Peter Cap on Ageing Wine at Home

“Many people think that ageing wine after buying it will improve it,” says Peter Cap, “but that’s based on the premise that wine will only improve with age. Most people will have seen the old movie storyline of a precious bottle of wine, maybe hundreds of years old, being opened, only for those who taste it to discover that it has turned to vinegar. While that’s an extreme example, understanding how the best wines are made, and why they are bottled and sold by a certain date will support the conclusion that it’s simply not worth trying to age wine at home.”

“At Manor Estate, we age our wine naturally. During that time, the vintner will test the wine at regular intervals to determine when it has reached its peak. When that day arrives, it’s time to bottle the wine and sell it. It’s possible to age a wine until its past its prime, and also possible to bottle it too young, when a few more weeks, months or even years of fermentation would have benefited it. It’s the winemaker’s task to use his or her skill and experience to choose the perfect timing.”

“As a result, a good wine is at its best when you buy it, and for some time following that provided it is in a sealed bottle – one of the reasons why porous corks are largely out of fashion these days and sealed, screw-cap closures are preferred.”

“Whatever the closure used, keeping a wine to age after it has reached its peak will generally not improve it. Even if the wine is young, emulating the conditions of a winery’s wine cellar would be expensive, and monitoring the wines inside the bottles is impossible. It’s better to buy a good wine, and drink it within 12 months than to try keeping it for years in the hope that it will improve. It probably won’t.”

Keeping Wine till One is Ready to Enjoy It

With the perfect temperature and humidity, exclusion of light, and elimination of vibration being among the prerequisites for a proper wine cellar, emulating its conditions would be difficult or costly for the average homeowner. At the same time, it’s nice having a selection of one’s favourite wines on hand so that the one deemed suitable for a specific occasion can be selected.

“Choose a cool place that is not exposed to direct sunlight. A cupboard is fine, but if you want to have your wine selection on display, keep it away from windows, harsh lighting, and any appliances that give off heat,” says Peter. 

“One of the advantages of screw-top wines is that the freshness is sealed in. When you open the bottle, the wine can be just as good as it was on the day that the vintner decided that the wine had reached perfection. You can also store the wine in an upright position which is a space-saver. Wines with corks, on the other hand, should be stored lying down, allowing the wine to keep the cork moistened. If corks dry out too much, they can crack, and the wine may become oxidised, or the cork snaps in half or crumbles during the opening process.”

Finally, Peter notes that additive-free wines are more delicate than those preserved with sulfites. “Unless they were made with great care and stored under controlled conditions, additive-free wines should be consumed relatively soon after their purchase,” advises Peter. “Three months would be a cautious guideline for wines such as this.”

Wine is an Investment in Enjoyment

“Wine is made to be enjoyed in the short term, not stored in the longer term,” Peter concludes. “The notion of storing wine for decades to boost its value still exists, but most vintners would agree that storing a bottled wine that long means it isn’t really for drinking. It may be of historical interest or have sentimental value, but opening it and tasting it will likely not be the pleasure most people seem to believe it will be. Invest in enjoyment. Buy wine with the intention of drinking it.”

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.

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Peter Cap, a McLaren Vale winemaker with a tendency to buck the system, weighs in on closures and concludes that although some traditional aspects of wine making are best done in the time-honoured way, substituting corks with caps is a real improvement. 

Why Australian Winemakers Rebelled Against the Cork

There are a lot of problems with corks – and they aren’t limited to the occasionally undignified and disappointing ritual of opening a wine. Most people will have experienced the sinking feeling one gets when a cork snaps in half or even crumbles. If one’s lucky, the bits don’t end up in the wine, but most people will recall situations in which they gave up the unequal struggle and simply pushed the stubborn thing into the bottle instead of pulling it out.

Screw caps are unquestionably convenient, but that’s not the reason why winemakers in Australia and New Zealand rebelled against the cork. “Corks are unpredictable,” says Peter, and how they affect wine is unpredictable too. “Cork taint is one of the nastiest problems that corks present. It’s a complex chemical interaction between the wine and the cork that ends up spoiling the wine with an unpleasant, musty flavour that has been equated with ‘wet dog,’ and other aromas you really don’t want in a wine.”

Of course, not all corks cause cork taint. Industry estimates hover at around 3 percent. But when someone has just prepared themselves to enjoy a favourite wine, knowing that there’s a three in one hundred chance that it’s going to smell and taste iffy isn’t appealing. “Cork taint was the main reason why Australian winemakers have overwhelmingly abandoned the cork,” says Peter. “You work hard to produce something that should be something akin to bottled heaven. You don’t want ‘wet dog’ ruining that for you.”

