Winemakers On Fire, Issue #32

Good day, and a warm welcome!

In this week's newsletter, we're thrilled to bring you an exclusive behind-the-scenes look at Alvi's Drift Vineyards, owned and operated by the esteemed winemaker Alvi van der Merwe. With a background in medicine and a family history of winemaking dating back to 1928, Alvi brings a unique blend of precision, passion, and tradition to his craft.

Join us as we explore Alvi's story and discover how his grandparents' commitment to passing down their knowledge and skills has shaped his approach to winemaking. We'll also delve into the ways in which Alvi's perfectionism and dedication have helped him create exceptional wines that have garnered critical acclaim. So, pour yourself a glass of your favourite vintage, sit back, and get ready to be transported to the heart of Alvi's Drift Vineyards.

McLaren Vale is renowned for its exceptional wines, and Oliver's Taranga is a name that has been synonymous with winemaking excellence in the region for generations. Now, the family-owned winery is proud to present 'The Greats' collection, a selection of reserve wines that showcase their very best single vineyard offerings. With a history spanning 184 years and six generations, the Olivers have a deep understanding of the land and a commitment to producing wines of the highest quality. Join us as we explore the legacy of Oliver's Taranga and discover why 'The Greats' is a must-try for any wine enthusiast.

Alvi's Drift Vineyards: A Behind-the-Scenes Look with Owner and Winemaker Alvi Van Der Merwe

Alvi van der Merwe initially studied medicine, but he is widely known for his perfectionism, dedication, and passion for winemaking. The story of Alvi's Drift begins with his grandfather, Albertus Viljoen van der Merwe, who acquired a piece of fertile land in 1928 and began planting vines. According to Dr. Alvi van der Merwe, his grandparents realised the value of the transfer of knowledge and skills, and they passed on their passion for winemaking to their children and grandchildren.

Today's guest is Alvi van der Merwe, owner and winemaker of Alvi’s Drift Vineyards, nestled in South Africa’s Breede River Valley region, 20 kilometers south of Worcester.

As a medical doctor, you bring perspectives to winemaking that other winemakers may not have. Could you please share with us some of your unique insights?

Winemaking is the art of taking the sensory perception that started with fruit in the vineyard and shifting it into a complex, bottled product. Having a scientific background adds to this sensory perception, and it’s probably beneficial in the quest to make a wine that is chemically and biologically perfect.

You are well-known for your perfectionism, dedication, and love of winemaking. What is your winemaking philosophy?

My winemaking philosophy is very simple. For me, it all starts in the vineyard with phenolic ripeness. This term simply refers to when a grape is optimally ripe—when the flavours are all in balance. From there on, it’s the art of combining the senses with scientific knowledge. For example, to determine the yeast fermentation temperature, whether or not there should be specific yeast-wood contact, and so on. Finally, the elevation of the product into something sensorially balanced that entices the palate.

What do you enjoy most about being a winemaker?

The greatest pleasure we have as a team of winemakers, the culmination of all our hard work and passion, is to see people enjoying our wines. It’s a great privilege and, by far, the most enjoyable aspect of what we do.

How do you incorporate creativity into your winemaking?

I think I’m privileged to have been born sensitive to the sensory gifts of nature. The scents of the veld, the taste and aromas of food – coffee, and freshly baked bread, to name just a few. I try to apply this sensory perception in my profession, and this allows me to be very creative in my work. However, my goal is always to create wines that people will truly enjoy.

What are some of the most exciting developments currently taking place in the South African wine industry, and how do you see Alvi's Drift contributing to these trends?

South Africa contributes just 3% to the world’s total wine production, yet our country’s wines have won an incredible number of international awards. There are just so many great products of distinction, and this is something we can be really proud of. Alvi’s Drift Private Cellar has, to date, also won numerous international wine awards. We hope to continue making top-quality, award-winning wines for a long time to come.

How do you see technology's role in winemaking evolving, and what impact do you think it will have on the industry in the coming years?

Well, advances in technology are already changing the world as we know it, and the wine industry is no exception.

For example, I mentioned the phenolic ripeness of grapes earlier. Machines can’t taste like humans do, but they can measure the ripeness of a grape, the size of the fruit, and so on. They can evaluate the colour of the seeds and even check for diseases. With this information, machines can decide which grapes are ready to be picked.

The latest mechanical harvesters now have photo-chromatic sensors that can actually see the colour of the berry. If the berry is green or pinkish and not dark red, they will kick it out of the reception bin. This work is currently being done by hand, but it will all be done by machines in the future.

Then, the next stage, which I believe is quite exciting, is that robots or drones will be used to detect disease in the vineyard. Instead of spraying the entire vineyard, they will only spray the affected vine and possibly the vines that are affected surrounding that area. Working like this will help to preserve our environment quite a lot, but it will also, unfortunately, take away a lot of work opportunities from the labour force that we are currently using.

I think this technology, AI in particular, will have quite a dramatic effect on agriculture as a whole. Will the quality of the wine be impacted? Well, a machine can’t taste, so I think we will have to wait and see. But certainly, in terms of chemical analysis, disease control, and the selection of berries, I think AI will probably be better at these things than humans.

I think, all things considered, this is an exciting time. In terms of winemaking, the overall quality of wine should improve. The super-specialist stuff, I think, will probably still be very sensory, and human input will be required. Remember, a human only uses a small percentage of its brain capacity, and I think humans might have to start using a little bit more if AI takes over in the future.

