

a juggling act

Downward price pressure in the beer category can be offset by a concerted portfolio, pack and price strategy leveraging consumer trends toward premiumisation, writes Simon Elsby, APAC Sales Director at Exceedra.

Revenue management has become a key tool for

and enhance margins for all. Single-pack formats in

businesses to maximise revenue growth through

particular are an opportunity for high margins as

analytics that predict consumer behaviour at the

consumers choose singles in new beer styles for trial,

micro market level, particularly those impacting

rather than risk a $25-$50 outlay for a four-pack or

product availability and price.

six-pack of something they may not enjoy.

In the first of a series of articles about the applications

Conversely, there is also an Australian preference

and benefits of revenue management in the liquor

for stronger beers with higher ABVs. According to a

sector, we’re going to start off with the beer category.

Statista January 2021 craft beer report, Australians annually consume more than 64 litres per capita of full

Defining revenue management

or high strength beer versus around 18 litres per capita

Revenue management is about creating, capturing and

of mid-strength beer. This can justify higher retail

retaining sustainable value for consumers, shoppers,

price points due to higher cost of goods (COGS) such

retailers and manufacturers. Typically its scope includes

as hops, which is understood by craft beer consumers.

all trade facing investment across the marketing

An example is the Quiet Deeds Survivor Hazy Triple

mix including brands, products, packs, channels,

IPA, which at time of writing was retailing at Beer

consumption and shopping occasions; investment

Cartel online for $18.50 for a single 500ml can.

required to execute such as trading terms, promotional displays and sales force; and pricing architecture.

The same Statista report also cites pale ale/XPA, which typically has lower ABV, as the current most

Revenue management enables incremental volume,

consumed craft beer style in Australia. The lesser

revenue and margin growth, range optimisation, and

COGS of pale ales compared to those of a double or

improved promotional planning, among other things,

triple IPA means a typical retail price ceiling of $25 for

through the systemic application of analytics.

a four-pack. For instance, the 5.4 per cent ABV Gage Roads Sleeping Giant IPA retails in Dan Murphy’s for

“Revenue management enables incremental volume, revenue and margin growth, range optimisation, and improved promotional planning, among other things, through the systemic application of analytics.”

Leveraging consumer and product trends

$19.90 for a six-pack of 330ml bottles. So, packaged

Simon Elsby

No and low (‘nolo’) alcoholic beers, according to a

craft beer portfolio and price management means

report by The Shout in early February, now constitute

taking into account not only pack size – whether

APAC Sales Director Exceedra

five per cent of beer brands on the Kaddy platform’s

330ml, 375ml, 440ml or 500ml cans – but also COGS

register of 250+ beer suppliers. Carlton & United

(including format, e.g. cost for glass versus can) and

Breweries believes non-alcoholic beers can be worth

ABV, as well as style. Craft beer consumers generally

up to two per cent of the market in the medium term,

understand that they will be paying more for a niche

with the category growing twelvefold since the launch

or new style than an abundantly available one.

of Carlton Zero. The growth of nolo beers, including

Premiumisation in beer, or the justification of higher

super premium versions such as Peroni, in revenue

or premium price points, comes not only because of the

management terms is an example of how it is crucial to

consumer shift to craft beer but also due to consumer

leverage emerging category segments. New segments

demand for sustainable manufacturing processes, low

can mean new price points for singles, three-pack,

carbon footprints, and eco-friendly packaging.

six-pack and 24-pack formats that blur price points 28 | National Liquor News

Likewise the post-bushfire and pandemic consumer

Exceedra

shift toward support of local and hyperlocal brands

growth for suppliers, as different margins can be

means consumers in many instances are willing to

applied. And from a retailer standpoint, as trade

pay a little more to support local. This was confirmed

promotional spend by suppliers moves away from

in Beer Cartel’s 2020 craft beer survey conducted in

traditional gifts with purchase (GWPs) and win-in-

November, showing a net 30 per cent increase in

store (WIS) mechanics and gradually becomes more

purchasing of craft beers ‘local to my city or state’.

targeted, there is an opportunity for banner groups

Local brands ranged in their local area theoretically

to optimise trade spend.

don’t need to be discounted heavily, if at all.

What to do?

Managing channels, cost-to-serve and industry pressures

Key to revenue management in the beer category in

Overall, beer category margins are increasing with

• Evaluating and protecting market positioning

the consumer shift to craft. As consumers experiment

by continually monitoring and reacting to

and develop larger repertoires, taste variety becomes

channel shifts.

important. The rise of craft in both the physical and online channels, including direct fulfillment by

the medium term is:

• Continuous tracking of consumers and their changes in how, what and when they buy.

craft breweries, is seeing a shift into smaller pack

• Mapping products and packs to specific, differing

formats which require little or no price discount and

occasions, missions and price points. For example,

have more attractive margins to both retailers and

which occasions and packs play best for nolo beers,

manufacturers, as opposed to mainstream beer, where

for higher ABV craft beers and styles, and for

case sales of mainstream beers in many instances exceed 80 per cent of revenue.

mainstream full- and mid-strength beers?

• Portfolio management, involving end-to-end value

However the growth of e-commerce, accelerated

chain assessment across the portfolio; seeking

by the pandemic, comes with a high cost-to-serve. It’s

opportunities to premiumise through adjustments

critical to manage the online versus physical portfolio

to price and weight; and launching into higher price

footprint. This means juggling maintenance of a fair

tiers via additional product benefits or larger pack

balance in promotional programs, profitability across

sizes, premium innovation, and mix management

the customer mix, and market-wide level pricing.

to accelerate higher value lines.

The challenge remains around how to grow margin faster than sales but remain price competitive, in an environment where the big chains put mainstream beers and some premium lines on promotion 26

■

About Simon Elsby and Exceedra

weeks of the year; effectively week on/week off. This

Simon is Sales Director APAC at trade

promotion behaviour resets consumers’ category price

promotions specialist Exceedra. He has over

anchor perceptions lower, and trains them to only buy

25 years experience in shopper and category

on promotion, thus eroding both margin and baseline

strategy, revenue management, organisational

sales. Despite premiumisation and the shift to craft,

performance and capability building, working

there has been little actual price realisation in beer

with global liquor manufacturers across

in the past five years. Suppliers taking CPI twice a

Asia Pacific.

year on average further eats into margins and profit.

Contact Simon: simon.elsby@exceedra.com

New product development is therefore key to

References: 1. h ttps://www.theshout.com.au/news/the-key-beer-spirit-and-no-lo-trends-for-2021/?utm_medium=email&utm_campaign=Newsletter%20 10022021&utm_content=Newsletter%2010022021+CID_ca46f25cc37bb9eb2fe164aad4ecb88d&utm_source=Campaign%20Monitor 2. https://www.afr.com/life-and-luxury/food-and-wine/small-breweries-tap-into-thirst-for-non-alcoholic-beers-20200916-p55w3d 3. https://www.statista.com/topics/5984/beer-and-craft-beer-in-australia/#dossierSummary__chapter1 4. https://www.beercartel.com.au/blog/2020-australian-craft-beer-survey-results/

March 2021 | 29

No and Low Alcohol Beer

Why you should be stocking no and low alcohol beer It’s one of the hottest segments in beer right now – we explore how it can be hot on your shelves too.

Current data and reports are showing that

boosted numbers when it comes to sales

data, our analysis of the market and also

there is a great potential lurking in the no

as well.

in our tracking of social channels. All the

and low (nolo) alcohol beer segment.

