Become a Creator today!Start creating today - Share your story with the world!
Start for free
00:00:00
00:00:01
Non-Alcoholic Wine - Indeya Passfield - Plus & Minus Wines
81 Plays4 years ago
On this episode of Fine Vines and Wine, I'm doing things a little differently and interviewing Indeya Passfield, Digital Marketing Specialist at Fourth Wave Wine. She answers my questions on behalf of the winemaker of Plus & Minus Wines plus we discuss the massive space that is non-alcoholic wine and where it's heading. We also talk about the future of the the wine industry when it comes to sustainable, biodynamic and organic wines plus we have our first vegan food and wine pairing suggestions for all of the veggie lovers out there! This episode is packed full of information, facts and everything you need to know about delving into the world of non-alcoholic wine.
See omnystudio.com/listener for privacy information.
Recommended
Transcript
Introduction to 'Fine Vines and Wine'
00:00:07
Speaker
Hi everyone and welcome to Fine Vines and Wine.
00:00:10
Speaker
I'm your host Karis Pixie and each week I'll be giving you all an insight into the behind the scenes of our favourite beverage, wine.
00:00:18
Speaker
I'd love for you to use this podcast platform as a winery guide for your next weekend away.
00:00:23
Speaker
exploring everything Australia has to offer.
00:00:26
Speaker
You never know, you might discover a new spot or two to visit.
00:00:29
Speaker
I acknowledge the Cadigal and the Obekel peoples, traditional custodians of the land that we recorded today's podcast episode on.
00:00:37
Speaker
I pay my respects to the elders past, present and emerging, for they hold the memories, the traditions, the culture and hopes of Aboriginal and Torres Strait Islander peoples across the nation.
Meet Indeya Passfield: Digital Marketing in Wine
00:00:49
Speaker
On today's episode of Fine Vines and Wine, I'm joined by Indeya Passfield, Digital Marketing Specialist at Fourth Wave Wine, who looks after today's focus, the non-alcoholic brand Plus and Minus Wines.
00:01:02
Speaker
Thank you for joining me this morning.
00:01:03
Speaker
How is your week going?
00:01:05
Speaker
You're more than welcome.
00:01:06
Speaker
Good.
00:01:06
Speaker
It's lovely, actually.
00:01:09
Speaker
I can't believe it's March.
00:01:10
Speaker
I know.
00:01:10
Speaker
It's going past so quickly.
00:01:13
Speaker
They do say the older you get, the quicker it goes.
00:01:15
Speaker
And I'm starting to really believe that.
00:01:18
Speaker
Oh, my God.
00:01:18
Speaker
I know.
00:01:19
Speaker
Seriously.
00:01:19
Speaker
It's just flying by.
00:01:21
Speaker
I'm like, how are we already at like...
00:01:23
Speaker
when COVID started a year ago.
00:01:26
Speaker
Like, it's crazy.
00:01:27
Speaker
Oh, absolutely.
00:01:29
Speaker
It's one of those things.
00:01:30
Speaker
And everyone's kind of got their fingers crossed for this year because I guess we have so much trepidation coming into it with so many things that happened last year.
00:01:38
Speaker
Yeah, it's praying for a good, healthy year.
00:01:42
Speaker
Oh my gosh, I know.
00:01:43
Speaker
COVID-free, that would be amazing.
00:01:45
Speaker
And have events start up and everything like that would be great.
00:01:49
Speaker
Absolutely, absolutely.
00:01:51
Speaker
So today's episode is going to run a little differently than normal.
00:01:56
Speaker
So you've sat down with the winemaker for plus and minus and you'll be answering some questions on behalf of them and then some questions yourself
Non-Alcoholic Wine: Crafting the Experience
00:02:04
Speaker
as well.
00:02:04
Speaker
What winemakers in there, it's vintage at the moment.
00:02:08
Speaker
So for this year, so if we all want plus and minus wines, our winemakers are very busy at the moment.
00:02:13
Speaker
Let's jump into some questions.
00:02:16
Speaker
So I feel like some of these questions you can answer yourself and then also answer on behalf of him as well.
00:02:21
Speaker
How long have you been working in wine and how long have they been working in wine?
00:02:25
Speaker
So I've been working in wine in the digital space for about eight months now.
00:02:30
Speaker
How long have I been working in wine?
00:02:32
Speaker
Not so long, but how long have I been drinking and enjoying wine?
00:02:36
Speaker
That's a different story.
00:02:37
Speaker
I've been drinking wine for a while now.
00:02:39
Speaker
Yeah.
00:02:40
Speaker
I feel like we're best friends.
00:02:42
Speaker
I have a passion and just a complete respect for the wine industry and wine itself.
00:02:49
Speaker
And our winemaker has been making wine ever since he was quite young.
00:02:53
Speaker
So he is very experienced, a very extremely talented man.
00:02:58
Speaker
Yeah, definitely.
00:02:58
Speaker
I feel like you would have to be really talented in order to make something that you're taking the alcohol out of and having it still taste like alcohol at the end of the day.
00:03:08
Speaker
Because I feel like, I mean, when I try, I've tried plus and minus.
00:03:11
Speaker
And when I tried it, I literally thought it was exactly the same.
00:03:14
Speaker
It tasted exactly the same as any other alcoholic sparkling I've ever had.
00:03:19
Speaker
So I feel like, yes, you would have to definitely work around and improve everything in order for that to happen.
00:03:25
Speaker
Absolutely.
00:03:26
Speaker
And when you think about it, like when wine is created, like it is, I call him the great falchemist.
00:03:35
Speaker
There's such, it's such a process that goes into it.
00:03:38
Speaker
And it's a traditional kind of ritualistic thing.
00:03:41
Speaker
It's been around for hundreds of thousands of years.
00:03:44
Speaker
And then to come to a point where we're like, okay, so we're going to take everything we've created now and
00:03:49
Speaker
and remove one of the biggest components of it, which is the alcohol.
00:03:53
Speaker
It kind of turned the industry on its head.
Popularity and Inclusivity in Non-Alcoholic Wine
00:03:56
Speaker
Oh my God, definitely.
00:03:56
Speaker
But I feel like non-alcoholic wine is having such a big moment at the moment.
00:04:01
Speaker
And I don't know whether, I feel like everyone in lockdown, they either drank a lot and bought all of the wine or they went on a serious health kick and then bought all the non-alcoholic wine.
00:04:12
Speaker
So there's definitely two different types of people that came out of lockdown.
00:04:15
Speaker
Yeah, absolutely.
00:04:16
Speaker
And then there's the people that are seesawing from one end of the scale to the other.
00:04:21
Speaker
They're like, I love wine.
00:04:22
Speaker
This is great.
00:04:22
Speaker
And then they're like, oh my gosh, I need a break.
00:04:25
Speaker
The non-alcoholic space is, it's in service to everyone.
00:04:28
Speaker
There's people that are choosing it for a lifestyle as a permanent way of life.
00:04:32
Speaker
And then there's people that just need some reprieve or are just looking for an alternative option to enjoy when they choose not to drink.
00:04:39
Speaker
Or even if you're pregnant or
00:04:41
Speaker
or you wouldn't believe the amount of people that have stepped forward and have had health complications, some of these health complications down to cancer and brain tumors, like life-changing things where they can't consume wine anymore, but like the rest of us, they share a passion for it and don't want to miss out.
00:04:59
Speaker
So it's servicing a diverse range of consumers.
00:05:03
Speaker
Yeah, no, definitely.
00:05:04
Speaker
Because when I was on antibiotics at the beginning of January and we had some people over and I just went, oh,
00:05:11
Speaker
well, they're all drinking.
00:05:12
Speaker
So I'm going to want to drink.
00:05:14
Speaker
So I ordered a bottle and was like, now I feel like I'm involved.
00:05:17
Speaker
I feel like it's that fear of missing out or being left out.
00:05:20
Speaker
So that kind of
00:05:21
Speaker
helps if you're pregnant or if you aren't drinking at the moment, you still feel like you're part of a party.
00:05:26
Speaker
Absolutely.
00:05:28
Speaker
I think this year, especially like a growing trend in the wine and beverage industry is that inclusivity, like being able to be a part of something.
