ABS injects excitement into Oz offer

UK importer Awin Barratt Siegel is showing off a different side to the Australian wine category with the introduction of 30 small producers never previously seen in this market.

Through the help of contacts including Hazel Murphy, who played a major role in developing Australia’s presence in the UK wine market during the 1990s, the ABS team invited producers to submit wines, tasting over 600 examples from 100 producers in four regions. Those selected were unveiled at the ABS portfolio tasting in London earlier this week, with representatives present from each winery.

“It’s properly exciting,” Kate Dowdeswell, senior national account manager for ABS, told the drinks business as she explained the initiative, which seeks to appeal to the UK independent retail and on-trade sector.

Noting ABS’ roots in Australian wine as one of the first UK firms to bring over a full container from the country back in the 1980s, Dowdeswell tracked the category’s declining appeal for many UK outlets in recent years.

“Australia has been through tough times,” she remarked. “Consumers don’t really understand the exchange rate and at the same time we were seeing more and more happening in Australia that was less and less represented in the UK because so much was being done by the supermarkets.”

Despite this weighting towards large volume brands, Dowdeswell suggested that there was a solid opportunity to encourage UK consumers into more ambitious territory.

“The British consumer loves Australian wines and there’s so much more to Australia than what you see at £7.99,” she maintained. “As the British consumer becomes more knowledgeable – and they are – then it’s about showing that they don’t have to migrate away from Australia. Australia needs to get that ground back.”

Encouraged by the weakening Australian dollar and signs of renewed interest in the country’s wines, Dowdeswell explained: “We wanted to really go back to our roots and find the best guys we could, specifically people who hadn’t exported to the UK before. It was about saying ‘Let’s go and make Australia exciting again.’”

Introducing the newly represented producers, based on an initial brief of producing fewer than 10,000 cases, an RRP of around £15 upwards and no previous history of exporting to the UK, she observed: “There’s a real mix. We’ve got urban wineries, mixed farming, guys who’ve left jobs as engineers to make wine. It’s a real snapshot of the new Australian industry which isn’t shouted about here.”

Among the producers on show was David Brown of Landaire, a fifth generation Padthaway grower for producers including Penfolds, which has just begun bottling a Vermentino, Chardonnay, Tempranillo and Shiraz under its own brand.

“It’s very entrepreneurial,” said Brown of the ABS scheme, praising in particular the option it offers for these small producers to consolidate shipments. “People like us wouldn’t be here without them,” he remarked.

As Landaire takes its first steps into export territory, Brown explained the appeal of the UK market. “We’re probably had four offers to sell in China, but we haven’t really been comfortable with them because we want someone who’s a pure wine seller,” he commented.

By contrast, Brown remarked of the London tasting: “We’ve had the best crowd here I’ve ever shown my wines to. I can’t compete on price, but this audience has been very receptive.“

Dowdeswell echoed this positive reaction from the trade, saying: “It’s been really well received. There’s been lots of interest, but the proof of the pudding will be in the actual sales.”