“Retailers are informing us that non-

indicators are that this is a long-term and

In a rapid-pace survey commissioned

alcoholic beer sales have more than

building movement,” he said.

by National Liquor News through research

doubled over the last summer and this

company Glow, 75 per cent of respondents

is only increasing,” said Jaz Wearin, Co-

The why

said they drink about the same or more nolo

founder of Modus Operandi Brewing,

In terms of why retailers should be looking

beer than this time last year, with a number

which released no alcohol beer label Nort

into developing a strong nolo beer range, the

of reasons identified.

last year.

answers are endless, and all have to do with

“Glow’s study showed consumers

According to Paul Weaving, Business

the multitude of reasons that consumers are

found the flavour of the offerings in

Development Director at Hawkesbury

this category as a key motivator for

Brewing Co., beer is at the forefront of the

Many of these fit with the mindful

consumption. Gathering the data clarified

no and low alcohol sphere in general with

consumption movement, which is wide and

potential assumptions such as ‘being the

opportunities ready to be unlocked.

far reaching, appealing to a huge number

looking to the segment.

designated driver’ may have been the

“Globally, beer is the dominant force in

of consumers. This is why Emma Craggs,

lead consideration,” said Derek Brown,

no and low alcohol sales with over 90 per

Brand Marketing Manager Non Alc Beer at

Managing Director APAC at Glow.

cent share, so carrying a nolo alcohol beer

Coopers Brewery said nolo beer is a good

This range of shopper motivation for

range just makes commercial sense. We are

choice for retail.

choosing nolo beer has been reflected in

seeing this exponential growth in our sales

30 | National Liquor News

“We’ve seen a huge shift to consumers

No and Low Alcohol Beer

making health and lifestyle decisions, and this does not stop at their beverage consumption choices,” Craggs said.

About Glow This article has used research undertaken by Glow, a leading market research platform,

“Non-alcoholic beers ensure that retailers

founded with the goal of delivering rapid

can cater to the growing health and lifestyle

pace consumer insights to enable nimble

trends. Consumers are not only seeking

decision making. Insights teams and consumer

alternatives without alcohol, but they are

brand managers make use of Glow’s cost-

also looking for these beers to be lower

effective, speedy research capabilities to gain

in calories.”

real time access to up-to-date market data.

Sam Martin, NPD and Innovation Manager at Stone & Wood, said having a strong range of

drive growth of the category through trial and

nolo beer in-store helps align retailers with more

impulse purchase.” – Paul Weaving, Drink Craft

consumer lifestyles, making shoppers more likely

• “[Nolo beer] should be stocked with full strength

to seek out specific stores that cater to them.

beer, after all they are beer, just without the alcohol.

“We believe the wellness and moderation

Case and six-pack formats should be kept in

movement isn’t a trend, rather a way of

fridges for all occasion drinking.” – Emma Craggs,

life that’s being increasingly embraced by

Coopers Brewery

consumers…We want to continue exploring

Dedicated areas outside of the fridge were also called

this space by offering beverages that allow our

out as effective, as was clear and simple yet effective

drinkers to enjoy social occasions but live an

merchandising that draws people into the category

active lifestyle at the same time,” Martin said.

and encourages trial.

As Weaving said: “Discovery and shopping of

The how

the category should be quick and easy for shoppers

The next big question for retailers is how to

seeking out non-alcoholic options. A dedicated

capitalise on the potential of the nolo beer

and well sign-posted space for the category is the

sector. It’s a tricky question to answer, given

best way to drive sales. Adding a few SKUs on the

the highly contested shelf and fridge real estate

bottom or top shelf at the end of an aisle as an

in liquor stores today.

afterthought completely overlooks the potential of

The fridge is an area that multiple nolo

“Globally, beer is the dominant force in no and low alcohol sales with over 90 per cent share, so carrying a nolo alcohol beer range just makes commercial sense.”

Paul Weaving Business Development Director Hawkesbury Brewing Co.

the category.”

beer producers have labelled as critical,

Martin suggested for retailers to: “Work with sales

including Bernd Patzold, Owner and

road crew on building bespoke POS, fridge skins

Director of Beach Avenue Wholesalers which

and floor stacks to bring some excitement to the

distributes Clausthaler, the first produced

dedicated area.”

non-alcoholic beer.

Here’s what other suppliers noted about fridge space:

The final piece of advice comes from Wearin, who noted the great strategy of aligning with external activity of the mindfulness movement.

• “Fridge space is an important one as non-alc

“Well marketed moderation events such as FebFast,

beer is often bought to consume the same day.”

Dry July and Ocsober are becoming important periods

– Jaz Wearin, Modus Operandi Brewing

in consumers’ minds. Having just gotten through

• “As [nolo] is a relatively new segment, the

FebFast, we and retailers were overwhelmed with

emphasis is on building awareness for

the volume that we saw going out the door,” she said.

the growing range of brands in store with

“Retailers are confirming with us that non-

separate fridges dedicated to [nolo] brands.”

alcoholic beverages are increasing average spend in

– Sam Martin, Stone & Wood

store. Nort is proving to be an add-on to traditional

• “Having six-packs of these beers in the fridge in a prominent signposted section will really

alcohol purchases and confirms that the ‘mindful drinking’ movement is very much in play.”

■

March 2021 | 31

No and Low Alcohol Beer

Product inspiration

Nort Refreshing Ale A full crafted non alcoholic beer, golden in colour with a fruity aroma and crisp, clean finish. Nort Refreshing Ale is a thirst quenching beer that you can swim, parent, exercise, work and drive after.

Holsten Zero

Nort - We’re putting more flavour into

With an ABV of 0.0

non-alcoholic beer.

per cent and only 40

ABV: less than 0.5 per cent

calories, Holsten is

DISTRIBUTED BY: Modus Operandi

brewed in accordance with the German Purity Law of 1516 (Reinheitsgebot). Bright

Coopers Ultra Light

gold in colour, with hop

Big on flavour. Light on alcohol. All the hallmarks

driven bitterness and a

of a premium beer with a rich golden colour, full

refreshingly clean finish.

ABV: 0.0 per cent

malty flavour and a crisp finish with one important difference: an alcohol content of only 0.5 per cent.

ABV: 0.5 per cent

DISTRIBUTED BY:

DISTRIBUTED BY: Coopers

Coopers

Stone & Wood East Point Lager Stone & Wood’s latest release, East Point, is lightly soured with a zesty tang, inspired by the rolling waves and rugged cliffs of Cape Byron. At just 2.7 per cent ABV, East Point is made for the drinker who’s invested in an active lifestyle but still wants to be part of the action when mates get together.

ABV: 2.7 per cent DISTRIBUTED BY: Stone & Wood

Hawkesbury Brewing Co. Prohibition Pale Ale

Clausthaler Dry Hopped Unfiltered Clausthaler Dry-Hopped, the world‘s first dry hopped non-alcoholic beer, is also the

A pale ale in taste, body and full flavour but

world‘s first unfiltered N/A with cascade

without the alcohol, Prohibition is a perfect

hops! Our innovation is full-bodied and

beer for anywhere, anytime. Bright and full

hoppy, with hints of malty caramel. Crisp

bodied with citrus and tropical characters,

citrus notes complete the taste of this

Prohibition is brewed traditionally with premium ingredients and fully attenuated to tease out the maximum range of flavours from the fermentation process.

ABV: less than 0.2 per cent DISTRIBUTED BY: Drink Craft 32 | National Liquor News

delicious amber non-alcoholic beer.

ABV: 0.4 per cent DISTRIBUTED BY: Beach Avenue Wholesalers

Sponsored Content

No alcohol doesn’t mean no flavour No alcohol beer label Nort, by Modus Operandi Brewing, shows how a lack of ABV doesn’t translate to a lack of quality.

More and more often today, consumers are looking

time after being pregnant, raising little people and

for specific variations of the products they know

working pretty hard on our dream of running a

and love, enabling them to be enjoyed in a wider

family-owned brewery. Basically I love beer but I have

number of settings. One of the biggest examples of

found I (like many others) need balance. Cue Nort

this is people who can’t or don’t want to drink alcohol

“Bringing out a non-alcoholic beer when your

looking for non-alcoholic versions of their favourite

DNA is a ‘Beer First, No Shortcuts’ mentality, isn’t an

categories on liquor store shelves.

easy task. We were hell bent on bringing out a non-alc

According to researcher Glow, flavour is what the largest proportion of shoppers take into account when choosing alternate ‘better for you’ beverage options.

In the no and low alcohol beer sector, 25 per cent of shoppers make choices based on flavour, followed by 20 per cent who are influenced by price. These shoppers don’t want to be relegated to sub-par beverage options – they’re looking for beer that tastes good and that will make for a satisfied purchase.

With a solid understanding of what these consumers were searching for, Modus Operandi Brewing developed Nort, an 100 per cent Australian owned and brewed no alcohol beer with only 49 calories.