00:05:37
Speaker
As humans, we naturally look for the essence of belonging and sharing wine and a beautiful meal and whatnot kind of
The Technical Craft of Non-Alcoholic Wine Production
00:05:45
Speaker
ties that in.
00:05:45
Speaker
And when you feel like you can't share in a component of that space,
00:05:49
Speaker
like tradition in a way it's like oh help yeah absolutely no definitely I'm gonna skip forward a couple of questions just because we sort of touched on the process of making non-alcoholic wine as much as you can say how do you keep the taste but remove the alcoholic elements and would you say that the process is longer or harder for making alcoholic wine
00:06:13
Speaker
So basically there's a couple of different ways that you can do it.
00:06:16
Speaker
One of those is like reverse osmosis where it's basically you're creating the wine, you're doing it through the same process as what you would your alcohol wines.
00:06:25
Speaker
For us, we get it to that end point and then the alcohol portion of it is removed at the very end.
00:06:31
Speaker
The best way I kind of see this is if you like, you can imagine in your mind, like a molecular structure.
00:06:37
Speaker
And so like, so wine is this molecular structure, right?
00:06:41
Speaker
And it has all these components, just like cells in our body, like H2O, but you're just taking one part.
00:06:47
Speaker
So when it's finalized, you're just taking that one part out.
00:06:50
Speaker
It's very, I guess you could say like fragile.
00:06:53
Speaker
You don't want to kind of impinge on like what's being created in terms of damaging the taste or the structure of what it is.
00:07:01
Speaker
So you kind of get it to the point where it is this beautiful creation and you just take out what you can right at the end of
00:07:07
Speaker
And it's like when you take a block out of a Jenga tower, you just like, you just take that block out and you're just like, now stay.
00:07:16
Speaker
Now stay how you were and taste the same, please.
00:07:19
Speaker
Yes, absolutely.
00:07:21
Speaker
That's such an interesting process.
00:07:23
Speaker
I mean, I was never very good at chemistry at school.
00:07:26
Speaker
I feel like because I'm getting more into wine, I need to get better at chemistry.
00:07:29
Speaker
Yeah.
00:07:30
Speaker
But I feel like that's such an interesting process and they've really perfected it because, I mean, a couple of years ago I had non-alcoholic wine and I definitely don't think it tasted as good as the ones that I've tasted recently.
00:07:43
Speaker
So I guess it's an ever-changing, ever sort of you've got to play around with it quite a lot to figure out what actually works.
00:07:50
Speaker
Oh, definitely.
00:07:51
Speaker
And I can't begin to tell you how many alcohol-free wines we have tasted along the journey.
00:07:58
Speaker
Some, yes.
00:08:00
Speaker
some better than some others.
00:08:01
Speaker
And look, it is a difficult process.
00:08:04
Speaker
And like you have to steer away from like a lot of them may taste great, but they just essentially taste like grape juice.
00:08:12
Speaker
Wine is great.
00:08:13
Speaker
So like it's such a fine line, like trying to get the experience of the tannin in your mouth and the way the acidity will cut through a meal.
00:08:24
Speaker
Yeah.
00:08:25
Speaker
and whatnot because as much as you can enjoy wine, I think there's also enjoying wine with a meal and what it actually does in your mouth with certain foods and certain elements.
00:08:36
Speaker
So being able to marry a non-alcoholic wine to mimic that same food experience as wine does is kind of where we saw this gap where we were like, okay, like I want to sit at a table and still go, wow, that wine changes the taste of my
00:08:53
Speaker
eggplant parmigiana or changes the taste of that penne pasta.
00:08:57
Speaker
I've actually never thought about it like that.
00:08:59
Speaker
I've never thought about not still pairing food with non-alcoholic wine.
00:09:02
Speaker
And you're
Evolution of Taste: Feedback and Improvement
00:09:03
Speaker
so right.
00:09:03
Speaker
Like you would want it
00:09:05
Speaker
to have that same taste and have that same sort of memory evoked.
00:09:08
Speaker
So that's actually so interesting.
00:09:10
Speaker
Because I mean, I did, oh, it would be like four years ago now, I did eight weeks off alcohol and did a big detox just for health issues and everything like that.
00:09:20
Speaker
And I remember then I was looking for non-alcoholic and the only one I could find was Maggie Beers, non-alcoholic white and red.
00:09:28
Speaker
And the white just tasted like elderflower cordial.
00:09:30
Speaker
I was like, this does not taste like wine in this life.
00:09:33
Speaker
Does it just taste like I'm drinking really strong elderflower cordial?
00:09:37
Speaker
So it's so nice to see how far the industry has come.
00:09:40
Speaker
And we're still working on it.
00:09:41
Speaker
We're still progressing.
00:09:42
Speaker
We welcome feedback with arms wide open because essentially like we've tasted it so much now that we're like, okay, it's to the audience.
00:09:52
Speaker
Like we want to hear what consumers have to say.
00:09:54
Speaker
If you hate it or if you don't like it or if you love it and you think it's great, like let us know so we can,
00:10:01
Speaker
continue to work on our recipes and how we put things together so we can continue to create that non-alcoholic wine experience in all different shapes and sizes.
Psychological and Social Aspects of Non-Alcoholic Wine
00:10:11
Speaker
Well the only one I've tried from plus and minus was the sparkling and I absolutely love the sparkling so that one's amazing.
00:10:18
Speaker
Yes yes and that placebo effect I think we've spoken about it before like the bubbles and
00:10:24
Speaker
you nearly can't believe it's not because you get the giggles you're like oh yes what's happening yeah and yeah you can't believe like we when I tried it it was on um my last podcast and we had the founder of craft zero come on yeah and he bought a bottle of the plus and minus and I think it was 10 a.m in the morning and I was like oh I feel a bit drunk like this is great but it's actually there's nothing in it it's just the whole
00:10:47
Speaker
placebo effect of the bottle opening and the pop and then yes the bubbles and it kind of has that same feeling absolutely and like I think a thing to remember is that when you have the bubbles like it oxygenates in your blood a bit quicker so like it gets things started it's the same kind of rush that happens when the soft drink drinkers or like the soda water like it's that bubble like thing happening in your mouth and then it just all trickles down and goes from there
00:11:14
Speaker
Yeah, no, definitely.
00:11:16
Speaker
I'm going to skip to another question.
00:11:19
Speaker
Sorry, I'm going completely out of order.
00:11:21
Speaker
Oh my God, I'm so used to this type of stuff.
00:11:23
Speaker
Just go for it.
00:11:24
Speaker
I know things are just coming into my mind as we're talking.
00:11:27
Speaker
I'm so interested in non-alcoholic wine.
00:11:29
Speaker
So what seems to be the most popular style?
00:11:33
Speaker
Talking about how I love the Blanc de Blanc.
00:11:34
Speaker
There is definitely a lot of the range is good.
00:11:38
Speaker
growing in popularity as we kind of explore different varietals and trying to like create a more diverse range that complements like, as I said before, like different styles of food and different occasions, the bubbles definitely, especially like coming out of summer.
00:11:54
Speaker
just took off, which like we run out of stock in our own office.
00:11:58
Speaker
So I went to go grab a bottle of the bubbles and I'm like, hey, where's it going?
00:12:04
Speaker
Like I was devastated.
Exploring Non-Alcoholic Wine Varieties
00:12:05
Speaker
But definitely the Blanc de Blancs is quite popular.
00:12:09
Speaker
And in the reds, the Shiraz is actually quite popular for those people that are looking for a red alternative because the red I found has got that kind of acidic tanniny effect.
00:12:23
Speaker
in your mouth.
00:12:24
Speaker
And I still question our winemaker and how he does that.
00:12:27
Speaker
I'm like, I just don't understand how you've got it to do this in my mouth.
00:12:30
Speaker
Because I mean, a red wine or especially a Shiraz, it's quite like a heavy, bold flavor.
00:12:35
Speaker
So to be able to like replicate that flavor with a non-alcoholic wine, that's amazing.
00:12:41
Speaker
Absolutely.
00:12:42
Speaker
And look, like I'll be the first to say it, it's definitely not as heavy as a traditional Shiraz.
00:12:48
Speaker
But if we were to do that, we'd have to load it up with so much sugar that
00:12:52
Speaker
it would defeat the purpose.
