The Shout NZ September 2022 by The Intermedia Group

NEW ZEALAND’S LARGEST LIQUOR AUDIENCE SEPTEMBER 2022 | www.theshout.co.nz NORWESTERROOTSNAVYSTRENGTHDRY OLD NAVY DR BEAK NZ PREMIUM CONTEMPORARY DRY IMAGINATIONBLACKBARNSYRAHBARRELAGED MATURED TANQUERAYNO.TEN CLASSIC DRY SANDYMOUNTDISTILLERYCHAPTERTWO CONTEMPORARY MODERN LITTLE BIDDY HAZYAPPLESPICED NZ FLAVOURED ORIGINALRIFTERSDRY CLASSIC NZ DRY HAYMAN’SOLDTOM OLD TOM ELEPHANTSLOE LIQUEURS GINATOPINOTGRIGIO FLAVOURED INTRODUCING THIS YEAR’S WINNERS NZ GIN AWARDS 2022 JUNIPERS THE 2022 PRINCIPAL SPONSORS

4 INDUSTRY NEWS AND INSIGHTS 10 MINDSET… AND WHY IT MATTERS Insights from Andrew Arnold, NZ Country Manager, Shopper Intelligence 12 TAKING A WORLD VIEW Special report on sustainability in the liquor industry 16 JUST ADD VODKA Spirits expert Tash McGill explains why this spirit is a consistent bar staple 20 SPOTLIGHT ON NZ LOCALS Five of the best new Kiwi bars 23 ON SHOW This month’s must-try classics and new releases 24 ROSÉ, AROMATICS & SEMI-AROMATICS Tasting notes from Cameron Douglas MS 28 HOW TO CREATE A PERFECTLY BLENDED SOCIAL MEDIA COCKTAIL Tips from Max Marketing’s Simon Farrar 30 THE GOLDILOCKS OF BEER Denise Garland shares why a crisp, dry lager is still in style 34 LET’S GET IT STARTED The different options for sourcing funding for your startup in New Zealand 12 In our July issue we incorrectly stated that Morningcider Rosé was the only cider to make the Top 30 at the New World Beer and Cider Awards this year. Orchard Thieves Rosé cider was also named in the Top 30 and we apologise to Orchard Thieves for this error. The Shout NZ Editor, Charlotte Cowan THE SHOUT NZ – SEPTEMBER 2022 3

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For more amazing liquor news (and even a few giveaways), make sure you follow us on Instagram and Facebook @theshoutnz and sign up to our weekly eNewsletter at www.theshout.co.nz.

Climate change is a big thing. We all know that. But sometimes down in little old New Zealand, we feel that our contributions to reducing carbon emissions won’t make that much of a difference. But how wrong we are. Every tiny sustainability measure put in place by Kiwi individuals and businesses can add up to have a huge impact on climate change globally. In this month’s special report on pgs 12-15, I take a look at what New Zealand liquor businesses – from the biggest distributors to the smallest craft producers – are doing to reduce their carbon emissions and what their long-term sustainability strategies are. New Zealand has a reputation for being a clean, green country and it’s clear that our liquor producers are taking this seriously. From installing solar panels, to moving towards plastic-free packaging and reusing carbon dioxide emissions, the measures and goals are endless and we should be proud of our industry for taking huge leaps in sustainability.

If you want to learn how to you can create value out of your sustainable initiatives through your marketing and communications plans, make sure you check out the November issue of The Shout NZ for expert advice. Cheers!

TINY BUT MIGHTY

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contents PUBLISHED BY The Intermedia Group (NZ) Ltd PO Box 109 Newmarket,342,Auckland 1149 Executive Chairman Simon ManagingGroverDirectorPaulWootton Group Publisher Craig SalesEditorcraig@intermedia.com.auHawtin-ButcherCharlotteCowanccowan@intermedianz.co.nzph021774080DirectorWendySteelewsteele@intermedianz.co.nzph021300473 Digital and Print Coordinator Eclypse ProductionArtelee@intermedianz.co.nzLeeDirectorRyanVizcarraryanv@intermedia.com.auManagerJacquiCooperjacqui@intermedia.com.auSubscriptionEnquiriessubscriptions@intermedia.com.au

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New Zealand Winegrowers announces Fellows for 2022 news WHAT’S ON September WELLINGTON19-25COCKTAIL WEEK GisborneFIRSTOctoberINTERNATIONALOctoberINTERNATIONALOctoberwww.gisbornebeerfestival.nzGisborneGISBORNESeptemberwww.greatlittlevineyards.com/artofwineShedARTSeptemberwww.highball.co.nzWellington24OFWINE10,Auckland30-October1BEERFESTIVALA&PShowgrounds1SCOTTISHGINDAY19GIN&TONICDAY23LIGHTWINE&FOODFESTIVAL www.firstlightwineandfood.co.nz October DUNEDIN28-29CRAFT BEER & FOOD FESTIVAL Forsyth Barr Stadium, www.winetopia.co.nzShedWINETOPIAOctoberwww.craftbeerfestivals.co.nz/dunedin/homeDunedin28-2910,Auckland

FOR EXCELLENCE

New Zealand Winegrowers has announced its Fellows for 2022, recognising individuals who have made an outstanding contribution to the New Zealand wineInductedindustry.as Fellows of New Zealand Winegrowers are: Dominic Pecchenino, for services to wine and grape industry research; Jim and Rose Delegat, for services to exporting and industry organisations; Phyll Pattie and Clive Paton, for services to sustainability and Pinot Noir; and Chris Howell, for services to industry organisations and education.

THE 2022 ON-PREMISE WINNERS: Supreme Award Cargo Gantley’s Pub & Cafe, Queenstown Best Bar Little Blackwood, Queenstown Best Brand Experience Heyday Beer Co, Wellington Best Local The Elmwood Trading Company, Christchurch Best New/Redeveloped Food & Beverage Business Cargo Gantley’s Pub & Cafe, Queenstown Excellence in People & Culture Future Hospitality Group, Queenstown Hospitality Industry Leader of the Year Jamie Freeman, Joylab For the full list of winners, www.hospitality.org.nz/s/awards.visit

4 THE SHOUT NZ – SEPTEMBER 2022

LION HOSPITALITY AWARDS

All the 2022 Fellows have worked over many decades for the “betterment of the wine industry,” says Jones. “The work of these individuals enables a small industry like ours to punch above our weight on the world stage, and we thank them for their efforts.”

Hospitality NZ Chief Executive Julie White says Cargo Gantley’s Pub & Cafe was a worthy winner from a top field of category winners. “They did a fantastic job under another year of the most trying of circumstances, as did every other category winner and finalist,” she says. “For many businesses and operators, just being able to enter was a small miracle in itself after the tough year they’ve had. The competition was fiercer even than last year, which is a testament to the resilience the industry has shown through the pandemic.”

Queenstown’s Cargo Gantley’s Pub & Cafe won the Supreme Award at the 2022 Lion Hospitality Awards for Excellence announced in late July. The awards celebrate the success, achievements and – especially in light of the tough year the industry has just experienced – the resilience of the hospitality and accommodation sector, where the best of the best are recognised. Cargo Gantley’s Pub & Cafe won the Best New/Redeveloped Food & Beverage category before being chosen for the top award from winners of the other categories.Therewere a record 260 entries from more than 200 venues around New Zealand in categories including Best Bar, Best Local, Best Destination Venue, Best Restaurant and more.

“The Roll of Fellows honours the modern pioneers of the New Zealand wine industry,” says Clive Jones, Chair of New Zealand Winegrowers. “We wholeheartedly thank Dominic, Jim, Rose, Clive, Phyll and Chris for their years of service, and their role in shaping the New Zealand wine industry to be what it is today.”

Rose & Jim Delegat

Champion Micro Brewery Kainui Brew Co Kerikeri Champion Small Brewery Three Sisters New Plymouth Champion Medium Brewery Behemoth Brewing Company Auckland Champion Large Brewery Garage Project Te Aro, Wellington Champion New Zealand Exhibitor Three Boys ChristchurchBrewery Champion New Zealand Manufacturer Steam Brewing Co Auckland Champion New Zealand Beer Garage Project – Chance, Luck & Magic ForWellingtonthefull list of Champion, Trophy, and Industry Award winners, head to www.brewersguild.org.nz.

Otago Polytechnic is offering a new programme pathway aimed at refining wine-growing and fruit production skills. Designed for those already working in the horticulture and viticulture fields, the New Zealand Diploma in Horticulture Production (Level 5) is organised to accommodate the rhythms of the seasons, so in-work learners can concentrate their energy where it’s needed during peak times. Delivered online and run at night, it enables learners to continue to develop their skills in two focus areas: Fruit Production: stonefruit, pip fruit and berries (orchard); winegrowing: wine grapes (vineyard). Upon graduation, learners will be able to manage horticultural or viticultural operations to ensure fruit or wine grape quality requirements are met. The programme builds on a suite of tailored learning options in Central Otago, where Otago Polytechnic works closely with industry partners to provide work-based learning that supports the region’s industries.

New Zealand Beer Awards 2022

LYRE’S TAKES OUT TOP AWARD AT INTERNATIONAL COCKTAIL COMPETITION news

The prestigious Spirited Award reinforces that beverage professionals and bartenders are embracing Lyre’s as a non-alcoholic solution. We look forward to continuing to redefine the non-alcoholic spirits category for many years to come.”

The win marks the first time a non-alcoholic spirit has been recognised since the Spirited Awards’ inception in 2007.

Judging took place in Christchurch where 29 judges, 22 stewards and six support staff poured, delivered and tasted the 800 plus beers. The big winners on the evening included Christchurch Brewery, Three Boys, taking out the top gong as Champion Exhibitor, and Garage Project wining New Zealand’s Best Beer with Chance, Luck and Magic. Champion NZ Exhibitor – Three Boys Brewery

Lyre’s Non-Alcoholic Spirits won the award for Best New Spirit or Cocktail Ingredient at this year’s Tales of the Cocktail Foundation’s Spirited Awards.

OTAGO POLYTECHNIC GROWS VITICULTURE PROGRAMME

THE SHOUT NZ – SEPTEMBER 2022 5

“Social inclusion and choice are cornerstone beliefs for Lyre’s, and we are so proud of our team for bringing non-alcoholic moments to Tales of the Cocktail and beyond,” says Joshua Carlos, Senior Vice President, North America – USA, Canada, Mexico for Lyre’s Spirit Co.

The Spirited Awards celebrates beverage professionals, brands, media, journalists, and establishments across all areas of the cocktail industry. Recipients for each category are considered by a panel of more than 200 industry experts, including bartenders globally.

“This year’s conference was significant for the global drinks community to celebrate each other fully and offering low and no-alcohol options means better representation at the table.

The New Zealand Beer Awards 2022 winners were announced in July, with New Zealand’s brewing industry celebrating at multiple locations across the country. This year the Guild saw 828 beers entered in the competition across 119 different style classes, which, according to Brewers Guild Executive Director Melanie Kees, was just a handful off the 2021 number of entries. “We’re thrilled that the entry numbers continue to stay strong, and it was also great to see many new breweries enter this year, many of whom received medals,” she says. “In fact, this year’s success rate at gaining a medal was 62%, up 10% from lastTheyear.”addition of a new No & Reduced Alcohol trophy also proved popular, with 29 entries in its first year.

“Our close connections with the local industry have helped hugely in developing a pathway that works, ensuring the students are engaged and expanding on their learning alongside experienced industry leaders,” says Rachel Petrie, Senior Lecturer, Otago Polytechnic. “There are currently 40 in-work learners studying our NZ Certificate in Horticulture (Fruit Production, Level 4). All are employed locally on commercial orchards or vineyards – predominantly in the Central Otago region. “Their backgrounds are diverse and include supervisors, machinery operators, assistant managers, packhouse operators, staff in organic and biodynamic operations, general horticulture staff, winery hands, and technicians,” Rachel says. “There is a world of opportunities for careers in the fast-growing horticulture and viticulture industries.”