“Nort is innovatively brewed using a natural brewing process meaning that full flavour is retained,” said Sally Muntz, Marketing Manager at Modus Operandi.

beer that smelt, tasted and gave that same appetising

“One of the biggest comments we receive from Nort customers is that they are surprised how much Nort tastes like a real beer, which was our absolute aim.”

Sally Muntz Marketing Manager Modus Operandi Brewing

and refreshing finish you come to expect from a good quality beer.

“Nort hits all the flavour profiles and more from what you would expect of a crafted Refreshing Ale. Tastings have been our best education and we encourage folks that think non-alc is flavourless and a ‘why bother’ option to give it a try. It may turn your world upside down when you realise you can enjoy a handful of full flavoured beers and still be the designated driver, the early bird getting the worm or the kid wrangler at 3am.”

Since launching in September 2020, Nort has been overwhelmed by demand, to the point where it’s not just the strictly non-drinking crowd getting involved.

“Enjoying a Nort doesn’t necessarily mean no

“One of the biggest comments we receive from Nort

alcohol, for many of our consumers it means balancing

customers is that they are surprised how much Nort

awesome hazy, hoppy IPAs and then flipping over to

tastes like a real beer, which was our absolute aim.”

a Nort so they can drive home, put their kids to bed,

Modus Operandi worked painstakingly hard on the development of Nort, as they were committed to providing the best possible no alcohol solution.

Jaz Wearin, Modus Operandi Co-founder, said: “The non-alcoholic space has interested me for some

get up in the morning for a surf and then hit the day head-on feeling great,” Wearin said.

“More and more we are seeing Nort being purchased as an add-on to traditional alcoholic purchases from those trying to make more responsible choices.”

■

March 2021 | 33

Industry Profile

Wild Boar

set to shine in 2021

Wild Boar enters its 10th year in the Australian market with the highest sales in its history and three new product launches to its hugely popular bourbon and cola range.

Wild Boar is cranking up the momentum to execute

There has been significant product development

strong growth plans as it moves into a new expanded

recently, with Wild Boar launching the 15 per cent Black

production site to accommodate its ongoing expansion.

Label Signature Blend and 12 per cent Reserve Blend in

Paul Weaving, Business Development Director at Drink

200ml formats, as well as Classic Wild Boar six per cent

Craft, the distributor of Wild Boar, told National Liquor News:

in recent months. The brand will also be extending into

“From its early days as a single SKU available exclusively in the

lower sugar and lower ABV blends this year.

Victorian market in 2011, Wild Boar has grown exponentially

“Wild Boar has really excelled in full flavour, stronger pour

and now has five different blends sold in multiple pack

blends and we are seeing growing demand in this segment

formats through 4,500 independent outlets nationwide.

of the market, especially in smaller formats,” Weaving said.

“It has really grown to be a powerhouse brand for

“We also see opportunity at the lower ABV end of

the Drink Craft business, although it is still possibly one

the market and will soon be launching Australia’s first

of the best kept bourbon secrets in the market. Much

mid strength 2.7 per cent bourbon and cola. You will see

of this growth has been organic, with the original and very best

further innovative NPD this year but whatever the blend or format,

influencers - real people, average Australians - discovering Wild

we work to one simple rule: every Wild Boar product must win on

Boar and recommending it to their friends.”

flavour and offer the best value in the market.”

The business isn’t giving itself much time to celebrate though. In

Although there’s a lot of development happening under the Wild

February, Wild Boar ran its first production at a new brewery and

Boar portfolio, there are some things that are kept standard, which

distillery on the NSW Central Coast, a milestone made all the more

is key to the brand’s success and consumer confidence.

special with a new line and format: the 200ml Wild Boar Black Label Signature Blend.

“There are only two major components in a bourbon and cola, so we focus on sourcing premium ingredients and creating the perfect

The new site couldn’t come soon enough for Weaving who said:

blend. When selecting bourbon, provenance is key and Wild Boar’s

“Demand was outstripping supply and we ran tight at times. Demand

unique recipe is made with world class bourbon from an award-winning

is great but we never want to be holding back potential sales from

Kentucky distillery. Wild Boar is also made with our own proprietary

our retailers who often have whole shelves devoted to the Wild Boar

cola blend to deliver the perfect balance of flavours,” Weaving said.

range in the fridge.”

“We are so confident in our blends that we put them to the test with

The company has also substantially increased their holdings of

consumers in nationwide tastings every week. In taste tests last Winter,

bourbon, sourced direct from their distillery in Kentucky, ensuring

more than eight out of 10 Bourbon drinkers who tried Wild Boar

that they can meet their forecast ongoing growth in demand.

considered it the best tasting bourbon and cola RTD on the market.”

34 | National Liquor News

■

Organic Wine Feature A N E W R A N G E F R O M A U S T R A L I A’ S NUMBER 1 ORGANIC WINERY

Organic Wine

Don’t panic, it’s organic Sustainability isn’t just a buzz word, it’s something that consumers are increasingly seeking out when making consumption decisions. We investigate what that means for wine in your store.

If there was ever a movement in the liquor industry to not only survive but thrive in 2020, it’s sustainability. The pandemic pushed consumers to review what is most important to them in a way unlike ever before, which saw mindful consumption to continue journey on the upward trend seen in recent years.

When it comes to wine, organic products are driving the sustainability trend. For example, Wine Intelligence describes organic wine as the number one sustainable wine type that resonates with consumers, as well as the biggest alternative wine type in terms of global opportunity, in its 2021 Sustainable and Organic Wine report.

Producers and retailers of organic wine have also recorded strong opportunity in the sector. At Angove Family Winemakers, sales demand has led to the business increasing its organic grape vineyards, as more consumers seek out organic styles at an ever-accelerating rate.

“It was a slow burn, but in the last five years sales growth has certainly accelerated and we now have over 20 different certified organic wines in our range,” said Matt Redin, Marketing Manager at Angove Family Winemakers.

“Consumers have been driven to organic wine and produce in general as interest in the environment, how food is made and where it comes from and a rise in personal wellbeing increase and become more prevalent.”

Mike Bennie, wine and drinks writer, presenter and Co-director of Sydney’s P&V Wine + Liquor Merchants, described this movement and said: “I think consumers in Australia are increasingly exploring concepts

| National 36 Strip Liquor1News Naturalis NLN Ad 420 x 50.indd

Organic Wine

“Sustainability comes first at all levels – without being sustainable both economically, socially and environmentally, we wouldn’t be around for very long.”

Matt Redin Marketing Manager Angove Family Winemakers

of organics, concepts of origin, looking at the process and provenance of goods that they’re consuming, and therefore looking towards how sustainability as a concept fits into their own lifestyle choices.”

These mindful consumers may be part of the reason that Liquor Marketing Group (LMG) has recorded a 523 per cent increase in organic wine sales in the 12 months ending January 2021, compared to the previous year. Organic wine has also increased its share of dollar sales from 0.5 per cent two years ago to two per cent of total LMG bottled wine sales.

LMG’s National Merchandise Manager for Wine, Matthew McEvoy, labelled the results in the sector as “fantastic” and indicated the opportunity the segment holds for retailers.

“We know a lot about who our shoppers are, so we worked closely with our key supplier partners to develop an Organic Wine Program that is tailored to each state’s specific shopper profile. It also provides new growth opportunities for our member stores,” he said.

For New Zealand winemaker Villa Maria, this growing interest helped show the importance of the company’s 21 year vision, which has this year culminated in the release of EarthGarden, the winery’s first organic range.

Villa Maria Head of Marketing and Communications, Sarah Szegota, said: “The demand for sustainable and organic produce is on the rise globally, and the immediate interest from our domestic and export markets

Angove’s top three tips Redin shares top tips from Angove Family Winemakers for retailers stocking organic wine: • “Create an organic section within your store and brand it as such… this has worked successfully for the large supermarkets and will work in-store to drive sales and awareness of organic wines.

• “Taste the wines with your customers – some may be turned off by memories of the organic wines

in the new range is testament to this. There is a huge buzz and growing

from decades ago that really were pretty average.

excitement around EarthGarden amongst our export partners, matched

Things have changed and the art and science of

only by the pride of the Villa Maria team.”

crafting certified organic wines has improved.

