For Peter Cap of Manor Estate, a man whose love of wine and the McLaren Vale wine growing area led to the launch of his own wine brand, disruption of the status quo proved to be a recipe for success. It has taken his “newcomer” brand into the heart of New York’s smart society, and surprised wine industry insiders while winning the hearts of local consumers as an unexpected bonus. 

When it comes to using disruptive tactics, Manor Estate Wines offers a formidable example of how smart strategies that break the mould, coupled with products one can believe in, can lead to remarkable success. This article looks at Manor Estate’s unusual approach and how it led one boutique winery to international fame.

Where the Old Guard Misses the Mark

In established industries, a routine way of getting things done becomes the norm. Think of banks, their way of doing business, their image, and their marketing: it’s invariably a set recipe with occasional, rather painful attempts to win over up-and-coming youngsters. But at its heart, nothing is really new. Nothing is really different. It’s business as usual.

The wine industry suffers from similar image issues. There’s little risk-taking; a reliance on the same old motifs; a fear of moving outside the box because, after all, the box is part of the package. 

As relative newcomers to a wine industry in which established, mass-produced brands rule the roost, the Manor Estate found itself wondering how it could make itself noticed. It spotted the gap and proceeded to do just that.

Break Down Boundaries, Overcome Barriers

It seemed like a desperate strategy, but in truth, it was well-conceived and produced unbelievable results. Instead of following the traditional model in which brands first seek recognition at home before crossing the water to new territories, Manor Estate would skip step one, and proceed directly to step two. 

Export success would be a sufficient triumph in itself, and reasoned Peter and daughter Sharleen, “if you can succeed in New York, you can succeed anywhere.” And so it was that Sharleen would leave her country upbringing behind her, pulling out all the stops to turn an unknown brand into a famous one in one of the world’s most glittering capitals. 

But conventional tactics wouldn’t work. “Nobody in New York had heard of Manor Estate,” says Sharleen, “so there was no way that the brand would gain support using traditional channels. It had to be something different to the usual round of pamphlets, brochures, emails and phone calls.”

She developed a cheeky methodology that would leave industry insiders aghast and wondering why they hadn’t thought of it themselves.

Influencing Influencers: Up Close, Personal, and Impossible to Argue

Influencing the influencers meant getting to know them in person. But before Sharleen could do that, she needed in-person access. She took an unusual approach. “It started with talking to waiters,” she says. “From there, it became talking to managers. And the next step would be an introduction into the network of influencers that dictate culinary taste and style to Manhattan at large.”

Needless to say, she discovered that word-of-mouth marketing can be way more effective than any number of glitzy brochures and carefully-worded emails. “Manor Estate had a superior product. Looking for a niche that would allow it to be competitive, by-the-glass wines came under the spotlight. They weren’t very good. Manor Estate winery could offer top establishments something truly excellent instead. Now, it was a matter of making them realise it.”

Taste and Tell

Convinced that all it would take to win over New York’s most respected gourmet food restaurants and high-society wine bars would be one taste of a wine that would outstrip its competitors, Sharleen went to work. 

“It’s about making a personal connection and having something great to offer,” she says. “They could have tried humouring the person who was offering them a taste of an unknown wine. There could have been ‘don’t call, we’ll call you’ responses. But instead, Manor Estate Wines delivered on their promise. The response was overwhelmingly positive.”

With the heart of the United States’s most influential city won, momentum grew – and so did support from home, with Wine Australia recognising Manor Estates’ potential and choosing it as one of the lucky few to gain access to its network of contacts. “They were amazed at the US response to Manor Estate Wines,” says Sharleen, “but the groundwork was already in place, and the US market was eager to try the wines that had risen to fame in Manhattan.”

“Hometown Brand Makes Good” Story Piques the Interest of Australian Wine Connoisseurs

Now, the story goes full circle, returning to its home in McLaren Vale. “Nobody can fail to be impressed by a relatively new brand’s success in New York and the greater USA,” says Peter. “Disrupting the status quo in which big brands have all the loyalty and there’s a set formula for success proved to be a matter of conquering the world’s most influential city.” 

Over and above that, a documentary series filmed on location at Manor Estate drew attention to the brand’s true home. Suddenly, everyone wanted to know about Manor Estate Wines. Everyone wanted a taste of that success and the wine that has New York asking for more. In an industry in which old wineries ruled the roost, the newcomer had created a buzz that piqued the interest of both wine experts and ordinary people who love a local success story.

“It was disruptive,” says Peter. “People are still wondering how it was done. Then they taste the wine, and understand.”

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.

Covid and Red Wine: The Claim 

Improved resistance to various health issues has long been attributed to red wine: “We already know that relaxing with a glass of red wine is believed to have numerous health benefits thanks to the powerful antioxidant polyphenols it contains. But tannins also have benefits, and they could be the key to keeping us healthy during the pandemic. That’s over and above the fact that many scientists believe that drinking a glass of red wine a day can improve heart health, reduce inflammation, and help people to live longer,” says Peter.

But that’s not where it ends. 

“It’s known that stress lowers resistance to illness,” Peter reminds. “Relaxing with someone you love and a bottle of fine wine isn’t just good for your mind: it’s good for your body because it reduces stress. But without getting too clinical, spoiling themselves with something they’ll genuinely enjoy is something people should do on a regular basis. It’s not only a happy thing to do, it’s also a healthy one. Manor Estate is part of that, and it’s something to be proud of.”

