Oz is an affectionate term for Australia, especially in wine-speak. For the past eight years, the wines of Australia have experienced a serious downturn in sales. If the store I work at is any indication, sales have dropped off dramatically…Let’s say fifty percent. However, there is a trend now that is promising for the Australian export market.
After years of promoting the likes of YellowTail, Jacobs Creek and Lindemans, Australia started to realize that this was killing their export market. Let’s face it, folks were getting tired of these jellybean wines dominating the market. Australia has a lot more to offer than fruit-forward, inexpensive wines. The question was, how to switch gears and promote wines that are more expensive.
Back in the glory days, Penfolds Grange was the king (or queen) of high-end wines along with wines from Chris Ringland and others that put out highly sought after expensive Aussie wines. I can remember being put on a waiting list just to get my hands on a few bottles of these highly sought after Australian reds. Today, distributors sit on multiple vintages as they wait for an account to request a bottle or two. However, word on the street is that high-end Australian wine sales are on the rise. This must be an east coast phenomenon, because I’ve not seen it here on the west coast. That being said, what happens on the east coast will eventually make it over here.
I am really not interested in high-end Australian wines even though I know some of you out there are. I have found in my experience that the land of Oz has a lot to offer in the $15 – $24 range, and it is these that I am seeking. I am also interested in many of the varietals coming out of this country other than Shiraz and Chardonnay. Australia is known for great Grenache, Riesling and Semillon, which many consumers don’t realize.
Another problem is the attitude that many wine stewards have towards Australian wines. I recently put out a tweet about Australian wines, and it amazed me how many negative responses I got. One of my buddies on Twitter even said that they would never recommend an Australian wine, because they have never found one they liked. With this kind of attitude, there is no wonder why so many folks have turned away from the wines of Oz.
I have made it my personal mission that in the year 2015, I will promote and create an awareness for the wines of Australia. In particular, wines from this country in the $15-$24 range. So far this year on my Youtube channel Stan The wine Man TV, I have reviewed several wines in this category. All of them have shown very well. I really feel that the consumer is missing out on some great juice because of public opinion toward the wines from down under. I am fairly confident that if Hollywood were to do a movie promoting Australian wines we would see an immediate impact in the marketplace. Why do I bring this up?
For years, wine professionals, critics, writers and stewards around the world knew how special Pinot Noir is. However, it was a varietal that many consumers ignored. When the movie Sideways hit the screen, with its spiel on the virtues of Pinot Noir by one of the main characters, Pinot Noir sales quadrupled over-night. Pinot Noir has always been a great varietal, but it took a movie to put it on the map in a big way.
Many of us in the wine world appreciate the great wines that come from the land down under. However, to most consumers, Australia represents cheap, fruit-forward cocktail wines that are great for picnics or parties, but can hardly be taken seriously. Do we really need a Hollywood movie to guide us in our wine buying decisions?
Here is my appeal to you the reader. Find a wine shop where the wine steward is not anti-Australian. You will be able to tell by the selection that they offer. Seek their help in finding some quality wines from this region of the world. Find a Grenache, red blend, Riesling or Semillon to try in the $15 to $20 range (or whatever varietal your heart desires). I know that if the wine steward is worth their weight, they will be able to lead you to something special. After a few tries, I am convinced that you will start looking differently at the wines from this great wine-producing country. Contrary to popular opinion, they are not all fruit-bombs. There are many examples of well-balanced, structured wines that do not blow-up your nose and mouth with alcohol.
Join me in my effort to make 2015 the year of Australian wine awareness. Check out some of my episodes on Youtube and discover some of the great, diverse wines of Oz.
Cheers!
Stan The Wine Man
