 |
September 2008 Tanzer Review
download it here (143kb)
Two of McLaren Vale’s
small wine producers have taken a step up and created
original wine brands with distinctly retro feel for
the US markets.
The team at Shottesbrooke in McLaren Flat have created
a new youth-focused brand called the Engine Room,
which is targeted at North America’s none-wine
focused drinkers.
Winemaker Hamish Maguire says the target market is
21 to 39 year olds who want a quality wine to enjoy
with friends without the wine jargon.
“The Engine Room brand came about because we
wanted to focus on developing international markets,
and we didn’t want to do that with our Shottesbrooke
brand, which has a strong domestic following and consistent
sales, “ he said. “We chose the name ‘Engine
Room’ because that’s where I work as a
winemaker and its really the heart of the whole operation.”
The front label of the 2005 Engine Room Shiraz tells
the story of a winemaker’s day by using a range
of facial images in a 1950s style.
Hamish says they decided to remove the traditional
black label because the target market is not interested
in reading tasting notes. “We want to capture
them with the label and the imagery and the quality
of the wine without over-powering them with wine-speak,”
he said.
In the same way, the 2006 Chardonnay Sauvignon Semillion
tells the story of the wine-makers wife-the VintageWidow-
who looks like Marilyn Monroe.
The Shiraz label reflects Hamish’s individual
personality through a clever design that even features
a stylised version of his own face.
Click
here to download the whole article(553k)
|
|