The category was awarded to Lyre’s Italian Orange, a red Italian bitter aperitif alternative.

CHAMPION AWARD WINNERS

In 2021 in New Zealand, there were 145 New Zealandmade gins on the market. Today, we have a staggering 212. We have also seen an increase in new distilleries, from 52 distilleries in 2020 to 97 distilling members of Distilled Spirits Aotearoa this year. There’s no doubt we are in a golden age of craft innovation and the experimentation we are seeing throughout Aotearoa is incredibly exciting. Distillers are taking a leap of faith into commercial production, and consumers are keen for new – and weird – gin experiences. So what happens next? Will gin’s popularity taper off when the new kid on the block comes along? Or will it hold its position, maybe just moving over a little? And what about our consumers – will they be loyal to their current favourites? Many a conversation about this happens in the spreading gin aisle in liquor stores, often with some suggestive glances towards the rum selection. It seems the most common assumption is that there is a rum craze coming our way, and there’s no doubt that the distilleries of Aotearoa are already getting to work to prepare. There are seven New Zealand-made rums on the market, and despite New Zealand not growing sugarcane, we are creating our own very authentic Kiwi style of rum.

What’s next?

This is all still speculation and educated guesses as to the future direction of the market. Perhaps our massive and established wine industry will generate a grape-based spirits wave led by the current wave of brandy being used in cocktail bars across the UK. Of course, let's not overlook whisky, with New Zealand being one of the oldest whisky producing countries in the world. We are seeing a substantial proportion of our distilling members range whisky, a product which is entwined with a passion for craft unlike any other. But will this translate into a consumer craze? We don’t know how many distillers have rum, whisky or brandy barrels tucked away for the last few years, but the whispers are slowly turning into a clarion call, and some significant players are shining a light inside their previously dark cellars for us. One thing is for sure, New Zealand-made spirits are making a name for themselves on the international stage, and we’re being recognised and commended for our innovation and quality worldwide. So, whatever direction the next wave takes us in, we can be confident that our country’s distilleries will stay up there with the best in the world.

Whenever there is a conversation about spirits – not just within the industry, but also among consumers – the hot topic is often, what will come after gin?

industry insights Vintage 2022 New Zealand grape growers and wineries are breathing a sigh of relief following an improved vintage in 2022 that will help the industry rebuild stocks and sales. When going into this year’s vintage, it was clear across the industry that many wineries urgently needed a larger harvest to meet strong demand, as smaller than expected crops and an increasing number of New Zealand wine enthusiasts in recent years had led to a significant shortage of wine. In the domestic market, the same shortage has led to sales of New Zealand wine falling to their lowest level since 2004. Thankfully, the 2022 harvest produced 532,000 tonnes of grapes, with virtually every region and all principal varieties contributing to the production turnaround from the small crop in 2021. The improved harvest is good news for the industry and consumers alike, during another year filled with COVID chaos. Some wineries were scraping the barrel, so to speak, and the crop this year could not come soon enough. Producers will be able to rebuild dwindling stocks and sales, while New Zealand wine lovers should get to see retail shelves restocked with their favourite drop once more. However, global shipping issues are also causing wine companies stress, and like every industry dependent on sea-freight, the ability for New Zealand wineries to ship products to market has been drastically impacted. The next challenge will be getting the much-anticipated 2022 vintage releases into international markets. While these challenges look set to cause disruptions, there’s a lot of relief that the industry has successfully navigated another excellent harvest, with consumer’s appreciation and demand just as strong. A bottle of New Zealand wine signifies a premium product that consumers know they can trust, time and time again, to deliver on value and remarkable quality. A comeback vintage, and some amazing work in the wineries, means that consumers can look forward to some excellent 2022 New Zealand wines.

Richard Wilson DistilledChairperson,Spirits Aotearoa Amber Silvester Communications Manager, New Zealand Winegrowers

6 THE SHOUT NZ – SEPTEMBER 2022

www.theshout.co.nz Liquor yourstraightnewstoinbox FOR THE LATEST DRINKS NEWS, SUBSCRIBE NOW TO THE SHOUT NEW ZEALAND’S E-NEWSLETTER

In my last column for The Shout NZ, I made reference to two consultations by Food Standards Australia New Zealand. These are relating to the ability to make claims about sugar or carbohydrates on alcoholic beverages and secondly the need to label products with energy content. But these are not the only areas of possible change that the industry is facing. Some other areas of possible change include: the need to label product with added sugar labels, the introduction of a container return scheme for all beverage containers, MP Chloe Swarbrick’s Members Bill banning alcohol advertising and sponsorship for televised sports, and suggestion by the current government that they will review the legislation which governs much of the Brewing industry – the Sale and Supply of Alcohol Act 2012. What could all these proposals mean? Energy labelling requirements would mean alcohol producers would need to label their product with the amount of kilojoules or calories present in the final product. This will likely be in the form energy per 100ml or serve. If implemented, to keep the costs at a minimum, we have been advocating for set tables for beer styles and alcohol content to ensure that breweries won’t be required to batch test each brew, a likely considerable cost. Secondly, is the ability to make carbohydrate and sugar claims. There is concern that this may impact a growing section of the market if the ability to make some of these claims is removed. Public consultations for these will run from September through to March and we encourage you to get involved and have a say through the Food Standards Australia New Zealand website. Also being proposed by FSANZ is added sugar labelling. This is likely to less impact on brewers, but may concern some in the pre-mixed drinks space and could possibly impact producers who have high levels of residual sugars after the brewing, fermenting or distilling process. Thirdly, in March 2022 the government and Ministry for the Environment put forward a proposal to introduce a mandatory Container Return Scheme (CRS) for New Zealand. This consultation ran alongside a proposal to introduce standardised kerbside recycling with the aim of improving the quality of materials recovered in New Zealand for recycling. The proposal would add a 20c deposit and scheme fee that is payable by the producer along with GST this could add upwards of 30c to the cost of a beverage if passed on. With only 20c redeemable for the consumer. While we support the key policy drivers behind the government’s proposed CRS – to grow New Zealand’s circular economy, reduce waste and minimise greenhouse gas emissions. We are concerned about the impact on the sector. If a CRS is implemented at a time when consumers and businesses are facing cost of living pressures on many fronts, our view is that a 20c deposit rate is too high and that if a CRS is implemented, New Zealand should adopt the 10c rate common across Australian jurisdictions. Lastly is the underlying legislation for alcohol in New Zealand. The first part is a private members Bill from Green MP Chloe Swarbrick amends the Sale and Supply of Alcohol Act to remove the ability to appeal against a Local Alcohol policy. As such leaving the only appeal process available of the production of a LAP to be that under Judicial Review. Also, it imposes prohibitions on alcohol advertising and sponsorship during a broadcast sports activity with some exemptions on certain international events. The Bill having two quite different elements may mean it struggles to get support in Parliament. Nevertheless, it has already gained much attention and discussion in the public sphere.

Furthermore, government has stated at various times it expects to undertake a review of the Sale and Supply of Alcohol Act in this term. However, there is no firm timeline on this. Expect there to be vocal proponents of such a review calling for a number of more restrictive changes to the rules that govern much of what brewers, distillers and winemakers do.

While these regulatory pieces of work are at various stages of completion and there is no certainty to their final outcome. We need to remember that nothing is certain –only change.

Dylan Firth Executive Director, Brewers Association of New Zealand

The great musician Neil Young once said, “I’ve always been better moving than standing still”. While for many businesses this can ring true, change can bring innovation, competitive advantage and focus. But depending on who the agent of change is, it may also cause disruption and the need to divert resources to areas outside what your core business focus is. What I’m referring to in this instance is the imposition of regulatory change. Often the process which this change comes about can be time consuming and may even affect the nature of how you produce or sell your product.

industry insights The regulatory railroad

8 THE SHOUT NZ – SEPTEMBER 2022

GinatoGOLD

OldHAYMAN'STomGin Rich, round and wonderfully smooth, with vibrant citrus and a sweetness.sherbet-like Gin has experienced significant growth in recent years, The Junipers NZ Gin Awards was established as a way of showcasing and celebrating the best of the best from this exciting category. After receiving an overwhelming number of entries in its first and second years, a judging panel of esteemed New Zealand gin distillers for a third year running, have tasted and debated their way through the entries. As Principal Sponsor, Super Liquor are proud to reveal all the 2022 medal winners. Fenton & Adonis MATURED GIN Black Barn Syrah Barrel Aged - Best In Class Negroni Special BRONZE Sandymount Distillery Woodcutter Barrel Aged FLAVOURED GIN Pinot Grigio - Best In Class WhitleyClementinoNeillQuince

SILVER Tanqueray Flor De Sevilla Malfy Gin

CLASSIC DRY GIN TanquerayGOLD No. Ten - Best In Class SILVER Silent BombayPoolSapphire Premier Cru BRONZE Tobermory Classic Bombay Sapphire Sunset Elephant EdinburghDryClassic OLD NAVY GIN RootsGOLD‘Norwester’ Navy Strength Dry - Best In Class SILVER Edinburgh Cannonball Elephant Navy The National Distillery Old Navy Scapegrace Gold BRONZE Hayman’s Royal Dock Sipsmith VJOP Kyoto Distillery KI NO BI SEI CONTEMPORARY DRY GIN DrGOLDBeak New Zealand Premium - Best In Class Juno Extra Fine No8 Horopito SILVER Kyoto Distillery Ki No BI Juno Monica The Cambridge Distillery Knocknaveagh The National Distillery Company Meow Lucky BRONZE Twelfth Hour Dry Little Biddy SandymountClassicDistillery Lovers Leap Dry ChapterSandymountGOLDMODERNCONTEMPORARYGINDistilleryTwo-BestInClass Hendrick’s Original Little Biddy Snow Larios 12 SILVER Strange Nature Silent Pool Rare Citrus BRONZE Fenton Street The Artist

ImaginationSILVER

Rosa Gordon’s Mediterranean Orange BRONZE Whitley Neill Blackberry Ginato MalfyGordon’sPompelmoSicilianLemonConLimone OLD TOM GIN Hayman’sGOLD Old Tom - Best In Class/Best in Show CLASSIC NZ DRY GIN RiftersSILVEROriginal Dry - Best In Class BRONZE Lighthouse Original Roots Marlborough Dry The National Distillery New Zealand Dry NZ FLAVOURED GIN LittleGOLDBiddy Hazy Spiced Apple - Best In SILVERClass Little Biddy Pink GIN ElephantGOLDLIQUEURSSloe-BestIn Class Edinburgh Rhubarb & Ginger Duchess H Peach and Passionfruit Cup Curiosity Pinot Barrel Sloe SILVER Papaka Road Damson Liqueur BRONZE Hayman’s Sloe Sipsmith Sloe Monkey 47 Schwarzwald Sloe Edinburgh Elderflower Liqueur Sipsmith London Cup 2022 PRINCIPAL SPONSORS NZ GIN AWARDS 2022 JUNIPERS THE FOR UPDATES ON ENTRIES FOR THE JUNIPERS 2022, VISIT NZGINAWARDS.CO.NZ INBESTSHOW Winner Best In Class - the gin within a category with the highest judging score.

Street 1564 Venus

Curiosity

Ginato

DRIVERS OF TRAFFIC

Of course, there is one simple difference that will drive which channel you go to; the decision of spirits and RTDs, which of course are not available in grocery. You don’t go to KFC if you want a beef burger. But if the consideration set is solely about beer or wine, then as a liquor shopper, you have a choice. Where you choose to go is firstly about what traffic drivers are more of a factor in each channel. In grocery, shoppers are more likely to be driven to go shopping for alcoholic beverages if they are in a stocking-up mentality. And while beer/ wine is very likely to be the main reason why people visit a grocery store, other categories or needs are more likely to have drawn them there in the first place like fresh, baby needs or milk. For traditional liquor, pre-store communications – be they in a mailer form, some kind of media (TV/radio), or some kind of digital trigger (social media,

Andrew Arnold, NZ Country Manager, Shopper Intelligence With 20 years’ worth of experience in NZ FMCG, Andrew has worked in a wide variety of sales and insights roles with the likes of Red Bull, Gordon & Gotch and Energizer. During his career he has led sales and insights teams to develop insight-led strategies that drive both retailer and category growth.