00:12:54
Speaker
Like I do believe people that are looking into the non-alcoholic space are doing it for health.
00:12:58
Speaker
Well, if they're doing it for health and wellness purposes, they don't necessarily want to drink a glass of sugar.
00:13:04
Speaker
Exactly.
00:13:05
Speaker
A big thing for us is being able to find so much more healthy than the, like a grape juice alternative or a soft drink alternative in terms of
00:13:13
Speaker
sugar intake, but obviously there has to be some sugar in the wine to allow it to have that body still.
00:13:21
Speaker
But trust me, I'm 100% down the line of no sugar.
00:13:25
Speaker
Minimal sugar, but maximum experience.
00:13:30
Speaker
If it's not as heavy as a Shiraz, what would you compare it to in terms of like heaviness with a red wine?
00:13:37
Speaker
I would probably, it does, it's probably on point with a young Shiraz.
00:13:41
Speaker
Okay.
00:13:42
Speaker
Or like a lighter style option.
00:13:44
Speaker
So like, you know, when you go drink a wine that may be 5% or 10% alcohol.
00:13:50
Speaker
it's on the same kind of plane with one of those out, like one of those Shirazes, but I'm talking of like the traditional 13%, 15% big bodied Shiraz that when you give it a good swirl in your glass, it coats your glass in that beautiful, strong, deep berry colour.
00:14:08
Speaker
It's not the same kind of thing, but definitely in the lighter style.
00:14:11
Speaker
So if you were to opt for a 5% or 10% alcohol
Personal Journeys in Wine Discovery
00:14:14
Speaker
content Shiraz, it would be on par with our plus and minus Shiraz.
00:14:18
Speaker
I'm a fan of the Pinoy.
00:14:20
Speaker
if you like okay yeah borders on the line of it's quite fruity I like quite fruity but um definitely if you're a discovery drinker and you're looking for a non-alcoholic option and red hasn't exactly been your first like would be your first option and you want to get into red especially coming into winter definitely try the Pinot Noir okay perfect no I do love a Pinot Noir I feel like they're just a slightly lighter I'll
00:14:42
Speaker
My boyfriend loves a heavy red.
00:14:44
Speaker
Like he would rather have the heaviest, darkest red possible.
00:14:49
Speaker
And I'm always like, no, I'd like something a little bit lighter.
00:14:53
Speaker
So yeah, I do love a Pinot Noir.
00:14:56
Speaker
And Pinot Noir, typically the grape is the highest in antioxidant content.
00:15:01
Speaker
Don't quote me on that.
00:15:03
Speaker
I'm not forgiving.
00:15:04
Speaker
But if you do your research into it, it has the highest levels of antioxidant.
00:15:09
Speaker
It is actually the better of the red ones for you.
00:15:12
Speaker
Oh, perfect.
00:15:13
Speaker
So it's basically healthy.
00:15:14
Speaker
So it's fine.
00:15:15
Speaker
Yes.
00:15:15
Speaker
Yes.
00:15:16
Speaker
Underline that healthy word.
00:15:18
Speaker
Yes.
00:15:18
Speaker
Healthy, especially if there's no alcohol in it, then it's even healthier.
00:15:22
Speaker
That is exactly right.
00:15:23
Speaker
What is your most memorable moment that you've experienced during your wine journey?
00:15:28
Speaker
I know it's only short and also what's the winemaker's most memorable journey as well?
00:15:33
Speaker
So my most memorable journey, I've
00:15:36
Speaker
Probably came into the wine industry in terms of just as a wine drinker later in life.
00:15:41
Speaker
I was not much of a drinker, actually.
00:15:43
Speaker
I think everyone experiences alcohol in the 17, 18-year-old, well, 18, legal drinking age.
00:15:48
Speaker
And I touched it for a while, but then I didn't touch it again until I was 23.
00:15:53
Speaker
Oh, wow.
00:15:53
Speaker
Yeah.
00:15:54
Speaker
So the zero-alch space was my life for many, many years.
00:15:59
Speaker
And then I was introduced to red wine.
00:16:02
Speaker
My family, we live in, well, they live in the Hunter Valley region.
00:16:05
Speaker
So
00:16:05
Speaker
Oh, wow.
00:16:06
Speaker
Yeah, it's everywhere.
00:16:07
Speaker
And I was introduced to red wine and that was my first glass of red wine was probably my most memorable moment because it wasn't, oh, I'll just have a glass of red.
00:16:17
Speaker
It was really a discovery.
00:16:19
Speaker
It was at a nice sit down dinner where I was a complete red wine virgin and I was able to experience what it did to food, what it did to, like, I hated olives.
00:16:29
Speaker
I never understood
00:16:31
Speaker
how people could eat those salty, disgusting little green whatevers.
00:16:36
Speaker
And then I had a glass of red and just experienced a few different things.
00:16:40
Speaker
And now I probably eat more olives than anything.
00:16:45
Speaker
I was the same.
00:16:46
Speaker
I feel like as well, when you're the older you get, the more your palate sort of changes.
00:16:51
Speaker
I mean, I first started drinking wine, I think when I was around 12,
00:16:57
Speaker
22 I want to say I was never really into it always drank like a vodka soda or like a vodka cranberry or something disgusting like that um or back in the day um but then I guess when I first got into wine I didn't really know anything about it and I didn't really appreciate it like I do now and I feel like when I was younger I just ordered the house white which was always a south blanc always that like super tropical like fruity I just I can't even drink it anymore like it makes me feel so
00:17:25
Speaker
because I just hate the super fruity whites like super tropical notes then the older I got the more I started trying like different things and different wines and even now I was saying before to someone like I've always not been a fan of Chardonnay in the slightest and just recently we went to Orange and I ended up buying four bottles and then Handpicked Wine sent me a bottle of their Chardonnay and I tried and I was like oh
00:17:52
Speaker
actually, this is really nice.
00:17:53
Speaker
I could have a glass of Chardonnay every night.
00:17:55
Speaker
So I feel like, yeah, your palate definitely changes as you get older and you learn to appreciate different tastes as well.
00:18:01
Speaker
Definitely.
00:18:02
Speaker
I used to work on a travel show and I've traveled a lot of the
Cultural Significance and International Reputation of Wine
00:18:06
Speaker
world.
00:18:06
Speaker
I've been very fortunate pre-COVID and just tasting wines from all over the world, especially like in the Tuscan regions and in Florence.
00:18:14
Speaker
Oh, wow.
00:18:15
Speaker
In Italy, like, oh, like, you know.
00:18:19
Speaker
If you ever get the opportunity to go or have been before, the Chianti regions will blow your mind.
00:18:26
Speaker
And just the quality, the passion, the love that goes into this winemaking, it's just ridiculous.
00:18:35
Speaker
One of the most amazing things.
00:18:37
Speaker
Wine is such a, I guess, like it's not this instant gratification that I think it gets poisoned with a lot of the time.
00:18:45
Speaker
Everyone's like, oh, I'll just drink wine to get...
00:18:48
Speaker
drunk or like it has a connotation of that.
00:18:51
Speaker
Yeah.
00:18:52
Speaker
I'm not denoting wine.
00:18:53
Speaker
I love wine, obviously.
00:18:55
Speaker
But when you really go into it, like wine, there are some wines that a, for example, a Raposo is a Shiraz vintage that they keep the wine for a year and then they pour it over the next year's vintage, like the next year's grape skins.
00:19:11
Speaker
And then that's what creates that wine.
00:19:13
Speaker
And then, for example, it could be cellar for 20 years, like wine.
00:19:17
Speaker
And it's such a, well, especially in Italy, like it's a traditional, it's respected, it's, oh, I guess like a ritualistic process with these families.
00:19:28
Speaker
And some of these bottles that they bring out and share have literally waited 25 years to see the light of day.
00:19:35
Speaker
Which is crazy.
00:19:36
Speaker
I find that absolutely incredible.
00:19:38
Speaker
Like they've just, yeah, been sitting on these bottles and then they bring them out and they're absolutely amazing.
00:19:42
Speaker
But then they can't really ever recreate that because,
00:19:46
Speaker
Yeah, so I guess it's crazy.
00:19:48
Speaker
25 years down the line.
00:19:50
Speaker
Yeah.
00:19:51
Speaker
The vines could be 200, 300 years old.
