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.

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.