Andrew Arnold, NZ Country Manager, Shopper Intelligence, shares his insights into how a liquor shopper’s mindset can affect their day-to-day purchases. e very second Friday in our family is takeout night, a tradition that stretches back quite a few years now. It’s likely to be a scene replicated thousands of times over across the country, maybe even more frequently than fortnightly (eat what you like, so long as it's in moderation, I say) but regardless, it’s a common occurrence. What is also a common occurrence on those takeout nights? Struggling to choose what to get, at least when it comes to my blood relations. I can recall a famous example many years ago with friends where we started debating around 6pm and still hadn’t decided over two hours later, and what we ended up getting wasn’t even that good! The choice often comes down to tropes like “what do you feel like tonight” or “just get whatever the kids want”, but what is really at play here is something which is 100% relatable to what thousands of shoppers do every day in liquor categories – making a choice based on what your mindset is like at that very moment. And depending on your mindset, you may choose between two very different environments: grocery and the traditional liquor channel.

10 THE SHOUT NZ – SEPTEMBER 2022

ANDMINDSETWHY IT MATTERS

TAKEOUT #3 – SHOPPERS ARE GENERALLY SATISFIED WITH THEIR EXPERIENCE IN BOTH CHANNELS, SO TWEAK AROUND THE EDGES AND BUILD ON THE PARTICULAR STRENGTHS OF EACH CHANNEL.

Shopping may seem like a simple task, but how you are feeling and what your mindset is like will have a significant influence on what you do and where you do it. Accentuating the strengths of the channel you play in will help attract shoppers in a complementary mindset and will make you far more successful than trying to get agreement in my house on takeout night. ■ text etc) – are more likely to drive people into store than in grocery. There is also this pervading sense of loyalty to your local. This desire to be loyal to a store that has built up a track record over time is probably the most significant difference of all between a traditional liquor store and a grocery store for liquor shoppers and is a critical part of a traditional liquor store’s toolbox. Use the goodwill you have built up over the years to your advantage by keeping the experience at a premium level and differentiate yourself from the local supermarket.

TAKEOUT #1 – USE THE LOYALTY ASPECT TO YOUR ADVANTAGE IN TRADITIONAL LIQUOR, AS SHOPPERS WANT TO KEEP COMING BACK TO YOU IF YOU GET THE EXPERIENCE RIGHT.

THE SHOUT NZ – SEPTEMBER 2022 11

TAKEOUT #2 – COMPETING ON PRICE WILL ALWAYS BE A FACTOR, BUT BUILD ON THE NATURAL STRENGTHS EACH CHANNEL POSSESSES.

SHOPPER INTELLIGENCE NZ

andrew.arnold@shopperintelligence.co.nz.atoff-premise

SEALING THE DEAL

It's one thing to know what matters, it's another to deliver those things to the level shoppers expect. Grocery shoppers of beer and wine are generally pretty happy with what they find in store, particularly on price, but there is scope for better delivery of appropriate messaging on healthy choices. Zero-alcohol beer is a great innovation, for example, but it might not be cutting through to shoppers well enough at the shelf. As far as shoppers in traditional liquor are concerned, they too are generally happy – but here there are also areas where things could be better. Range and layout scores are actually below what we see in grocery, so as a channel there is scope here to improve that part of the experience. Authenticity is an opportunity to be delivered better in-store, and while innovation is done well, the level of importance it has in the channel means delivery is actually a bit below where it needs to be. The traditional liquor shopper mindset is all about experience, so dialling these two factors up, even more, will go a long way towards building on the strong satisfaction we already see in the channel.

We believe only by understanding how shoppers think and behave, can we influence what they buy. Shopper Intelligence interviews more than 45,000 shoppers in New Zealand across the Supermarket, P&C and Traditional Liquor channels in order to drive strategic shopper-led commercial decisions at retailer, category, segment and brand levels. If you want to understand your shopper better, contact Andrew Arnold, NZ Country Manager at Shopper Intelligence,

WHAT MATTERS IN EACH CHANNEL

This differentiation aspect is often overlooked when comparing the two channels. It's easy enough to say that you must compete on price with the local Pak’nSave or Countdown in order to keep your traditional liquor shoppers from switching over. I won’t lie – price will always be a factor, but it's only one factor of many. What matters to a beer/wine shopper in grocery? Obviously, price, but it's slightly more about the deal than it is about the everyday price expectations or fixed low-price scenario. Innovation matters, as does the country-of-origin angle (more New Zealand than anything else). The authenticity of brands (the heritage or story behind the brand) also is a key factor, much more so than you see in most other categories in grocery. But in traditional liquor, do the same things matter or are we talking about a different mindset? First, the elephant in the room – yes, price matters in traditional liquor. In fact, on a straight scale of highest to lowest, price is the most important factor in traditional liquor. But here’s where it gets a little grey: price matters less on a straight comparison with grocery. It's important in traditional liquor, but less important than what a grocery shopper is thinking. Where traditional liquor really starts to break off in a different direction is in the area of shopping experience. Premium is more important than in grocery. Sustainability is more important than in grocery. Authenticity is more important than in grocery. And when you start talking about innovation and healthy choices, traditional liquor is in a completely different dimension than grocery. You cannot get away from price (especially now thanks to inflation) but where you can carve out a niche is by delivering on the experiential aspect.

Sustainability goals have become the focus of liquor companies both locally and globally, here’s how we’re making changes at home, writes The Shout NZ Editor, Charlotte Cowan. initiatives, reusing by-products, reducing water and supporting local goods and services,” said the New Zealand Alcohol Beverages Council upon release of the report in March. So what are Kiwi companies doing to strive towards sustainability goals?

t he impact of climate change continues to affect all global industries, with concerns growing in intensity over the past number of years. In 2021, Prime Minister Jacinda Ardern announced New Zealand’s aim to tackle climate change by halving our net greenhouse gas emissions by 2030 – and the liquor industry, and consumers, are jumping on board by showing clear commitment to sustainableAccordingpractices.toglobal liquor research analysts IWSR, up to 70% of alcohol drinkers say their purchase decisions are positively influenced by a company’s sustainability or environmental initiatives. The 2022 NZ Institute of Economic Research (NZIER) report shows that the wider New Zealand liquor industry is committed to environmental practices and carbon zero initiatives and some of New Zealand’s largest liquor distributors have implemented dedicated sustainability strategies to help New Zealand reach its greenhouse gas goals and to provide consumers with sustainable products. “[The] industry’s commitment toward carbon-zero and sustainability targets is driving innovation across all aspects of business from sustainable supply chains, recyclable packaging, refining manufacturing processes, zero waste

Lion New Zealand's head office

THE BIG PLAYERS Lion In late 2021, Lion New Zealand opened the doors to its new head office, a 19,900m² building in Auckland that received the internationally recognised 6 Green Star rating by the New Zealand Green Building Council – the highest available sustainability standard. Lion has had world view

TAKING ambitious sustainability aspirations for a number of years and its 2021 Sustainability Report, released last month, highlights New Zealand’s largest alcohol company’s goal to minimise the impact of its activities on the environment with a series of targets for the next three to seven years. These include a 55% reduction of carbon emissions by 2030, producing all Lion products with 100% renewable electricity by 2025, eliminating shrink wrap by 2025 in Australia (New Zealand is already shrink-wrap free), transitioning plastic labels to sustainable alternatives by 2030, and using at least 50% recycled content in packaging by 2025 – a target which has already been achieved.

WinegrowersYealands/NZimage:Hero

12 THE SHOUT NZ – SEPTEMBER 2022

• Solar energy: The Awatere Valley winery is home to more than 1,300 solar panels, providing around 20% of the annual electricity for the winery.

• Vine energy: Up to 10% of Yealands’ vine prunings are baled like hay and dried, then burnt in specially built burners to create energy for heating water and glycol in the winter.

Sawmill In 2019, Matakana-based Sawmill Brewery became the first New Zealand brewery to achieve B Corp status, an international certification recognising commitment to social and environmental responsibility and transparency. To achieve B Corp status, businesses are assessed on policies and practices across five categories: governance, workforce, special report In late 2020, iconic Lion brand announcedSteinlageritwasNewZealand’sfirstmajorbeerbrandtobeToitūcarbonzerocertifiedandinFebruarythisyear,SteinlagerlaunchedNewZealand’sfirstnetcarbonzeroandalcohol-freebeer,SteinlagerZero.LionNewZealandCountryDirector,CraigBaldie,saysinanever-changingworld,Lionsawtheneedtofurtherembeditscommitmenttobeing a sustainable business. “We strive to be bold leaders that make a difference now and into the future. We are proud to have committed to a series of ambitious environmental initiatives, which have also been extended to individual goals for all team members throughout the business.”

Eddyline Brewery In June this year, Nelson’s Eddyline Brewery became the first craft brewery in New Zealand to capture and reuse carbon dioxide CO2 emissions to produce its beer. Breweries produce excess CO2 during fermentation and often it is not captured, but rather vented into the atmosphere as a greenhouse gas.

THE SHOUT NZ – SEPTEMBER 2022 13

Steinlager Zero is NZ’s first net carbon zero beer

DB Breweries

Eddyline partnered with the company Earthly Labs to capture waste CO2, refine it and make it ready to reuse in brewing and packaging processes. “It is shameful to be producing CO2 that is usable, yet wasting it into the environment,” says Eddyline co-founder, Mic Heynekamp. “We have been looking for a solution for several years and had been in the process of designing our own system.” Heynekamp says CO2 is critical to the brewing industry and recent moves such as the closure of the Marsden refinery [in Northland] highlight

Yealands' Awatere Valley winery has more than 1,300 solar panels

Yealands A leader in sustainable practices for the New Zealand wine industry, Yealands was the first winery in the world to be certified Toitū carbonzero from day one. The winery is also Sustainable Winegrowing New Zealand (SWNZ) accredited and, at the beginning of 2020, it became New Zealand's only member of International Wineries for Climate Action (IWCA) – a collective working group committed to tackling the severity of the climate crisis by creating climate leadership in the wine industry. Yealands has made a commitment to lower its carbon emissions by 80% by 2045, and 50% by 2030 and some of its many initiatives include:

THE SMALLER PLAYERS

• Homemade compost: Yealands’ purpose-built composting facility is designed to hold 6,000 tonnes of compost and meet the demands of the winery running at full production capacity. In 2020, Yealands launched The Yealands Wines Marlborough Sustainability Initiative, which makes available $50,000 every year for local environmental projects.

customers, community, and environment – showing that ‘good’ business is not just about profit, it’s about making a positive overall impact on the environment and the community and being accountable for that“Gettingcommitment.BCorp certified isn’t a marketing objective. We worked for it because it’s the way we want to do business,” says Sawmill Brewery co-owner, KirstySustainableMcKay. practices in place at Sawmill including a massive investment in solar energy, using all storm water and wastewater for irrigation on-site, installing a heat recovery system in the brewery which recycles water, recycling all soft plastics that come into the brewery and producing less landfill than an average Kiwi“Everyhousehold.decision we make goes through a filter: what option has the best environmental and social outcome? There are many ways for us to contribute,” says McKay.

