Winemakers On Fire, Issue #35

Good day, and a warm welcome!

Welcome to this week's newsletter, where we celebrate the artistry and craftsmanship that go into creating exceptional wines from diverse backgrounds. Meet Belinda van Eyssen, a pioneering winemaker whose journey from South Africa to Australia has resulted in sustainable, award-winning wines that reflect her boundary-pushing approach and respect for tradition.

Dive into her inspiring story and discover how she's making an impact in the wine world through her unique perspective, passion for inclusion, and commitment to sustainability.

Also this week, we unlock the secrets of wine packaging trends for 2024. Discover how the industry is embracing sustainability, authenticity, and understated elegance. From innovative materials to minimalist designs, learn how wineries are raising the bar to meet the demands of today's eco-conscious consumers. Don't miss this opportunity to stay ahead of the curve and explore the future of wine packaging.

This week's newsletter promises to captivate and inform as we delve into the world of wine with fresh insights and compelling stories.

Stand Out with Artful Messaging

The Power of Thought Leadership in the Wine Industry

These days, it's more important than ever for wine companies to differentiate themselves and establish their brand as a thought leader in the industry. Thought leadership content is a powerful way to achieve this, as it allows companies to showcase their expertise, unique perspectives, and innovative ideas.

So, what exactly is thought leadership content? It's not just about producing articles or blog posts, but about sharing unique and interesting insights that set a company apart from its competitors. Thought leadership content demonstrates a deep understanding of the industry, identifies emerging trends, and offers valuable insights to readers.

The benefits of thought leadership content are numerous. It can help establish a company as a trusted authority in the wine industry, build credibility, and foster a community of engaged readers. It can also drive traffic to a company's website, increase brand visibility, and generate leads.

Creating thought leadership content requires a combination of industry knowledge, writing skills, and an understanding of what makes content stand out. Companies that want to establish themselves as thought leaders should focus on identifying their unique value proposition, conducting research to stay ahead of trends, and crafting content that is both informative and engaging.

By investing in thought leadership content, wine companies can differentiate themselves in a crowded market, build credibility, and establish themselves as trusted voices in the industry. Whether it's through blog posts, whitepapers, webinars, or other content formats, thought leadership is a powerful tool for any wine company looking to make a lasting impact.

In addition to my contributions to this publication, I also specialise in creating engaging content for LinkedIn, weekly and monthly newsletters, blogs, and in-depth industry analyses. My services are tailored specifically to meet the unique needs of the wine industry, giving me a profound understanding of the challenges and opportunities you face. My expertise and experience make me a valuable asset in helping you communicate your brand's story and connect with your target audience in a meaningful way.

My packages offer a range of options to suit your needs. Let me help you create an affordable content plan that drives results and elevates your brand.

If you are serious about building a valuable brand—one that boosts your reputation, engages your audience, and opens up new revenue streams—let’s craft your story and make 2024 a vintage year.

Contact me, Mike Carter, today: [email protected]

Introducing Belinda van Eyssen: A Pioneering Winemakers Journey

Belinda van Eyssen's journey into winemaking is a story of passion, perseverance, and a deep commitment to sustainability and inclusion. Growing up in Mitchell's Plain on the Cape Flats in South Africa, she never saw many winemaking role models that looked like her. However, her studies in Food Technology led her into the wine industry just as South Africa was emerging from the inequities of apartheid.

Driven by her love for winemaking, Belinda's path took her abroad for harvests in the Douro Valley, Sonoma, Marlborough, and Bordeaux, eventually settling in Australia with her partner Daniel. Together, they founded The Cutting in South Australia's Barossa Valley, where Belinda brings her passion for sustainable and regenerative land management to the forefront.

Belinda's winemaking philosophy reflects her cosmopolitan perspective and deep respect for tradition, resulting in award-winning wines that showcase the Barossa Valley's quality and diversity. Beyond the cellar, she champions inclusion, using her unique voice on regional wine committees to make wine more accessible and representative of diverse backgrounds. Belinda's story is an inspiring testament to the power of pursuing one's passion and making a meaningful impact in the world of wine.

You grew up in Mitchell’s Plain on the Cape Flats, South Africa. How did your upbringing shape your views on wine and inspire you to become a winemaker?