Marketing and selling wine require a different set of skills than winemaking. How do you balance the demands of winemaking, marketing, and sales?

Certainly, it is. But I am privileged to have such a brilliant team of people working with me, which really does help a lot. Each of our team members contributes to our overall ability and our strength as a business. Everyone has a role to play. All I do is steer and guide, take advice, and interpret it. Then I try to add value and support where I can.

We have a really remarkable marketing team, and many of them know a lot more than I do. But I do try to fill in where I can or where I’m needed. They use me and my skill set where required in their efforts. But certainly, when it comes to marketing and sales, I think they might be a little better than I am.

Thank you for sharing your unique perspective with us, Alvi. We wish you and Junel continued success.

Oliver's Taranga and Byerlee Design: A Match Made in McLaren Vale

‘The Greats’ is an exceptional collection of reserve wines by Oliver’s Taranga in McLaren Vale, South Australia. The collection showcases their very best single vineyard wines. As their flagship wines, they also represent the Oliver family’s proud grape growing history in McLaren Vale - an ongoing 184 years spanning across six generations.

Previously, these wines were part of the Oliver's Taranga portfolio, but a reintroduction was required under the name of 'The Greats' with further emphasis on their past and more premium appeal. Each label in the collection pays homage to a pivotal forefather from the family’s six generations; this structure was to remain, but with a fresh approach.

Detailed portraits are now at the forefront of the design; depicted from the Oliver’s family photo archives and executed in striking on-brand copper foil. For further personalisation, each forefather’s story and original signature accompanies the portrait. Obtaining the signatures required a deep-dive into family documents and archives - all in the name of authenticity. An initial three forefathers are designated to three wines, with the ability to introduce more in future.

The labels for Oliver's Taranga 'The Greats' collection were expertly printed by Label Avenue on Spicers Manter 'Cotone Bianco' label stock, a premium cotton-based material that allowed for a deeper impression of the foil design. Each label is individually numbered, adding to the collection's exclusivity and allure. This attention to detail reflects the small-batch volumes and rarity of these wines, making each bottle a true collector's item.

The 'The Greats' collection is presented in proprietary branded Saverglass bottles, specially created for this exclusive range. These sleek and elegant bottles add to the overall luxury and sophistication of the collection, further enhancing its premium positioning. Made in France, the bottles are a testament to the high standards and meticulous attention to detail that went into creating 'The Greats'.

The result is a stunning packaging design that perfectly complements the exceptional quality of the wine within, further cementing the Oliver family's unwavering dedication to the wine industry, ready to be treasured by wine enthusiasts and connoisseurs alike.

David Byerlee, the creator of 'The Greats' label, has been rightfully recognised for his outstanding work, winning the Best Label award at the Real Media Awards 2023 and being named a finalist in both the AGDA Design Awards 2023 and WBDS Agency Design Awards 2023/24. His talent and creativity are truly inspiring, and it's an honour to be able to showcase his work.

Shaping the Wine Narrative: Delivering Impactful Insights

From Generic to Genius: How to Create a 'Category of One' Personal Brand That Captivates and Inspires

Only a few forward-thinking entrepreneurs take personal branding to the next level by creating a category of one. Creating a category of one or positioning oneself as the only one of their kind, is a powerful way to differentiate oneself in a crowded market. It's about being unique and standing out in a way that sets you apart from the competition.

It takes a lot of confidence and boldness to create a category of one, but it can also be a savvy business move. By carving out a niche for themselves and positioning themselves as the only one doing what they do, entrepreneurs can create a strong personal brand that sets them up for success.

It's a strategy that's particularly relevant in today's world, where there's so much noise and competition in every industry. By differentiating themselves, entrepreneurs can make a name for themselves and build a loyal following of customers, clients, or fans who are drawn to their uniqueness.

In the crowded and competitive world of wine, it can be difficult for new winemakers to make a name for themselves. But for those who are bold enough to think outside the box and create a category of one, the rewards can be immense. Here are a few suggestions:

• Find your unique selling point: What makes your wine different from the rest? Is it a unique grape variety, a special aging process, or a one-of-a-kind flavor profile? Identifying what makes your wine stand out is key to creating a category of one.

• Embrace your differences: Don't try to fit in with the crowd - embrace what makes your wine unique and market it as such. This could mean using unconventional branding, targeting a specific niche audience, or using unusual packaging.

• Network and build a following: Attend wine events, reach out to influencers and media outlets, and build a community around your brand. This can help you gain exposure and build a loyal following of customers who appreciate your uniqueness.

Ultimately, creating a category of one is about thinking outside the box and daring to be different. It takes courage, creativity, and a lot of hard work, but it can pay off big time in the long run.

Stand Out with Artful Messaging

Hello, I'm Mike Carter, The Wine Wordsmith and mastermind behind Winemakers on Fire, where I'm dedicated to providing insightful and engaging content that informs readers about the wine industry. My expertise extends beyond this publication, as I also collaborate with wine professionals who are dedicated to building strong, reputable brands through engaging and effective content. I believe effective communication drives success, which led me to create the "80/20 Wine Principle," emphasising key branding activities that have the greatest impact on reputation and consumer perceptions. My goal is to provide practical insights to help wine businesses build strong, reputable brands that resonate with their target audiences.

Whether you're in need of newsletter copy, blog posts, or case studies, let's connect and discuss how I can help you reach your audience in meaningful ways. To learn more, please feel free to get in touch with me via email.

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