• “Make sure wines are certified organic and the

Organics in motion

winery isn’t just using the word organic as part of

Producing organic wine, in practice, is more than just ticking a few boxes to

their brand name.”

meet certification requirements. Understanding just how much work goes

A NEW RANGE FROM A U S T R A L I A’ S N U M B E R 1 ORGANIC WINERY

March 18/02/2021 2021 | 372:22:17 PM

Hither & Yon vineyards

Organic Wine

into this is key to helping retailers tell the story of organic wine in-store and encourage the mindful consumer to explore the segment.

As Redin explained: “In each area of our operations, Angove Family Winemakers is focused on undertaking real actions and investment to positively benefit the environment while investigating future opportunities and strategies to measure the overall business impact.”

Angove Family Winemakers has been certified organic for 15 years, and in 2017, made the further commitment to convert all family owned vineyards to organic certified vineyards, to date converting 330 hectares in the Riverland and McLaren Vale. On top of this, the business employs certain techniques in both the viticulture and wine production that encourage sustainability.

This includes (but is not limited to); water conservation that has resulted in 25 per cent less water consumption per hectare and the capture of rainwater to reduce reliance on dwindling rivers; upgraded technology to reduce power consumption by 25 per cent, reduce CO2 emissions by 27

Back to basics We help demystify some of the terms around sustainable wine to help explain the foundations of the space a little better.

Organic: In farming and viticulture, this refers to methods that do not use chemical fertilisers, pesticides or other artificial chemicals. Exact standards differ worldwide, however all promote ecological balance and encourage biodiversity.

Biodynamic: This refers to a system of sustainable

per cent and see that solar power covers 50 per cent of peak time power and 100 per cent of cellar door power; and rerouting of waste for different winery activities which has significantly reduced contribution to landfill whilst benefiting biodiversity. Plus, recycled packaging and lightweight bottles uses 40 per cent less glass, which can deliver a reduction of CO2 per bottle of more than 15 per cent.

Meanwhile, over at Villa Maria, there’s also a lot happening to maintain organic and sustainable practices, as Chief Viticulturist Oliver Powrie described.

“BioGro certify our organic vineyards, wineries and wines and have

farming that uses organic principles and views a

been an essential part of our 20 year journey of building experience

farm as a closed diverse ecosystem and often bases

and expertise in organics. Our vineyards and wineries are all certified

activities on lunar cycles (e.g. picking grapes at a

Sustainable Winegrowing New Zealand, we also have ISO 9001 Quality

certain time of the lunar cycle).

Management and 14001 Environmental Management certifications,

Carbon Neutral: This means a business has achieved

CarbonReduce certification and are rated by SEDEX and EcoVadis on

net zero carbon dioxide emissions by balancing

our social, ethical and environmental responsibility,” Powrie said.

emissions it produces with actions that remove such emissions (through offsetting) or through not producing carbon dioxide emissions at all.

“We view sustainability as a universal challenge, and we continue to invest significantly in this area. This includes the use of sheep, worms and wildflowers in the vineyards; night air cooling, natural lighting and heat recovery in the winery; recycling, light weight bottles and lowemission vehicles.”

Encouraging biodiversity is one of the core tenets to the success of organic wineries, something that animals and insects can help with, as Redin explained.

“In our Warboys vineyard in McLaren Vale, rather than use pesticides to control the rampant snail population we have a team of Indian Runner ducks that come into the vineyard at the start of the growing season to keep them under control,” Redin said.

“We have recently installed a beehive to help guard the beneficial insect populations in the vineyard. The presence of bees is not essential for successful pollination of the vine, however the bee still forages on its

38 | National Liquor News

A N E W R A N G E F R O M A U S T R A L I A’ S NUMBER 1 ORGANIC WINERY

Available at fine wine retailers and www.angove.com.au Please Drink responsibly.

Organic Wine

pollen… In addition to aiding fruit set, bees are essential in the successful pollination of plants that occupy the vineyard floor. Wide biodiversity of plant species in the vineyard is essential for development of soils that are nutrient rich and maintain good levels of soil moisture. These aspects ensure high levels of vine health and contribute to the development of complex berry flavours, which in turn leads to wines that have exceptional intensity and depth.”

At LMG, the organic range includes the Atmata range from Casella Family Brands.

Brad Ipson, the National Business Manager – Independents at Casella added to Redin’s point and said that quality was the other element that remains central during all this hard work organic producers undertake.

Start the conversation One of Bennie’s biggest pieces of

“The grapes for Atmata are sourced

advice for retailers is about making

beyond the small step stage and have a real

from premium Australian organic

consumers feel confident in organic

community and collaborative approach

vineyards. These wines have been crafted

and sustainable wine.

towards sustainability. People take that in

to deliver a product for consumers that fit

He said: “Bringing up awareness

their own direction, whether it’s organic

their ever‐changing needs and to respond

around [sustainable wines] through

or carbon neutral or biodynamic,” said

to consumer trends of ethical engagement

coalface conversation is really

Malcolm Leask, Hither & Yon Director.

and health and wellbeing,” Ipson said.

The road to sustainability The value of certified organic wine is clearly bolstered by producers being wholly committed to sustainability in a number of ways.

Bennie believes this is the future of wine

paramount to me… it’s amazing how many people are interested in this conversation, and how many people come to the retail setting to enquire about wines that are made more sustainably, or without additives, or are lower in sulfur or similar.

“It’s about creating distinctive areas

“Sustainability is where we start. But that’s just really part of a longer journey for us.”

In a similar way, Powrie said winemakers should encourage a coordinated effort for the benefit of the wider industry.

“Sustainability is one of our core values at Villa Maria, our quality wines reflect from

and said: “I think more people are exploring

in the shop where people can find

the land the grapes are grown on and so we

what sustainability means, because it has

things easily without feeling alienated,

have a deep respect for the land and know

a looser description in Australia… those

and then having good conversations

that we have a responsibility to care for it

that aren’t exploring sustainability in

around the wines, and not being afraid

for ourselves and for future generations,”

winemaking, production and distribution

of some wines that might have a bit

Powrie said.

are going to be left behind.”

more diverse personality than the retail

At McLaren Vale winery Hither & Yon

landscape offers.”

for example, the team acknowledges the benefits of how sustainability has taken root in the entire region, as winemakers set out on their own environmental journeys.

Hither & Yon may not be certified organic, but they believe in its value and have recently become SA’s first carbon neutral certified winery, one of just three Australia wide.

“Certainly in McLaren Vale we’ve moved 40 | National Liquor News

“Leadership, sharing and collaboration are core to our approach to sustainability as we know it’s not enough for Villa Maria

“We view sustainability as a universal challenge, and we continue to invest significantly in this area.”

Oliver Powrie Chief Viticulturist Villa Maria

to operate sustainability, the whole industry has to.”

Redin said sustainability in its most general form is a core part of the business, noting how: “Sustainability comes first at all levels – without being sustainable both economically, socially and environmentally, we wouldn’t be around for very long.”

■

* Excludes Pinot Noir

World Whisky Day

World Whisky Day is 15 May 2021

42 | National Liquor News

World Whisky Day

A dram good

With World Whisky Day set to be bigger than ever this year, Brydie Allen takes a look into the opportunity of the key selling period and how you can best get involved.

On the third Saturday of May each year, whisky lovers of the world unite to celebrate a momentous annual event – World Whisky Day (WWD). They celebrate whisky and whiskey from near and far, of brands big and small, of different countries, price points, style and history.

So important is this celebration to the whisky category, it has become the second largest key selling period for whisky only behind Christmas, as National Liquor News reported in last year’s WWD feature.

WWD has been increasing in popularity and opportunity year on year, as whisky widens its appeal to new audiences of consumers. And after the events of 2020, which saw a boost in spirit sales overall and rising drinks exploration and experimentation in consumer homes, this year’s event is set to be even bigger.

That’s certainly the case for William Grant & Sons and its well stocked portfolio of whisky that includes Glenfiddich, Grant’s and The Balvenie, just to name a few.

“2021 will be our biggest World Whisky Day to date.

We are extending World Whisky Day to an entire month with a full programme of activity in the on and off trade throughout May,” said Kristie Asciak, Marketing Manager at William Grant & Sons.