Other Issues with Corks

There are still folks who think that they can improve on the winemaker’s art. And Peter concedes that with very young wines, a little ageing can help. “In this instance, most people are looking at corks because they’re porous and admit oxygen. They’re hoping to smooth off the tannins and age the wine till it’s better than when it was bought. But here too, corks present problems.”

“The first, and most logical argument against trying to age wine at home is that you don’t know what’s going on inside the bottle. The only way to find out is to open a bottle and taste it. But, even supposing you’re ageing several bottles of exactly the same wine, each one may react differently owing to differences in the corks,” Peter explains.

“Although it’s understandable that some people see home ageing of wine as a hobby, they should also note that it’s possible to overage wines. It’s accepted knowledge that more wines are overaged than consumed too young. While five to ten percent of wines might improve if given another year, the rest won’t. Once we start ageing wine for five to ten years after bottling, only one percent of them are likely to improve. The rest change, but not for the better. So, choosing corked wines because corking allows you to age them isn’t a good argument. In most instances, it’s just a way to mess up perfectly good wine or make a bad wine even worse.”

Screw caps exclude oxygen, and that, Peter says, is a good thing. “If you chose a good wine, the sealed cap keeps the wine fresh and fruity – just as it was on the day the vintner decided that the wine had reached its peak.”

Screw Caps: Easy to Open Easy to Enjoy

In closing, Peter asserts that wine should be bought to be enjoyed, not bought to age. Enjoyment can mean that satisfying, ‘click’ as one easily break the seal on the cap, but the best part is certainly savouring your glass of ‘bottled heaven.’ 

Manor Estate wines are carefully aged under controlled conditions and the ideal time to bottle and serve is decided by Peter Cap, the winemaker. The cap (no relation to the man though it shares his name) keeps the wine poised at this level of perfection until its buyer is ready to break the seal and enjoy that perfect moment. “If you want good wine, buy good wine,” says Peter. “You can’t make a silk purse out of a sow’s ear and you can’t make good wine out of bad wine by letting it age under largely-uncontrolled conditions.”

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.

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“US consumers are far more sophisticated than most Australians realise,” says Peter. “If you want to market wine in the USA, ditch your stereotypes, stop being patronising, and give them the best you have to offer – regardless of the product type.” 

Rich but Not Dumb

In early export adventures, many Australian wineries were eager to tap into a wealthy market, but, says Peter, many of them underestimated savvy US consumers. 

“There’s already a perception in the USA that Aussies are going to try and fob them off with cheap and cheerful wines. They don’t want that. Send inferior wines to the US and you will lose out. This is a market that appreciates quality, and if you offer them a half-hearted excuse for a wine, you’re not only going to lose money, you’re also going to make it more difficult for Australian wineries that offer a really good product.”

“To put this even more bluntly,” says Peter, “The USA is rich, but not dumb. You don’t get rich without having smarts, and the USA has them.”

Don’t Think Economy Class

Exporting wine and being ready to comply with the plethora of regulatory requirements for packaging and selling wine in the USA is not a low-cost exercise, warns Peter. “People often think that the US is the US, but then they encounter the fact that each state has its own rules and regulations regarding wine packaging and wine sales. The USA has 50 states, and in reality, that’s like getting ready to sell to 50 different countries.”

“With the cost markup this entails, some Australian wineries seem to have decided that sending cheap wine – and marketing massive volumes of it – would make up for the fact that ‘cheap’ Australian wine is no longer cheap when it arrives in the USA. They were mistaken. If you fly to the US and want to travel economy class, that’s your business. But if you want to take your business to the US, economy class products aren’t going to make the cut,” says Peter.

Tired and Tested: Because What They Want is Something Special 

Peter believes that Manor Estate has proved the point. What Americans want from imported wines is something out of the ordinary. “They love Manor Estate’s boutique wines. They love that we naturally age each vintage in our cellars. They especially like the fact that this is no mass-produced product that’s to be found at every street corner liquor store. Beyond that, they love the fact that Manor Estate offers the US its finest wines. It’s not cheap wine, but it is great wine. They’re willing to pay for that.”

For Manor Estate, the perception that Australia doesn’t have prestige as a winemaking country was among the barriers that Peter encountered. “It made it harder for us to break into the market. People were saying ‘We have French wine. We have Italian wine. We have our own wine. We’ve tried Australian wine and we weren’t impressed. It took a lot of effort just to get them to do a taste test that would debunk the notion that Aussie wines can’t be world-class. They want something special. We surprised and delighted them with truly superior wines. If you can’t deliver on that, don’t even try.”

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.

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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.

