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.

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.

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.

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

A Taste of France in McLaren Vale

When visiting Manor Estate, the reasons why it could offer a taste of Europe become abundantly clear. The period-style manor would be perfectly at home in a more distant setting, and the surroundings are in tune with the building’s Edwardian theme. Rolling lawns punctuated by statuary, graceful pillared features and a magnificent fountain gracing the facade are nestled between mature trees and rose gardens. Even the most seasoned traveller would be hard-put to identify the location as being Australian.

The sweeping tree-lined drive leads to a grand entryway that speaks of a long and colourful history in which horse-drawn coaches transported aristocratic ladies to balls where the waltz was danced to the horror of the more old-fashioned among the dowagers. “They’re touching each other my dear… and dancing so close! Surely it’s indecent!”

But, despite this welcoming destination’s classical outer appearance, moulded ceilings, four-poster beds and marble floors, it’s the product of the current generation, having been lovingly constructed as a dream home by its owner, McLaren Vale vintner Peter Cap.

A Dream Home Becomes a Fantasy Destination

With children grown and forging their own careers either independently or as part of the family-owned winery’s management team, opening his dream home to guests was a logical next step for Peter Cap. Even without the romantic architecture and gardens, it would be a peaceful country getaway conveniently close to Adelaide. But with the gracious manor commanding a classical scene, it’s much more than that.

“You can be lord and lady of the manor for the duration of your stay,” says Peter. “The Manor Estate team adapts to your requirements giving you as much privacy as you could wish while catering to the needs you indicate when you make your bookings.”

Hospitality is the order of the day, but this is not a typical hotel with carbon-copy rooms and cheek-by-jowl living. Each room is different and each has its own charm, be it direct access to balconies or a hideaway giving onto the magnificent gardens. Fresh flowers cut from the garden add a welcoming touch and the estate’s award-winning wines await enjoyment by guests. All in all, it’s a fairytale destination.

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

Australia is Full of Surprises – Manor Estate has to be One of the Nicest

While travel bans continue to be irksome, Australians need only to be as adaptable as they always have been, and they’ll find someplace that offers what they’re looking for in a holiday. “It takes a little effort to find the venues, but Australia is vibrant and creative,” says Peter. “Manor Estate offers a taste of Europe where guests can experience the graceful living of yesteryear coupled with modern convenience. But whatever the scene, Australia offers something to match it. I’m confident of that.”

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.

“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.