The on-premise has often been the space for WWD to be celebrated on a bigger or more grand scale. But there

Growing demographics Myers said more people than ever are interested in whisky, and on different

is exceptional opportunity for retailers when the event is brought to the off-premise, especially when suppliers get on board to help bring the excitement of the occasion in-store.

As Helen McAleer, Jameson Brand Ambassador for

levels too.

Sydney at Pernod Ricard Australia, noted: “There is a huge

“Over the past 10 years we have seen

opportunity for retailers to get involved in World whisky

consumers become more informed and

Day as the World whisky Category in Australia is worth

more selective about their whiskies,”

$204m, and growing at +30 per cent this year.”

he said.

Ivan Myers, Co-owner of World of Whisky in Sydney

“While the primary market is men aged

(read his retailer profile on page 58 of this issue), said when

25-40, we have seen a significant

brands and retailers unite for the cause, it does great things

increase in female whisky drinkers.

We calculate that 20 per cent of our membership is female. I believe this trend will continue.”

for the whisky category as a whole while providing great results for businesses.

“It helps bring awareness to the whole category and we see more activity in our store and online during this period,” Myers said.

March 2021 | 43

World Whisky Day

The impact of the pandemic The COVID-19 pandemic has had a huge impact on consumer behaviour, changing the way they think about and approach drinks at home. Throughout lockdown, the premiumisation trend in the spirits category continued to rise as consumers explore and experimented with different kinds of drinks.

McAleer said these new-found interests and behaviours amongst consumers add to the opportunity around WWD. “Throughout the pandemic we have seen a rise in super premium world whiskies (+48 per cent growth MAT), as people are trading up and spending more to ‘treat’ themselves at home,” she said.

“Consumers are experimenting with at home cocktails due to the limitations of enjoying their favourite whisky cocktail in their local bar which will definitely have an impact on this World Whisky Day this year.”

Asciak also noted her prediction for more premium at-home experiences to celebrate WWD, and said William Grant & Sons anticipates that the continued popularity of the home cocktail trend will help contribute to this with great results for the industry.

“The great news for retailers is that consumers have continued to premiumise their spirits choices, which means whisky drinkers are more likely than ever to explore within single malts,” she said.

Glenfiddich Grand Cru 23 Year Old Single Malt Scotch Whisky Glenfiddich, the world’s most awarded single malt Scotch whisky, is providing the perfect way to celebrate this World Whisky Day with the release of Grand Cru, an exclusive expression that has been matured for 23 years and elegantly finished in rare French cuvée oak casks.

Daring and unexpected, Grand Cru encapsulates the spirit of luxury and craftsmanship of Glenfiddich, as it sets

At Campari Australia, where the whisky portfolio includes the likes of Wild Turkey and The Glen Grant, a similar impact is predicted, with continued strong growth in retail results likely to contribute to WWD’s success this year.

Paolo Marinoni, Marketing Director at Campari Australia, said: “WWD is likely to be bigger than ever as the selling period is driven by off-premise sales. We also know that whisky consumption often occurs at home so it is very likely that people will seize the unique offers that WWD provides to create a premium at home experience.”

Start the celebration There are plenty of ways that people across the world can join in on WWD this year, many of which are listed on official event website, worldwhiskyday.com. This is also where you can register your own event, should you choose to create one.

If you are keen to capitalise on the opportunity of the day and get

out to redefine moments of celebration through a new and

involved in this global whisky celebration, now’s the time to start

extraordinary drinking experience.

planning. And as William Grant & Sons shows by example, it doesn’t

With prestigious packaging that’s ideal for gifting, the sleek

just need to be all over in a day.

black glass bottle with its gold Grand Cru print and evocative

“Start planning now. Although WWD is technically a day, we’ve

golden closure are presented in an opulent black box, created

created a month of activity. There’s no reason retailers can’t do

to emanate the spirit of celebration and the authentic taste of

the same and maximise the opportunity to talk such a high value

luxury contained within.

category to their shoppers,” Asciak said.

Distributed by: William Grant & Sons

The full programme of activity that William Grant & Sons has planned for WWD includes many elements that can extend down

44 | National Liquor News

World Whisky Day

to a retail level. Asciak described such things as the official launch of Glenfiddich Grand Cru in Australia, a collection of specifically curated WWD content that educates and inspires whisky drinkers from beginner to explorer, and a number of exciting digital and invenue experiences. Of course, you’ll also find the Glenfiddich Whisky Wanderers back on the road, and retailers can always access the free personalisation service to help increase sales for non-seasonal gifting.

There is a lot on the cards for Campari Australia too. Marinoni said: “We are looking to showcase our vast and award winning whisky portfolio, including The Glen Grant, our single malt Scotch whisky, along with our Wild Turkey and Russell Reserve bourbons, within the available retail platforms that exist.

Jameson Black Barrel Jameson Black Barrel is a must stock for World Whisky Day this year for retailers, with the product experiencing 61 per cent growth with Dan Murphy’s in the last year. Jameson Black Barrel is the perfect trade up from Jameson original.

It is nearly impossible to discuss Irish whiskey without adding Jameson into the mix. It is by far the most popular Irish in the world and well known for its well-balanced blend. Unfortunately, once you try Jameson Black Barrel, it will be hard to go back.

Created with a higher percentage of Irish pot still whiskey and single batch grain then aged in double charred first-fill bourbon casks, it has a rich full-bodied flavour with a glorious spicy sweetness. The tang of roasted vanilla beans and nutty notes that give it an exceptionally smooth finish.

Distributed by: Pernod Ricard Australia

“We are also investing behind The Glen Grant

do the same thing, to get people to enjoy good whisky. And that’s why [WWD]

during this period, which will include some exciting

just works worldwide and has become a phenomenon quite quickly,” Ligoff said.

ATL and experiential activity in Melbourne,

“We were already doing The Whisky Show in its current form since 2012, and

Australia’s largest single malt state.”

One of the ways that World of Whisky helps mark the WWD occasion is with Sydney event, The Whisky

it seemed like a natural thing to do to slot it [into WWD]. It’s the biggest whisky event in Australia on that day, and it helps centre it – we encourage people to celebrate and create tastings and events that whole week.”

Show, which takes place every year on WWD. Myers said that pre-COVID it was one of the store’s most

How to get involved

loved events. After being one of the first drinks shows

By now it’s clear how big the opportunity is behind WWD and how whisky brands

to go digital last year, the show is now aiming for a

and lovers are intending to celebrate. So how can retailers best get in on that action?

dual physical and virtual event this year.

David Ligoff of Alchemist Events, the organiser of The Whisky Show, spoke to National Liquor News about how and why the show helps people celebrate such an occasion.

“Obviously we don’t need a reason to enjoy whisky

The biggest top tip is to encourage consumer exploration, whether that be having them trade up on price and quality, try products of different origins, or explore segments within the category, from blends to bourbons to single malts.

McAleer said: “Ideally a tasting in store is a great way to get liquid on lips to entice both whisky drinkers and non-whisky drinkers into new types of whisk(e)y, whether it be Irish, Scottish or Japanese.

and to celebrate whisky, but it’s a means of mobilising

“However, tastings instore are challenging due to Covid restrictions, therefore

the industry in one direction… We’re all trying to

a standout World Whisky display in store is a great way to capture attention from

46 | National Liquor News

INTRODUCING JAMESON BLACK BARREL

World Whisky Day

The Glen Grant Arboralis The Glen Grant Arboralis is the latest single malt Scotch in The Glen Grant range and has quickly become one of the top selling single malts within Australia.

Arboralis, a term meaning ‘light from within the trees,’ is a bright, golden single malt Scotch whisky, aged in ex-bourbon and ex-Spanish sherry oak casks and sheltered by tall, ancient

consumers. It could be helpful for staff members

newcomers to whisky. It’s very easy to cater to the

trees lining the Victorian

to undergo some educational training on some

whisky enthusiast who has been around for a while

Gardens of The Glen

brands so they can help educate consumers on

and is a regular in your store - he’s the easy one

Grant Distillery. Nurtured

the different types of whiskies.”

to sell to. But we can’t forget that there are a lot

in traditional dunnage

Asciak had similar advice with in-store

of people out there that are at the start of their

promotional material, and said that retailers

journey, where a lot of us were number of years

should work with suppliers to get their store ready.

ago,” Ligoff said.