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Mothers deserve to be celebrated everyday, so this year on the 9th of May, opt for a wine club membership that delivers a personalised monthly selection of wine right to her door. This way, our leading ladies can enjoy a good glass of grape as part of a lasting experience. Think of this as the gift that keeps on giving, and perhaps a way to open a door to new ways in which new wines can be enjoyed. 

Wine ‘O Clock Made Easy

Manor Estate, which is situated in the lush wine-making valleys of McLaren Vale, produces some of the finest wines, making ripples in upmarket eateries as far as Manhattan, New York. The brand opens up their cellar doors to people offering immersive tasting and pairing experiences, picnics, wine events and of course a wine club membership that takes the love for wine to a whole new level. 

To explore the membership perks and the popping the corks on prime wine, a simple sign-up is required and is celebrated with a $249 bonus bottle of 2009 Chardonnay Special Vintage. 

For those who may be joining the Manor Estate’s Mother’s Day & Secrete Wine Garden event, their gift will be wrapped and ready upon arrival. For those who’ll be celebrating elsewhere, free shipping across Australia applies.

View the full spectrum of the wine club benefits and gain some insight from Manor Estate’s owner and vintner, Peter Cap here.

What’s In The Bag?

Of course there is more to a Manor Estate wine club membership than discounts on award-wining wines. They go the extra mile to throw in complimentary access to Cellar Door and Wine Functions hosted on the estate and free shipping on all 12 premium hand-selected Limited Reserve wine every quarter. 

What makes the Manor Estate wine club membership work so well, is the No Fuss Refund and there’s not even a membership fee in sight. A once-off fee paves the way for VIP discounts on at events, wine tours and of course early access to new wines. 

A Quarterly Mother’s Day Affair

Whether it’s opening a bottle of wine for celebratory dinners and hangouts with the family at barbecues, a good glass of wine will make the experience a memorable and convenient one. 

As the philosopher Plato said: “Nothing more excellent or valuable than wine was ever granted by the gods to man.”

Cheers, Plato! 

Share this excellence and value this coming Mother’s Day and celebrate those magical moments with a superb glass of wine. 

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.

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In the decades that followed, wineries across Australia produced massive amounts of the wine to keep up with Australian’s insatiable appetite for the iconic beverage. During the 1990s Australian Chardonnay gained notoriety with a global marketplace and the international accolades streamed to those vineyards who had tweaked the recipe just enough to make them standout. Unwooded varieties etched out a marketplace of their own, while the french oak wooded variety produced a deep yellow colour and delivered a buttery taste to the palate. 

Since then a plethora of blends and other varietals captured the taste of the marketplace and Australian wineries began to further diversify their product offerings with Sauvignon Blanc, Pinot Gris, Semillon and Riesling. Yet the Chardonnay is still a go  to when paired with seafood across the sun burnt country which is Australia. Its not uncommon to find a bottle of Chardonnay paired with a bucket of prawns or seafood platter at any time of the year.

In late March 2009, a small boutique winery in Australia’s greatest wine producing region of McLaren Vale, South Australia gathered teams of experienced fruit picking backpackers at 4:00am, armed with baskets and secateurs they hand picked chardonnay grapes from aged vines the heritage of which originated with James Busby. Over four days the job was complete and the grapes began their transformation from fruit to wine under the careful palate of chemist and vintner Peter Cap, founder of Manor Estate Wines.

“If I’d known then what I know now I would change nothing with one exception; I would have planted more chardonnay years before,” Cap said. Who was to know that 12 years later Manor Estate’s 2009 Chardonnay Special Reserve would be recognised as one of the finest Chardonnay’s ever produced in the region.

Cap takes wine making seriously, “It’s been my passion for years,” he said, “each part of the process is a discipline in itself, right down to the time, temperature and method of hand cutting the fruit from the vines,” Cap continued.

The Manor Estate 2009 Chardonnay is something of a legend, “the universe was smiling on each element of the process at this time, everything went right and the result is in the tasting,” Cap says.

Acclaimed by wine connoisseurs near and far, Manor Estate’s 2009 Chardonnay Special Vintage is now in limited supply. “Now in its twelfth year, this wine just keeps getting better,” Cap says, “Everyone who tastes it is an instant fan, but now our buyers with a discerning palate are cellaring it for a special occasion,” Cap muses.

“The whole team at Manor Estate are elated with the success of the 2009 Chardonnay,'” Cap says, “2009 was a stand out year for us with two premium wines produced, Chardonnay and Merlot,” each now in extremely limited supply are reluctantly sold by the  charismatic wine maker for $249 per bottle, which is arguably on the cheap side.