Long-time champions of sustainability in the brewing industry, DB and The Heineken Company globally, are focused on reducing carbon emissions. DB has cut emissions by about 35% from a 2018 baseline, which is equivalent to 498 return flights between Auckland and London. Other targets outlined in DB’s 2021 Sustainability Report include sourcing 100% of its energy from renewable sources, reaching zero waste to landfill in production, and balancing 100% of the consumed volume of water that the company uses by 2030. In 2021, DB rolled out a new fleet of electric forklifts at its two largest production sites – Waitematā Brewery and DB Draught Brewery in Timaru – and earlier this year, the company received approval for co-funding from the Government for a new industrial high-temperature hot water heat pump. The equipment will be in place by the end of 2023 and will use electricity to produce hot water, allowing the brewer to decrease reliance on natural gas. “Specifically, this year we reduced our scope 1 and 2 emissions by almost 20% thanks in part to our Timaru biomass steam project, and the ongoing introduction of electric and hybrid vehicles,” says Matt Wilson, Managing Director at DB Breweries. “As members of the Sustainable Business Council and the Climate Leaders Coalition, we are passionate about sustainability and committed in our drive to operate fully carbon neutral breweries by 2030.”

Mission Estate A founding member of Sustainable Winegrowing New Zealand, Mission Estate launched a sustainable wine range under the label The Gaia Project in late 2021. Mission has been committed to safeguarding the environment since its inception 170 years ago, said Consultant Marketing Manager, Jo Pearson. “With these wines, we’re telling consumers about our sustainability journey so far, and hope to encourage everyone to do their part for the environment.” In 1998, Mission Estate was one of the first wineries in New Zealand to achieve ISO 14001 certification, an international environmental management system which recognises commitment to sustainable viticulture and winemaking practices. And in 2021, the winery was 63% more water efficient and 58% more energy efficient than other wineries of the same size in New Zealand.

“[We] don’t want to see Keepers in the recycling bin, [we] want to see them refilled with beer or sitting on the windowsill being used as a vase or stacked in the fridge filled with homemade tomato sauce. Do not recycle. You are the cycle. Own it.” What should drinks brands need to bear in mind when trialling new sustainable packaging innovations? According to IWSR’s Emily Neill, “usability and functionality are key”, and designers will need to make sure the pack is easy to open and – perhaps with the exception of beer and RTDs – to reseal. The packaging must also portray a highvalue image of the product and be easy to dispose of in standard household recycling bins, she says.

In 2021, Export unveiled a new look with more environmentally-friendly bottles and packaging, plastic labels swapped for paper labels and a shift to locally supplied carton board boxes, making the beer’s packaging 100% recyclable.

“All consumer goods companies today know that the impact of their packaging on the environment is very visible to their consumers, and that in order to protect and grow their business in the future, having a sustainable packaging strategy is essential,” says Emily Neill, COO, research and operations at IWSR.

THE MOTIVE FOR INTERESTS,BECOMEBREWERSWINEMAKERSDISTILLERS,ANDTOADOPTSUSTAINABLEPACKAGINGINNOVATIONSHASMORETHANETHICAL–IT’SINTHEIRCOMMERCIALTOO–IWSR

While some global brands are choosing alternative packaging – such as Carlsberg’s world’s first paper bottle for beer – many New Zealand brands are choosing to focus on renewable materials, reducing carbon emissions with their labels and packaging, or simply just encouraging consumers to reuse their bottles.

According to IWSR, sustainable packaging solutions have been at the top of corporate and social responsibility agendas in the global drinks industry for many years. Whether relating to recyclable materials, responsible sourcing, water use, or weight, brands are continually exploring new ways to enhance the green credentials of their bottles, boxes and cans – or, indeed, the liquid itself.

GOOD THINGS COME IN SUSTAINABLE PACKAGES

GLOBAL INNOVATION AND INVENTION

how important it is for businesses to be forward-thinking.

“This investment, along with our centrifuge processes to reduce our water use, and soon-to-be installed solar panels, will ensure our carbon footprint is as minimal as possible.”

IWSR research shows that environmental concerns are having an increasing influence on consumer purchasing decisions. As such, the motive for distillers, winemakers and brewers to adopt sustainable packaging innovations has become more than ethical – it’s in their commercial interests, too.

Note: The Shout NZ knows that many more New Zealand liquor producers have a significant impact on sustainability in this country. These are just a few insights into the impact the industry is making as a whole.

14 THE SHOUT NZ – SEPTEMBER 2022

But with many brands focusing on recycling, Auckland Hallertau brewery has gone the other way. In May, it won the trophy for Best Beer Bottle at Melbourne Royal Australian International special report Beer Awards (AIBA) for ‘The Keeper’ – a 1 litre bottle that comes with a simple set of instructions: DRINK, KEEP, RE-USE, REPEAT. Hallertau co-founders Stephen and Hayley Plowman said the idea was to make a move away from thoughtless consumption and toward a slower and more connected way of living, making The Keeper about personal responsibility and also the community.

It’s no surprise that many innovative global packaging and distribution solutions have been produced to reduce environmental impact. A few recent examples include… E6PR In 2017, the first eco-friendly six-pack ring, E6PR (Eco Six-Pack Ring), was founded by We Believers, Entelequia – a group of investors in Mexico. E6PR rings are made from fibre by-product waste and designed to replace plastic rings which cause extreme damage to the environment.

The Gaia Project Rosé Export unveiled a new environmentally-friendly look in Hallertau2021wants its customers to reuse their beer bottles

ecoSPIRITS In 2020, a Singaporean start-up launched ecoSPIRITS, the world’s first low carbon, low waste spirits distribution technology that nearly eliminates all packaging waste in the premium spirits supply chain. The closed-loop distribution system aims to eliminate single-use glass bottles and includes ecoTOTE, a fully-reusable, tamper-proof, and shock-proof 4.5-liter glass vessel which is filled and transported to a bar, then picked up and returned to the filling facility to be refilled. With each singleuse glass bottle eliminated, ecoSPIRITS

special report Because of their fibre composition, the eco-rings are compostable and biodegradable but still perform as effectively as plastic in both dry and wet conditions. Altitude Brewing was first to launch the E6PR rings in New Zealand on its Mischievous Kea beer in 2019. Today, all Altitude’s six-packs use the E6PR rings.

“Removing PVDC from screwcap liners improves recyclability and subsequently lowers the environmental impact of wine packaging,” said Marc Schelcher, General Manager, Asia Pacific, Vinventions. “In addition to improved sustainability, the Vintop line is designed to allow for consistent oxygen management in wine, as well as retain and improve its quality.”

says it saves at least 550 grams of carbon emissions. In 2021, Kiwi spirits brand Elemental’s Roots Marlborough Dry Gin become the first New Zealand spirit to be available in the ecoSPIRITS distribution technology.

Vintop Melbourne company Jet Technologies, in collaboration with global wine closures experts Vinventions, launched Vintop – a range of sustainable wine closures with polyvinylidene chloride-free (PVDC) liners – in late 2021. With most wine screw cap liners made from PVDC – an unsustainable material that when burned becomes toxic – the new PVDC-free liners are a unique addition to the market.

For tips and advice on how you can create value out of your sustainable initiatives through your marketing and communications plans, check out the November issue of The Shout NZ

ZERO-WASTE AND THE ON-PREMISE

The Bond Store’s Chris Barber

THE SHOUT NZ – SEPTEMBER 2022 15

According to IWSR, the zero-waste movement is one of the emerging micro-trends in the global beverage alcohol market, and indeed the broader sustainability movement. At its essence, it is about sending less waste to landfills and reducing the amount of energy used to process it. IWSR says zero-waste is broadly achieved by reducing consumption to only what is needed, reusing as much as possible and then recycling or composting the rest. Within the on-premise, especially in bars, there is a growing awareness of the environmental footprint of mixology. It has encouraged the introduction of less elaborate garnishes, the recycling of by-products, and zero-packaging policies. There are still only a very small number of bars globally that are fully committed to zero-waste practices. Jason Rosen, co-owner of Auckland bars The Parasol & Swing Company and The Broken Lantern, says zero-waste should certainly be a goal of every bar and restaurant in New Zealand. “At present it does get more challenging the larger you get as a venue,” he told The Shout NZ. “We have been working towards this for years at P&S [The Parasol & Swing Company] in a variety of ways, but perhaps the most impactful that most venues can do right now, is to focus on buying local products in larger volume containers. You can avoid a huge amount of air and sea pollution from shipping and bottle waste by focusing on locally kegged beer, wine on tap, and spirits in reusable containers.” In Wellington, a bottle-swapping scheme by Kāpiti Coast distillery The Bond Store is allowing Wellington’s bars and hospitality to return used gin and vodka bottles to the distillery, so they can be cleaned, refilled and returned up to seven times before they are eventually sent for recycling. Bond Store co-founder Chris Barber says most of their customers share their ethos about waste reduction and that the scheme is part of wider change. “It’s about shifting people’s awareness to the fact that these bottles can be reused, and they don’t have to be simply thrown in the recycling crate once empty,” he says. “This kind of thinking makes a big impact to a business such as a bar or restaurant, and it has the knock-on effect of prompting people to think the same way about the other things they use and dispose of too”. ■ rings

ecoTOTE E6PR

a s war broke out in Ukraine earlier this year, many retailers and venues surveyed their vodka bottles and boycotted Russian brands by way of protest. Globally, Russia remains the largest producer of vodka by volume, with 30% of total production. However, given that 90% of the vodka Russia produces is consumed internally, according to IWSR, the global protest was more about intention than impact. Russian vodka accounts for under 3% of all vodka consumed in Europe and in the USA – the world’s second largest vodka market – it accounts for less than 1% of all vodka consumed.

One direction for the future of vodka is clear… crystal clear, like the water in New Zealand’s own Blue Spring. Known as one of the purest water sources in the world, it provided the inspiration (and the water) for the Stolichnaya Elit New Zealand Edition Pristine Series. Limited to only 300 bottles, the vodka is made following Elit’s meticulous process, resulting in a remarkably clean spirit with subtle aromas of citrus and fruit blossoms. The finished product is delivered in a crystal bottle, custom blown by artisans at Royale de Champagne Cristallerie in France.

The reality is that brands formerly synonymous with Russian vodka are no longer produced in Russia, such as Stoli which is now headquartered in Luxembourg and produces its vodka in Latvia. Their recent rebrand to Stoli was another endeavour to put more distance between the history of the brand and its future.

vodka JUSTADD

16 THE SHOUT NZ – SEPTEMBER 2022

The bottle features an embellishment emulating the New Zealand Silver Fern and comes in a case made from ancient Kauri wood, found in New Zealand’s remote Northland region. While very few bottles remain for retail sale, Ahi in Auckland’s Commercial Bay recently hosted a dinner designed to match the incredible mouthfeel and A consistent staple behind the bar, vodka just goes with everything, writes spirits expert Tash McGill.

VODKA AND KIWI WATER

Tash McGill is a spirits and hospitality writer who regularly hosts tastings and education classes for those wanting to know more about spirits and their uses – from cocktails to culinary food matches. She has been in the spirits and cocktail industry for more than 10 years, writing, tasting judging competitions.and

NOW ENRICHED WITH THE TASTE OF PACIFIC MINERALS NEW

Reefton’s Wild Rain vodka elicits the damp, clean air of West Coast rainforest with a mouth-filling warmth and subtle flavour profile. Having picked up awards several years in a row, this vodka provides a great backbone for many of the most popular vodka cocktails. It’s crisp and Stolichnaya Elit New Zealand Edition Pristine Series

This classic cure does read more like a vegetable soup recipe than a cocktail –but the key to a great Bloody Mary is the balance of vodka to the fresh spice, zing and refreshing sweet tang of fresh tomato juice. The backbone of the vodka will do a lot of the work creating harmony from the various spice and pepper elements that make this drink the wonder it is. Just don’t forget the garnishes – celery stalk, gherkins or go straight for the crispy bacon on the side. You’ll need tomato juice, Worcestershire sauce, horseradish and a spicy hot sauce such as Cholula.

modern packaging also deserves front and center attention on the backbar or on the retail shelf.