She suggested to: “Increase whisky facings for

“Make it fun for them. Use gimmicks,

the month – doubling facings can double sales,

giveaways, gifts with purchase, snack foods, it

with half of all sales decided on in the isle; ensure

doesn’t matter. Don’t be afraid to just to go wild

the right range – know your customer base and

- pick a theme, make it fancy dress, it doesn’t

optimise stock turnover with the right mix of

matter. It’s all about fun and taking the wank out

classic, explorer or connoisseur single malts; and,

of whisky.”

warehouses, Arboralis is an unmistakable tribute to the legendary Glen Grant flavour profile that been celebrated for over 180 years.

It’s enticing, bright gold colour, its floral and fruity aromas and delicious flavours of vanilla,

for those stores with a strong whisky clientele,

butterscotch, and dried

consider giving more shelf space to higher aged

Sláinte!

expressions. Aged expressions can respond up to

We asked the three suppliers in this story what

expression one that is

three times better on display.”

call to action they would like to share with

enjoyed by all, and perfect

retailers. Here’s what they said:

for both delighting current

the previous successes of WWD as an occasion

• “Get involved! Talk up WWD to your dark spirit

consumers and introducing

through excellent in-store execution like this

drinkers and create an occasion for shoppers to

new consumers into

and “continue to do so now, by broadening

explore new categories and expressions, trade

the category.

the promotional messaging to include all

them up. If you need help, ask a William Grant

Distributed by:

whisky categories.

& Son’s rep for support, assets or advice.” –

Campari Australia

Marinoni said retailers have contributed to

“The whisky category has so much history and

fruits make this single malt

Kristie Asciak, William Grant & Sons.

so much beautiful imagery associated with it, so

• “Ideally, get consumers trading up and trying

retailers should utilise these to create strong in-

Jameson Black Barrel… However, a main call

store visibility and theatre.”

to action for retail is to get current consumers

Finally, Ligoff shared one of his team’s major learnings when it comes to the celebration of WWD.

trying new types of whiskies.” – Helen McAleer, Pernod Ricard.

• “Celebrate the wonderful diversity of the whisky

“It’s all about keeping it fun. The one thing

category and take advantage of consumer interest

that’s been noticeable in the last year with a lot

to drive all whisky categories during this period.”

more people drinking whisky is the number of

– Paolo Marinoni, Campari Australia.

48 | National Liquor News

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E X PER I E NCE T H E E L EGA N T N E W R A NGE F ROM T H E GL E N GR A N T T H I S WOR L D W H I S K Y DAY

Cognac and Brandy

A growing

favourite

The Cognac and brandy category is drawing the eye of the consumer as the perfect spirit for home cocktails and the perfect premium product to celebrate a momentous occasion. Daniel Hughes investigates.

For Cognac and brandy producers, 2020 was a year filled

“In the early days of cocktail making, Cognac was

with opportunity. While the Coronavirus pandemic

the go-to for many bartenders. With the cocktail

created difficulties for the dark liquor industry’s on-

renaissance of the past decade and the increase of at

premise liquor sales, off-premise sales for many products increased in 2020. The pandemic highlighted how the Australian consumer was choosing to invest in higher quality products or diversify their palate to take on new cocktail recipes and its this experimentation that Cognac and brandy have benefited from in the last 12 months.

Premiumisation has also played a key part in the growth of Cognac and brandy, with customers expanding their liquor shelves to experiment with VS, VSOP and XO products. Many industry leaders believe the growth in home-mixologists presents an opportunity for retailers to better educate their stakeholders and position their Cognac and brandy offering in better view on the shelf.

Appealing to home-mixologists The history of cocktails and mixology dates back more than 3000 years, but modern spirit mixology dates back to the insertion of Cognac as the “original cocktail spirit” according to Pernod Ricard’s Martell Cognac

“Regular masterclasses for retailers, restauranteurs and consumers showing the step up in quality from VS to VSOP and then on up to our various XO St Agnes expressions, are really helping to drive the education of consumers.”

Matt Redin Marketing Manager Angove Family Winemakers

home consumption, helping consumers understand how they can use Martell at home is key. Therefore, we launched a new signature cocktail in 2020, ‘The Swift’,” Lapeyre said.

Meanwhile, Möet Hennessy was making its own adjustments to home cocktail making, leading a global social media campaign to raise awareness and showcase the versatility of Cognac.

“Last year we launched the #hennessymyway initiative to support bartenders around the world while in lockdown and saw so many creative ideas and delicious serves being posted across social media,” explained Marketing Manager Accelerator Brands at Möet Hennessy, Anne Luu. Australian brandy distillers were also actively exploring ways to help home consumers experiment with their drinks. St Agnes Distillery released its St Agnes Bartenders Cut in 2019, a brandy that was specifically designed to be used in cocktails and mixed drinks. Although the brandy was initially only sold in

National Brand Ambassador, Thomas Lapeyre. With

the on-premise, St Agnes has also made it available to

the growing influence of cocktail experimentation

home-mixologists.

in the home, many believe Cognac and brandy are perfect centrepieces of liquor shelves.

50 | National Liquor News

Bass and Flinders Distillery has also been on the forefront of the trending home cocktail movement,

Cognac and Brandy

releasing Madame Marmalade and its Distiller’s Selection

Matt Redin, Marketing Manager at Angove Family

Single Cask Brandy which won two trophies and a gold

Winemakers, the creators of St Anges Brandy, said

medal at the Tasting Australia Spirit Awards in 2020.

recent unprecedented growth has been driven by the

Managing Director and Head Distiller Holly

education of its customers.

Klintworth believes cocktail suited brandy products

“Regular masterclasses for retailers, restauranteurs

are crucial to making brandy more approachable

and consumers showing the step up in quality from VS

for consumers.

to VSOP and then on up to our various XO St Agnes

She said: “For us the key is to show people the kinds of drinks, cocktails and mixers you can match with brandy to make it your drink of choice.

expressions, are really helping to drive the education of consumers,” he said.

“Educate consumers, especially those who usually

“In our Spiced Brandy Masterclass we show people

consume other dark spirits, on how good brandy and

how brandy can be enjoyed in a cocktail yes, but equally

Cognac is, especially St Agnes. Australia makes some

it tastes fantastic with ginger ale or even tonic water.

phenomenal brandy and as people can’t travel as freely

Sometimes the simpler mixers are the best approach

overseas as they have in the past, they are spending

particularly when working with a more complex brandy.

more at home on premium spirits and experiences.”

“It’s been interesting observing how over the last

Klintworth added: “Education is key, even though

decade the French have worked to revive perceptions

brandy has had its ups and downs in Australian

of Cognac by empowering young drinkers to feel more

history as far as quality goes, the best way to educate

comfortable exploring brandy in cocktails. For Cognac

on modern Australian brandy is to allow customers

they found there was this ‘fear of ruining

to make up their own mind through tasting and

a good Cognac’ by using it in a cocktail.

experiencing our brandy for themselves.

Did you know?

Brandy refers to a distilled spirit

But just like cooking, if you choose to use

“We are strong advocates in promoting and helping

made from fermented fruit juice.

a lesser quality ingredient, the product is

to develop the Australian brandy industry as a whole and

It can be produced using grapes

going to reflect this.”

so for us I think education and awareness is still key to

or fruit. It is important to note that Cognac is a type of brandy.

In a similar approach to how Champagne is labelled compared to other types of sparkling wine, Cognac is only labelled ‘Cognac’ if it is produced in the Cognac

helping propel the Australian brandy industry forward

It starts with education

and begin to educate more customers and consumers

Another feature that was highlighted as

on just how fantastic locally produced brandies can be.”

key for Cognac and brandy’s growing and

Lapeyre said while Cognac is still a mystifying

future success is the education of all its

category on the Australian market: “There is a thirst

stakeholders in the industry.

for more knowledge from retailers and consumers

region of France. A Cognac bottle will also carry an ‘AOC’ or appellation d’origine contrôlée label to prove its certification of authenticity to the geographic region.