Covid: Why Researchers Aren’t Testing Wine’s Health Benefits

Peter points out that natural substances like wine are difficult for researchers to work with. “They need to point to a single ingredient and determine what that does. Organic substances contain many complex molecules that may interact with each other, and going through all those ingredients and determining how they work together would be the work of generations, not years.”

“On the other hand, there are scientists who believe that organic molecules can work in synergy, boosting one another’s effects. It would be wonderful to see more research on the health benefits of red wine, particularly with reference to SARS-related viruses. The researchers would certainly have no shortage of volunteers to act as research subjects!”

Tannins, Red Wine, and Covid

Backing up his opinion that red wine can help us to stay safe and healthy during the pandemic may seem like a tough call. But Peter, an organic chemist prior to finding his calling in the world of fine wines, is armed with evidence.

“During SARS, researchers in Taiwan began testing tannin to see whether it would inhibit the virus with very promising results. That research has been resumed owing to covid, and once again, the results are very promising. They’re looking at tannins as an ingredient that could be used to treat people who already have covid, and they’ve found that tannic acid does suppress the virus.”

“In treating covid, it would take a massive dose of red wine to actually get the same effect as the researchers got in the lab, but surely, even a healthy two glasses would have some effect in preventing covid or aiding people in recovery.”

“At the same time,” cautions Peter, “that’s just my opinion and there’s no conclusive proof to offer, but it is food for thought. Personally, I believe that tannins in red wine really can help us to stay healthy during the pandemic, and there are a number of additional reasons to believe it can heighten resistance, including the aspect of relaxing and de-stressing which any doctor will tell you heightens resistance to infection.”

As for the wine, it will always be Manor Estate wines for Peter: “The acronym is ME, and you and ME go well together,” says Peter. “The wine is naturally aged and lovingly nurtured to perfection, and that perfection is bottled in McLaren Vale before being enjoyed in Australia and the USA. If it’s good for your health, that’s a bonus. What matters most is that it’s a delight to the senses.”

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.

Peter’s winery, Manor Estate, produces the self-indulgent wines branded as “ME” wines, and his Shiraz is an international award winner. However, even wine fanciers who know they like a Shiraz may wonder just what earns this red wine its name. It all comes down to the grapes and where they’re grown says Peter.

Read: McLaren Vale Winery Secrets Wine Club Wines Tasting Events Australian Winemakers

A French Grape Variety Makes Itself at Home in Warmer Climes

Shiraz, explains Peter, comes from a historic French grape variety that’s known as Syrah in its birthplace. It grows well in warmer climates, expressing its flavour somewhat differently than it did back home in France. “Even in Australia, there are wines made from Syrah grapes that have the more acidic overtones and peppery aroma that the French versions do. The Yarra Valley wines are more like a Syrah than a warm-climate Shiraz. In McLaren Vale, the flavour is fruitier and if there is to be a distinction between Shiraz and Syrah wines, those would be the characteristics that differentiate them from each other.”

Shiraz: Among The Darkest of All Reds

The colour of Shiraz (or Syrah) wines is quite distinctive. Peter demonstrates the dark hue by holding a glass up to the light. The dark liquid is a deep red that’s almost black, and that’s in line, says Peter, with the berry flavours for which the wine is famed. He notes that Australians love their Shiraz wines and that Shiraz grapes are among the most widely grown in Australia. “Americans enjoy their Shiraz too,” he says, reflecting on the success Manor Estates achieved in the USA where it rapidly earned a reputation as a producer of exceptionally good wines suitable for serving to the “beautiful people” in Manhattan’s most luxurious venues.

Shiraz Flavour: Full-Bodied, Bold, and Dry

Red meats and red wine are a classic pairing, but Peter Cap says there’s more to Shiraz than just that. “Shiraz wines have a bold flavour, and they complement foods that have a bold flavour too. Aged cheese, for example, smoked meats, and the richness of duck are better when enjoyed with Shiraz wines, and the tannins help to cut through the fattiness of lamb. From the barbeque to the gourmet dinner, and from starters to desserts, there’s always room for a Shiraz in the wine selection.”

Read: Sparkling Brut Wines McLaren Vale Winery Accommodation Functions Weddings Events

More Than Just the Grapes

At Manor Estate, Peter insists on ageing wines according to time-honoured traditions. “Good quality Shiraz starts with selecting the best wine grapes, but it doesn’t end there,” he explains. “There’s no substitute for the flavour of a wine aged in oak barrels and given time to develop its flavours naturally. It’s possible to fast-track wine production, but the difference lies in the taste.”

Another component of a great Shiraz is often overlooked. Yeast is used in the fermentation of wine, but there are many variants, and according to Peter Cap, the original French strain of yeast produces superior results.

From the consumer’s perspective, the temperature of the wine will also affect the way its taste is experienced. Peter recommends refrigerating Shiraz for 15 minutes before serving. “Most people serve it too warm,” he warns, “and that means they aren’t getting the most out of their Shiraz.”

“It begins with Shiraz grapes,” says Peter, “but that’s just the start. From how the wine is made to details like the choice of glassware, the temperature it is served at, and the foods with which it is paired, a little understanding of the art of making and enjoying wine will enhance your choices and maximise your enjoyment of Shiraz wines.”

Manor estate offers wine events, a romantic wedding venue and luxury accommodation in McLaren Vale. For more information, or to buy wine online, 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.