At Manor Estate in Australia’s McLaren Vale, however, spirits remain buoyant. The boutique winery relies on the export market, but instead of targeting China, it chose the US. “In hindsight, it was an excellent decision,” says Peter Cap, founder of the winery. “With China out of the equation for the foreseeable future, the top two export destinations for Australian wine are the US and the UK. Manor Estate focused on the US and export volumes continue to grow.”

Read: Quality Sparkling Brut Rose Shiraz Wines McLaren Vale Winery Australia Wine Club

They Took Manhattan – Then the US

When Manor Estate developed its marketing strategy, the boutique winery, which specialises in the production of naturally aged wines, decided to concentrate its marketing efforts on the US rather than trying to compete with a plethora of brands at home. “Manor Estate signature wines are worthy of attention, but getting that attention at home would have meant setting the winery up to compete with household names. The wines deserve to stand out from the crowd, so they were marketed where they would have the best chance of doing just that,” Peter explains. “It started as a dream. If Manor Estate could win over Manhattan’s top venues, its future in the US would be assured.”

With no external funding at its disposal, the family-run business chose an in-person marketing approach that targeted the gourmet eateries and plush bars where New York’s rich and famous congregate. The brand was more than export-ready. It was already exporting, albeit on a relatively small scale, when it achieved recognition from Wine Australia’s US market entry program. The winery became one of only a handful selected to benefit from Wine Australia’s mentorship and network of US contacts. Peter comments that this stimulus resulted in an unprecedented response and that the organisation was sufficiently impressed to send congratulatory messages to the Manor Estate team.

Read: Australian Boutique Winery Quality Wine Maker Producer Distributor Manhattan USA

Manor Estate: Building Relationships and Showing its Worth

Peter and daughter Sharleen, who now lives and works in New York as Manor Estate’s on-the-ground presence, say that their success was based on several factors. First and foremost, the quality of their wine, and secondly, the ability to build and maintain relationships. The winery submitted to the rigors of a Wine Enthusiast rating process and received excellent reviews for their signature sparkling wines, but Peter and Sharleen were also working hard at building their network among the trendsetters in the US wine industry. “When Gary Vaynerchuk gave Manor Estate the thumbs up, it was a huge victory for the brand,” says Peter.

But tough times were on the horizon as the Covid-19 pandemic began its rampage across the globe. Manor Estate continued to foster relationships, however, even donating free wine to top venues now struggling owing to the need for lockdowns and social distancing. “They knew Manor Estate cared, and though some of them, including the Roosevelt Hotel, were sadly unable to stay afloat, Manor Estate is proud to have stood by them during this difficult time,” says Peter. Choosing the US as the primary target for their marketing had unexpected benefits at home too. When people hear about Manor Estate taking New York by storm, they’re eager to taste the wines that made it happen, says Peter, and the Manor Estate Wine Club is seeing rising support among Australians who, having discovered the brand, are eager to enjoy a steady supply of its finest wines.

Manor estate offers wine events, a romantic wedding venue and luxury accommodation in McLaren Vale. For more information, or join their wine club, visit the Manor Estate Wines website or call their team of experts on (08) 8383 7300.

Syndicated by Baxton Media, The Market Influencers, Your Digital Marketing Agency.

Gendered perceptions often lead to assumptions that ultimately affect consumer preferences, but men are bucking the system, says Peter Cap, director and wine-maker at Manor Estate in Australia’s famed McLaren Vale wine-producing district. As a man with scientific leanings, Peter enjoys following the results of various studies dealing with his favourite topic: wine. Balancing the results of these studies with his own winemaking and marketing experience results in some interesting conclusions, specifically that while sparkling wine is often perceived as feminine, men may be the real enthusiasts.

Read: Wine Club Membership Quality Wines McLaren Vale Boutique Winery and Distributor

The Perception: Bubbly is Feminine

For those who have never really thought about it, it may come as a surprise that the majority of US consumers tend to consider the drink we traditionally enjoy when celebrating special occasions as being “feminine.”

Peter Cap became aware of this perception thanks to his interest in popularising Manor Estate Wines in the USA. A Sparkling Brut and a Sparkling Shiraz, both award-winners, are among the Estate’s flagship products. During his research into the US market, he discovered a research paper on consumer perceptions based on a survey of random US wine-drinkers. Its conclusion was that the majority of consumers perceive bubbly as being “feminine.”

“There are probably plenty of good reasons for this,” says Peter. “Sparkling wine has romantic connotations, and there’s an element of glamour that could be seen as feminine. However, the truth is that men enjoy their sparkling wine as much or more than women do.”

Men and Women Appreciate Sparkling Wine in Different Ways

Referring to another study, this time conducted in Australia, Peter discusses the differences – and similarities – in the way men and women enjoy their sparkling wine. “According to a study published in the journal Beverages, men tend to be more interested in the technical aspects of wine making and wine tasting than women are,” says Peter.

“In Manor Estate’s experience, this seems to be true. While both men and women enjoy the sparkling wines produced here, the men are more likely to want ‘reasons’ why they should enjoy the wine, while the ladies are more inclined to just enjoy the sparkling wine experience without feeling a need for extra input to motivate why they like it.”

Read: Australian Boutique Winery Quality Wine Maker Producer Distributor Manhattan USA

The Secrets Behind Good Sparkling Wine

Fortunately, Peter Cap is more than happy to share the information that people seeking a deeper understanding of his wines are looking for. There are several “secrets” behind a really good bubbly, and according to Peter, it all begins with the choice of high-quality wine grapes. “Manor Estate doesn’t limit itself to grapes grown on any single estate. Instead, we select the best fruit available in the region. Good beginnings make for a great end-product.”

Next, comes the time-honoured natural fermentation process. “Many of the cheaper, mass-produced wines are rushed through fermentation in a matter of months with the help of additives,” says Peter. “Manor Estate does things the old-fashioned way, fermenting the wine in oak barrels for years. Throughout this time, we carefully monitor several factors and adjust the environment accordingly. For example, fermentation temperature is a very important factor.”

Once the wine is ready for bottling, it’s time to add the bubbles. “Natural yeast added to the bottle to produce bubbles is an interesting concept, but carbonation results in a bubblier wine that consumers actually prefer. The bubbles last longer, and boost enjoyment of the wine down to the very last drop.”

Sparkling Wine is a “People” Drink

While the discussion on the gender-identity of wine is interesting to Peter, he asserts that men may like bubbly more than the “feminine” perception of the celebratory drink seems to indicate. “When people celebrate, they celebrate together with loved ones. The right wine adds sparkle to the occasion. It’s a people drink. It may be perceived in terms that would traditionally have feminine associations, for example: beautiful, elegant, delicate, or refined – but it’s enjoyed by men as much as it’s enjoyed by women,” he concludes.

“Of course, in marketing, the findings on wine and gender perceptions become more useful although probably rather obvious. If Manor Estate made beer, its advertising would be likely to feature men hanging out in bars or in rugged outdoor settings. For sparkling wine, imagery would be more likely to include romantic settings and, of course, attractive ladies. That doesn’t mean that sparkling wine is girly – though it is certainly beautiful.”

For more information visit the Manor Estate Wines website or call their team of experts on (08) 8383 7300.

Syndicated by Baxton Media, The Market Influencers, Your Digital Marketing Agency.