Brandy and Cognac are labelled with four designations of how long each product has been aged. They are usually assigned VS (Very Special), aged for at least two years, VSOP (Very Superior Old Pale), aged at least four years, Napoleon, aged at least six years and XO (Extra Old), aged at least 10 years.

March 2021 | 51

Cognac and Brandy

alike! As a brand ambassador, I regularly host tastings and trainings for retailers.”

Support growing for local brands A consumer trend highlighted by the pandemic is a growing desire to support Australian made products.

It is the combination of this trend and improved offpremise sales that will lead to the retailer being a key driver for the continued Australian success of dark liquor options in 2021.

Klintworth said: “We are definitely seeing an

and consumer interest in authenticity of rich history

increase in demand for locally produced premium

and stories of brands and products, as well as brand

brandy as well as brandy-based products. Australia

familiarity and aspiration, with the Hennessy brand

A change in traditional consumerism

has developed a reputation for it’s dark spirits not only

being a well-known luxury spirit brand.

Is brandy still a

locally but internationally and this positive publicity at

“The beginning of the pandemic heavily impacted

home and abroad I think gives people the confidence

the Lunar New Year period, with Cognac being a key

for the older

to branch out into locally produced dark spirits, in a

celebration drink across this period normally. On

generations to

way that we haven’t seen in the past.

the other hand, we saw very strong premiumisation

enjoy? Klintworth

trends continue and drive consumer demand at home,

thinks not,

positioning cognac as quite a resilient spirit.”

she believes

“As the Australian distilling industry grows, and as more distilleries start to utilise wine from their regional winemakers I think we will start to see a

drink exclusively

perceptions are

real boom of Australian brandy production in the

Retail tips

changing with

future. It’s only a matter of time before brandy is well

With Australia’s Cognac and brandy industry on the

quality brandies

and truly back in fashion and now is the time to be

verge of a breakout year, retailers are being urged to

entering the

showing support for local brandy producers more

consider moving the spirit up from the bottom shelf,

market. She says

than ever before.”

creating a special area for premium VSOP and XO level

that one day

spirits and encouraging trial among their customer base.

brandy could even

Expanding interest on premium products

“The time to shine in Australia is now here and

have a space on

Premiumisation has been a growing focal point for

retailers need to take advantage of that growth – the

the top shelf in

spirit categories for the last decade. The Cognac and

early adopters will ultimately win out,” Klintworth said.

Australian drinks

brandy category hasn’t missed this trend, with premium

Luu added: “Quite often the Cognac category is

products sought after by consumers. St Anges luxury

difficult to find in retail stores, so a simple way to

Lapeyre

brandy products, XO, VSOP and Bartenders Cut, all

capitalise on the long term consumer trends and

agreed, telling

experienced a double digit growth margin in 2020, with

higher price point products is to ensure the Cognac

National Liquor

its mainstay VS brandy also experiencing solid growth.

category more visible in store.

News that

Meanwhile, Martell released premium Cordon Bleu and XO for special consumer celebrations.

“Also making sure that the range in store reflects the

cabinets.

“Cognac is no

needs of consumers – both market-leading familiar

longer the old-

Lapeyre said: “Premiumisation is at the heart of

brands as well as craft brands, and their representation

fashioned drink

all we do at Martell. Being a prestige Cognac House,

across VS, VSOP, XO qualities which all play different

you can only

consumers are looking to us for high quality, rare

roles to different consumer segments.”

enjoy from a large

products. The premiumisation trend resulted in the

For retailers in 2021, supporting the home

great performance of our newest expression, Martell

mixologist with a variety of products and reintroducing

leather armchair

Blue Swift, which has seen a great uplift in 2020.”

old favourites will be a key to success in the Cognac

by the fireplace.”

Premiumisation has also been a strong driver

and brandy cateogry. Consumers are trending toward

for the Hennessy brand, as Luu said: “We’re seeing

unique and historic products in this category, so finding

more and more consumers come into Cognac from

it the right place on the shelf and providing the correct

other spirit categories. Both driven by the craft trend

education for them will put your store above the rest.

52 | National Liquor News

■

snifter in an old

Wine Tasting Review

The Chardonnay Tasting The National Liquor News tasting panel sipped and swirled their way through over 100 Chardonnays this month. Here are their highest scoring wines across three price brackets.

Panels Picks

The Panel ➤

➤

➤

➤

➤

➤

➤

➤

G eoff Bollom, Retailer, Fennell Bay Cellars M ichael Mcintosh, Fine Wine Brand Ambassador, Accolade Wines E mma Fogarty, Senior Brand Manager, SouthTrade International S alvatore Margiotta, State Sales Manager NSW & ACT, Delegat Limited E d Peake, Key Account Manager, Treasury Wine Estates S haryn Foulis, Wine Consultant M ark Bradstreet, Key Account Manager, Joval Wine Group N igel Burton, CEO, Burton Premium Wines

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

54 | National Liquor News

Bay of Fires

Clairault Margaret

Tyrrell’s Hunter

Chardonnay

River Chardonnay

Valley Chardonnay

Region: Tasmania

Region: Margaret River

Region: Hunter Valley

VIN: 2019 LUC: $35.00

VIN: 2019 LUC: $17.74

VIN: 2019 LUC: $13.98

Distributed by: Accolade

Distributed by: The Wine

Distributed by: Tyrrell’s

Wines

Gang (WA), Clairault Streicker direct (other states)

“Grapefruit, tropical fruits, pear. Balanced, complex, tight, soft and youthful. Well done.” – Geoff Bollom

“The nose is beautiful and cakey. The palate is bright with fruit and spice – white pepper, cinnamon and nutmeg - all while delivering a well rounded balanced wine.” – Emma Fogarty

“Typical stonefruit characters speaking or a warmer site.

Good oak but a little short on finish.” – Michael Mcintosh

Wine Tasting Review

LUC over $25 St. Hugo Eden Valley

Barton & Guestier

Chardonnay

Chablis Chardonnay

Region: Eden Valley

Region: Chablis AOC, France

VIN: 2019 LUC: $25.99

VIN: 2019 LUC: $34.03

Distributed by: Pernod Ricard

Distributed by: Beach Avenue Wholesalers

“Serious, oak driven, but not dominated nose. Beautifully balanced cashew, stonefruit and vanilla. This is a gorgeous wine now destined for bigger things with time.”

– Salvatore Margiotta

“Initially quite restrained on the nose with hints of red apple and cashew. The palate is cool yet bright yet textured. Great fruit intensity develops on the palate, leading to a fine, persistent finish.” – Sharyn Foulis

“Cheaper wines were very lean and short.

There was noticeable increased enjoyment in the +$25 wine bracket.”

Ed Peake Key Account Manager Treasury Wine Estates

Geoff Merrill Reserve Chardonnay Region: McLaren Vale and Coonawarra VIN: 2017 LUC: $25.80 Distributed by: Young & Rashleigh (NSW/ACT), The Wine Company (QLD), Options Craft Liquor Merchants (SA), Nelson Wine Co. (VIC), West Coast Wine Cellars (WA), Thomas Chin Pty Ltd (NT), DWS Tasmania (TAS)

Taylors St Andrews Chardonnay Region: Clare Valley VIN: 2017 LUC: $25.59 Distributed by: Taylors Wines

“Toasty nose with a well balanced palate – stonefruit and a hint of white pepper.

Great finish.” – Emma Fogarty

“Fruit sweetness from oak. Acid cleans palate. Good structure.

Good finish. Balanced, very good.” – Geoff Bollom

Food Pairing ➤

Domaines Albert Kumeu River Estate

Bichot Mercurey

Chardonnay

Blanc ‘Les Champs

Region: Kumeu, New Zealand

Michaux’ – Domaine

VIN: 2018 LUC: $27.95

➤

Adelie

Distributed by:

Region: France

Déjà Vu Wine Co.

VIN: 2018 LUC: $45.84 Distributed by: Decante This

“Integrated, layered and textural. Balanced citrus and mealy characters. Intensity and persistence. Impressive.”

– Michael Mcintosh

“Musk sticks on the nose.

Ginger and white pepper on the finish. Spicy and interesting!”

– Emma Fogarty

➤

➤

“It’s versatile, anything from fresh seafood to fatty pork.”

– Michael Mcintosh “ It may be predictable but roast chicken accompanied by maple glazes parsnips and duck fat potatoes is hard to beat.”

