The power of numbers

Adelaide Hills ThumbnailBen Luker, Business Executive in the Wine Intelligence Sydney office, reflects on the Adelaide Hills Wine’s Hills Hoist event where 30 winemakers from the region showcased the quality and diversity they have to offer in the region

In the world wine marketplace, it can be a struggle to get your message across – or even be heard. However as you will know next time you hear the sound of a choir in a noisy and crowded square, a group acting together, and in harmony, tends to cut through the hubbub.
While this insight is neither startling or new, it is increasingly becoming part of smaller wine producer strategies. A collective approach to marketing works on a number of levels, among them shared costs when putting on tastings and masterclasses, a providing multiple reasons for potential buyers to attend. It also provides an opportunity for smaller or newer producers to piggy-back on the reputation of the region and for well-known neighbours to increase their awareness and place themselves in front of consumers.
A couple of weeks ago I was fortunate enough to attend an event organised by one of these associations, Adelaide Hills Wine, where 30 winemakers from the region showcased the quality and diversity they had to offer in an event titled Hills Hoist (for the international readers, this is a play on words in reference to Australia’s famous Hills Hoist).
Adelaide Hills is “Australia’s most vibrant cool climate wine region” located in South Australia.  “With over 90 wine labels and 48 cellar doors, it is acknowledged internationally for its distinctive premium wines, viticulture and stunning scenery”, according to its website.
The afternoon and evening event provided an opportunity for these Adelaide wineries to get in front of both trade and consumers through extensive tastings, but also provided a chance to dive deeper into the region and its wines through trade masterclasses. Hosted by former resident of the region and respected wine writer Nick Ryan, who was joined by many of the winemakers, these tailored sessions dived into three distinct themes through a bracket of 6 wines:
  1. G’day Gruner: A look at one of the region’s most promising varieties
  2. The Wild Things: All sorts of quirky wines and varietals you wouldn’t expect
  3. Origins: Classical examples of why the region was founded and where the future lies
Throughout these sessions, a couple of points really stood out:
Overall, this event showed that Adelaide Hills is surely a region to watch closely as its diverse offerings and new wines continue to grow.
Author: Ben Luker

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