Winemakers On Fire, Issue #33

Good day, and a warm welcome!

Welcome to this week's newsletter, where we explore the world of wine through the lens of passion, luxury, and innovation. We begin by uncovering the journey of Louis Strydom, the winemaker behind the award-winning Ernie Els Wines, and discover how his expertise and dedication have contributed to the brand's success.

Next, we delve into the luxurious design of the limited-edition Alvarinho Barricas, where M&A Creative Agency has masterfully combined boldness and simplicity to create a packaging masterpiece.

Finally, we take a glimpse into the future of the wine industry, uncovering five wine mega-trends that will shape 2024, from the rise of No-Low alcohol wines to the increasing importance of e-commerce and personalised marketing. Join us as we delve into the dynamic world of wine and discover the latest trends, insights, and innovations shaping our industry.

Unveiling the Journey of a Passionate Winemaker: Meet Louis Strydom of Ernie Els Wines

From the world-famous Helderberg region of Stellenbosch comes an award-winning collection of wines named after South African golf legend Ernie Els and expertly crafted by winemaking legend Louis Strydom.

Signature, Major Series, Big Easy, and Proprietor's create iconic wines with distinct style, exclusivity, and generosity, evoking their namesake's beloved personality and celebrated prestige.

Since the winery's official opening in 2005, the focus has been on producing a diverse range of wines, with a particular emphasis on Cabernet Sauvignon. The recently renovated winery has become a symbol of the Helderberg region.

Louis Strydom, Winemaker and Managing Director of Ernie Els Wines, joins us today.

Can you describe your winemaking philosophy?

My winemaking philosophy focuses on the diversity of the terroir and the soils of the vineyards. My approach is to cultivate grapes that are finely tuned to the macro and microenvironments they grow in so that the finished wine captures and expresses this unique terroir.

What are some of the most interesting or memorable wines you’ve tasted over the course of your career, and what made them stand out?

1995 Chateau Le Tour Bordeaux Blend: This was the first wine that I tasted and considered to be as close to perfection as a wine can be. I tasted it about 10 or 15 years ago, and it really stood out as what I wanted to be able to achieve from a Bordeaux blend. A blend can be quite difficult to get right as there are so many different components, but this one is the closest I have tasted to perfection.

2000 Rust en Vrede Estate Wine: This was the first wine that I made 100% on my own. I really stood back and thought, This is a world-class wine.

Château d’Yquem: I do love sweet wines, but this one particularly stood out because, stylistically, it’s got such a balanced flavour profile of ripe apricots and peaches.

The Ernie Els Signature 2017 Bordeaux-style blend received 95 points from the Decanter World Wine Awards, which is exceptional. What was your reaction when you learned you had won Gold?

It was great to see this wine acknowledged from a vintage perspective and from a winemaking perspective. My focus is always on showcasing the terroir and the vineyards within the wine, so it was quite a proud moment and achievement to see others internationally acknowledge the Helderberg. In my opinion, it is the best vintage of the second decade of the 2000’s. Signature 2015 was much more of a rich, robust style, but it is clear that the 2017 had a better balance of fruit and a well-rounded mouthfeel with longer tannins and great extraction.

What are some of the biggest challenges you face as a winemaker?

Working with nature: The weather is uncontrollable and unpredictable! The weather during the growing season has a massive impact on the style and quality of wine that you can make. In 2023, we ended up with heavy rains during the final ripening period in March, which put our late-ripening Cabernet under pressure and at risk for rot and other health issues. Things can change so quickly, so it’s a constant challenge, as there’s just no control over what the year will hold in terms of weather patterns.

What are some of the most rewarding aspects of being a winemaker?

The most rewarding aspect to me is the satisfaction when you sit down with an aged vintage and the wine is in perfect condition, exactly where you hoped it would be. You’ve captured the history of those vineyards and fruit and expressed it in the wine. During the creation process, you work towards a product that shows amazing potential to age and improve, but the reality is, the reward of a well-aged wine doesn’t come quickly, and you can’t buy the time it takes to get there; so, there is great reward in being patient and opening a bottle of wine after so many years and seeing all of the components come together harmoniously—because it took a great deal of work and risk to get there!

What is the biggest challenge the South African wine industry faces?

One of the biggest challenges I see here in the Stellenbosch region is the scarcity of resources, and in particular, land. In highly populated areas, such as Stellenbosch or Durbanville, prime viticultural land has fallen under the pressures of urbanisation and has become (or is set to become) an urban living space. Unfortunately, this leaves less land for farming and for winemakers, as they now face the challenge of urban expansion and agricultural land in order to make great wine.

