Bargain Pinot Noir?

Birth of a Wine Blogger has been in hibernation for a while, a bit like our dormant vines. 

Recently I was woken from my slumber by a colleague in the industry sending me a link to a Facebook post he had published. He was making the point that a certain Pinot Noir (see link) is on promotion in supermarkets for just $10 a bottle. He went on to say that it must be made from wine at the lower end of the spectrum, sourced from the countries featured on the label, to retail at that price.  He asked, in a world of commoditised, characterless wines, is this something we really need?

Check out: http://tinyurl.com/nesvbh2

What concerns me about this, as a dedicated Pinot producer, is that Kiwi consumers will buy this wine thinking it is a bargain, try it, may not have a great experience, think all Pinot Noir is the same, and be turned off the variety forever. 

Why did he conclude that the wine must come from the "lower end of the spectrum"? 

Let's dissect the $10 and see where he is coming from. Of the ten dollars, the government collects $3.66 (the ALAC levy of about 3 cents, plus $2.13 excise duty and $1.50 GST); pretty good return for the government! 

Then, assuming the retailer takes a 30% margin ($3) and the distributor a 20% margin ($2), that leaves $1.34 for the winemaking! Let's be conservative though and say the winery sells direct to the retailer, so no fee for the distributor. In that case the remaining sum is $3.34. Let's see where we end up if we consider that.

What's left to cover the wine component after allowing for bottling costs, freight and distribution, warehousing, marketing and other related expenses? Say these add up to $1.80 per bottle. That leaves $1.54 for the wine. Say my analysis is too tough. Add another $1 back to cover that. That leaves me to ponder the quality of wine you might buy at $2.54 per bottle? 

Contrast that with the cost per litre of our 2015 Pinot Noir. That was over $13 per litre, before bottling, taxes, etc. So even if my costs are high, we can safely assume it is not top quality, hand-picked Martinborough Pinot Noir in the wine we are discussing. 

Disclaimer: I have not yet tasted this wine. I will as soon as I can get a bottle though, then I'll report back. If I have wronged a good product I will admit that. However, my comments above are based on experience and general principles. I can say with confidence is that I have learned in my 30 years in the wine industry is that it would be an absolutely amazing achievement to deliver a 'Premium Pinot Noir' (which is what the label claims) for $10, let alone $2.54. 

Hand Harvesting

Wednesday 16th April


Another beautiful day – will it last? We are all hoping so. We harvested Pinot Gris and Sauvignon Blanc today, so I have attached images of the team picking the grapes, as well as images of the fruit and the processing. I hope you find it interesting. There are more images in our website gallery too. Click on this link: http://www.murdochjames.co.nz/gallery/simpleviewer/index.html

We pick everything by hand, and train the team to only collect the best fruit. Anything with mildew or unripe fruit is left behind for the birds (did you know one green grape in 100 will have an impact on the taste of the final wine!). Only with the best fruit can you hope to make world class wine. That’s why we never use a mechanical harvester. They are like big vacuum cleaners that suck everything up; ripe, unripe and diseased, together with bits of leaf and stalks. Then we sort one more time at the winery before the fruit goes into the press. There is a great image of the Sauvignon Blanc being gently pressed below

We were thrilled with the quality of the Sauvignon Blanc this year, and were also fortunate to have a small part of the crop which developed botrytis. Known as the 'Noble Rot' this mould shrivels the berries and concentrates that flavour, so we have decided to keep that fruit separate and a desert wine which we will call 'Noble Sauvignon'.

Birth of a Wine

7th April 2009

I used to dream of owning my own vineyard while I sat in my Melbourne office surrounded by paperwork. I loved my job but always yearned for the chance to be involved in the magic process called winemaking. This yearning first started when I was at Auckland University and met Bruce Collard of Collard Wines, one of the first New Zealand wineries to focus on classic varietal wines. On occasions I would visit the winery with Bruce and developed a love for good wine; first as a consumer, but then I got thinking about actually making the this magic thing called wine!
Luckily I did not think about the hard work and costs to come! So, over the years while I was living in Australia I thought more and more about it until, with the encouragement of my wife Jill, we purchased our first vineyard in 1986. This was just a small 2 hectare block in the heart of Martinborough which has come to be regarded as the home of premium New Zealand Pinot Noir. From that humble beginning, we now have over 25 hectares of our own and several fantastic growers who supply us with great fruit. Our winery is located at our Blue Rock vineyard, which we purchased in September 1998. The winery is located in a stunning setting on the banks of the Dry River where we also have a café and our cellar door.
We are just about to start our 10th vintage and I started thinking about all the highs and lows of the last 10 years and felt it was a pity that we had not shared that with those who love our wines.
Hence this page on our website! We are going to start a diary of events at Murdoch James (www.murdochjames.co.nz) starting with the first pick of grapes for the 2009 Vintage. Log on from time to time and follow with us the joy (and sometimes the frustration) of owning a vineyard. We will post candid comments about events and our experiences as we wrestle with the challenges of making ever better wines year after year, in partnership with Mother Nature.
We are a small family owned that prides itself in making boutique wines that will appeal to wine lovers who have discerning tastes and a passion for the highest quality. In other words, these are not every-day high volume wine labels that would typically cater to the mass market.
Share Vintage 2009 and the rest of the year with us, and feel free to make contact and send encouragement or ask questions! We love to be in contact with folk who enjoy fine wine.
In vino veritas! Roger Fraser, co-owner, Murdoch James Estate