00:19:54
Speaker
Exactly.
00:19:55
Speaker
And then with all the environmental changes and I guess like one winemaker might want to sit on something for 25 years, but the next one in the family might not.
00:20:02
Speaker
It's amazing.
00:20:04
Speaker
And I think that is the most memorable thing for me working in wine.
00:20:08
Speaker
You're just like, it is a whole world that can't,
00:20:12
Speaker
you can go down the rabbit hole and explore it just like you would any other like medicine it is it is it is the medicine of wine oh my gosh definitely like now since I've been I guess I've only started really appreciating it properly in the last year I'd say like really like instead of just drinking it to drink something
00:20:31
Speaker
And I would love to go and travel and try loads of different wines and go to loads of different regions.
00:20:36
Speaker
We were meant to go to Tuscany last September.
00:20:40
Speaker
My friend was meant to get married there.
00:20:41
Speaker
COVID happened.
00:20:43
Speaker
So that did not go ahead, which is annoying because I would have loved to go and
00:20:48
Speaker
go to all the wine regions around there but I'll just have to fingers crossed when the borders open but for now I guess Australia there's so many wine regions in Australia and I've actually really enjoyed exploring more of those so I guess in this time I'll just have to explore more of Australia.
00:21:05
Speaker
We are an untapped like I don't think in Australia we realize how big our wines are overseas like when you go to Italy and whatnot like they know like
00:21:16
Speaker
Australia for our wine and for those like hundreds of thousands of year old like family wineries to have an awareness of who we are as a region in terms of like a wine industry that just blew my mind.
00:21:30
Speaker
Yeah it's crazy and what was the winemaker's most memorable moment?
00:21:36
Speaker
I think for him it's just his it would be his creativity is insane like yes he
00:21:42
Speaker
I think in the wine industry, there's so many new wines that come out all the time and in order to
00:21:48
Speaker
continue to differentiate yourself from the rest of the market, you have to have, you just have to think outside the box.
00:21:54
Speaker
And he thinks outside the box, he will come to us with the most wacky of or sidelined ideas.
00:22:01
Speaker
And you're just like, okay, so how do we do this?
00:22:04
Speaker
Like, how do we make this happen?
00:22:06
Speaker
Yeah, no, definitely.
00:22:07
Speaker
I feel like especially because as the non-alcoholic space is growing so quickly and so much, I've heard that there's quite a few
00:22:15
Speaker
larger vineyards or larger wineries that are actually bringing out non-alcoholic wine but under a different name so I feel like everyone's trying to jump on board but not have it associated with their brand so it would be so hard to kind of stay above the pack and keep creating something that's different enough for people to want to stick
Market Dynamics: Non-Alcoholic Wine's Rise
00:22:33
Speaker
with it.
00:22:33
Speaker
Look everyone's going to like what they like and plus and minus like it was created because we saw that there was a need for this thing that's
00:22:42
Speaker
inclusive nature in the wine experience and plus and minus has been in creation for a long time.
00:22:48
Speaker
And we are so grateful for how it's been welcomed into the industry now.
00:22:53
Speaker
And yeah, but trust me, we have noticed so many more popping up because as I said before, we like to try them.
00:23:00
Speaker
And it will continue to innovate.
00:23:01
Speaker
People will continue to figure out new ways to do things, which is great because it keeps us competitive and it's great for consumers because as a consumer myself, we want the best.
00:23:12
Speaker
We want the best of the best.
00:23:14
Speaker
We welcome the competition and it just normalizes space too.
00:23:19
Speaker
Like zero-AWC is still something where everyone's like, oh, like it's kind of that.
00:23:22
Speaker
It's like a new trend that the early innovators are taking on.
00:23:25
Speaker
They're like, yeah, we'll give this a go.
00:23:27
Speaker
But it's not just, it's not common patterns.
00:23:29
Speaker
conversation just yet so the more people that uptake the wines and the more people that create the non-alcoholic wines it just it just creates a larger demographic where it's just more accepted yeah no exactly and then i guess yeah if it's more if it's around more and if you go to a bottle shop and next to your alcohol next to your rosés it's non-alcoholic rosés sitting there i feel like if they're all together in the same space people are more likely to try them
00:23:56
Speaker
And be like, oh, maybe I should get a bottle of this instead of a bottle of what I would normally get.
00:24:01
Speaker
So, yes, I think as soon as they start to merge them together into the same space, but obviously still keep them separate, but have them sitting next to each other, I think more people will start to be like, oh, I might give this a try.
00:24:14
Speaker
Yeah, absolutely.
00:24:15
Speaker
And having them in bottle shops, like that for me, just like I was like cheering.
00:24:21
Speaker
I was like, this is so great because a bottle shop you obviously go into and everything is alcoholic.
00:24:26
Speaker
Like there is no alternative option.
00:24:28
Speaker
But if we're giving people an alternative option in a space where you should just be like, this is what you're here for and this is what you've got.
00:24:36
Speaker
Like it's just, it's changing the conversation around alcohol and that's all we want.
00:24:42
Speaker
Yeah, no, exactly.
00:24:43
Speaker
And people love to have an option as well.
00:24:45
Speaker
I think if the option's there, people will take it.
00:24:48
Speaker
But obviously, if the option isn't there in a bottle shop, and there's only alcohol in a bottle shop, then they're obviously that's all they're going to go for.
00:24:54
Speaker
Because I feel like places like Craft Zero, which is a non-alcoholic website, in order to go to that website, you would have had to
00:25:03
Speaker
have heard about it or be interested in it already to kind of know to take that step absolutely and look the craziest thing about it is like the questions that we get in offices can I still get drunk up your wine and I'm like no it's a non-alcoholic wine but
00:25:21
Speaker
like and people are just curious about taste like COVID kind of did a number on everyone and they're like we kind of got really conscious about what we're spending our money on and how we're spending our time and to go out and buy something with that fear of not actually liking it like that also is something like a thing for people too so I guess like it's taking that leap of faith and being like right I'm going to give this a try like the best thing to do is get some friends together like do your own little tasting go on your own little adventure with it but yeah
00:25:50
Speaker
I feel like that's the same as well with the comeback of boxed wine.
00:25:55
Speaker
I feel like boxed wine as well as having such a big moment at the moment.
00:26:00
Speaker
And it's sort of one of those things where you people are like, oh, but what if I don't like it?
00:26:05
Speaker
Like it's a two liter box of wine.
00:26:07
Speaker
So I kind of feel it's one of those things that you would get with your friends.
00:26:10
Speaker
And do you think there'll be any non-alcoholic brands that'll move into the boxed wine space as well?
00:26:15
Speaker
That's a really good question.
00:26:17
Speaker
Maybe, especially with some of the bigger wineries and bigger corporate groups moving into the zero alcohol space, they have the resources and the ability to do so and to test those markets.
00:26:30
Speaker
But for us, how we saw plus and minus is we wanted to offer that premium feel.
00:26:36
Speaker
Because at the end of the day, when you're buying a zero alcohol wine, as much as you're doing it for the zero alcohol market,
00:26:42
Speaker
option like the in your glass you're doing it for the experience and by purchasing a beautiful bottle that you can put on the table and share with friends that has the same look and aesthetic as wine it contributes to that experience I personally can't say that I would be taking a box wine and sitting it on the middle of the table um for my friends to enjoy on a like over for dinner but um
00:27:08
Speaker
It's all like it's as much as it's about what is in the bottle and what is in your glass.
00:27:14
Speaker
It's the whole entire experience.
00:27:16
Speaker
It's from purchase to finish.
00:27:18
Speaker
And that's just what we wanted to do.
00:27:20
Speaker
We wanted to create a wine experience outside of the bottle too.
00:27:24
Speaker
Is there a specific like area or winery where the wines are made or are the grapes sourced from lots of different places?
Sustainability and Organic Practices in Wine Production
00:27:32
Speaker
Yeah.
00:27:32
Speaker
The grapes are obviously Australian grapes.
00:27:35
Speaker
We source them from various places, but we have a very, very strong belief in sustainability and sourcing from sustainable sources.
00:27:44
Speaker
So we tend to track down these providers, especially like our winemaker that we have, the vineyards that we source from.
