Winemakers On Fire, Issue #40

Good day, and a warm welcome!

This week, we bring you an exclusive interview with Matt Connell, the visionary Chief Winemaker of McArthur Ridge Wines. Nestled in the captivating Alexandra basin of Central Otago, New Zealand, McArthur Ridge has been producing exceptional wines that pay homage to the region's rich heritage while embracing innovative winemaking techniques.

In this interview, we delve into the mind of a winemaking pioneer who has over two decades of international experience under his belt. Join us as we explore Matt's unique approach to winemaking, the challenges and opportunities presented by the Alexandra region, and the secrets behind McArthur Ridge's flagship Southern Tor Pinot Noir, which recently garnered a prestigious 96-point gold medal at the 2023 Decanter World Wine Awards.

Get ready to be inspired by Matt's commitment to sustainable practices, continuous learning, and deep respect for the winery's history. So, sit back, pour yourself a glass of your favourite McArthur Ridge wine, and let's journey together into the heart of Central Otago's winemaking paradise.

We're also excited to share the story behind the redesign of McArthur Ridge's Brassknocker wine label. Learn how the Attain design team combined creativity, authenticity, and innovation to create a label that reflects the unique landscape of the vineyard and tells the story of one of the largest vineyards in the Southern Hemisphere. Discover how they brought the Brassknocker to life through research, collaboration, and a deep understanding of the land that shapes McArthur Ridge's exceptional wines. Don't miss this fascinating journey into the world of wine label design!

In Case You Missed It

The Wine Points Rating System: Marketing Lifeline or Marketing Cop-Out?

Here are a few quick takeaways from last week's Uncorking Secrets deep dive:

1. Balance Short-Term Success with Long-Term Branding: Achieving a high-point rating for a wine can lead to short-term success, but focusing solely on this can limit a winery's long-term potential. Striking a balance between producing quality wines and building a strong, recognisable brand is crucial for sustained growth and consumer loyalty. By developing a cohesive branding strategy, wineries can create a lasting impression that goes beyond a single high rating.

2. Leverage Collaboration and Expertise: Wineries should collaborate with marketing and brand-building professionals to develop effective strategies that set them apart in a competitive industry. By working with experts, wineries can identify their unique selling points and communicate them effectively to their target audience. This collaborative approach not only benefits the individual winery but also contributes to the overall growth and reputation of the wine industry.

3. Focus on Intrinsic Value over External Validation: While wine point ratings can be useful for both consumers and wineries, it's essential not to rely on them as the sole indicator of a wine's quality or value. A wine's intrinsic qualities, such as its taste, aroma, and the craftsmanship behind it, should be the primary focus. Wineries should strive for excellence in winemaking and create a compelling brand story that resonates with consumers, rather than relying solely on external validation.

We hope you enjoyed this glimpse into our Uncorking Secrets deep dive. If you're curious to learn more about the Wine Points Rating System, we invite you to explore last week's full article. It offers an in-depth look at the subject, complete with fascinating insights and stories. Feel free to click this link if you'd like to delve deeper and learn more.

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Unveiling the Magic of McArthur Ridge Wines: A Journey into the Heart of Central Otago

Nestled in the enchanting Alexandra basin of Central Otago, New Zealand, McArthur Ridge Wines stands as a testament to the region's rich winemaking heritage and the power of innovation. With a history dating back to 1870, the winery has cultivated a deep connection with the terroir, yielding wines of unparalleled character and depth.

At the helm of McArthur Ridge's winemaking is Chief Winemaker Matt Connell, a visionary with over two decades of international experience. Connell's unwavering dedication to learning, innovation, and unlocking the true potential of Central Otago's vineyards is evident in every bottle.

The Alexandra basin presents unique challenges with its cool climate and diverse terroir. However, Connell embraces these obstacles as opportunities to craft exceptional wines that authentically express the region's character.

Under Connell's guidance, McArthur Ridge has garnered numerous accolades, including a prestigious 96-point gold medal at the 2023 Decanter World Wine Awards for their 2021 Southern Tor Pinot Noir. This recognition not only validates Connell's approach but also shines a spotlight on the winery's commitment to sustainable practices and honouring its heritage.

As we delved deeper into McArthur Ridge's story, we sat down with Matt Connell to gain insights into his winemaking philosophy, the unique attributes of the Alexandra region, and what sets the flagship Southern Tor Pinot Noir apart. Through our conversation, it became evident that Connell's global perspective, combined with a deep respect for the winery's history and sustainable ethos, is a driving force behind the winery's success.

McArthur Ridge Southern Tor Pinot Noir 2021 recently won a gold medal at the prestigious Decanter World Wine Awards, scoring an impressive 96 points. What do you think made this particular vintage stand out to the judges? 

I was ecstatic with the 2021 results, which followed the excellent 2020 Southern Tor results. The 2021 vintage was a nice, even keeled vintage, weather wise. It was my second vintage as winemaker for McArthur Ridge and I felt like the picking decisions and blocks we had chosen in 2020 had paid dividends. Based on that history, we targeted the blocks I liked in 2020 again while continuing to look at other premium pockets across the vineyard. The vineyard is large, which enables a lot of choices. The fruit from Alexandra has a lot of complexity instead of just bright fruit. The fruit ripens later and holds acid, which I think is a positive as it helps the wines hold together as they age.

You've gained winemaking experience at some prestigious wineries around the world, like Wynns Coonawarra in Australia and Elk Cove in Oregon. How have those international experiences influenced your approach to winemaking at McArthur Wines in Central Otago? Are there any particular strategies or philosophies that you've adopted as a result of your international work experience?