Another challenge that we face in South Africa is Leafroll disease, which greatly hinders the health of our vines. It is a very difficult task to maintain a vineyard's health status so it can still yield good fruit at 40 to 50 years old. It’s so important to have old vines because they really add depth and heritage to your wines, but the road to getting there is incredibly difficult with the virus status in South Africa.

We also face the challenges of the macroeconomic environment. The recognition of South African brands as having international status is still an uphill battle in the market. There are various cost structure implications for selling in some of the biggest markets in the world, and it’s a challenge for us from entry to market.

As a member of the Cape Winemakers Guild, you mentor a protégé each year and help them with their education and training to become winemakers themselves. What advice would you give to aspiring winemakers?

As Chairman of The Cape Winemakers Guild Development Trust, I am very passionate about supporting the development of our youth winemakers that graduate from Stellenbosch University and Elsenburg. They have their academic qualifications, but it is so important to give them a platform to learn hands-on in a real cellar, where successful winemakers can pass down their knowledge to the next generation. Our programme focuses on transformation and people development, as well as helping to change the face of the wine industry to be much more inclusive of people of different backgrounds.

My advice for anyone aspiring to join this industry is to be confident and to get involved. It’s important to understand the wine industry, both past and present, so be a sponge and ask questions. Don’t try to reinvent the wheel from the get-go; you need to conquer the basics before you start experimenting and tackling wines that are more alternative or out of the box. It also goes a long way to have a good work ethic and to be diligent towards your employer. The hard work definitely pays off in the long run, but it is a patient journey to get there.

Many thanks, Louis, for allowing us to be a part of your remarkable journey. Our best wishes to you and your team as you step into the future.

The Luxurious Touch: M&A Creative Agency’s Limited-Edition Design for Alvarinho Barricas

Bold with simplicity takes center stage in the design narrative of the limited-edition Alvarinho Barricas, a bold departure that seamlessly intertwines understated elegance with high-class detailing.

The metal piece, drawing inspiration from the old barrel staves that cradled this exceptional Alvarinho during its oak barrel ageing process, stands as a testament to the brand's commitment to authenticity and heritage.

The premium finishing is a tactile marvel, with textured paper adorned with exquisite embossing, bronze foil accents, and a touch of opulence provided by a leather cord elegantly securing the tag that unveils the story behind the wine. This attention to detail not only elevates the packaging but also creates a sensory prelude to the impending wine experience.

Beyond the primary allure, the secondary packaging completes the symphony of design elements. The carefully curated ensemble, from the metal piece to the finishing touches, contributes to an overall attractiveness that promises a unique consumer experience.

This is more than a product; it's a sensory journey that beckons long before the first sip is savoured. The Alvarinho Barricas is a visual and tactile masterpiece, a harmonious marriage of simplicity and sophistication brought to life through the lens of M&A Creative Agency.

Thank you, Ingrid Reyes, for sharing insights into how M&A Creative Agency crafted a compelling narrative that engages and captivates consumers at every touchpoint.

Shaping the Wine Narrative: Delivering Impactful Insights

5 Wine Industry Mega-Trends That Will Shape 2024

The wine industry is evolving at an unprecedented pace, and 2024 promises to be a year of significant transformation. From the rising popularity of No-Low alcohol wines to the increasing importance of e-commerce and personalised marketing, several key trends are set to shape the future of the industry. In this article, we highlight five mega-trends that will define the wine landscape in 2024, providing insights into how winemakers, distributors, and consumers can adapt and thrive in this dynamic environment. 

• The rise of AI and automation in the wine industry, including the use of machine learning for vineyard management, winemaking processes, and consumer behaviour analysis.

• The increasing importance of sustainability and environmental responsibility, with consumers and regulators alike demanding more eco-friendly practices in grape growing and wine production.

• The growth of e-commerce and direct-to-consumer sales, as well as the use of data analytics and personalised marketing to reach target audiences more effectively.

• The trend towards premiumization with consumers willing to pay more for high-quality, unique, and authentic wines that offer a sense of exclusivity and craftsmanship.

• The No-Low alcohol trend reflects a growing demand for healthier and more mindful consumption, particularly among younger consumers. This trend is driving innovation and investment in the wine industry as winemakers explore new techniques to produce No-Low alcohol wines that maintain flavour and complexity. Overall, the No-Low alcohol trend presents an opportunity for the wine industry to adapt and cater to changing consumer preferences towards healthier and more responsible drinking.

By staying ahead of the curve and embracing the mega-trends outlined in this article, wine businesses can position themselves for success and build a more innovative and sustainable future. 

Whether it's investing in No-Low alcohol wines, leveraging e-commerce and data analytics, or prioritising sustainability and social responsibility, the key is to be proactive, adaptable, and strategic in your decision-making. By doing so, the wine industry can continue to thrive and adapt to the changing needs and preferences of consumers, now and into the future.

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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