My hometown is a melting pot of cultures that have influenced my views on wine and how I create and market it. My mother and generations of women in her family—Indigenous peoples of the wine-producing region—worked as grape pickers. Growing up, I had no winemaking role models; in fact, wine had a negative connotation in my community due to its adverse social impact. Our family of six was of little means, and my late father took great pride in the fact that the small academic scholarships won by my three siblings and I paved the way for us to avoid the factory jobs he had to do.

I started with studies in Chemical Engineering and Food Technology in the early 2000s. I diverted to winemaking during the transformative aftermath of the fall of Apartheid, a period that had previously relegated people like me to roles limited to grape picking and basic vineyard tasks.

My initial winemaking experience was during my role as a laboratory analyst at the first wine company I worked for. I spent the day with Graham Weerts, the winemaker at the time, checking ferments at a winery in Stellenbosch. Graham handed me a glass of fermenting Chardonnay, a taste I had never experienced before. That day changed my world and set me on a path of taste, travel, and discovery. I developed a deep love of science, nature, and the art of winemaking. Graham also became instrumental in my winemaking journey.

What was it like to be a female winemaker in South Africa? Did you face any specific challenges, and how did you overcome them?

Being a female winemaker in South Africa in the mid-2000s posed unique challenges due to the traditionally male-dominated industry. Regrettably, the gender equity and diversity landscape within the wine sector has yet to achieve equilibrium. Overcoming gender-related biases required consistently showing my expertise and passion for winemaking. I remained curious and actively engaged in the industry through networking, mentorship opportunities, and participating in wine events. Despite these hurdles, the evolving landscape is gradually embracing diversity with some meaningful development and mentorship programmes. I take pride in contributing to the positive shift towards inclusivity within the South African winemaking community in those earlier years of transformation. 

What made you decide to move to Australia and pursue winemaking here? What were some of the key differences you noticed between the Australian and South African wine industries?

In 2005, Graham offered me a vintage intern position in Sonoma, my first international harvest experience. Daniel, an Australian viticulturist, was in Sonoma at the same time, working for another winery, and was living down the road from me. We were introduced by our host families in Healdsburg. The classic tale of a vintage crush!

California sparked my interest in travelling to other wine-producing regions, and my next stop was a vintage in New Zealand. After New Zealand, I headed back to South Africa to accept a role as an assistant winemaker at a large wine company. Daniel and I stayed in contact throughout those five years after California, and in 2010, I decided to relocate to Australia to be with Daniel. 

As a newcomer to the country and as a woman trying to re-establish myself in a new wine region, it took incredible time and stamina to build networks and connect with inspiring mentors. Some key differences I noticed included the sheer size and vastness of the Australian wine landscape. For example, the distance from Lamberts Bay to Cape Agulhas is just over 400km, whereas the distance from Margaret River to the Hunter Valley is about 4,000km. The mechanisation in both vineyards and wineries was also in stark contrast to South Africa’s labour-intensive industry. Another observation was about the people. Coming from a country where the wine industry was undergoing a transformative phase, I immediately noticed the evident lack of diversity among people in Australia's industry.

I worked as a cellar hand in the Barossa Valley and Langhorne Creek before accepting a role in wine regulation for Wine Australia, a statutory government body responsible for the promotion and regulation of Australian wine. Daniel and I established The Cutting in 2018 as a side project, and in 2021, I assumed the full-time role of managing the winery and vineyard. 

You've worked in some incredibly prestigious wine regions like Bordeaux, Portugal, and California. What key things did you learn from those experiences that you've been able to apply at The Cutting?

In a practical sense, working with small parcels of fruit and identifying what makes individual vineyard sites truly unique is crucial to creating wines with a sense of place. Similarly, varieties planted on well-suited sites and soils make for great wines.

I’ve always observed that wine can bring people from all cultures and backgrounds together, and those you meet along the way will remain lifelong friends. One of the greatest learnings for me is that one’s thirst for knowledge can never be quenched; there is so much to taste, learn, and explore, and working with nature is an enduring challenge. No vintage will be the same as the next. I’m yet to make my best wine!

Sustainability is a big focus for The Cutting. Can you tell me about some of the sustainable practices you implement in the vineyard and winery?