RESURGENCE OF THE CLASSICS

flavourless liquor pairs with almost everything. Whether it be pre-dinner drinks, a cocktail with dinner or a beach punch with friends, the versatility of vodka welcomes experimentation both extravagant and subtle. Because vodka can be made from a range of fermentable agriculture products (grains such as rye, wheat, barley, and sorghum, or potatoes) this spirit is often subtle in flavour. The use of a single malt barley vodka will offer a warm and cereal note to your cocktail creations, inviting the use of amaro or ginger. The subtlety of flavour and precision of mouthfeel and clean, pleasant finish are always the markers of a great vodka. So as the summer cocktail season approaches, let’s do a refresher on the top five classic vodka cocktails that ought to be on your venue’s beverage list.

5FALLING WATER

vodka respect for New Zealand ingredients displayed by the Elit Pristine Water Series. Customers are still able to order from the bottle behind the bar, to experience exactly how New Zealand’s pristine water matches the refinement of Stolichnaya’s vodkaPremiumproduction.vodkais still somewhat of a high-roller affair here in New Zealand but there is good reason. Some of our excellent water sources (even straight from the tap) could compete for purity, mouthfeel and flavour. Premium quality vodka should be rich and velvety in mouthfeel, with no astringency and a clean, soft finish.

2COSMOPOLITAN

Lime and ginger go together like nobody’s business, which is why the Moscow Mule is so iconic. Don’t even try to substitute ginger beer for ginger ale – you’ll lose the spicy complexity that makes a Moscow Mule so great. Famous for being presented in copper mugs, a serve of premium vodka over ice with a dash of lime juice and topped with a fresh ginger beer is the ideal party starter.

4SCREWDRIVER

3BLOODY MARY

Creative options for vodka cocktails are nearly endless since this relatively

18 THE SHOUT NZ – SEPTEMBER 2022

It might be pink in hue, but it packs a citrus punch. A vodka backbone provides oomph and mouthfeel to the addition of Cointreau orange liqueur and cranberry juice (sweet, citrusy and tart). An extra touch of lime juice keeps things light and, when served in a classic cocktail glass, is an early 2000s flashback treat. The key to a great Cosmo is temperature –everything needs to be exceptionally cold, so be sure to get the shake on.

Before the mimosa came in to sweep brunch cocktail hour away, the Screwdriver was the brunch beverage of choice and it probably deserves a resurgence. Grain vodkas do work particularly well with this cocktail because of the sweet, tangy nature of the orange juice you’ll pair with it. And that’s it.

Lastly, we must mention a New Zealand vodka cocktail that grabbed the international bar scene by storm and will shortly become impossible to make. Falling Water was an invention by treasured Kiwi bartender, turned Global Advocacy Director for Bacardi, Jacob Briars. Using 42 Below Feijoa Vodka, herbal soda Chi and a slice of cucumber to garnish, this cocktail is fading into the sunset as 42 Below has decided to discontinue the iconic Kiwi flavour. Stocks are extremely limited and despite a petition to rescue the SKU, plans have not changed. 42 Below Feijoa Vodka has an intense and unique flavour of feijoa with aromas of mint, apple and feijoa on the nose. A well-loved and occasionally divisive product, this summer will be the last hurrah for this iconic Kiwi cocktail on the menu. ■

1MOSCOW MULE

sponsored THE SHOUT NZ – SEPTEMBER 2022 19

*Digital Boost evaluation research August 2022 - relating to users who registered in March 2021

Fully stacked business with Burger Burger

Burger Burger was established seven years ago as a place to have a great burger and a beer, and has now sold their product by the millions. To keep an operation of this scale running smoothly, the team at Burger Burger employs a full stack of digital tools. Whether it’s day to day operations, connecting with customers, or keeping the team together, Burger Burger have filled their plate with a set of digital tools thanks to Digital Boost. For online orders, Burger Burger uses Mobi2Go, a New Zealand founded ordering platform on their website. The team has even worked together with the platform to create a proprietary QR code ordering system, which allows customers to order at their tables, direct from their phones. Mobi2Go is also integrated with their sales and stock system, so the different platforms function as one seamless ecosystem. As a customer facing business, Burger Burger makes great use of social media to engage with its customer base. The company uses the platform Instagram to stay connected with its audience in a cost-effective way, through sharing vibrant photos of their food. Instagram also has the flexibility of content functions – Burger Burger have even used it to amplify the reach of their activations and experiences. Internally, the team uses Facebook Groups to communicate, pivoting from traditional emails to cater to their younger staff, who are native smartphone users.

Stock management system, Loaded Reports, makes operations run smoothly for the team at Burger Burger. Loaded Reports collates their sales and stock data, creating a seamless communication channel between the ops team and the kitchen team. The kitchen do their ordering through the same platform, which then the ops team use to send out invoices. Finally, the team uses the Google Suite of applications, which is a great resource for customer engagement and feedback using Google Forms, a cloudbased survey service, all for free.

64%* of Digital Boost users have a website with an online payment function.

New openings

As the hospitality industry continues its post-pandemic recovery, The Shout NZ is dedicated to supporting Kiwi locals. This month we’re exploring some of New Zealand’s newest openings.

Signature cocktail: Eden Cres – The Roots dry gin, Yellow Chartreuse, housemade pistachio & rosewater orgeat, spray of rhubarb bitters, served in a coupe glass and garnished with dried rose petal.

Sophisticated, understated and welcoming, Bar Albert is the highest rooftop bar in New Zealand. Located 38 floors above Auckland’s Wyndham Street, Bar Albert offers a rooftop deck, exceptional, locally-inspired food and beverage selection, and comfortable and inviting surrounds (and sounds).

SPOTLIGHT ON NZ LOCALS:

WHANGAREI: ASTROBOY Opened by two long-time hospo workers midpandemic, ASTROBOY is a bustling, boisterous environment that is unapologetically loud and fun. With decor inspired by the owners’ favourite watering holes in Melbourne, paired with the aromas and neon light aesthetic of east Asian cities such as Tokyo, Hong Kong and Singapore, ASTROBOY is a space where families and friends can come and enjoy a range of east-meets-west street food and cocktails. With housemade burger buns, sauces and syrups and locally-sourced produce, the team at ASTROBOY is obsessed with quality and showcasing local food and beverage in an international way.

Signature cocktail: The current favourite is the Social Club – a Roku gin and lychee-based cocktail. Well-balanced, not too sweet, not too strong or sour, the fluffy garnish of blue candyfloss makes it clear that you can let your hair down while enjoying this cocktail!

AUCKLAND: BAR ALBERT

Top food & beverage pairing: Cheeseburger Spring rolls… with pretty much anything!

Top food & beverage pairing: Napier St – Glenmorangie Nectar D’Or scotch, Cocchi Americano Blanco, topped with house made tamarillo and honey soda with honeycomb skewer – paired with the house charcuterie.

20 THE SHOUT NZ – SEPTEMBER 2022

With two venues in Christchurch, each with a very different feel, this Colombo Street location is a bit more cosmopolitan than its Manchester Street counterpart. Street art by Wongi Wilson and comfy couches keep the same Two Thumb relaxed atmosphere but this location features a great selection of cocktails, local premium gin and boutique wines (plus a wide range of hand-pulled noncarbonated traditional English Ales) to compliment the full menu offering.

A themed cocktail bar from the post-war 1946 period, Austin Club teleports you to a place of celebration where you can kick back and relax, relish intimate dynamic service, innovative libations and energetic music. With menus that utilise fresh and seasonal ingredients, passionate and experienced staff and live comedy and jazz, Austin Club is a welcoming space to enjoy a night out.

Signature cocktail: A classic Margarita is timeless for a reason – it is perfectly balanced. But the Pineapple Barbacoa really shows off the style of the bar, it's a smoke-forward old fashioned which is beautifully presented.

Signature drink: Yorkshire Bitter – a very traditional recipe.

on-premise

CHRISTCHURCH: TWO THUMB BREWING CO

Signature cocktail: Currently the ‘Cat in the Hat’ which is a twist on a 'Miami Vice'. White rum is infused with fresh strawberries and lemongrass, shaken with fresh citrus and sugar for a base. This is then topped with a piña colada foam, made from a housemade tropical cordial and coconut milk which has been left in a sous vide bath at 50°C to keep warm.

A sophisticated new addition to the south island’s hospitality scene, Little Mez is Queenstown’s only dedicated Agaveria. A cosy, speakeasystyle space, it’s a bit off the beaten track but well worth finding. Inside the stylish, ambient bar, a passionate team of mixologists will introduce you to the world of Mexican liquor, which has been carefully curated to showcase all that Mexico has to offer.

THE SHOUT NZ – SEPTEMBER 2022 21

CHRISTCHURCH: AUSTIN CLUB

Top food & beverage pairing: Two way beef burgers –brisket smoked then braised in milk stout with a seared beef pattie – paired with the milk stout.

QUEENSTOWN: LITTLE MEZ

request an exhibitor prospectus P: 0800 455 785 | E: exhibition@candiexpo.co.nz If you supply to, own or work in independent grocery, a convenience store, service station, dairy, corner store or mini-mart, C&I NZ EXPO is the trade event you cannot afford to miss in 2022. Convenience & Impulse at The Cloud, Auckland Bringing together New Zealand convenience retailers and suppliers from all banners and brands for two days of sampling, product networking,demonstrations,educationandbusinessbuilding.AttendanceisFREE.TRADEONLY Tickets for the C&I Industry Symposium and the Convenience Cocktails Party can be purchased at the time of registration. Register now at candiexpo.co.nz

REDMETAL VINEYARDS 2022 ‘SUR LIE’ HAWKE’S BAY ALBARINO Redmetal has just released the latest vintage of its acclaimed Albarino. Sporting a refreshed, modern label design, it is now titled ‘Sur Lie’ to reflect the four months it spends on gross lees after fermentation which provides a rounded, silky finish. The wine shows classic ripe peach characters with floral citrus notes on a nicely textured palate. An excellent aperitif, seafood or by-theglass option. RRP Contact:$34.00(09) 3760 760 www.redwhitecellar.co.nzsales@redwhitecellar.co.nzor 2022 23

BISTRO VODKA Bistro is a world famous French word with a Russian origin. Originally meaning “quick”, Russian soldiers used to ask Parisian bartenders back in the 19th century, “a vodka, quick!”. Bistro vodka is a simple, very fine, elegant and easy-drinking vodka inspired by the French tradition of fine bistro cuisine. It has the French bistro spirit of good simple things, with no concession on quality and a certain natural elegance.

This month’s must-try classics and new releases.

NATIVE BOTANICAL VODKA Infused with native lemon-scented gum, native sunrise lime, Australian peach, and Roman chamomile, Archie Rose’s Native Botanical Vodka is a truly Australian vodka that celebrates fantastic local flavours.

THE SHOUT NZ – SEPTEMBER

Contact: (021) 058 www.kanabeverages.co.nz/spirits7894

RRP Contact: (021)$83.65 058 www.kanabeverages.co.nz/spirits7894

THREE CUTS GIN Named for the ‘three cuts’ of roses that are used in the distilling process, Three Cuts Gin’s award-winning range is made in small batches in the picturesque Tamar Valley wine region of Northern Tasmania. The gins are carefully distilled from a premium grape base, pure Tasmanian water and a unique blend of Tasmanian grown and internationally sourced botanicals. This produces Founders Release – a light juniper base with bold cinnamon spice and lime notes, and Distillers Release – which is full bodied lemon lime and citrus, delicately balanced with bold juniper, cardamom and rose.

Drawing on years of experience making incredible botanical distillates, Archie Rose have meticulously cold distilled their ingredients to draw out an irresistibly nuanced flavour profile.

