First pick 2010

$%#@*&!

This wine business is hard work!

We started our 2010 harvest last Thursday (8th April 2010) and, while we expected a smaller crop than last year doue to the bad weather at flowering and the cold weather in January last, as the grapes are coming in, it is much smaller than we thought. In some varieties, particularly the chardonnay, we are down over 50%. Pinot and Syrah is not so bad, but also smaller crops. If you think about it that means for the same inputs, we get less grapes (read that as less wine to sell), and at a higher average cost per tonne. If we have to buy in grapes to plug any demand gaps, that is a double-whammy on the budget and not pleasant to contemplate.

Those of you who know me know that I am nothing if not an optomist! So, yes there is a silver lining to the cloud - small cops, but also great quality. Winemaker Carl thinks this is the best quality Pinot Noir grapes we have harvested ever, so watch out for the 2010 releases.

Now in an ideal world, one would simply charge more per bottle, but the wine world does not work that way. In fact, due to serious oversupply out of Australia and Marlborough, the pressure on price is downwards. Just holding prices flat is pretty good in the current environment. So we have to absorb these costs with their negative impact on profitability. While our wines are very highly regarded, it is not possible to apply price increases at present. And just when we were starting to make a good profit - ah well, no-one told me wine-making was an easy path to riches.........

That brings me back to our new social media strategy, which is designed to to drive sales through non-traditional channels, where costs are not so high. For example, selling on-line direct from Murdoch James means we don't lose margin to middle-men.We are also looking at working with innovative on-line marketers in international markets, and all our communications tools are now in place to underpin that (Blog, Twitter, Face-book, Website, etc) so hopefully the message is getting out there that Murdoch James Estate is determined to make the most of these new technologies to communicate with our potential customers and give them the confidence to try our wines. The more I enter into this medium, the more it reinforces to me how dramatically and quickly the way wines are being purchased is changing. I have an emerging view that one day, apart from on-premise sales, we will be selling all our wines one way or other over the internet.


Now, I'm off to Vietnam and Hong Kong this week to promote our wines, so some interesting posts to follow.

A Split Personality! Pinot Gris, Pinot Noir and My Social Media Journey

I am developing a split personality. I am not quite sure where this blog is heading. It started out as a way to track our wines through the year after harvest, but it seems more of a Social Media commentary each time I post to it!

Each day I am amazed how much there is to learn about social media and story-telling, and the communication vehicles that are available. Today I just watched the launch video for Google Wave, and the technological advances were mind-boggling. How I put that together with my small steps in Twitter and Facebook I'm not sure yet. What I do know is that all this stuff is converging , and it will get easier day-by-day for the user to communicate with people interested in their products (in our case, wines obviously). I am also learning that there are good and bad ways to use these tools. I guess the single most important learning is that one cannot use these media to 'push' your product at people. There is no better way to turn them off. But, if you can share valuable and credible information with the internet community, the folk who like what they see will contact you. People often say that social media takes too much time. My view is that the the 'time' bit is correct, but not the 'too' bit! Who would not want to talk directly with their customers? There is no doubt we are getting tour booking and winery sales from these initiatives. Not a lot, but growing slowly. Just as important are the on-line relationships I now have with wine lovers all around the world. We share information about our wines, other wines, images, experiences and our locations. It brings us closer together in a relationship that certainly has a commercial element to it, but in which the commercial side follows on from a meaningful and more comprehensive relationship based on information exchanges.

On the wine side, we had a bit of a bad week last week when we had a blend of Pinot Noir all ready for bottling and the labels were a 'no-show'. Luckily we found out about that before we had pumped the wine (13,000 litres!) into the tanker for transport down to the bottling plant. So, just put a layer of protective argon on top of the wine in tank until the labels turn up. Argon is a gas that sits on top of the wine, and does not dissolve in it. The gas forms a protective layer between the wine and the air. Still a bummer to lose the bottling date. Now we need to wait until another one is available; hopefully not too long as we have export customers waiting for the wine
Went for a stroll in the vineyard to get over the stress (mine was not as bad as Winemaker Carl's though!), and cheered myself up when I saw how good the 2010 Pinot Gris, is looking -  as the image above shows. I often get asked about the differences between Pinot Gris and Pinot Noir, and the answer is not a lot. The name comes from the fact the berries are not as dark as Pinot Noir. They are grey in colour, not black and Gris is simply the French word for grey; as is Grigio in Italian. That said, the berries are quite dark this year, but we will separate the skins from the juice quite quickly so the wine will still be white.

You have all read my earlier grumbles about the cool weather slowing ripening in older posts. Well the last week has been great with a warm, dry start to autumn, which just as well as we are seeing colour changes in the poplars now. The grapes won't be far behind. Every warm day is a big plus. In the winery we are setting up the equipment ready to handle the harvest; destemmer, ferments, tanks, etc, so the excitement for crush 2010 is building!