Our winery is situated 50 metres from the first row of Shiraz vines. We produce everything on-site in our small, purpose-built facility, which is fully fitted with solar panels. We handpick all our fruit, and the grapes that we source from grower vineyards are within a 10-kilometer radius of our winery.

Daniel and I bought the property at the end of 2019 and have since improved the way we farm the land. We use organic compost under vines, then overlay with straw mulch to improve the organic matter in our soils, keep them cool, and reduce evaporation during drought years. Our learning was swift when we ran out of water in 2020! The straw we use is harvested from a cereal crop that we plant adjacent to the vineyard. We are currently replacing our existing wooden vineyard posts with a more sustainable stainless steel option.

As part of our ongoing sustainability plan to increase the biodiversity on our property and attract native wildlife, we plant a range of native plants every year during the autumn. With the help of a local expert, we have also identified a range of native grasses already growing on the property, which we preserve and regenerate to promote soil health. 

The Cutting has been called "a labour of love and respect for the land." What does that mean to you, and how do you express that through your winemaking?

It’s about the vineyard site resonating in every sip of our wine. The Ngadjuri and Peramangk people are the traditional custodians of the land on which we farm. We respectfully acknowledge their custodianship and deep connection to the land on our labels. We understand that there is much to learn from the land stewardship and connection held by the Australian First Nations on these ancient soils, so we continue to learn. Our goal is to farm and manage our soils as sustainably and regeneratively as possible, to tread lightly and to take only what we need.

In the winery, we manage our handpicked fruit gently. We employ techniques such as hand plunging, minimal use of pumps, basket pressing, and use mainly seasoned French oak. The idea behind our practices is that of a gentle hand with meticulous attention to detail. Our focus is to create wines that speak of the place where they were grown.

As a woman of colour, what unique perspective and voice do you feel you bring to the Barossa Valley wine community?

I hold a deep respect for the Barossa community and its rich winemaking heritage. It’s about continually crafting premium wines from premium grapes. That I have the good fortune of working in such a renowned region is never far from my mind. The Cutting Shiraz has earned several trophies and awards, and most recently, The Outlier Grenache received a gold medal at the highly acclaimed Barossa Wine Show. This lighter Grenache style, best enjoyed slightly chilled, highlights the region's quality and diversity in styles, and it’s pleasing to see these styles are gaining recognition. It is also a testament to our ongoing commitment to creating quality wines.

We are currently championing a single-vineyard Cinsault, inspired by the sensational single-varietal styles emerging from South Africa. The Outlier range consists of a Cinsault and an old vine Grenache, and the labels were designed by my niece Mira, a talented young artist based in Berlin. The image is inspired by a selfie of Mira and the zebra and giraffe in the cheeks, a nod to my South African roots. Our Shiraz label reflects the soil profile of our vineyard, an image taken from The Cutting, which is a visible cut on Stonewell Road, where our vineyard is located, left exposed when the hill was cut through to build the road.

Diversity and inclusion have always been paramount, as influenced by my personal background. My goal is to make wine accessible to everyone, ensuring that individuals from diverse backgrounds feel invited and welcomed in the world of wine. Actively contributing to this cause, I use my voice and international perspectives as a committee member on various regional wine shows and sustainability initiatives in the Barossa. I contribute to the wine lexicon with flavours distinct to my roots, highlighting the benefits of diverse palates in the world of wine.

What advice would you give to young, aspiring winemakers, particularly those who may feel there are barriers to entering the industry?

Show up and be curious. The wine industry is not glamorous; in fact, we spend most of our time cleaning! It is a challenging profession, and at the hands of Mother Nature, it forces you to adapt and evolve. Immerse yourself in every experience and remember to have fun; we are making wine, not splitting atoms!

Thank you, Belinda, for sharing your remarkable journey with us. And Priscilla Hennekam, we appreciate your role in bringing us together.

Raising the Bar: A Comprehensive Look at Wine Packaging Trends for 2024

The wine industry is in the midst of a transformation, with sustainability, authenticity, and understated elegance emerging as key trends. As consumers demand more environmentally conscious products, wineries are rethinking their packaging to meet these expectations. The year 2024 promises to be an exciting one for wine packaging, with innovative solutions that prioritise sustainability and ethical production methods.

