Taste over class: Wine is shifting from a status symbol to a social staple, says Aussie winery
Its Patricia Brut Pinot Noir Chardonnay 2018 was recently awarded Best Sparkling Wine of the Year at the Halliday Wine Companion Awards.
It notes of apples, lemons, strawberries, and red currants – fruity flavours that are popular in the Asia Pacific region and providing the winery confidence to further promote its products in new territories.
Currently, Brown Brothers wines are mostly sold in Australia, with small quantities exported to New Zealand, Singapore, South Korea, and China.
Taste, health, and occasion
The Asia Pacific region is seeing “amazing growth and a really big demand for sparkling wine”, said Katherine Brown, a fourth-generation family member and the first female winemaker in over 130 years of the Brown Brothers business.
“It's about drinking what you love. People drink for the taste rather than for status. Sparkling wine used to be reserved for big celebrations, but it’s becoming a drink you have when you go out with friends for more relaxed occasions – like celebrating that it’s Friday,” observed Brown.
The winery also sees consumers prioritising taste and health when it comes to choosing alcohols, which leads to the increasing popularity of NoLos.
For example, people of all ages enjoy sparkling fruity moscatos, as a lot of these wines are lower in alcohol.
There is a general trend of lower alcohol consumption across all age groups, though for different reasons.
Consumers in their 20s to 40s are drinking less alcohol due to increased responsibilities, such as family commitments and the need to drive – especially in Australia, where public transportation options are limited.
Meanwhile, older generations are opting for NoLos primarily for health reasons, contributing to the growth of the zero-alcohol category among this demographic.
“We now have 0% cienna and prosecco, and they've been really well-received. We're also seeing demand for wines in the 5–7% alcohol range. The lighter sparkling wines are very popular, because people can enjoy the taste without getting the effects of alcohol, which is what a lot of consumers are looking for,” said Brown.
However, the winery’s bestselling range is its moscatos, followed by its sparkling wines, so Brown is looking at creating a sparkling moscato soon. This will most likely be available in Asia as well.
Expanding the flavour range for Asia
Brown Brothers winemakers are developing the moscato range based on gourmet ice cream trends, which have mass market appeal.
“For Asian markets, we've released a lychee moscato. In Australia, we've just launched a mango flavour. And last summer, we did strawberries and cream. We’re exploring what we can do to appeal to consumers who may be a bit scared to try wine,” said Brown.
Additionally, lifestyle red wines such as the tarrango are suitable for warmer climates and multi-cultural foods in Asia.
The tarrango is a cross between a sultana and the Portuguese grape touriga – a light red wine that pairs well with barbecues and spice, and many types of Asian style foods.
Brown is also exploring new possibilities with the winery’s existing varieties, all of which are produced locally in Australia’s Victorian vineyards. Currently, the winemakers are looking at how they can make Shiraz lighter and easier on the palette by reducing the alcohol content.
Apart from expanding their flavour range and exploring new creations, Brown Brothers offers different price points to ensure accessibility and quality at the same time.
While the Brown family wines never go cheap, it aims to be a brand that is accessible.
“Our Patricia wines are positioned at the premium, luxury level – only our best wines are named after my grandmother. As for our moscatos, they lean more towards the premium mainstream category – in Australia, you'll find them in nearly every bottle shop or liquor store,” said Brown.
The moscato range is retailing between A$18–20 (US$12–14) for a 750ml bottle. For the 2018 Patricia sparkling wine of the same size, it is selling at A$60 (US$41).