“Peer pressure forced me to offer my remaining private stock to the marketplace,” Cap said, “but rest assured my private cellar will keep a few dozen of this exceptional rare wine for very special occasions,” Cap concluded.

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.

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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.

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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.

The US marketing drive, headed by Peter and daughter Sharleen was already well underway when Manor Estate applied for assistance through Wine Australia’s US Market Entry program. It’s not every winery that makes it through the selection process. Only a handful wins the organisation’s support. After all, Wine Australia promises its US contacts access to some of Australia’s most exciting brands, and it’s an accolade that isn’t easily earned.

Only 15 wineries are selected for the program, and apart from offering a superior product, the program’s beneficiaries must show a well-developed strategy that demonstrates readiness to invest in US market entry. With generations-old wineries competing for the benefits Wine Australia’s support offers to the select few, Manor Estate was a new kid on the block and, to many, it was a surprise choice in the final selection of program beneficiaries.

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

More than Just a Name: Manor Estate Produces Great Wine

Although the Manor Estate name may not be widely known, Peter and his family always believed that the wine itself would do the talking. “That’s fine when you’re talking to New York’s gourmets. They taste it, they like it, and that’s all it takes to secure a deal,” says Peter. However, Manor Estate was less sure about Wine Australia selection. The competition was stiff and included more established wineries – and in many instances, the wines they produce were already known to Peter and his family.

“As a wine-lover, you can’t help but be aware that you’re up against some of the wine producers you’ve admired in the past,” says Peter. “It was uncertain whether Manor Estate would be just another face in the crowd despite its export readiness and the quality of its wines.”

Wine Australia, on the other hand, was duly impressed. The organisation’s listing of Manor Estate observes that the winery has “Some of the best wines the McLaren Vale region has to offer,” and highlights the glowing reviews that Manor Estate Wines Brut achieved in ratings by the internationally respected Wine Enthusiast magazine.

Ready, Willing, and Already Making Progress

Exporting wine to the USA isn’t just a matter of packing an order and getting it shipped. It’s a complex market with regulatory requirements differing from state to state. But Manor Estate was not only geared up and ready to go, it had already begun making inroads into the US market. With a little help from Wine Australia’s mentors and network of contacts, it could and would do so much more.

“It was hard work just getting people to taste Manor Estate wines at first,” says daughter Sharleen, now living and working in the US at the helm of Manor Estate’s US operations. “But being selected by Wine Australia gave us the credibility to be more than just another face in the crowd. There is no doubt whatsoever that winning Wine Australia’s support fast-tracked Manor Estate’s progress in breaking into US markets as a producer of premium wines.”

It’s clear that Wine Australia is as happy with its choice of the Manor Estate brand as the estate’s owners are with being chosen to benefit from the boost into the US market that Wine Australia offers. The organisation notes that although Manor Estate is “first generation,” it is already “forging a path to become a multi-generational icon.”

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

Quality, Determination, Plus Business Acumen a Winning Combination

Peter concedes that the quality of his estate’s wines alone was not sufficient to earn recognition from Wine Australia as an “exciting new brand” for the organisation to promote in the US. “There is no doubt that quality played a key role,” he says, “but Wine Australia saw that Manor Estate was already making an independent effort to break into the US market, and it noticed that we were already achieving much despite having to go it alone at the outset. From packaging to logistics, Manor Estate had everything it needed to succeed and with Wine Australia to back it up, that success would be assured.”

Manor estate offers wine events 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.

“People are genuinely interested in the technical aspects of the world of wine,” says Peter. “They want to know what goes into a good vintage and they want to understand the art of being a wine connoisseur. As a result, Manor Estate chose to offer some of this information free of charge to anyone who cares to be in the know.”

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

2020’s Challenges Part of the Initiative

Before 2020’s challenges hit, Peter and daughter Sharleen had been far too busy to think of anything beyond their drive to capture the US wine-fanciers market for Manor Estate. “It was a family effort to build a reputation for Manor Estate in the US starting with Manhattan’s smartest venues,” Peter explains. “There was phenomenal progress, especially after the wines gained recognition from Wine Australia as a promising export for the US market. It was incredibly frustrating having to scale back on operations after such a promising start.”

Staying in touch with US clients and capturing the Australian audience that had not previously formed part of their strategic drive became “Plan B” for the family, and now another daughter of the family, Chantelle, would take the driver’s seat. As a media expert, she directed her energy into the production of the Wine Secrets TV series. “It was a way to stay in touch with clients around the world as well as gaining media exposure at home in Australia,” says Peter. “The winery had a fan base at home, but with so much competition from bigger wine producers, it had seemed a difficult market for expansion.”

