Home' National Liquor News : NLN MAY 2018 Contents WINE NEWS
Margaret River winery, Voyager Estate, will
commemorate its 40th birthday this year with
a shift to full organic certification in a three-
“We are very excited to start the conversion
to organic certification, Voyager Estate head of
sales, Fiona Findlay told National Liquor News.
“We have 40 hectares currently in conversion
which includes all of our top Chardonnay,
Cabernet Sauvignon and Shiraz blocks that will
be certified in 2020, and then the remaining
vineyard blocks will be certified over the next
two years. So by 2023, we are planning to have
all 120 hectares fully certified and that is a
really big step for us.
“We have always farmed sustainably and
in a very natural way we are very committed
to the environment and keeping the land
in its most natural state. We feel it will
make better quality wine and we also feel
strongly about how important it is to keep the
“Our first plantings were in 1978, so this
year we will be running a series of activities
to mark our 40-year anniversary at home in
the Margaret River but also a series of events
up and down the East Coast to make sure we
enjoy this with as many of our customers
CALABRIA FAMILY WINES RELEASES KINGS OF
Calabria Family Wines has
released a new product called
Kings of Prohibition with unique
packaging targeted specifically at
millennial wine consumers.
“Kings of Prohibition is a
new brand and reflects our aim
to be a little bit different,” said
Calabria Sales and Marketing
Manager, Andrew Calabria.
“To achieve this we started
looking at some unique
packaging formats and we paid
for some market research on
what precisely the millennial is buying and what is important to them.
“As a company we are in a transition at the moment, with my brothers and my sister and our
staff in general. We are quite young and we want to keep the evolution going by offering something
different and outside of the square, and also have some fun while doing it.
“The research showed us that millennials are happy to spend higher dollar value per bottle, so
it is not about the cheapest wine they can find. So we decided to take some very good wine – a
Barossa Cabernet Shiraz blend – that we are already producing and put it into a less traditional
format of bottle that is not your typical Bordeaux or Burgundy bottle. We took inspiration for the
labeling, packaging and the story from what is happening in the spirits and craft beer industries.
Kings of Prohibition will be available from June and is expected to retail for $15.
Calabria Family Wines has also released a 750ml format of Bevi Spritz, which was released in a
200ml format last year.
KINGSTON ESTATE TARGETS MILLENNIALS
WITH MO SISTERS
Kingston Estate has
unveiled a new wine
label targeting emerging
and Winemaker Bill
National Liquor News
the Mo Sisters label has
been inspired by his
three daughters and
is designed to appeal
to new entrants to the
“There is a new
crop of people
turning 18 everyday and you have to be talking to them in their language. This is a new generation
of wine consumers and it is changing. They have discretion and choice over what they do with their
disposable income and wine is part of that choice and if you are engaging – we believe you will have
some success. If you keep offering what was being served up for their parents, they will walk by and
totally ignore it. You need to remember that the new people who are about to buy your wine have not
been buying your wine before.
“This is a natural progression for Kingston Estate – we have historically targeted the conservative and
traditional market, but the proportion of the population that is attracted to that is decreasing. So we took
the decision to re-engage and we realise that sometimes you need to take a step back. You are not able
to create something new by looking in the rear-vision mirror and by looking backwards. The products
that are going to be successful in the future are not out there yet and so therefore we all need to try a
16 | MAY 2018 NATIONAL LIQUOR NEWS
Fiona Findlay from
Bill Moularadellis with
the Mo Sisters range.
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