I made a conscious decision to work with winemakers I admired and with wine varieties I enjoyed. Winemaking is definitely experienced based and working for people with a wealth of experience has helped me formulate what I think works well and what I may not want in my winemaking. Everyone I’ve worked with has taught me to back my own decisions and keep on learning. That’s the beauty of wine; there’s a lifetime of learning to be had!

What specific techniques or processes do you use during winemaking that you feel contribute to the consistently high quality and awards won by McArthur Wines?  

I try to ferment in a variety of tank sizes and look at a variety of yeasts, some inoculated and some wild. We also break the ultra-premium lots into smaller vessels to increase the number of blending choices we will have post maturation. 

How has being named "Winemaker of the Year" at the 2021 New Zealand International Wine Show impacted your approach or philosophy around winemaking?

It was nice to be recognized and as I said on the night, winemaking is really my life. I take it seriously, as I appreciate that people have put a lot of time, energy, and money into their projects. I try to support this as much as I can and have had a hell of a lot of fun along the way.

How does hand-picking the grapes versus machine-harvesting impact the end quality of the wine? 

I think handpicking is still a must for premium wine, as we just don’t see the trash, leaves, etc. that you pick up from machine harvesting. My hope is that machine harvesting can be developed further to get closer to handpicking, as labour costs are greatly affecting vineyards ability to make money.

What challenges arise when making wine in the Alexandra region versus other major wine regions in New Zealand? How do you overcome those?

Every region or subregion has its challenges. The main challenge in Central is frost but McArthur Ridge is extremely well resourced to combat that with overhead sprinklers. 

The McArthur Ridge property has a rich history dating back to the late 1800s. How does that multi-generational connection to the land shape your thinking around sustainability and environmental responsibility?  

We all take our time on the land seriously. We are trying to produce a premium product while looking after the environment and our people as much as possible. Both the winery and vineyard are part of sustainable winegrowing New Zealand.

The Southern Tor Pinot Noir seems to be the flagship wine of McArthur Wines. What makes this specific wine so special, in your view, compared to the other wines in your portfolio?

Southern Tor is our premier cru, if you will. We actually produce a wine above this called McArthur, which is our top cuvee.

I think all the wines are special and to single out one is like asking me which of my kids I like better! I think the best thing for someone new to our wines is to have a close look at them all.

Essential Insights

Discover key insights from our interview with Matt Connell:

1. Winemaking Philosophy and Approach: Matt takes a hands-on approach to winemaking, emphasising the importance of experience and continuous learning. He believes in backing his own decisions while being open to new techniques and philosophies learned from working with esteemed winemakers around the world. His goal is to ferment wines in various tank sizes and with different yeast strains, allowing for a diverse array of blending options post-maturation.

2. Importance of Terroir and Sustainability: The Alexandra region in Central Otago poses unique challenges, such as frost risk, which McArthur Ridge combats through advanced resources like overhead sprinklers. Matt acknowledges the multi-generational connection to the land and the winery's rich history, shaping his thinking around sustainability and environmental responsibility. The winery and vineyard are part of Sustainable Winegrowing New Zealand, reflecting their commitment to preserving the land for future generations.

3. Flagship Wine and Portfolio: While the Southern Tor Pinot Noir is considered the flagship wine, Matt views each wine in their portfolio as special in its own right. He highlights the McArthur cuvée as their top-tier offering, above the Southern Tor. Rather than singling out one wine, Matt encourages newcomers to explore the entire range to appreciate the diversity and quality of McArthur Ridge's wines.

Thank you, Matt, for sharing your invaluable insights and passion for winemaking with us. We wish you and your team at McArthur Ridge every success in the future.

Brassknocker Unveiled: The Story of Innovation and Authenticity at McArthur Ridge

In her own words, Teri Forsyth, Art Director, Attain, shares the inspiring story behind the innovative redesign of McArthur Ridge’s Brassknocker wine label.

When McArthur Ridge approached Attain to redesign their entry-level wine label, Brassknocker, named after the Brassknocker soils that adorn the vineyard, we were thrilled to take on the challenge. Our goal was to create a label that not only reflected the magnificence and beauty of the Alexandra region in Central Otago, New Zealand, but also told the story of one of the largest vineyards in the Southern Hemisphere.

As a designer, I believe that a great label should take the customer on a journey, giving the product a unique personality without the need for explanation. Through extensive research and analysis of the target audience, competitors' packaging, and industry trends, I sketched out ideas that considered factors like brand identity and messaging. However, I kept returning to the vastness of the vineyard and the typography of the land.

I envisioned a label that would incorporate the landscape's unique features, offering a tactile and visual experience. After discussing the feasibility of this concept with MCC Auckland, we presented the design to McArthur Ridge alongside other ideas. Our concept stood out and was chosen for development.

Taking into account printing requirements, I collaborated with an illustrator to create the final image. We ensured the design was layered, allowing for sculpture embossing with grey tones to enhance the appearance of ridges. MCC ran printing tests and embossing blocks to perfect the final result.

The outcome exceeded both the client's and our expectations. The Brassknocker label now tells a story of the vineyard's unique landscape, inviting customers to experience the magnificence and beauty of McArthur Ridge's wines.

Thank you, Teri, for sharing your creative journey and personal insights behind the Brassknocker redesign. Your dedication and passion for your craft are truly inspiring!

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