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.

Right now, an event conceived and implemented in Australia is seeing New York’s high society scrambling for that exclusive invitation or ticket that says “You’re in! You made it!” If you’re wondering just how this came to pass, and how it’s ended in a new beginning, it’s time to look at how this Aussie family stole the hearts of New York’s best and brightest socialites.

It Takes Charm. It Takes Guts

When the family-owned Manor Estate winery decided to break into the New York scene in a big way, they realised that it would take patience and perseverance. But they added a key ingredient: charm. That’s why eldest daughter of the house, Sharleen, is the face of Manor Estate in New York. It’s a far cry from her upbringing in the tranquil surrounds of McLaren Vale, South Australia, but it proved to be a masterstroke. 

With business acumen, marketing smarts, and personal charisma on her side, Sharleen did what may seem impossible – winning over a discerning market to a then-unknown Aussie brand of wine. And she did it in style! 

On the 25th of April, this down-home Aussie lady will be hosting the event that has Manhattan’s beautiful people talking. It’s not the end of the story, but it marks the end of a chapter – and a new beginning that rewards the hard work that went into it. 

The Secret’s in the Wine – Not the Witchcraft

A century or two ago, there may have been whisperings that dark magic was afoot. Sharleen’s claim that it only takes one taste of Manor Estate Wines to win wholehearted support may have got superstitious people wondering just what she’d added to it. But Sharleen says that the wine is definitely additive-free. Not only that, it’s truly superior, and one doesn’t need an “educated” palate to recognise it. 

At the same time, Sharleen admits that it’s a bit like magic. They’re sceptical. She smiles. “Just taste it,” she says. And that’s how Manor Estate Wine rose to be recognised as the way Manhattan’s people-in-the-know celebrate special occasions. 

The next step in the story is an obvious one. Feted by glitterati of the foodie world, Sharleen brings a little piece of Australia into the heart of New York with a Secret Wine Garden event based on her family’s recipe for success. 

The McLaren Vale Secret Goes Sky High

What started as an intimate gathering of Australian wine lovers in the elegant gardens of a family’s country home is now, quite literally, going sky high in New York where an iconic skyscraper will now host its version of the Aussie event. 

Naturally, Sharleen is the hostess who is making it all happen, and she says the response has been phenomenal. “There’s a waiting list for future events, and it’s filling fast,” she says. “The sittings for the 25th will be fully attended. And there are some big names on the guest list.”

Admittedly, based on past successes in Australia, and Covid-19 regulations, the guest list is limited. But Sharleen prefers it that way. “The aim is to put people in an incredible venue with great wine, good music, views over the New York skyline, and gourmet snacks. From there on, socialising is easy with a limited guest list. Being exclusive means allowing inclusivity as far as socialising goes. There’s no getting lost in the crowd.”

Watch This Space

The 25th of April 2021 will be a landmark. It’s the first time that an all-Aussie event has been held in New York, and thanks to Manor Estate, it will be an occasion that guests won’t forget soon. “It’s smart. It’s sexy. There’s great wine and good company. And though it’s definitely upper-crust, it’s also laid back, personal, and relaxed,” says Sharleen. 

Now, it’s time to wait and see. This ultimate test of Manor Estate’s hospitality in the world’s glitziest city is coming soon. If someone is wondering how it will go and love the idea of “little guy makes good,” there’s sure to be good news in the report that follows the event. Hold thumbs. Cross the fingers. Say a lucky charm. Australian magic is about to happen in New York!

For more information on the Secret Wine Garden events, 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.

“It’s a coup for Manor Estate,” says Peter. “There’ll be compliance with all the regulations, and it’s a personal belief that red wine is very healthful and may even reduce the chances of getting covid. There are even tantalising hints that this might be true in recent research. Whatever the case may be, New York and Manor Estate are getting ready to party together.”

New York, New York

The city that first catapulted Manor Estate wines to local and international fame is preparing to socialise. Certain restrictions for gatherings under lockdown rules were eased on the 1st of April. The 25th of this landmark month will be celebrated in style on the 91st floor at 5 Hudson Yards in Manhattan where the iconic skyline will serve as a backdrop to a celebration featuring Manor Estate’s finest wines.

For once, New York is not the location for a “first.” The exclusive event is based on the “Secret Wine Garden” hosted by Manor Estate in Australia. However, it will be a first for New York, and instead of taking place in the gracious grounds of an Australian winery, the event will be held at the heart of the most prestigious area in The US’s most famous city. 

The glitterati will be there, with celebrity guests and musicians adding their special touch to what promises to become a regular event for the Big Apple. Sharleen, the marketing genius behind Manor Estate Wines’ success in New York will be acting as hostess at the VIP event: “To think it all began at home in McLaren Vale,” she says. “Now, it’s literally going sky-high in New York’s high society at the all-new Hudson Complex.”

“There’s already a huge interest in the these exclusive events. Australia just keeps winning in New York, and Manor Estate wines is making a big name for itself despite being a relatively small winery.”

The Original Secret Wine Garden Gears Up

With New York enthusiastically taking Secret Wine Garden events to its heart, the original Australian version of the event expects even more eager supporters locally. And though Manor Estate is excited about the new venue in the US, it won’t be neglecting the location where it all began. “A lot of people want to experience the wine that’s behind our Manhattan success story,” says Peter. “A trip to New York isn’t possible for everyone, but the wines that are enjoyed against that glittering skyline can be enjoyed at the original manor house where they were created.” 

An Elegant Celebration that Spans the Globe

Following the austerity imposed by the pandemic, there seems to be light at the end of the tunnel, and it’s certainly something to celebrate in the best style. Whether one chooses the imposing New York skyline or the tranquil beauty of McLaren Vale as the backdrop, they may be one of the lucky few to enjoy an elegant celebration that spans the globe. 

Securing a place at either event means starting enquiries early, but if someone does end up on the growing waiting list, they can always open a bottle of Manor Estate Sparkling Brut or Sparkling Shiraz in select company of their own and join the celebration. 

For more information on the Secret Wine Garden events, 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.