In this comprehensive article, we'll take a closer look at the wine packaging trends that are set to dominate in 2024. From sustainable materials to minimalist designs, we'll explore how wineries are raising the bar to meet the demands of today's discerning consumers. Whether you're a wine enthusiast or a professional in the industry, this article will provide valuable insights into the future of wine packaging and how it's shaping the industry.

Join us as we delve into the world of wine packaging trends for 2024 and discover how wineries are raising the bar to create a more sustainable, authentic, and refined drinking experience.

The Trend: The Rise of Sustainability

Consumers are increasingly interested in wines that align with their values, and their values are focused on a sustainable future.

As consumers become more environmentally conscious, wineries are under pressure to adapt and meet the demand for sustainable products. One of the most significant challenges in this area is the wine industry's reliance on glass packaging, which has a high energy footprint. However, sustainability presents a range of exciting opportunities for wineries to innovate and grow.

Sustainability in the wine industry encompasses a range of practices, from fair working conditions to sustainable production methods. While progress has been slow and uneven, the industry is embracing technology and innovation to reduce its environmental impact.

Sustainable Packaging

One of the most critical areas for innovation is sustainable packaging. The launch of Crate in 2023 sparked a conversation about how to minimise packaging waste and create more environmentally friendly alternatives. Winemakers are exploring ways to reduce the use of multiple materials and replace conventional stoppers with more sustainable options.

Consumer Expectations and Market Growth

Consumer demand for environmentally friendly products is driving the industry's shift towards sustainability. As consumers increasingly prioritise sustainable options, wineries need to adapt to meet these expectations.

The growth of the global wine market is a further opportunity for sustainability. Winemakers who integrate sustainable practices into their operations can capitalise on this growth by offering environmentally conscious products that appeal to a broader audience.

Innovation and Global Trends

Sustainability is not just a trend; it is a global movement that is influencing industries worldwide, including the wine industry. Embracing sustainable practices and innovation can lead to new products and methods that benefit both the environment and the bottom line.

In conclusion, sustainability is not only a trend but a growing demand that wineries should address. By embracing sustainable practices and innovation, wineries can meet consumer expectations, tap into new markets, and contribute to a more sustainable future.

The Trend: Quiet Luxury, The Rise of Understated Elegance 

Quiet luxury has changed the perception of luxury in general, moving it away from ostentation and extravagance towards a deeper appreciation of quality, sustainability, and authenticity. Quiet Luxury is a clever business model, emphasising that it is not just a trend but a key to a sustainable, long-lasting business.

As the trend of quiet luxury continues to spread from fashion to drinks, the wine industry is poised to embrace this shift towards refined, understated elegance. In 2024, the question on everyone's mind is: which wine brand will be the Loro Piana of drinks?

Quiet luxury is all about offering a taste of indulgence and sophistication without ostentation. In the wine industry, this translates into a focus on high-quality materials, sustainability, and restrained packaging and marketing. Consumers are drawn to brands that prioritise authenticity, craftsmanship, and ethical practices over mass production and unchecked consumption.

Sustainability and Authenticity in Wine Production

Quiet luxury aligns with emerging values that prioritise sustainability and authenticity. This shift has led to a greater demand for transparency from companies, particularly in the wine industry, where organic and vegan products are gaining prominence. Consumers are increasingly interested in brands that prioritise ethical production methods and sustainable practices.

Business Model of Quiet Luxury

Quiet luxury is not just a passing trend but a clever business model that emphasises quality over quantity. By focusing on creating a deeper appreciation for sustainable, high-quality products, companies can build a loyal customer base and establish a long-lasting, sustainable business.

Opportunities

As quiet luxury continues to gain momentum in the wine industry, brands that prioritise sustainability, authenticity, and understated elegance will be well-positioned to succeed. By embracing this trend, winemakers can differentiate themselves, appeal to a growing market of eco-conscious consumers, and build a sustainable business model for the future.

We've only scratched the surface of the exciting wine packaging trends emerging in 2024. Next week, we'll dive deeper into the innovative solutions being adopted by wineries to prioritise sustainability, authenticity, and understated elegance. Make sure to stay tuned for Part 2 of this series and discover how the industry is raising the bar to create a more sustainable and refined drinking experience.

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