I absolutely love Ashley’s passion and drive for what looks like is going to be a very big mover and shaker in the wine industry.
I’m sharing his posts which were part of the terms of the bursary which saw him visit foreign shores to meet other passionate people, discuss the wine industry and pick brains.
Very very interesting stuff. Enjoy!
Ashley RatcliffAshley Ratcliff (Me) • 1st (Me) • 1stOwner of Ricca Terra & Wacky Grape Wine Company. Disrupting the status quo. Consultant, viticulturist & brand builder.
My first day in the USA (starting my Great Wine Capitals bursary) was lunch with friend and guru of Australian wine Chuck Hayward. If you don’t know Chuck then checkout his website (www.vinroads.com).
After four hours of eating, drinking, talking and listening (at the Bell Tower in San Francisco (thanks Barbie for great afternoon)), I came away a little wiser re the challenges ahead for any Australian winemaker wanting to sell wine in the biggest wine market on the planet.
One key point that kept resonating with me throughout an afternoon of margaritas, pulled pork nachos and a bottle of 2001 Birchwood McLaren Vale Shiraz (which was amazing and I brought from home) was the importance of building regional stories and investing time telling them to the world (which means travelling).
While the Riverland (and other regions) grapple with significant structural changes, it’s important not to lose sight as to what influences the buying behaviour of customers. It is far more than just price.
While there are many, including ourselves, who have created interesting stories, I feel the ‘Riverland Up Rising’ project, developed by Riverland Wine, is one example of how to begin the re-engagement of Australian wines with customers in the USA.
Such a project may seem irrelevant to many grape growers and winemakers in the Riverland (for various reasons). But if we can’t reflect and reinvent who we are, what we have, what we do and ultimately what we want, then our density is set in stone.
The only way to build more compelling stories, hence create more customer interest (at home and abroad) is to encourage the next generation (internal & external) of grape growers, winemakers and marketer to invest in the Riverland (this includes more brands, cellar doors, tourism experiences and so on). This can only happen through leadership, support and vision from the local councils, industry bodies, corporate organisations and the community.
They key missing ingredient to the successful future of the Riverland is profit (evidently lacking right now). Hence significant change is needed quickly!
Note: as part of my Great Wine Capitals bursary conditions, I need to report on my experiences and findings via a final report and a blog. I’m using LinkedIn as the medium to share what I learn rather than a blog (I’m not sure how many people will read a blog). I’m also happy to take questions.Activate to view larger image,
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