00:27:51
Speaker
currently so we will use those grapes but if there is a time where we have to source from elsewhere like we're firm believers in sustainability and like the best use of water and how it's stored and how it's done and the great management too so it is australian grapes comes from a little bit of everywhere mainly south australia but yeah so but with a firm grasp on sustainability i actually love that because i feel like yes it's
00:28:15
Speaker
if you're into non-alcoholic wine because of the health and everything like that, then sustainability is like the next step sort of thing.
00:28:23
Speaker
Absolutely.
00:28:24
Speaker
Don't worry.
00:28:24
Speaker
They call me the office tree climber.
00:28:28
Speaker
No, I love that.
00:28:28
Speaker
That's amazing.
00:28:30
Speaker
Plus and minus isn't organic, is it?
00:28:33
Speaker
Organic is such a complicated space in the wine industry.
00:28:36
Speaker
Yeah.
00:28:37
Speaker
So in terms of organic as a label, it's not.
00:28:40
Speaker
But in terms of the rigorous kind of list of things the greats have to tick before we use them to us, like, yeah.
00:28:49
Speaker
I'd love to say they're organic, but they're not.
00:28:51
Speaker
But it's as sustainable as we can get without jumping through that biggest tooth.
00:28:55
Speaker
Yeah, absolutely.
00:28:57
Speaker
Look, I do believe that is the way the industry is moving too.
00:29:01
Speaker
Like people are opting for organic and biodynamic wines.
00:29:05
Speaker
And even just going back to basics, like the artisan wines.
00:29:10
Speaker
Yeah.
00:29:10
Speaker
So I think what COVID has kind of done for us is, yeah, we've kind of gone back to basics with
00:29:16
Speaker
don't want all the nonsense we just want the good stuff yeah no definitely all the good stuff and nothing else yes and none of that COVID things yes oh my gosh I know um but talking about COVID a little bit what do you think the wine industry will see more or less of in 2021 the wine industry in 2021 I think
00:29:39
Speaker
is going to be quite, it's experienced phenomenal growth, I think, across the board.
00:29:45
Speaker
I do believe people are seeing, well, having more of an interest in wine, where it comes from.
00:29:51
Speaker
And as you said yourself, the past year for you, you've really deep dived into wine and everything around it.
00:29:56
Speaker
Natural wines, even though all wine is natural, but that natural approach to wines is
00:30:01
Speaker
organic, biodynamic and sustainable initiatives like the generations moving through now, especially coming into the discovery of wine.
00:30:09
Speaker
We're very aware that our planet is in dire need of some help and if there are brands
00:30:16
Speaker
and especially the wine industry that works on the land and it's this whole process, it's like this beautiful cycle.
00:30:22
Speaker
If we can choose brands that are doing something good for the environment, it's just a handoff.
00:30:29
Speaker
They go hand in hand, the wine industry, and
00:30:32
Speaker
I guess, environmental sustainability and regeneration.
00:30:35
Speaker
So that definitely is a space I think will grow.
00:30:38
Speaker
And the zero-out space, I think it's here to stay.
00:30:44
Speaker
I don't think it's a trend or a fleeting moment.
00:30:47
Speaker
I think the zero-out space is a conversation that will be had forever.
00:30:53
Speaker
Yeah, no, I definitely agree.
00:30:54
Speaker
I feel like in the past, it's been a bit of a trend, because people, it's kind of like come and gone.
00:30:59
Speaker
But this is the most I've ever heard about it.
00:31:01
Speaker
And it just seems to be growing and getting bigger.
00:31:03
Speaker
And even
00:31:04
Speaker
having low alcoholic wines, which is becoming more of a thing as well.
00:31:08
Speaker
So yeah, I just feel like it's just going to keep getting bigger and bigger.
00:31:11
Speaker
I definitely don't think it's going away anytime soon.
00:31:14
Speaker
Definitely.
00:31:15
Speaker
I believe that like we as the people, we're just demanding more for our health and we're becoming more aware.
00:31:20
Speaker
Like the internet is, it is the library of the world and there's so much information out there.
00:31:28
Speaker
And the more we research into what things can do for our bodies and health and
00:31:33
Speaker
wellness, ultimately the zero X space lends itself to it so perfectly.
00:31:38
Speaker
So people will continue to choose better or choose balance everything in moderation.
00:31:43
Speaker
We're not saying don't drink, obviously.
00:31:45
Speaker
I love, I absolutely love wine, but by having the option, it just, it gives me a choice.
00:31:51
Speaker
Yes, definitely.
00:31:52
Speaker
It's all about choice.
00:31:54
Speaker
Just going slightly off topic because you touched on natural wine and natural wine is a whole other topic in itself.
Challenges and Tips in Wine Selection
00:32:03
Speaker
What are your thoughts on natural wine?
00:32:04
Speaker
Because I guess I've...
00:32:07
Speaker
I've tried some natural wines and I absolutely have loved them.
00:32:10
Speaker
But then I've been, I think people call it being burnt by them.
00:32:14
Speaker
And then I've had others where I've just been like, oh my gosh, what is this?
00:32:18
Speaker
I wish I hadn't bought it.
00:32:19
Speaker
I wish I just bought a bottle of normal wine with me.
00:32:22
Speaker
Are you a lover or are you not a fan of natural?
00:32:28
Speaker
Oh, I know that's a hard one.
00:32:28
Speaker
No, no, no, no, it's not a hard one.
00:32:31
Speaker
So look, one of my favorite, most favorite, favorite wines is a Biodynamic.
00:32:36
Speaker
kind of natural wine but all wine essentially is natural wine it's just what happens afterwards that gives it like it's different name or puts it in its different category so natural wine essentially is it's like it's farmed organically it's biodynamic like it's farmed using permaculture no additives or processing azus it's that minimal intervention process
00:33:00
Speaker
So the less you touch it, the more natural, I guess, people can align it in their minds.
00:33:05
Speaker
But look, ultimately, organic wines can be positioned as better for you, but at the end of the day, farming them organically doesn't mean that something along the line in the process differentiates from a wine that isn't farmed organically but doesn't add anything after the barreling process.
00:33:24
Speaker
So you've really got to do your research.
00:33:26
Speaker
But natural wines for me, one of my favorite
00:33:29
Speaker
most favorite delicious yummy wines I'm even getting excited thinking about it at 10am is a biodynamic wine but then again I have wines that I love that are not
00:33:41
Speaker
organic but they're just beautiful wines what's the name of the biodynamic one that's your favorite oh so i have there's a winery out in the hunter valley it's called crinklewood yes it's a beautiful um beautiful winery um you should definitely visit it so they have a beautiful red actually i'll have to send you a bottle um
00:34:02
Speaker
And there's a brand called Farmhand.
00:34:04
Speaker
Yes, I've heard of that brand before, I'm pretty sure.
00:34:07
Speaker
So Farmhand is an organic brand and they have a premium range.
00:34:12
Speaker
By premium, it's still cheap in my eyes.
00:34:14
Speaker
It's $20 wine, but they have a premium Sangiovese.
00:34:19
Speaker
Oh, wow.
00:34:20
Speaker
Yes, which is organic, minimal intervention, beautiful, beautiful wine.
00:34:26
Speaker
And it's, you know, those wines that you open, you're like, oh, I'll just have a glass and you put the rest in the decanter.
00:34:31
Speaker
And then all of a sudden you look at it and you're like, where did it go?
00:34:35
Speaker
Oh, yeah.
00:34:36
Speaker
Yes, it's gone.
00:34:38
Speaker
But it doesn't feel heavy and you don't.
00:34:41
Speaker
Well, for me, I can only speak from personal experience.
00:34:44
Speaker
I'm not a very big person, so I have one glass of wine and that tends to be me done.
00:34:48
Speaker
But truly, yeah, the fine pan, Sanchovese and the Crinklewoods are a beautiful wine.
00:34:54
Speaker
No, I definitely feel that because with organic wine, I don't know why, but I always wake up if I've had like a whole bottle with a friend or a couple of friends, I always wake up and don't have that like sluggish feeling.
00:35:06
Speaker
Sometimes in the morning, if I've had a couple of glasses of wine, it takes me a little longer to get out of bed.
00:35:11
Speaker
And there is sort of more of that sluggish feeling.
00:35:13
Speaker
But my friend and I, a couple of weeks ago, we opened a bottle of an organic semi-on.
