But before we get to that story, let’s take a step back. Back in the haze of history when quality wines only came from the ‘Old World’, they were sold on their label. We were lectured on the virtues of the "Appellation" and seduced by the almost-mystical qualities of the untranslatable "terroir".
Australian wines? Well, as British comedy writers of the time pointed out, they were fit only for "hand-to-hand combat". Then something happened. The ‘Old World’ got cocky. And to its horror, Australia and other regions got their act together.
But the interesting part of the Aussies’ assault on European taste buds was not making better wines, which they did, but better-marketed wines. Like many marketers before them, they hit on a simple notion long-ignored by the established players.
Instead of selling wine on fancy labels that might as well have been Sumerian cuneiform to most people, they promoted single varietals. If you like that grape, you know what to order next time. Simple.
Now, many people have been put off Chardonnay for life after a glass of the Oz version which was like chewing on your great-uncle’s oak dining table. But overall, the plan was a huge and continuing success.
Until the Antipodeans themselves got cocky, leaving the door open to Chile and Argentina. But as we know from multiple sporting arenas, people under the Southern Cross don’t go down without a fight.
Why not promote wine to the JD-and-Coke guzzling rock fan? Why not indeed? And who better to front this initiative than stadium-faves, AC/DC?
Unfortunately for the curious, "Highway to Hell Cabernet", "Back in Black Shiraz", "Hells Bells Sauvignon Blanc" and "You Shook Me All Night Long Moscato" (for the rock chicks, apparently) are currently only stocked in Australia.
I’ll look out for them next time I’m down under. In the meantime, one can only say: \m/ \m/
Australian wines? Well, as British comedy writers of the time pointed out, they were fit only for "hand-to-hand combat". Then something happened. The ‘Old World’ got cocky. And to its horror, Australia and other regions got their act together.
But the interesting part of the Aussies’ assault on European taste buds was not making better wines, which they did, but better-marketed wines. Like many marketers before them, they hit on a simple notion long-ignored by the established players.
Instead of selling wine on fancy labels that might as well have been Sumerian cuneiform to most people, they promoted single varietals. If you like that grape, you know what to order next time. Simple.
Now, many people have been put off Chardonnay for life after a glass of the Oz version which was like chewing on your great-uncle’s oak dining table. But overall, the plan was a huge and continuing success.
Until the Antipodeans themselves got cocky, leaving the door open to Chile and Argentina. But as we know from multiple sporting arenas, people under the Southern Cross don’t go down without a fight.
Why not promote wine to the JD-and-Coke guzzling rock fan? Why not indeed? And who better to front this initiative than stadium-faves, AC/DC?
Unfortunately for the curious, "Highway to Hell Cabernet", "Back in Black Shiraz", "Hells Bells Sauvignon Blanc" and "You Shook Me All Night Long Moscato" (for the rock chicks, apparently) are currently only stocked in Australia.
I’ll look out for them next time I’m down under. In the meantime, one can only say: \m/ \m/