Out of sight is soon out of mind. It's often like that with people, but also with wine. Everyone wants to be in the picture and keep up with fast-changing wine trends. Marketing is crucial to stay visible. There is a fight for every spot in the shop shelf or on the wine list. And now more than ever, after 2 years of isolation, we want to seize every moment to celebrate freedom with a nice glass of wine in hand. - TEXT NIEK BEUTE | IMAGE PEXELS.COM
The island that floats away
As a sommelier, you get invitations to the best wine tours and tastings. And this spring, the roof went off: all brands, importers and PR agencies came with tastings and presentations. Everyone wanted to ride the wave of revelry that will come to a climax this summer. Among all the invitations, there was one that caught my attention, an Australian tasting. In itself not extremely special, you might think, but it was when you realise that the Australian promotion agency moved to London years ago and things had gone quiet across the street.
In supermarkets, there is no sign of the less smooth running marketing machine of Australian wine. After all, it is the territory of the big brands and they have their own marketing in order and determine their own visibility. So there are still plenty of Aussies to be found in supermarkets, but that is different in other places. Despite the efforts of some very passionate importers, I still feel that Australian wines are losing ground on wine shop shelves.
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Read the rest of Niek's column in Winelife 77. Order this one here!
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