RRP Founders Release $84.99, Distillers Release $89.95

RRP www.archierose.com.auContact: Nick@archierose.com.au $69.99 product showcase onshow

Rosé 2 3 4 5 6 1 24 THE SHOUT NZ – SEPTEMBER 2022

Cameron Douglas is New Zealand’s first and only Master Sommelier. An experienced wine writer, commentator, judge, reviewer, presenter and consultant, he is the Beverage Director & Group Sommelier for Rodd & Gunn and is Patron of the New Zealand Sommeliers and Wine Professionals Association. Formerly academically in charge of the Wine and Beverage at AUT in Auckland, Douglas has also consulted to a variety of establishments, taking care of their wine lists, wine and food pairings, and staff training matters and he currently serves on the Board of Directors for the Court of Master Sommeliers Americas.

BY CAMERON DOUGLAS MS

It’s about this time of year when producers from around Aotearoa release their new vintage Rosé wines. The quality is rather excellent from the samples I have encountered. The wines are mostly dry or just dry and the range of colours seems to be on-trend with the deeper hues of red still not as popular as the pale pinks, which –in turn – are not as popular as the light orange or apricot hues. Good Rosé does not have to be pale in colour though, it should be what the producer sees as the best expression for the variety or varieties used and condition of fruit at harvest. Pinot Noir is most often the variety used, but there can be a regional influence as well, such as Syrah and Merlot from Hawke’s Bay, Cabernet Franc from North Canterbury, and Petit Verdot from Auckland. I find that Rosé is best to drink upon release and up to two years of age, so if there is any left in stock of the 2020 or older, then sell through as quickly as possible. Rosé does not improve with time in bottle, nor will it develop anymore complexity than it displays when released. When it comes to wine lists too, I have noticed as many French examples available as local. Price-wise, Rosé is going up, (not by much) but it has to in order to cover more costs producers are facing, mostly transport-related.

Rosé is not a complicated wine to make or drink. Apart from being a lightly-coloured wine, it should also be crisp in texture and have an obvious fruity quality. Flavours can range from raspberry, cherry and strawberry to apricot, peach and tropical. Though Rosé can be produced from any red grape variety, there may be some white varieties used to add aroma or texture impact such as Riesling, Pinot Gris and Chardonnay. Black Estate’s Treble Rosé, for example, uses Chenin Blanc, Riesling, Chardonnay, Pinot Noir and Cabernet Franc. A fantastic wine that also show cases minerality which is not particularly common at all in Rosé – also an advantage of organic and bio-dynamically managedWineriessoils.that specifically produce red wine have the option to change the juice to skin ratio during the cold soak phase of red wine production, allowing winemakers to produce a darker coloured wine. To achieve this they must remove some juice, this process is called Saignée which is a French term meaning to ‘bleed’. The juice that is ‘bled’ away six to 12 hours post skin contact is used to make Rosé. Most Rosé is made like a white wine, so steel tank fermented, no oak, or at best very old barrels, settled, filtered, bottled then released.

Classically styled expression with a lifted, fresh and vibrant bouquet laced with scents of rose and sweet plum, red melon and strawberry flesh. A fine layer of mineral with a clay quality then fine lees notes layers in a touch of complexity. Fresh, crisp and just dry on the palate with a core of fruit, a whisper of fruit spice then flavours that reflect the bouquet. Acidity and a saline note add to a lush mouthfeel and length. Balanced and well made with best drinking from 2022 through 2025.

tasting notes

SAINT CLAIR PIONEER BLOCK MARLBOROUGH ROSÉ 2021

Points 93 RRP Distributor:$18.99 Giesen Group Ltd Phone: (03) 344 www.arawines.co.nz6270

Enticing aromas of fresh strawberry and yellow plum, peach and pink grapefruit. The autolysis is woven seamlessly through the bouquet with a fine brioche and oatmeal quality. Delicious, fresh and dry on the palate with a core of delicate berry and baked goods flavours. Fresh coarse silk textured mousse that fills the palate and floats the fruit flavours across seamlessly. Dry, balanced, well made and delicious. Great drinking from day of purchase and through 2027+.

ROSÉ 2022

11 ALLAN SCOTT FAMILY WINEMAKERS ESTATE MARLBOROUGH ROSÉ 2022

4 BEACH HOUSE HAWKE'S BAY ROSÉ 2022

Points 92 RRP Distributor:$20.00Beach House Wines Phone: (029) 770 www.beachhouse.co.nz4459

Pristine, fresh and enticing aromas of ripe strawberry and cherry flesh, there's a sweet rose and fine mineral core quality. Silky textured with a core of ripe light red fruit flavours, still floral and mineral accentuated by a salivating acid line and gentle fine fruit tannins. In balance now so ready for drinking from day of purchase and through end of summer 2024.

1 CHARLES HUBERT BRUT ROSÉ NV

Another classic example from the Wooing Tree team – fresh, ripe, fruity and vivacious with flavours of fresh red melon and tropical fruits, cherry and raspberry with a top line of spring flowers and home-made rose Turkish jelly. Acidity and freshness capture and hold all these flavours together. Well-made and ready to drink from 2021 through 2023. Points 92 RRP Distributor:$31.00Wooing Tree Phone: (03) 445 www.wooingtree.co.nz4142

Fragrant and enticing bouquet of fresh roses and cranberry flesh, Bing cherry and a light saline sea-air quality. A plush and salivating wine on the palate with flavours that mirror the bouquet plus apple and white spice, plenty of acidity that makes the wine dance across the palate. Very new and fresh, crisp and pretty. Best drinking from late 2022 through end of summer 2024. Points 92 RRP Distributor:$20.00Federal Merchants Phone: (09) 578 www.wairauriverwines.com1832

Bright, ripe, fresh and fruity bouquet with aromas and flavours of blossoms and apples, there's a fine mineral quality housed in a light chalky texture, flavours of Bing cherry and strawberry with a back bone of acidity, freshness and charm. Well made and ready to drink from today and through 2024. Points 92 RRP Distributor:$17.00 Kono Beverages Phone: (03) 520 www.tohuwines.co.nz9230

3 THE LANDING NORTHLAND ROSÉ 2022

TOHU NELSON ROSÉ 2021

Plush, ripe, floral red fruited and distinctive bouquet. Aromas and flavours of peaches and red cherry, some red apple and melon highlights. Satin textured with plenty of acidity combine to add finesse and texture. Low tannin with a core of fruit this is a lovely example with flavours that coat the palate and textures that salivate. Balanced, well made and ready. best drinking from 2022 through end of summer 2024. Points 92 RRP Distributor:$21.99 Lion Phone: (09) 522 www.marisco.co.nz9684

LEEFIELD MARLBOROUGHSTATIONPINOT NOIR ROSÉ 2021

Cherries and strawberries, a fine crushed stone mineral quality and light floral tones stage the bouquet nicely. A lush smooth almost silky texture touches the palate first with a salivating freshness and fruit flavours to mirror the bouquet. Balanced and ready to drink from 2022 through end of summer 2024. Points 92 RRP Distributor:$26.90Saint Clair Family Estate Phone: (03) 578 www.saintclair.co.nz8695

Aromas and flavours of fresh peach and red cherry, there's a light apple and fresh cranberry flavour adding breadth and tautness. Fresh, lively and salivating on the palate with a core of light red fruits and peach. Balanced and well made with a decent finish. Best drinking from 2022 through 2024. Points 91 RRP Distributor:$17.00 Hancocks Phone: (09) 361 www.allanscott.com8480 9 10 11

THE SHOUT NZ – SEPTEMBER 2022 25

Points 93 RRP www.thelandingwine.co.nzPhone:Distributor:$35.00Vintners(09)6210210

Aromas and flavours of cherry and red apple, a touch of raspberry then a stony mineral quality. Salivating, plush and ripe with fine textures and backbone acid line. A lovely example, ready to drink, well made and with a lengthy finish. Best drinking from 2022 through end of summer 2024.

2 ARA SINGLE ESTATE ROSÉ 2021

PALLISER MARTINBOROUGHESTATE

10 WOOING TREE CENTRAL OTAGO ROSÉ 2021

Points 95 RRP Distributor:$68.95Champagne Cru New Phone:Zealand(021)434 www.champagnecru.co.nz919

9 WAIRAU RIVER MARLBOROUGHESTATEROSÉ 2022

Pristine appearance in rose gold, pure ripe fruit aromas of light red berry fruits, sweet rose and delicate complexity. Flavours of strawberry and rose apple skin touch the palate first, some cherry and fine lees spice follow. Youthful, crisp and salivating, a wine for summer 2023. Best drinking from today and through end of summer 2024. Points 92 RRP Distributor:$35.00Negociants NZ Ltd Phone: (0800) 634 624 www.palliser.co.nz

1 4 5 2 3 26 THE SHOUT NZ – SEPTEMBER 2022

tasting notes BY CAMERON DOUGLAS MS

Gewürztraminer is the most intense and exotic of the aromatic varieties, with flavours of tropical fruits, roses and spices. Descriptors such as lavender, talcum powder, pineapple, white pepper and even apple strudel have been used to describe the variety. Pinot Gris, in contrast to Gewürztraminer or Riesling, is relatively simple – a fruity, gently spicy wine. Pear skin and poached pear, yellow or red apple, white spice such as pepper and Asian pear are typical descriptors. From the better producers, it can also show minerality. If oak is used it can be fantastic, but too many producers that use new or single-use barrels spoil the delicate features of the variety by overpowering them with wood and toasty barrel flavours and tannins. Pinot Gris is available as a dry, off-dry and occasionally a very sweet dessert-style wine and some sparkling versions of Pinot Gris exist, but I would avoid these.

Aromas of fresh green and red apple, lemon peel and white flowers, a core of cold stone minerality and a light lees complexity. Crisp, fresh, textured, refreshing and dry on the palate. Flavours citrus and tree fruits that reflect the nose are intense and vibrant. Acidity is high and bright adding both crispness and texture as well as carrying flavour throughout the palate. Long finish, a perfect aperitif and will age well. Best drinking from 2021 through 2031+. Points 94 RRP www.loveblockwine.comPhone:Distributor:$26.99Hancocks(09)3651471

1 LOVEBLOCK MARLBOROUGH DRY RIESLING 2020

Pure, ripe, fresh and fruity with some white spice, mineral and youthful energy. Aromas and flavours of brown pear and red apple, white pepper and quince. Crisp and salivating on the palate with medium+ acidity, a satin texture and balanced even finish. Well made and quite delicious. best drinking from 2022 through 2025+. Points 94 RRP www.loveblockwine.comPhone:Distributor:$26.99Hancocks(09)3651471

Aromatics

Flavours of white and green peach, there’s a dried herb quality then citrus and stone-mineral quality. A youthful expression on the palate with acidity accentuating the citrus flavours, but also showcasing a tautness of a young wine that will stand the test of time if cellared properly. The peach flavour builds as the wine opens up and a light saline note on the finish layers in additional mouthfeel and finish. Best drinking from 2022 through 2028. Points 93 RRP Distributor:$21.99 Marlborough Wine Phone:Limited(022) 281 1464 www.mwl.co.nz

3 COOPERS CREEK SELECT VINEYARDS ‘BELL-RINGER’ GISBORNE ALBARIÑO 2020

Semi-Aromatics&

One category of wine that has filtered from winemakers into consumer vernacular is ‘aromatic’. The berries, juice and wine carry a specific package of scents that identify the variety and wine with specific combinations of aroma and flavour. Included in this list are the Muscat varieties, Torrontes, Riesling, Albariño, Würzer, Grüner Veltliner and Gewürztraminer. Pinot Gris, is classified as semi-aromatic. To a greater or lesser degree, these varieties each carry distinctive, sometimes intense, aromas of flowers, ripe white-fleshed fruits, musk, candy, herb and spice. The origin of these core aromas and flavours come from a naturally-occurring compound in the grape skin called ‘terpenes’, and alcohol and acidity in a finished wine can intensify these attributes even more.

