Generally this period pre-harvest would be the ‘quiet before the storm’ but it seems that’s far from reality as we’re busier than we ever have been, which is not surprising if you consider where we are in terms of building our brand. In November 2009 when we officially launched our range of wines, we announced distribution in 4 markets. Just over a year later, we have added another 7 markets and by mid-year, we expect to have 15 markets in total operating!

Some of the highlights of this past year have been to expand into China with our wonderful Hong Kong distributor, Jebsen Fine Wines, who also represent an amazing collection of brands including Bollinger, Penfolds, Robert Mondavi, Frescobaldi etc. Jebsens Fine Wines Portfolio This is a great step into an exciting market although at this stage, we’ll just focus on the five star hotels in Beijing and Shanghai. Another highlight was our launch in the UK market at Harvey Nichols earlier this year – the most exclusive retailer in the UK. We deliberated long and hard about the best distribution option for us in the UK and are delighted to be working with Indigo Wines. We have also just concluded a deal with an amazingly successful restaurant group in the US and will be working with them over the next 18 months to roll out a special blend of our Pinot Noir to their portfolio of restaurants.

When we first commenced ‘the vineyard project’ we never expected we would be launching our brand at a time of the Global Financial Crisis and also at a time when New Zealand was producing a surplus of grapes. The difficulty of getting a brand established and building distribution channels has never been harder for wineries. For us, launching a brand during these hard times is the only thing we have known – so it’s the ‘normal’ and we’ve managed to overcome the hurdles and barriers. We set the bar high at the outset (our ‘no compromise’ strategy is firmly in place with respect to all aspects of our sales and marketing) and I think the more challenging times have only made us stronger and will certainly hold us in good stead moving forwards.

We’re excited about the year ahead. We have our established markets to support, new markets in which we need to build a brand, and even newer markets to explore and enter. Our adventure is really only beginning and we’re so lucky we have an amazing team with us. We couldn’t do without Olly – our humble genius winemaker – and we certainly couldn’t do without Rich, our amazing vineyard manager/viticulturalist and our very committed and hard-working vineyard crew.

Later this week, Olly and I will be officially launching our 2009 Pinot Noir and our range of 2010 aromatic whites to the media. It will be exciting to show our new release of wines and we’re doing it in style at The Grove in Auckland. Quite simply, it’s Auckland’s best restaurant (and one of the best in the country) and it’s actually the third time we’ve held our new release media event there – no compromises, right?

Misha

Last November I was fortunate enough to be invited to release tasting of the Misha’s Vineyard 2009 range of wines at the Grove Restaurant in Auckland. I have always been a fan of showcasing wines with food and this experience highlighted why. Not only did the wines taste beautifully but the food was also absolutely delicious which resulted in an extremely positive experience for the ‘reviewer’. Moreover, these occasions are certainly one of the ‘perks of the job’ and thus many of the leading food and wine journalists were present.

Subsequently, I got into a discussion with the lady herself, Misha Wilkinson, about the marketing of her new wine label. You see Misha and her husband Andy earned their living from sales and marketing in a previous life so if anyone should have some interesting ideas it would be them. Furthermore, Misha’s Vineyard is like many wine producers in New Zealand currently – new, small but growing in supply annually, and looking to establish themselves as boutique in style and thus achieving a decent price point in the market.
Well the first thing that they have got right is their wine. They have an excellent winemaker in Olly Masters and have spent much time and money in finding the right piece of land – on the dramatic lakefront terraces of Bendigo Station, a high country sheep station in Central Otago. They have, as you would expect, concentrated on Pinot Noir but also produce Riesling, Pinot Gris, Gewurztraminer and Sauvignon Blanc thereby giving them a good range. The early results are impressive. The wines, for me, were excellent with lovely varietal definition. More importantly they have been well received the media and wine judges alike. But how to do you go about designing a strategy to achieve this?
Misha’s opinion was, “I just think entering a wine show is an easy option – which is why so many do it. But it can also be an expensive option particularly if entering many shows in New Zealand and overseas. And then if you win, it becomes incredibly expensive and costs you many bottles of wine! These costs certainly make one think about other less expensive (and more assured) ways of garnering some positive accolades for one’s wines.”
For her there is an equally important need to possess or employ some quality marketing skills. “The reality is many of the other ways of getting wine evaluated require a degree of marketing ability and confidence. Not everyone is comfortable with building a direct relationship with the top journalists, and trying to get them to taste ones wines, or come to a private event where just one’s wines are presented for evaluation. And not everyone has a range of wines to present (they may have only have one or two wines), or a winemaker to explain the wines (as opposed to using a contract winemaking facility), or a real understanding of what makes them and their wine different. BUT if you don’t have anything interesting to say, the press don’t listen, right?”
So like a lot of things its a balance. “It’s a case of understanding your wines, how they’re intended to be bought (and cellared), and understanding how you wish to be positioned and talked about, and knowing which end of the market you’re targeting. All these things are inputs to your marketing plan which will then make it very easy to decide about whether wine shows are the best way for you to get wine evaluated or not. Perhaps wines with less structure and made in a style not requiring too long in terms of cellaring time, are better equipped to flaunt themselves at a show with more overt aromas and a palate that exudes an abundance of warmth, fruit and soft tannins.”
Thus you will see that Misha enters some of her wines in some shows but spends her time and effort in engaging with wine media and potential distributors. What is unequivocal is my opinion is that Misha and Andy completely understand the needs of modern resellers, media and consumers. Their website is simply one of the best winery sites that I have seen. All the information that anyone can require is there along with many interactive features. Why do some many wineries spend fortunes on achieving awards and reviews and then fail to keep interested parties informed. Most winery sites are out of date, spend too long creating pretty images in flash and have poor functionality. Misha’s Vineyard is none of these. Check it out – www.mishasvineyard.com – like the wines, you will not be disappointed.
http://giles.tizwine.us

WINES OF THE WEEK

2008 Misha’s Vineyard Limelight Riesling $26
Here’s a perfect wine to drink on the beach, in the sun or even on an overcast day.
2008 Misha’s Vineyard The Gallery Gewurztraminer $28
Light rose aromas lead into a light, fresh white with sweet spicy flavours in a dry style.

(Joelle Thomson, Herald on Sunday, 6 Dec 2009)
http://joellethomson.com/HeraldonSundayarticles.html

Bogart & Misha

Although we’ve only had distribution partner Negociants New Zealand for such a short time, we’re amazed at the results they have achieved so far! We have some wonderful restaurant listings in Auckland which include Bracu Restaurant, Clooney’s, La Zeppa, The Grove and Soul Bar as well as many premium retail outlets thanks to the work by Dale, Kirsten, Morven, Richard & Sheryle. And down south, Noel & AJ are working hard to ensure Misha’s Vineyard is listed all the right places as well. We love working with Negociants and we’re planning some promotional activities with them through the year.

Meanwhile in Singapore things are busy as we work with distributor, Rubicon Reserve Wines, who have us visiting most of the top hotels in Singapore over the next couple of weeks. We’re also doing a wine event for the American Association at Graze on the 21st January and hosting a Misha’s Vineyard Wine Dinner at Amici Restaurant on the 27th January. (www.amicirestaurant.com.sg)

Right after the Wine Dinner in Singapore, Andy and I depart for New Zealand to attend Pinot Noir 2010 in Wellington, then a quick trip for me to Melbourne, and then we’re at the vineyard for the rest of February.

So things are busy and we’re travelling a lot, but life is good! Misha