South Australian winemaker Ashley Ratcliff says that while Riverland wines can be found in high-end locations from Sydney to New York, the hardest place to buy them is in their own backyard.
Key points:
- Southland’s Riverland produces more than a quarter of the country’s wine
- Winemakers in the region want locals who offer more local wines on their menus
- The local body of the wine industry has launched a campaign to increase Riverland’s reputation
Farm director Ricca Terra is pushing for pubs and clubs in the region to include more local wines on their menus.
“If you’re in Barossa, McLaren Vale, Adelaide Hills; in fact, probably most of the world’s grape growing regions, the vast majority of wines would be local,” Ratcliff said.
“So if we can get 50 percent [Riverland wine on menus]that is a great success. “
Orientation to tourists
Mallee Estate winemaker Jim Markeas said his family had been proudly making Riverland wines for 25 years, but the region had a case of high poppy syndrome.
Mr. Ratcliff says Riverland wines are best enjoyed along the Murray River, where they are grown. (Supplied by: Ricca Terra Farms)
His family runs a restaurant and a winery gate in the town of Renmark, which was named the most important tourist town in the state by the South Australian Tourism Industry Council.
Markeas said improving the availability of local wines was key to promoting the region as a destination.
“When your family and friends are visiting … take them to the local pub, or to your favorite restaurant, and [when] they have a local product there, you have a nice experience, ”Markeas said.
The Riverland is home to more than 900 growers and has 22,032 acres of vineyards. (Provided by: Matt Wilson)
“You could be on the river and you’re drinking some sparkling local … and then you take those memories home and tell your friends, ‘That’s how you build the reputation of the region.’
Second-generation grape producer Yianni Koutouzis said that when he started drinking local wine, he was out of an unlabeled glass at the family dinner table.
Mr. Koutouzis is proud to return to his rural roots. (Provided by: Matt Wilson)
“[The Riverland] It wasn’t really considered a very big wine region when I grew up on the farm as a kid, ”he said.
Koutouzis said that while the local wine center had stored its 68 Roses label for a while, it had just secured supply to a major chain of bottle shops.
“They were really looking for good quality local wines because the demand was quite strong, especially from tourists,” he said.
Consumer revolution
Ratcliff said some companies had supported Riverland producers, but more effort was needed to showcase the region’s quality wines.
He said consumers would have to vote with their feet if locals could not store local wine.
“There are a lot of jobs that depend on people buying wine,” Ratcliff said.
Berri Hotel CEO Jeremy Sweet said consumer preferences and prices were barriers to storing a better proportion of local wines.
He said customers often preferred traditional varieties like shiraz and big brands.
“But lately, with a lot more tourists coming around the area, we’re getting into lighter-style ones that sell pretty well,” Sweet said.
“One of our local wines by the glass is one of our most popular and we do it aa [good] price point “.
Riverland winemakers are exploring new grape varieties. (Supplied by: Ricca Terra Farms)
“[But] it will always be a harder thing for boutique wineries … [sometimes] its volume simply does not allow for that price point that the consumer is comfortable paying. “
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Rethinking reputation
The Riverland Wine industry body has been exploring new strategies to boost the region’s profile.
He recently commissioned international photographer Matt Wilson and renowned writer Katie Spain to capture the personalities of wine producers in a campaign called Riverland Uprising.
Riverland Wine executive office Lyndall Rowe said the organization hoped to work with local tourism agency Destination Riverland to boost wine sales in the region.
“Given the massive changes around the world with China and shipping, the industry has just changed completely and we can’t continue to do what we did in the past,” he said.
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Posted 20 hours, 20 hours ago, Thursday, July 7, 2022 at 9:21 PM, updated 18 hours ago, 18 hours ago, Thursday, July 7, 2022 at 11:12 PM