2 LOVEBLOCK MARLBOROUGH ORGANIC PINOT GRIS 2021

Wine styles are categorised into specific groups, in part to help consumers target the wines they like to drink the most. Some wines have become a consumerled category over time and are now in our vernacular, such as ‘Aussie red’ or ‘Burgundy’. While these examples are not actually styles nor varieties at all, they have helped consumers discuss wine with friends and liquor store staff.

8 ARA SINGLE ESTATE MARLBOROUGH PINOT GRIS 2022

Points 93 RRP Distributor:$20.00Seifried Estate Phone: (03) 544 www.seifried.co.nz5599

5 LOVEBLOCK GEWÜRZTRAMINERMARLBOROUGH2021

7 WAIRAU RIVER MARLBOROUGH PINOT GRIS 2022

Bright, ripe and fruity with varietal scents of green pear and apple then citrus and a touch of pineapple. A fine lees quality adds spice and a fine layer of complexity.

Points 92 RRP Distributor:$16.99 Pernod Ricard Winemakers New Phone:Zealand(0800) 655 www.stoneleigh.com550

Fragrant, floral, spicy and seductive scents with aromas of baked apple and white peach, dried herb and whole peppercorn. Silky texture touches the palate first followed by flavours of white-fleshed orchard fruits, some tropical notes and dried herb qualities. A youthful freshness with a lively acid line and bright fleshy texture. Balanced and well made with a lengthy finish. Delicious and ready from day of purchase and through 2026+. Points 93 RRP www.loveblockwine.comPhone:Distributor:$26.99Hancocks(09)3651471

PINOT GRIS 2022

tasting notes

6 7 8 9 10 11 THE SHOUT NZ – SEPTEMBER 2022 27

12 4 GREYWACKE MARLBOROUGH PINOT GRIS 2020

6 SEIFRIED GEWÜRZTRAMINERNELSON 2022

Distinctive appearance with its soft apricot hues the aromas speak specifically to the variety with ripe fresh almost sweet pear scents then apple and white nectarine. On the palate the wine is just dry with a core of fruit, contrasting acid line and balanced, even finish. Delicious, lush and fresh in a ready to drink expression. Drinking window is from day of purchase through 2025. Points 92 RRP Distributor:$19.99 Lion Phone: (09) 522 www.marisco.co.nz9684

Points 92 RRP Distributor:$18.99 Giesen Group Ltd Phone: (03) 344 www.arawines.co.nz6270

Vibrant, aromatic, youthful and immediately engaging with lots of varietal fruit power and energy. Flavours include green-skinned pear and quince, fresh red apple and suggestions of lime flower and lemon. Crisp and salivating with an abundance of texture and acidity, a light saline note and lengthy finish. A delicious wine ready for drinking from 2022 through 2025+. Points 93 RRP Distributor:$20.00Federal Merchants Phone: (09) 578 www.wairauriverwines.co.nz1823

9 CHURCH ROAD MCDONALD SERIES HAWKE’S BAY PINOT GRIS 2021 Aromas of white-fleshed stone fruits and spice, fresh and baked apple with a fine leesy quality adding complexity along with a sweet floral note adding charm. Delicious on the palate with a silky cream texture, a whisper of sweetness and core fruit flavours of white nectarine and green pear flesh, apple and a floral note all reflecting the bouquet. Acidity refreshes the palate while gently warming alcohol carries flavours throughout. Balanced, well made and ready to drink from day of purchase through end of summer 2024.

A delicious bouquet of gently spiced white flesh fruits – baked pear and nectarine then a fine layer of sweet citrus and minerality. Silky textures touch the palate first then a layer of acidity and white spice create contrast and complexity. Plenty of acidity, mineral and fruit flavours driving length and complexity. Well made and quite delicious with best drinking from day of purchase and through 2026. Points 93 RRP Distributor:$32.00Negociants NZ Ltd Phone: (0800) 634 www.greywacke.com624

12 OLD COACH ROAD NELSON PINOT GRIS 2022

Points 92 RRP Distributor:$24.99Pernod Ricard Winemakers New Phone:Zealand(0800) 655 www.church-road.com550

Exotic and spicy, floral and fruity, enticing and fresh. Aromas and flavours of sweet grapefruit and apple, roses and fresh white peach. The natural savoury quality is at the core of flavours on the palate surrounded by lush fruit textures. A natural medium+ acid line promotes a light saline and mineral quality. Delicious, fresh and ready to drink with a satin texture and lengthy finish. Best drinking from day of purchase and through 2026+.

Points 91 RRP Distributor:$16.00Seifried Estate Phone: (03) 544 www.seifried.co.nz5599

Aromas of fresh pears and yellow apple, there’s a distinctive leesy quality that reminds me of beer, I like this aspect. There’s also some lemon and a touch of quince adding breadth and depth. Lots of texture as the wine touches the palate with a mealy quality, then flavours of fresh white fleshed fruits, citrus and all wrapped up in fine satin texture. Well made and ready to drink from 2022 through 2025.

10 STONELEIGH MARLBOROUGH RIESLING 2021 Classic bouquet of fresh green apple and sweet citrus, lemon and apricot stone. The slightly lower alcohol is in perfect balance with the core white fleshed fruit flavours and contrasting acid line highlights freshness and a plump youthful core. Balanced and well made with a decent finish. Best drinking from 2022 through 2028.

THE NED MARLBOROUGH

Palate flavours reflect the bouquet with citrus and pear, some orange then apple flavours. Nice acid line and spice moments with some mineral and white spice moments. Balanced and well made with best drinking from late 2022 through 2025.

• LinkedIn: Not an obvious choice for hospitality businesses, but it may be an option if you want to target businesses or corporates. Or if you want to generate PR opportunities by connecting with journalists or bloggers.

As a hospitality business, what you really offer isn’t beer, wine or cocktails. It’s the promise of fun, entertainment and a great night out.

• Facebook: A great option for building a community of followers, and one every hospitality business should consider, especially if your customers are 35+.

SOCIAL

Every good cocktail needs the right mix of ingredients – as does successful social media marketing.

28 THE SHOUT NZ – SEPTEMBER 2022

• Google Business Profiles: Strictly speaking not social media, but you can respond to customer comments, it’s free and ideal for any local business. However, to rank high you must be prepared to regularly post content.

PERFECTLY

Next, you want to choose or re-assess which platforms you use. The good news is you don’t have to use them all (doing this is often unrealistic and counterproductive). To help you choose here’s a quick breakdown of five of the most common platforms.

• Instagram: Instagram could be a good option for you if your customers tend to be under 30. Or if you make exotic looking cocktails, beautifully presented food, or host colourful events that make for good, attentiongrabbing photos.

In the case of social media marketing, your two parts “spirits” is you and your customer.So,before you do anything else, you must be 100% clear about: (a) what you really offer and (b) who your customers are.

HOW TO CREATE A BLENDED MEDIA COCKTAIL

YOU AND YOUR CUSTOMER

i t’s bartending 101. To make a cocktail you need two parts spirits, one part sweet and one part sour. It’s a simple recipe and it works. As strange as this might sound, it’s a recipe that also works for social media marketing and I’ll show you how to apply it to your social media efforts.

To present this in the most appealing way possible, you need to know all you can about your customers. Not just their age or gender, but what they believe, fear and desire most. Gathering this information is a vital first step, here are some of the ways you can do this. First, talk to your customers and note what’s on their minds. Or create customer surveys using tools such as Survey Monkey. If you

Simon Farrar from Max Marketing covers what you need to know. have a Facebook Business page, check your Insights. You can also review forums in sites like Reddit, monitor Google Trends, and note what people are reading on common news sites. Having done this, it’s time to set your social media goals. What do you want people to do when they visit your Facebook or other page? Give you a good review? Join your email list? Visit your venue? Be sure to set goals that help you meet your overall marketing objectives.

• And finish with one part “sour”: shake and stir them a little to create some controversy, but don’t go overboard with this. Get these things in the right balance – and have the discipline to post every other day – and you are well on your way towards having a successful social media strategy.

The thing to remember about social media is this: it’s meant to be a conversation, not a monologue. This is the biggest difference between social and other forms of Yes,media.sometimes you need to only talk about your business, but whenever you can, create content that encourages people to interact with you – and make sure you interact with them. A good tactic is to simply ask questions. What’s their favourite cocktail? What would they like you to offer that you currently don’t? What was their most memorable New Year’s Eve? When they do respond, reply to keep the ball rolling! In addition to this, you could post staff member profiles, behind the scenes “WHENEVER YOU CAN, CREATE CONTENT THAT ENCOURAGES PEOPLE TO INTERACT WITH YOU – AND MAKE SURE YOU INTERACT WITH THEM.”

• TikTok: Estimated to have 1.4 million NZ users, 30% of whom are only on TikTok. If your customers tend to be younger and you are prepared to make creative video content, this could be a platform to test, mostly because your competitors probably aren’t using it yet. Once you’ve picked the platforms that look right for you, it’s time to focus on to the “sweet” part of your social media cocktail, engaging with your audience.

• Take two parts “spirits”: what you really offer and a deep understanding of your customers.

■ THE SHOUT NZ – SEPTEMBER 2022 29

We are all a little addicted to drama. Without it, your social media feed could become boring and being boring is a social media marketing sin. Which is why you should add this “sour” ingredient to your social media mix. For example, when posting about an event, tap into your customers’ FOMO (fear of missing out) or post your opinion about an issue dear to your customers’ hearts. Don’t be afraid to even add a sprinkle of controversy. Of course, you want to do this in a measured way, but get it right and this “sour” ingredient will help increase readership of and engagement with your posts.

LEAVE THEM (A LITTLE) SHAKEN AND STIRRED

on-premise stories, photos of your venue, photos of the food and drink you serve, and details of offers and events. If you really get stuck for ideas, you can even let others do the “thinking” for you. For example, you can consider re-posting content created by your customers. Or review competitors’ posts and note the ones people respond to (just don’t copy themWhateveroutright).you post, just remember social media is meant to be a conversation.

Max Marketing provides marketing strategy, planning and implementation throughout New Zealand. For eligible businesses that qualify, Government support may be available for some of these services. For more information visit www.maxmarketing.co.nz or call 0800 GET MAX.

IT’S MEANT TO BE A CONVERSATION

On the flip side, this drama may also be directed at you. The more you post and the higher level of engagement you generate, the more likely it will be that you may have to deal with a complaint, bad review or grunting troll at some stage. If you are lucky, your loyal customers will jump to your defence, something which often happens. Otherwise, if it’s a genuine complaint, respond sincerely and ask the person to speak directly with you. In the case of a troll, either ignore them… or use it as an excuse to make your customers a special, limited time offer! Of course, your best approach is to have guidelines ready for community management, including a complaint handling process, guidelines for posting, and topics you won’t touch or talk about. Plus, it is worth brushing up on the law surrounding the promotion of alcohol, and the Privacy Act. While there is a balance to be had, and it may not be something you are entirely comfortable with, adding a touch of drama in the right way is an important part of social media, or any, marketing. When it comes to maximising engagement and response, it’s an ingredient you don’t want to leave out.

• Add one part “sweet”: actively engage with your followers and customers.

THE RIGHT BALANCE And that’s it for how to blend the perfect social media marketing “cocktail”.

t here’s little more satisfying to me on a hot day, or after a tough uphill hike, than cracking a cold, crisp, fizzy lager to quench my thirst.

Turning to a lager in situations like these, or even just as a reward at the end of a long day, is a popular global tendency, with pale lager the most widely-consumed style of beer in the world. That popularity is unsurprising – pale lager has a clean flavour profile which lets the light bready malts and hop aromas shine through, while providing a crisp, dry and satisfying finish. That is achieved by the beer being fermented at cooler temperatures and then cold conditioned, which also helps to limit any yeast flavours coming through. Lager is truly the ultimate ‘fridge beer’ – the style of beer you turn to first, and one that doesn’t fatigue your palate if you have several in a row.

