WHILE THOSE LAST minute shoppers are fretting about Christmas being only a week away, Grapegrower & Winemaker’s Stephanie Timotheou caught up with the University of Adelaide wine business program director Dr Roberta Crouch and discovered the most popular drop during the festive season.
In between Christmas and New Year’s Eve, cellar doors should be taking any opportunity to give back to loyal customers according to Roberta Crouch, an expert in wine, brands and wine marketing at the University of Adelaide.
She said during the next few weeks people will be popping the champers with family and friends and consumers will most likely want to spend big on sparkling wine and rosé for their loved ones.
“At the moment we are seeing lots of sparkling promotions for the up-and-coming New Year’s celebrations,” she added.
“People tend to buy drinks which signify celebration – something which is a little more special than usual and of course most want to treat themselves with a nice bottle of wine, especially over the Christmas and New Year period.”
She also said it’s the perfect time for premium wines to sell, as people who purchase wine as gifts tend to go for something of better quality.
Current trends show people are also becoming more adventurous, meaning consumers aren’t afraid to purchase something they’ve never tried.
“This includes wines which might not be your traditional Aussie sparklings such as Spanish cuvees or Italian white sparklings,” she added.
“Ten or more years ago Australians were adamant on buying Australian wine but we are now finding people across the border are quite adventurous – they have their favourite brands but are open to trying something different for party situations.”
Rosé is also a summer favourite and Crouch said there are excellent brands on the market at affordable prices to suit every consumer’s needs.
STEERING CUSTOMERS AWAY FROM WINE ONLINE
Crouch said now is the time for cellar doors to offer their best specials to ensure people are buying direct from the producer rather than supermarket chains or online stores.
“All wine brands are offering wine for sale through websites which means there is so much competition from third-party operators,” she added.
“They are advertising wine at outrageously cheap prices which means it is the perfect time for cellar doors to look after their customers.
“They should be getting into the holiday spirit by providing customers with special deals because many people will be gift giving or attending parties and will most likely want to take something with them.”
As far as Australian sparkling wines go, Crouch will be drinking and gifting O’Leary Walker Hurtle from Clare Valley in South Australia.
So what’s your choice going to be?
Contact: Dr Roberta Crouch. Phone: 0404 833 924.