00:35:20
Speaker
From the Hunter Valley as well.
00:35:21
Speaker
I'm pretty sure I can't remember the name of the winery, but it was so good.
00:35:25
Speaker
And we were like, oh, we'll just have one glass.
00:35:27
Speaker
Literally 20 minutes later, I'm like, the bottle is gone.
00:35:30
Speaker
Yeah, no, look, if you are looking for help, like a health and wellness option like this.
00:35:36
Speaker
so many brands out there that I do kind of doing the little things like um there's a brand called Hero of Zero that has no preservatives in it it's it completely removes it's 220 so that helps with like the if you're someone who gets nasally I have lots of friends that get like a blocked nose with the sulfites and whatnot the like the Hero of Zero is great and look I think
00:36:00
Speaker
wineries are doing themselves an injustice if they aren't looking into these options now as it is a growing space like people people want personalized wine it's as it is as if the wine has been created for them because it serves them um and their body makeup so i'll have to find out what wine that was in that was it a tambourine
00:36:20
Speaker
No, I've been to Tamborlaine before.
00:36:22
Speaker
It wasn't a Tamborlaine.
00:36:23
Speaker
I'll find out and I'll email you because then we both tried to find the bottle online and we can't find it anywhere.
00:36:30
Speaker
But I messaged the winery and they didn't get back to me.
00:36:32
Speaker
And I was like, because it was a 2016, someone bought it for my birthday.
00:36:36
Speaker
And I was like, oh, I don't normally drink white.
00:36:38
Speaker
I'll just open this.
00:36:39
Speaker
And now I'm like, oh my gosh, I wish I'd saved it.
00:36:41
Speaker
But then I'm happy I drank it.
00:36:43
Speaker
But now I can't find the bottle.
00:36:44
Speaker
Yeah.
00:36:46
Speaker
The worst.
00:36:46
Speaker
It's a battle, isn't it?
00:36:49
Speaker
Do I sell it or do I drink it now?
00:36:51
Speaker
And I think, look, I think everybody battles with that at some point.
00:36:54
Speaker
The trick is to buy doubles, drink one now.
00:36:57
Speaker
Yes.
00:36:57
Speaker
Two of everything.
00:37:00
Speaker
All the winemakers that I've had on that I've like spoken to them about this, they're all just like, just drink it.
00:37:06
Speaker
They're just like, you know what?
00:37:07
Speaker
At the end of the day, it's more about the memory that the wine evokes and the memory that you have from that wine than saving it for
00:37:16
Speaker
five six years and then opening it and not it's like just drink it she's like what's the point in saving it for a special occasion that might not even happen she was like if you're having a occasion and it's the right time to drink it just drink it absolutely such a good point thank you yes and especially with covid being very present in our lives now
00:37:37
Speaker
I think that, and like people experiencing wedding cancellations of what, like you don't, if the event that you might be saving that wine for might not happen.
00:37:48
Speaker
A question for the winemaker, were they always interested in the non-alcoholic wine industry or did they see themselves making non-alcoholic wine when they first started their journey?
00:37:58
Speaker
Now, this is just me going on a whim just in conversations.
00:38:02
Speaker
I don't think the zero alcohol space was in the forefront of the winemaker's mind up until the past couple of years because essentially when you think about wine, you think about wine.
Innovation and Consumer Influence in Zero-Alcohol Wines
00:38:14
Speaker
Like wine hasn't ever been known as anything else and now it has the extra label of a zero alcohol wine.
00:38:21
Speaker
And because it is like it's – when you think about wine, I think about it as like your grandmother's recipe book.
00:38:28
Speaker
that's been handed down generations and generations.
00:38:31
Speaker
So wine has been handed down from like the ancient Roman times.
00:38:35
Speaker
It is something that connects us to our history.
00:38:39
Speaker
So, um, changing it and making a zero alcohol wine, um,
00:38:43
Speaker
To my knowledge, it wasn't something that was discussed until they become a real conversation around health and wellness and creating that inclusive experience.
00:38:55
Speaker
And look, to be honest, in business and whatnot, you ultimately want to create for your consumers.
00:39:01
Speaker
And we place a lot of our creation on business.
00:39:05
Speaker
We create things to suit our consumers because ultimately what I want might not be what 40% of the people who enjoy our wines want.
00:39:13
Speaker
So we really, really listen.
00:39:15
Speaker
And then...
00:39:16
Speaker
He takes that all on board and I don't know what goes on in his head, that manic, crazy, creative, chaotic mind.
00:39:23
Speaker
But we do it for the people.
00:39:26
Speaker
It's more about the people.
00:39:27
Speaker
Yeah, no, definitely.
00:39:28
Speaker
I think when you do it for the people, instead of doing it, I guess, obviously also doing it to make money, but when you're doing it for the people and what they want and listening to what they want, then I feel like that's more likely to work and be successful than just doing it to make money.
00:39:44
Speaker
Absolutely.
00:39:45
Speaker
And that's why there hasn't been a mass production.
00:39:48
Speaker
That's why I run out.
00:39:51
Speaker
I work here and I wasn't able to get any.
00:39:54
Speaker
It was made for the people, for the consumer.
00:39:56
Speaker
And we listen to the feedback and we're curious and we want to know what they want, what they need and why this wine works.
00:40:06
Speaker
how we can add benefit to their life and the wine experience so it's a beautiful space to be in oh my gosh definitely um so plus and minus i did look online but for the listeners who haven't heard of the brand before what dials of wine are in the collection um so the plus and minus range um so it's a contemporary range of south australian wine so as i said before our
00:40:30
Speaker
Like grapes are typically South Australian.
00:40:32
Speaker
It was developed to be richer in antioxidants, so better for you.
00:40:36
Speaker
And then we take the alcohol out.
00:40:37
Speaker
So they've been handmade without the use of any artificial sweeteners.
00:40:42
Speaker
Grapeskin extract used during the winemaking process.
00:40:45
Speaker
And so we've kind of tried to create like a range of what you would typically see in a wine range.
00:40:49
Speaker
So the Blanc de Blancs.
00:40:51
Speaker
which is a vibrant nose of citrus and apple.
00:40:55
Speaker
And it's this, as you know, it's this bubbly, it's the bubbles that you take to a barbecue, introduce your friends and you're like, Hey, try this wine.
00:41:02
Speaker
And then you wait for them to start acting a bit giggly and fun.
00:41:05
Speaker
And you're like, there's no alcohol in it.
00:41:07
Speaker
Surprise.
00:41:08
Speaker
Yeah.
00:41:08
Speaker
So, and a Pinot Grigio, I believe the Pinot Grigio is, I don't typically drink white, but for me, I was like,
00:41:16
Speaker
I couldn't believe the Pinot Grigio actually was an alcoholic.
00:41:20
Speaker
Oh, wow.
00:41:21
Speaker
Yeah.
00:41:22
Speaker
We have a rosé.
00:41:24
Speaker
The rosé is fairly new.
00:41:26
Speaker
And then we have a Pinot Noir and a Shiraz.
00:41:28
Speaker
So we kind of cater to, we kind of do that top to bottom.
00:41:31
Speaker
Each varietal to suit the varietal's drinker.
00:41:35
Speaker
Yeah.
00:41:35
Speaker
Is there plans to launch any other styles?
00:41:39
Speaker
We have been talking about it.
00:41:41
Speaker
And at the same time, that comes down to the consumer.
00:41:43
Speaker
So we're just, to be honest, we're just listening.
00:41:45
Speaker
We're loving the feedback on what consumers want and what they need in that zero alcohol space.
00:41:51
Speaker
And at the same time, a lot of other winemakers are coming in and creating.
00:41:54
Speaker
There was a sparkling...
00:41:56
Speaker
Shiraz that I haven't tried.
00:41:58
Speaker
Oh, wow.
00:41:59
Speaker
On its taste.
00:42:00
Speaker
But like little things are popping up.
00:42:01
Speaker
So we find that we do the Blunk Blunks really well.
00:42:04
Speaker
So we'll probably focus on that area for a bit longer.
00:42:08
Speaker
But yeah, no, it's one of those things like I'd love to, I'd love a good Tempranillo.
00:42:12
Speaker
Oh my gosh, me too.