– Salvatore Margiotta “ Popcorn! Or pasta, pork, chicken or risotto.”

– Emma Fogarty “ Pork and creamy pasta dishes.” – Geoff Bollom

March 2021 | 55

Wine Tasting Review

LUC $15-$25 Silkwood The

Bird in Hand

Walcott Chardonnay

Two in the Bush

Region: Pemberton, WA

“As always with Chardonnay, there was a huge variety of styles.

I love diversity and can understand why Chardonnay can be daunting to the consumer.”

Chardonnay

VIN: 2019 LUC: $16.13

Region: Adelaide

Distributed by: Single

VIN: 2020 LUC: $15.91

Vineyard Sellers

Distributed by: Bird in Hand

“Notes of butter and toast on the nose. Palate is light with nectarine and peach. A really enjoyable wine on its own!”

– Emma Fogarty

“Restrained nose, hints of lemon pith and spicy oak.

Lovely line and length on the palate. Well balanced with a bright fruit core of just ripe nectarine. Well made.”

– Sharyn Foulis

Mark Bradstreet Key Account Manager Joval Group

Brockenchack Charli

Domaines Albert

Jaye Chardonnay

Bichot Bourgogne

Region: Eden Valley

Chardonnay –

VIN: 2018 LUC: $22.44

Château de Dracy

Distributed by:

Region: France

Brockenchack Wines

VIN: 2017 LUC: $23.73 Distributed by: Decante This

“Deliciously moreish. Complex butterscotch and vanilla, silky over generous citrus flavours.

Finishes clean and refreshing, ready for a second sip.”

– Michael Mcintosh

“Pineapple and ginger on the palate with a short finish.

Would pair well with cheese.”

–Emma Fogarty

Editor’s Picks ➤

➤

➤

➤

ardys Eileen Chardonnay H 2017, Yarra Valley and Tasmania, LUC $49.39 (Accolade Wines) e Bortoli The Estate D Vineyard Chardonnay 2017, Yarra Valley, LUC $19.84 (De Bortoli) hurch Road Grand C Reserve Chardonnay 2019, Hawke’s Bay, LUC $31.75 (Pernod Ricard) epper Tree Cool Climates P Chardonnay 2020, Orange and Wrattonbully, LUC $13.44 (Déjà Vu Wine Co)

56 | National Liquor News

Orlando Lyndale

Ferngrove Diamond

Chardonnay

Chardonnay

Region: Barossa

Region: Frankland River,

VIN: 2018 LUC: $20.82

Great Southern

Distributed by:

VIN: 2020 LUC: $18.28

Pernod Ricard

Distributed by: Ferngrove Wine

“Extremely well balanced and well made wine. Such great balance between fruit flavours and winemaking influence.”

– Mark Bradstreet

“Delightful stonefruit and flintiness. Intensity and warmth on the nose. Mild oak notes balanced with acidity and delightful mouthfeel.”

– Ed Peake

Wine Tasting Review

LUC $15 and under Stoneleigh Classic

Deakin Estate

Chardonnay

Chardonnay

Region: Marlborough

Region: Australia

VIN: 2019 LUC: $10.03

VIN: 2020 LUC: $7.31

Distributed by:

Distributed by: Red + White

Chardonnay facts ➤

Pernod Ricard

“Melon nose, clean, balanced use of acid and oak. Mid length finish.” – Nigel Burton

“Citrus and peach up front, spicy oak, straight forward palate showing a touch of white peach. Firm acid line to close.”

– Sharyn Foulis

➤

➤

Ara Single Estate

Taylors Promised

Chardonnay

Land Chardonnay ➤

Region: Marlborough

Region: South Australia

VIN: 2019 LUC: $12.90

VIN: 2020 LUC: $11.01

Distributed by: Oatley Fine

Distributed by: Taylors Wines

Wine Merchants

“Beautiful in its simplicity.

Clean, crisp, fun and surprisingly well integrated.”

– Mark Bradstreet

“This is very tropical, with pineapple on the palate. Would be fun with fruit and cheese.”

– Emma Fogarty

Highgate

Cowra

Chardonnay

Chardonnay

Region: Orange

Region: Cowra

VIN: 2019 LUC: $12.90

VIN: 2019 LUC: $11.98

Distributed by:

Distributed by:

Single Vineyard Sellers

Crush Wine + Drinks

“This wine is showing complexity. Great easy drinking. Good wine for summer foods.” – Geoff Bollom

“Spicy oak notes up front and restrained fruit notes. The palate is quite lean with a lick of nectarine and firm acid to close. Clean finish.”

– Sharyn Foulis

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C hardonnay is the most widely distributed white wine in the world.

T he name Chardonnay comes from the village of Chardonnay in the Mâcon region of Burgundy in France. There were many variations of the spelling until the 1890s when the current spelling became the standard name.

C hardonnay is the most planted grape variety in the world, because of its ability to grow almost anywhere.

C hardonnay is a major white component in Champagnes, with Blanc de Blancs Champagnes being entirely made from Chardonnay grapes.

A ustralia is the third biggest producer of Chardonnay wine, behind France and the United States.

“If white Burgundy nets the highest benchmark, I am excited by how so many Australian wines are successfully emulating the Burgundy style.”

Nigel Burton CEO Burton Premium Wines

March 2021 | 57

Retailer Profile

An icon of whisky retail

Ivan Myers outside World of Whisky in Double Bay

Co-owner of World of Whisky, Ivan Myers, describes what life is like as the country’s only exclusively whisky retail store.

Tucked away in the Sydney metropolitan suburb of Double Bay is the unique liquor retail store called World of Whisky. It’s the country’s first and only retailer that exclusively stocks whisky and whisky related products both online and in a bricks and mortar format.

Co-owner Ivan Myers told National Liquor News that when the World of Whisky journey began, modelled on the concept of two New Zealand specialist whisky retailers, the landlord didn’t expect the store to last 12 months. Now, more than 10 years later, the store has proven it has a recipe for success, being named the 2021 Icons of Whisky Single Outlet Retailer of the Year in Australia.

“We only trade in and talk whisky/whiskey in all its glorious forms.

Anything to do with whisky/whiskey we enjoy! Whisky glassware, whisky books and even whisky chocolates - We want to be known as the go-to whisky experts… Whisky has such a great tradition and has been around for hundreds of years. There are amazing stories about all aspects.” Myers said.

Reflecting on the Icons of Whisky award, Myers said: “I was in a meeting when Dan Woolley from Highwayman Whisky (he was watching it live) sent me a text congratulating me on winning. I had no idea we were even in the running because in previous years you had to nominate yourself or have someone nominate you.

“I have always felt that we were very unique (being the only specialist whisky retailer in Australia) and so in a sense it was a validation. At the same time, I was very proud because there are many other fantastic

“We love nothing more than sourcing hard-to-find and extremely rare expressions. We have developed a reputation now with importers and private sellers offering us special bottlings.”

Ivan Myers Co-owner World of Whisky

retailers who have a great range of whisky and who contribute a huge

large part of the business and we can open these sessions to

amount to the industry. I feel privileged to be in their company.”

attendees all over Australia. It also means we can get the Master

World of Whisky has a very obvious point of difference, with only stocking whisky, but that’s not the only way the store strives to stand out

Distillers and experts in Scotland onto the Zoom session to talk about the whisky that they are making.”

in the retail market. Myers describes how the team is always looking to

When asked what his top tips were around whisky retail,

source interesting and rare products which helps the store engage with

Myers spoke about nurturing a passion and extensive knowledge

customers on new levels to create: “A wonderful synergy which enhances

about whisky and being able to use that to help customers

the whisky experience.”

explore the whisky category.

“We love nothing more than sourcing hard-to-find and extremely rare

He said: “If you want to talk to someone who is knowledgeable

expressions. We have developed a reputation now with importers and

and passionate about whisky, that’s our team. We do keep an

private sellers offering us special bottlings,” he continued.

enquiry sheet and when we do find what our customers are

“We also have a database of over 15,000 signed up members with whom we engage regularly. Zoom tastings because of COVID have become a 58 | National Liquor News

looking for, it is with great delight that we can reach out to them and they seem to appreciate this touch.”

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