Since winemaking is a long process, brands need to anticipate what consumers want way ahead of time and adapt accordingly.
“As my father said many years ago, we’re not really in the wine business; we’re in the fashion business. So, we have to be very adaptive to all the trends that are happening,” said Mitchell Taylor, third generation winemaker and managing director at Taylors.
This mindset is crucial for the wine industry, which is seeing an oversupply, said Taylor.
Creative repackaging
One of Taylors’ innovations is the thermochromic strip on its estate label bottles, which changes colour based on temperature. This sensor helps consumers easily determine the ideal serving temperatures for their wines. For example, Shiraz should be served between 16 to 18°C.
“This feature is especially useful for addressing misconceptions,” Taylor said. “Many people think red wine should always be served at ‘room temperature,’ but that can vary widely depending on the season or region. Our labels encourage consumers to chill red wine to the recommended temperature, even if it means putting it in the fridge.”
Taylor added that the same concept applies to white wines, which are often served too cold straight out of a fridge or ice bucket. The recommendation is to warm whites slightly to 4 to 6°C for optimal flavour since the average fridge temperature is around 2°C.
Serving wine at the right temperature can transform the experience. When served at its ideal range, wine tastes completely different compared to when it’s too warm or too cold. It’s a simple yet impactful way to help consumers enjoy wine at its best, said Taylor.
The company also claims to be one of the pioneers to adopt screw caps in place of corks more than 20 years ago.
Taylor is currently the chairman of the Clare Valley Winemakers. He recounted a pivotal decision in 2000 when the group experimented with screw caps to address cork-related issues like cork taint from TCA, random oxidation, and flavour scalping.
Recognising the need for change, the winemakers in Clare Valley collectively decided to use screw caps for Rieslings, which proved to be a major success. In August 2004, Taylors took a bolder step, becoming the first in the region to transition all its wines to screw caps.
While initially met with scepticism, the move resolved cork-related problems, reduced customer complaints, and minimised wine wastage. Additionally, the use of screw caps allowed for less sulphur dioxide in winemaking, further improving quality.
“My father thought I was crazy at that time, but switching to screw caps resolved all the issues we’d faced with cork. Even in markets like China, where there was initial concern, the response has been overwhelmingly positive with proper education.
“Today, screw caps dominate 99% of the market, though some Old World European wineries still cling to corks for tradition. I respect the traditions of winemaking, but it’s essential to embrace innovation that improves quality. Screw caps are a testament to that,” said Taylor.
Screw caps made from Seraphin tin provide a stable environment with controlled micro-oxygenation, ensuring wines age gracefully without interference. Taylor dismissed the idea that wine “breathes” through corks as a myth, emphasising the importance of innovation and quality improvement over outdated practices.
Constant innovation
Apart from packaging innovations, Taylors is constantly experimenting with new varietals like Tempranillo, Viognier, and Grenache.
Its latest launch is The Aromantiques, aimed at younger wine enthusiasts from 25 to 40 years old. The collection, presented in perfume-inspired bottles, includes lighter, more refreshing options such as Pinot Gris, a rosé, and a GSM blend (Grenache, Shiraz, Mourvèdre).
Targeted at young female consumers, the range reflects a shift in focus to meet the preferences of a younger audience who prefer lighter styles over the traditional full-bodied wines.
The choice of a perfume-inspired design was made to attract young female consumers by emphasising both the aesthetics and taste of the wine. The bottles are also environmentally friendly, which aligns with sustainability trends.
“People love the appeal of perfume bottles. We’re setting up stands where customers can smell and taste the wines. And we’ve made the bottles reusable. They’re high quality and can be repurposed for storing water, oil, and even for flowers. They’re not just aesthetically pleasing but also eco-friendly,” said Taylor.
The Aromantiques are sold in taller, slimmer bottles compared to Taylors’ usual range. The company has also chosen a unique Vinolok closure, which preserves aroma and flavour while being 100% recyclable and made from natural materials.
Taylors is targeting markets in Singapore, Japan, and Hong Kong for the launch of The Aromantiques, which will not be available in China initially.
While China’s recent lifting of wine tariffs on Australian wines presents renewed opportunities, Taylors is focusing on re-establishing its heritage brand and rebuilding connections before introducing new products there. Once established, the company plans to expand the Aromantiques’ reach, particularly in duty-free channels, where it has already received strong consumer feedback, especially in airports.
“We see Asia as the future for Australian wine because Asians have great palettes. They love their food and they’re very precise in the flavours they like with their cuisine. Most importantly, they have respect for quality Australian wine,” said Taylor.