00:42:13
Speaker
Yeah, just as a red.
00:42:15
Speaker
I think it's divine.
00:42:16
Speaker
So I would love to see
00:42:18
Speaker
a zero-alc Tempranillo or even maybe a blend, something just a little bit different.
00:42:22
Speaker
But then again, I'm not the winemaker.
00:42:24
Speaker
I could try, but I don't know whether it would be palatable.
00:42:27
Speaker
But no, I'm just a test on me.
00:42:30
Speaker
I mean, I would be more than happy to do that job.
00:42:33
Speaker
So that sounds amazing.
00:42:34
Speaker
No worries.
00:42:35
Speaker
We'll just have a taste day.
00:42:37
Speaker
Oh my God, that would be great.
00:42:39
Speaker
I would love that.
00:42:41
Speaker
As well, because when you were saying about the sparkling red, I absolutely love a sparkling red.
00:42:46
Speaker
I'm like, that sounds amazing.
00:42:48
Speaker
So if you're going down that route, even better.
00:42:51
Speaker
Yes.
00:42:51
Speaker
Well, look, I can't say too much, but there is something developing in the sparkling type of
00:42:59
Speaker
bubbly space we're working on it especially with me jumping up and down i'm like i'm the consumer give it to me no um yeah absolutely look it's it's a developing space so many more things are happening and we're seeing it with spirits and all this crazy stuff so no um amazing that it's it's a changing space it's a growing space and i'm so excited for it
00:43:21
Speaker
I know, me too.
00:43:22
Speaker
I'm so interested as soon as I heard all about it and tried.
00:43:26
Speaker
Yeah, when I tried it a few years ago, I was like, meh, whatever.
00:43:30
Speaker
But when I tried the plus and minus Blanc de Blanc, I was like, wow, I need to know more about this.
00:43:35
Speaker
I need to know how this is made.
00:43:36
Speaker
I need to know everything about it because it's amazing.
00:43:39
Speaker
Absolutely.
00:43:40
Speaker
What, in your opinion, goes into a successful wine brand marketing campaign?
Marketing and Environmental Responsibility in the Wine Industry
00:43:45
Speaker
So wine marketing, wine marketing is so, it can be tricky, obviously, when you're advertising alcohol and even advertising zero alcohol.
00:43:55
Speaker
What makes a good wine marketing campaign, I think, is just to know your consumer and to also, yeah, put yourself in the shoes of your consumer and
00:44:04
Speaker
And to really know your product and what it stands for and honestly in a space that is so saturated, especially with digital media, social media and all that type of stuff being like what we use predominantly now, especially like
00:44:22
Speaker
post-COVID in the mix of still kind of COVID is just to be authentic and to stand for something and to, I guess, to be personable.
00:44:32
Speaker
I think one of the things I found working in this space is that I just want people to feel I'm listening and I genuinely care about what they have to say.
00:44:42
Speaker
And that I will take what they say and implement it in some way into how I create a campaign around that.
00:44:48
Speaker
I think the wine industry, like it's so big in Australia that we have so much potential to do some great things for this country.
00:44:56
Speaker
Especially like you would have seen it with the brands that are aligning with a purpose, like purposeful marketing.
00:45:04
Speaker
For example, like the Little Giant range is a Wires Platinum Sponsor.
00:45:10
Speaker
And they do so much with supporting little furry cute guys.
00:45:13
Speaker
Do you know what I mean?
00:45:15
Speaker
So I think for a successful wine marketing campaign, it's not just about the wine.
00:45:19
Speaker
It's about the people.
00:45:20
Speaker
It's about a cause.
00:45:22
Speaker
And it's about what we can do to change the conversation around wine and
00:45:26
Speaker
in the Australian industry.
00:45:27
Speaker
My last episode was actually with the Hidden Sea Wine and they're all about for every bottle you consume, they'll remove 10 plastic bottles from the world's ocean.
00:45:35
Speaker
And I was saying to them, I think people really like sort of knowing that when they buy a bottle of wine, they're actually doing good as well at the same time.
00:45:44
Speaker
And they're actually doing something for the planet or yeah, it's kind of a nice extra.
00:45:51
Speaker
Yeah.
00:45:51
Speaker
And it's, and I think that's,
00:45:53
Speaker
even just in the wine industry, going out and just to general corporate spaces,
00:45:57
Speaker
I'm a big believer in corporate social responsibility.
00:46:01
Speaker
And if we have the ability and like the capacity to change something or be a part of a change or have a ripple effect somewhere in Australia or in the world, we should take that opportunity, grasp, do something whilst drinking wine.
00:46:17
Speaker
It's like the perfect handoff.
00:46:18
Speaker
Yeah, absolutely.
00:46:20
Speaker
Definitely.
00:46:20
Speaker
No, I feel like, yes, that space is another space that's growing, like sort of having that initiative behind wine.
00:46:26
Speaker
I've seen quite a couple
00:46:28
Speaker
quite a few wine brands have that initiative.
00:46:30
Speaker
And I feel like that's another growing space that's happening as well.
00:46:33
Speaker
So it's lots of exciting things.
00:46:35
Speaker
Yeah.
00:46:35
Speaker
And look, wine, like when you think about it, we wouldn't have wine if we didn't have the vines and the land and whatnot.
00:46:43
Speaker
So I think a big thing, like previously said, a movement in the wine industry is the organic and regenerative farming and realizing that
00:46:52
Speaker
If we look after our land and we do the right thing by it with regeneration and environmental standards, we're improving the quality of the grapes and the wine, which essentially is a trickle down into our consumers' glasses and it does better for them too.
00:47:07
Speaker
So it's every little thing can create such a big change and that lends it to like the saturated space.
00:47:15
Speaker
There's so many new wineries or like wines or
00:47:18
Speaker
new things coming out that in order to stand out, you want to have good product and delicious wine, but you also want to stand for something.
00:47:28
Speaker
I know it sounds so cheesy, but to be able to change someone's life in some way or their experience in some way, that's enough for me.
00:47:36
Speaker
I don't care if it's one person or 10,000 people.
00:47:39
Speaker
It's just that transactional thing that kind of happens in this space that's just beautiful.
00:47:45
Speaker
You know, I agree.
00:47:45
Speaker
Even changing one person and that person could go off and influence like 10 other people and then they could influence.
00:47:52
Speaker
It's like always a trickle down effect.
00:47:53
Speaker
So even influencing one person is great.
00:47:56
Speaker
Absolutely.
00:47:57
Speaker
What?
00:47:58
Speaker
We kind of touched on it a little bit, but what wines are you drinking right now?
Personal Preferences and Pairings in Wine
00:48:02
Speaker
The wines I'm drinking right now would be any – I'd love a Tempranillo, as I've just said before.
00:48:07
Speaker
On the weekend, I did have a wine.
00:48:10
Speaker
I'm loving Malbec at the moment too.
00:48:14
Speaker
So I did try the little giant Malbec on the weekend and it was –
00:48:19
Speaker
Very delicious.
00:48:21
Speaker
And I actually, I don't drink white, typically drink white, but I did go out to Margain Winery at a broke to have a little bit of an explore.
00:48:30
Speaker
And they brought out a Simeon and 2015 Simeon.
00:48:34
Speaker
Oh, wow.
00:48:35
Speaker
Yes.
00:48:36
Speaker
And it was divine.
00:48:38
Speaker
I was actually gobsmacked.
00:48:39
Speaker
I was like, this is phenomenal and delicious.
00:48:42
Speaker
But look, my go-to wines, if I am going to have a wine,
00:48:46
Speaker
either the plus or minus bubbles if I'm not drinking because it's delicious.
00:48:51
Speaker
And if I am drinking, look, I'd say anything more amazing about the farmhand Sangiovese.
00:48:57
Speaker
It flies under the radar, but once you have it, you're like, oh, I have to have more.
00:49:01
Speaker
I'll try.
00:49:02
Speaker
Yeah, look, I try anything.
00:49:03
Speaker
And when I do find something that I really like and that works for my body, I tend to stick to it because I never feel yucky afterwards or I don't
00:49:11
Speaker
get that refluxy effect.
00:49:13
Speaker
It just pairs so well with arranged foods and it's organic, minimal intervention wine.