Denise Garland is a journalist and a Certified Cicerone with with a love of all things beer. She has been writing about beer for a decade and was the winner of the 2019 Brewers Guild Beer Media Award. She has previously worked in hospitality in Christchurch, Wellington and Edinburgh. Denise home brews – though not as often as she’d like – and has been a judge in several home brew and commercial beer competitions.

30 THE SHOUT NZ – SEPTEMBER 2022

KIWI-MADE LAGER McLeod’s Jason Bathgate, Head Brewer at McLeod’s Brewery in Waipu, says lager has always been popular in New Zealand. “That was all you could buy here for many decades,” he says. “Ales were few and far between.” But Bathgate says lager’s easiness has stood the test of time. “The simplicity of a good lager is likely the reason why people drink so much of them. They are uncomplicated for the most part, are light in flavour and bitterness, making them accessible to a variety of Bathgatetastes.”saysNew Zealand lagers tend to be on the sweeter end of the style’s spectrum, and he wanted to brew a more traditional European-style lager at McLeod’s. McLeod’s Longboarder Lager is inspired by the pale lagers of Germany, but with a New Zealand twist thanks to local ingredients. The end result is a lager with beer

Thirst-quenching, crisp and dry, lager continues to be ‘just right’ for Kiwi beer drinkers, writes cicerone Denise Garland.

THE GOLDILOCKS OF

Yeastie Boys Yeastie Boys, a New Zealand craft brewery that’s now based primarily in the UK, has just relaunched here after a bit of a hiatus. One of the first four beers the brewery has released in its reintroduction to the market is a brand new offering also inspired by Germany – a Helles lager called SuperFresh. It stays a bit more true to the root of the style, using German yeast and hops – albeit a very modern variety called Hallertau Blanc – which result in a sweet, grainy aroma and a floral, spicy hop character, with a lighter bitterness on the finish.

citrus and melon hop aromas, a light cracker-like malt flavour, and a strong, but not overpowering bitterness to finish.

Yeastie Boys’ New Zealand Brand Manager, Josh Sanford, says with the immense popularity of the lager style, releasing a lager of their own seemed like the right choice. “We drink and love lagers a lot, so it definitely made sense to release a core lager of our own,” he says. “Plus, it’s so easy-drinking and accessible for people – we love woo-ing people out of the status quo, to try something different [and] this is a great step in that direction –accessible, yet delicious and it starts to open people up to the wonderful world of craft beers.”

Bathgate says Longboarder is McLeod’s’ best-selling beer. “It’s almost 25% of our gross sales,” he says. “It’s a good yearround seller, with quite a few of our accounts having it on as a permanent tap and it is on quite a few restaurant menus.”

lager TOWNBACKBOYSTHEAREINATYALOCALORYEASTIEBOYS.CO.NZ #OGCRAFTBEER #NZHOPS #SUPPORTLOCAL #VEGANBEER #FRIDGEFILLERS McLeod’s Longboarder LagerBathgateJasonJoshSanfordYeastie Boys SuperFresh Helles Lager THE SHOUT NZ – SEPTEMBER 2022 31

ENJOY YEAR-ROUND

It has become clear to many brewers that low-carb options are becoming popular amongst consumers. Low-carb beer tends to weigh in at about two grams of carbohydrates per 100mls, whereas a standard beer would be around eight to nine grams per 100mls.

The classic fish and chips is always a winner to pair lager alongside, with the light body and drying finish able to cut through the high fat and salt content. In fact, seafood in general is a really great match, with the crispness of the lager a great contrast to the oiliness and richness of fish or molluscs like scallops and oysters – yet it also has a restrained hop character to really let the seafood shine through. Lager is also always great to have alongside your classic chips and dip snacks – anything from a packet of ready salted and Kiwi onion dip, to cheesy corn chips with guacamole.

The Cold IPA, a well-hopped warmerfermented lager which includes some rice or corn in the recipe, and the IPL (India Pale Lager), which is a stronger, hoppy lager, are two fresh twists on the classic lager. Both styles are well-placed to grow in popularity, with many drinkers now looking for juicier, fruitier flavoured beers thanks to the current haze craze – which at least some drinkers are now looking for some relief from. ■ lager

FOR LOW-CARB LOVERS

“THE SIMPLICITY OF A GOOD LAGER IS LIKELY THE REASON WHY PEOPLE DRINK SO MUCH OF THEM.”

Lion noticed the move to low-carb options by consumers, with Steinlager Brand Manager Lauren Dyke saying the

Russ Curtis, Lion’s General Manager Craft Beer, says they wanted to focus on what makes a lager such a winner. “Lagers can be quite broad, but in general terms a great lager is generally light in colour, well balanced, with a moderate ABV.”

32 THE SHOUT NZ – SEPTEMBER 2022

Catalina lager is a little sweeter in its malt flavour than the German-inspired lagers from McLeod’s and Yeastie Boys, which balances well with the citrus aroma and flavour that comes through from the local

Despite pale lager being such a classic style, brewers do see the opportunity for more growth and experimentation in the market. Jason Bathgate from McLeod’s, for example, says most of his peers are wanting more lagers. “Many brewers are a bit over the ‘haze craze,’ and are looking for something less complicated and refined,” he says.

While summer is the most popular time of year for lagers, it is a truly year-round style, with the balance between malt and hops, its lower ABV and its pure drinkability all making it one of the first styles people reach for both at home, and when spending time at both restaurants and bars. It is an excellent accompaniment to food too, pairing well with almost anything except desserts – and even then, I’m sure there are exceptions!

Sanford describes lagers as the goldilocks of beer styles. “A lager is satisfying in any situation. It does not matter if you are at a festival, a family dinner or watching telly, it just does the trick. It’s not too heavy nor too light –it hits the spot every time.” Pale lager is not the sort of style you want to mess around with too much as a brewer – afterall, it’s the world’s most popular style for a reason. But craft breweries such as Yeastie Boys and McLeod’s have proven you can reinvigorate the classic lager by making small tweaks to breathe fresh life into the style. Little Creatures Little Creatures, an Australian brewery owned by Lion, opened a brewery and taproom in Auckland in 2019, and it has taken a similar approach, by brewing a New Zealand take on the classic style with the Catalina ‘Little Local Lager’.

The low-carb lager space appears to be a real opportunity for experimentation and growth, with an increasing demand in what some in the industry are describing as ‘lifestyle beers.’ Chris Anderson, Foodstuffs North Island Head of Deli, Bakery, Chilled, Beverages & Liquor says at New World supermarkets, low-carb beer sales are growing at a phenomenal rate. “Lifestyle beers which include low- and no-alcohol, low-carb, gluten-free and newer offerings like seltzer and alcoholic kombucha, currently make up around 15% of sales by value,” he says. “Low carb options are the biggest in this sub-category and are experiencing strong growth.”

Curtishops.says

Steinlager Ultra Low Carb Little Creatures

JASON BATHGATE, MCLEOD’S.

Catalina Lager is the top seller of their range, alongside the brewery’s flagship beer, Little Creatures Pale Ale. “Lager sales tend to follow the Catalina

category, with slight dips through the winter months. The biggest time of the year for lagers is through the summer months; things really start kicking off from daylight savings, with December being the biggest month of the year.”

segment has seen more than 30% growth in the year to July 24. Lion has launched Steinlager Ultra Low Carb as a result, which goes even further than most low-carb beers and will be 99% carb-free at just half a gram of carbs per 100 mls. Dyke says despite the low sugar count, it still has the full flavour beer drinkers enjoy. “[It] tastes like a light, easy drinking lager-style beer with a malty base and a touch of hops. It is lower in bitterness than Steinlager, but well balanced alongside the low carb content.”

The trend towards low carb lagers looks like it will be accompanied by an increasing interest in hoppier lager styles too – beers which have the crisp, dry finish of a lager, but with a bigger punch of fruity and earthy aromas and flavours.

99% CARB FREE ULTRA REFRESHING 88 CALORIES

Family and friends Funds raised from family and friends can help kick-start your idea. Typically, these investors want to see you succeed and are less concerned about securing a good financial return. To be fair to those people and to protect your personal relationships, it is essential not to overvalue your startup at this early stage. Angel investors Alternatively, you might want an investor outside your personal circles to avoid putting those relationships at risk. In this case, angel investors are a great option to support the growth of your business. Angel investors are diverse but are usually successful business people who want to use their money to help support the startup community. These investors will be looking at your potential as a founder and your team. Often, these investors will take a hands-on approach and be open to sharing their expertise.

There are three main types of crowdfunding: equity-based – raising money by issuing shares; donation-based – asking a crowd to donate to a project or business in exchange for non-monetary rewards; and debt-based – asking a crowd to donate to a project or business in exchange for a possible financial return at a later date. Crowdfunding helps people and businesses gain money by reaching out to a broad, public audience. It can help you source funds more quickly and efficiently compared to traditional channels, which can be beneficial for businesses that are otherwise having difficulty finding funding.

Your new startup will go through different stages as it gets off the ground. In the beginning, founders will look to family, friends, or angel investors to provide initial funding. Once your startup is more established, you may be able to obtain funding from venture capitalist funds or other corporate investors.

Venture capital Venture capital is another common form of funding for new startup businesses. Typically, you would seek venture capital after your seed-stage rounds (the initial small round of fundraising to build your product and cover expenses). Venture capitalists tend to reserve their investment for companies that have gained traction and are growing fast.

It is important to remember that any time you obtain equity (or debt) funding for your startup, you need to comply with New Zealand securities law. Offers of equity securities (i.e. shares) are highly regulated and can be subject to substantial disclosure obligations. Startups will typically only make offers of equity or debt securities to investors who qualify for certain disclosure exclusions. Your lawyer can help you navigate these requirements.

However, crowdfunding can also expose your ideas to potential imitators and raise several legal and taxation requirements. This is particularly relevant with equity crowdfunding where you also need to engage an approved intermediary to assist, which can be costly.

Georgina Toomey, General Manager NZ at LegalVision, outlines the different options for sourcing funding for your startup In New Zealand.

Bank loans

■ Got

Government grants As a startup owner, always keep an eye out for available government grants. The main advantage of this support is that agencies providing these grants often do not seek anything in return by way of an equity stake. So while the funding may not be at ground-breaking levels for your business, it is relatively risk-free.

LET’S GET IT STARTED

Crowdfunding Crowdfunding is a scheme where projects, ventures or startup companies seek donations from the public. Investments and donations are usually made through public marketplaces and the marketplace operator will usually coordinate and administer the fundraising.

The New Zealand government has also been proactive in supporting local businesses, particularly due to a trend of founders taking their businesses offshore after failing to secure domestic investors.

An alternative to raising external capital is to look to secure funding from a bank or a finance company. Instead of giving away equity in exchange for this funding, you will be required to pay this money back (together with any interest accrued). Given that many startups struggle to succeed, banks will often require the loan to be personally guaranteed by you and your co-founders. Generally, security will be in the form of personal property, like a family home. Therefore, providing personal property as collateral can be a significant risk for a new business owner. Bank loans are typically more suited for established businesses or people with significant business experience.

34 THE SHOUT NZ – SEPTEMBER 2022

a startup is typically centred around a unique invention or idea, as opposed to a standard small business which (at the outset) usually enters a pre-existing market. However, launching a startup can be a costly venture, and sourcing investors to help you with those costs can be tricky.

last round

GeorginaLegalVision’sToomey

WHO CAN INVEST IN MY BUSINESS?

There are multiple online networks that seek to link angel investors and startups in New Zealand.

KNOW THE LAW

If you need help finding investors for your startup, LegalVision’s startup lawyers can assist as part of the LegalVision membership. For more information, call 0800 005 570 or visit legalvision.co.nz/membership/. a great idea for an innovative new liquor brand or business?

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The Shout NZ September 2022

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