The series comprises of bite-sized chunks of information that are easy to digest and remember. “Viewers don’t want to be overloaded with information, some of which is useful and actionable, and some of which is not,” says Peter, “so the series keeps each episode short and to-the-point. Apart from bringing Manor Estate public attention, it also provided viewers with information they wanted. It’s the kind of knowledge that Manor Estate shares during its Secret Wine Garden and Cellar Door wine-tasting events – just with a bigger audience.”

Vaynerchuk Inspiration

Manor Estates admits to following inspiration from one of its fans – wine and internet entrepreneur Gary Vaynerchuk. The international celebrity started his career with the family wine shop, and had begun promoting its products with YouTube videos featuring wine tasting and wine talk. It was the start of an inspiring career. After impressing Vaynerchuk with the quality of its wines in the USA, Manor Estate decided to follow suit, but this time, the production would be from the winemaker’s, rather than the wine shop’s, perspective.

“Manor Estate is promoted in the series, but the information shared is applicable to wines across the board,” explains Peter. “In making the series, the information targeted knowledge and advice that’s applicable to the enjoyment of wine from any estate in the world. People are thirsty for knowledge to enhance their experience of the world of wine. They would like to know how to judge and describe a wine, how to serve it, what foods to pair with it, and of course, they want to know about what goes into making great wine.”

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

Dual-Purpose, Single Solution

Introducing its wines to the broader Australian public and maintaining contact with clients and wine-fanciers half a world away may seem like two separate goals for Manor Estate to work towards, but the Wine Secrets documentary series has contributed in both areas. `It’s a simple yet elegant solution that has helped Manor Estate to gain new supporters and simultaneously keep a form of contact with existing ones despite lockdowns, travel bans and all the inconveniences of 2020. Meanwhile, the public has access to information and a simple way to demystify the complex-seeming “insider” information” that lies behind the wines they already enjoy.

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

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

However, the winery seems set to grow its local following after its success in the United States captured the imagination of locals. Peter Cap, whose name is now known to many Australians following his “Wine Secrets” documentary series, says that overseas recognition has won his business the home-country support he never expected to see.

“Aussie Underdog” Comes Out on Top in the Big Apple

With wine production in full swing and capacity growing, Peter Cap and his daughter, Sharleen decided to take on what may be the biggest challenge any winery could face: New York. “It was agreed that if Manor Estate could win over New York, our brand could succeed anywhere in the world,” explains Peter. “It’s a superior product – and marketing something one truly believes in and is invested in, is something that can be done with sincerity and passion that shines out far better than any normal sales pitch.”

The self-funded family expedition undertaken by Peter and Sharleen was to bring unprecedented success, even earning accolades from Wine Australia, whose support the Estate won while they were already active in the US. Top wine-bars and restaurants were the first to support the family-owned business and its wines, and top distributors that catered for a discerning clientele were soon to follow.

Then, the 2020 international health crisis hit, and it seemed that momentum would be lost in the wake of business closures, both temporary and permanent, and travel restrictions that limited Peter and Sharleen’s ability to form in-person relationships with prospective clients.

Secret Wine Garden Draws Visitors While US Success Inspires Club Membership

Even before the US adventure began, Manor Estate had already built a reputation for hospitality in McLaren Vale. Apart from welcoming guests to its hospitality business which featured the McLaren Vale location as well as a stately home with gracious gardens, Manor Estate had hosted wine-tasting and “wine experience” events. These “Secret Wine Garden,” and “Cellar Door” functions became more popular than ever before following hard lockdown. And the story of Peter, Sharleen, and their Zero to Hero adventure in New York soon captured the hearts and minds of those who heard it.

Along with an ever-growing stream of visitors through the imposing gates of Manor Estate, the winery’s wine club now saw exponential growth in membership. “Hearing the story, tasting the wine that made it happen – that turned out to be all that was necessary to start growing Manor Estate Wines’ local reputation,” says Peter Cap.

“At Manor Estate, the wine does the talking. Once people have tasted it, a great many of them want to sign up to our wine club for regular, free delivery of our best wines coupled with discounted prices and a slew of benefits for those able to visit McLaren vale for a wine experience hosted by Manor Estate.”

Overcoming Local Bias an Unexpected Bonus

In a wine-producing region, Manor Estate, a relative newcomer on the scene, struggled to gain the recognition its products deserved. But, after winning international awards and receiving votes of confidence from top names on the US wine scene, hometown success was to follow. With the Wine Secrets documentary drawing viewership, and an interesting story to tell, the Australian public began to take an interest – and as Peter says: “The wine does the talking after that.”