00:49:19
Speaker
So I feel like I'm, and Farmhand actually sponsor Carbonate, which is a regenerative agriculture group that actually work with transitioning farmers from
00:49:29
Speaker
traditional farming methods to regenerative and for me i'm just like it keeps ticking boxes so i'm a massive fan of the farmhand but look um try all the wines there's more wines than there is days yes definitely yeah so just explore because it's the same thing as going shopping to find a favorite outfit but i try it on before you buy it and then once you do it kind of um yeah you find your groove and it changes over time it
00:49:54
Speaker
That actually leads into our next question.
00:49:57
Speaker
What's your favorite food and wine pairing?
00:49:59
Speaker
Food and wine is my jam.
00:50:01
Speaker
Or your top three.
00:50:02
Speaker
We could do a top three if you want because that's easier.
00:50:04
Speaker
If not, because then I'd get too complicated.
00:50:06
Speaker
So my favorite, favorite, favorite food and wine pairing would definitely have to be
00:50:12
Speaker
Anything mushroom.
00:50:14
Speaker
Yes.
00:50:14
Speaker
It could be a mushroom risotto or eggplant.
00:50:17
Speaker
I love an eggplant parmigiana and those really strong tomato full dishes with nightshade vegetables and a good Shiraz.
00:50:27
Speaker
Oh, yes.
00:50:28
Speaker
That sounds perfect.
00:50:29
Speaker
Yes.
00:50:29
Speaker
Or I had a...
00:50:31
Speaker
My most recent dish was eggplant, a miso eggplant dish with a 0.65.
00:50:36
Speaker
So it's Tamburlaine's premium organic range, the 2016 Malbec.
00:50:41
Speaker
I was very happy.
00:50:42
Speaker
So a Malbec and Parmigiana and eggplant Parmigiana or miso eggplant.
00:50:48
Speaker
and or Shiraz like yeah that would have to be it if I go anywhere and there's eggplant on the menu I'm happy yeah I love eggplant as well my boyfriend really does not like it so it's one of those things where if he's out I can have it but no I really love it as well it's amazing and also mushrooms I am a big big fan of mushrooms anything with mushrooms and I'm like yes yeah it just ticks all the boxes it's um it's a go-to yeah so
00:51:14
Speaker
Favorite pairing would definitely be a mushroom or a plant in some type of tomato dish or miso.
00:51:21
Speaker
Miso is a kind of growing trend with a really nice Shiraz or Malbec at the moment.
00:51:26
Speaker
That would be it.
00:51:27
Speaker
Perfect.
00:51:28
Speaker
That sounds amazing.
00:51:29
Speaker
I'm like, right, what am I going to have for dinner?
00:51:31
Speaker
I'm actually going out for dinner tonight, but what am I going to have for dinner tomorrow?
00:51:34
Speaker
I need this to happen.
00:51:36
Speaker
We'll try it.
00:51:38
Speaker
Or if you are doing the Zero Alk, like for me, I know this sounds wild, but I love it.
00:51:44
Speaker
the blanc de blancs with watermelon, feta and mint.
00:51:48
Speaker
Oh, that sounds good.
00:51:50
Speaker
Yeah, or a vegan.
00:51:51
Speaker
Like you can make it into a salad or like into little hors d'oeuvres or cashew cheese.
00:51:57
Speaker
That sounds amazing actually because, yeah, the blanc de blanc is just so fresh and light and refreshing that I feel like it would work so well with those flavours.
00:52:06
Speaker
And the bubbles cut through kind of like the creamy finish of the cashews.
00:52:10
Speaker
Yeah.
00:52:10
Speaker
And then the watermelon and the mint is the fresh element.
00:52:13
Speaker
So it's honestly like if you can just treat wine like an orchestrated flavor party in your mouth.
00:52:21
Speaker
you will look at it completely differently.
00:52:23
Speaker
This is actually great because you're the first person who hasn't bought, who hasn't given a meat dish.
00:52:29
Speaker
You're the first person to give a vegetarian or vegan dish, which I think actually works so well with the non-alcoholic wine and that sort of space.
00:52:35
Speaker
So it's perfect.
00:52:38
Speaker
I don't eat meat.
00:52:39
Speaker
I don't eat anything I own.
00:52:42
Speaker
I grew up with
00:52:43
Speaker
lots of farm animals, so I just couldn't do it.
00:52:45
Speaker
But yeah, look, every dish that I do do is mainly vegan or vegetarian.
00:52:50
Speaker
And wine has such a great positioning with vegan dishes.
00:52:54
Speaker
And I think that is also a growing area too where people, the wine industry is moving towards predominantly vegan options because they've figured out that they don't necessarily need animal products to filter the wine.
00:53:10
Speaker
anymore like they can use pea protein and all those amazing things so look that's another place that it's going so from the plus and minus collection which would you take to a a dinner party be a barbecue and see bring out for a movie night at home
00:53:28
Speaker
Oh, I know this is a hard question.
00:53:32
Speaker
The barbecue, I think I would do the Blanc de Blanc.
00:53:35
Speaker
I think it's a great, like it's a great thing to start on.
00:53:38
Speaker
Bubbles is always a really great drink to start on.
00:53:40
Speaker
And it's also really good to gauge your friend's reactions if you don't introduce it as a zero alcohol wine.
00:53:47
Speaker
Yes.
00:53:48
Speaker
So look, it's really great market research for me.
00:53:50
Speaker
I'd love to hear what you all think.
00:53:52
Speaker
What was the next one?
00:53:52
Speaker
A dinner party?
00:53:53
Speaker
A dinner party, yes.
00:53:55
Speaker
Well, I think I'd take the Shiraz.
00:53:58
Speaker
A dinner party, I see a lot of people kind of like it's usually whoever's cooking has actually gone to a lot of effort.
00:54:05
Speaker
So the meals will be quite, I wouldn't say exquisite, but like there'd be like usually there'd be some type of meat dish for some beautiful sides.
00:54:12
Speaker
And I think the Shiraz would lend itself to like a variety of things.
00:54:19
Speaker
So definitely the Shiraz.
00:54:20
Speaker
And for a movie night at home, probably the Pinot.
00:54:24
Speaker
I'm a Pinot fan.
00:54:26
Speaker
It depends too.
00:54:27
Speaker
If it's winter, probably the Pinot Noir.
00:54:30
Speaker
But if it was like just an afternoon in summer, I'd
00:54:33
Speaker
come inside from the heat, probably pour a glass of the rosé.
00:54:37
Speaker
Oh, yes, I do.
00:54:38
Speaker
I am a big, big fan of rosé.
00:54:40
Speaker
Yeah, so that's a hard one.
00:54:43
Speaker
But, yeah, so that's seasonal.
00:54:45
Speaker
So wintertime, snuggled on the lounge for some chalky.
00:54:49
Speaker
And all the bad stuff that you shouldn't eat, but we're going to eat it anyway.
00:54:52
Speaker
The Pinot Noir, but if it's just an afternoon, get out of the heat.
00:54:57
Speaker
Wine, I'd definitely pour a rosé.
00:54:59
Speaker
Perfect.
00:55:00
Speaker
What are the price points as well for all of the different styles?
00:55:04
Speaker
So they're around the $15 mark.
00:55:05
Speaker
Okay.
00:55:07
Speaker
Look, it can vary depending on where you're purchasing from.
00:55:10
Speaker
But yeah, definitely around that $15 mark.
00:55:13
Speaker
Perfect.
00:55:14
Speaker
So it's affordable as well, which is even better.
00:55:16
Speaker
Yeah, well, look, I think that's what we love most.
00:55:19
Speaker
It needs to be achievable for everyone, yeah.
00:55:21
Speaker
no definitely um i just want to say a massive massive thank you for joining me today it's been so interesting i've learned so much it's such a new and exciting space so to even learn anything about it is amazing um and i've loved getting to know more about the non-alcoholic wine industry so thank you so much no thank you for having me i really um
00:55:44
Speaker
really appreciate it it's um it's a growing industry and it's so warming to know that people are curious especially people like yourself and that want to share what we're doing it's yeah it's really humbling thank you thank you so much for listening please rate review subscribe and share with your friends i'll see you next week for another closer look into the wine industry now go and grab that glass of wine you deserve it
00:56:38
Speaker
you