The grape and the good
With its range of products that are smooth on the palate and big in taste, Brancott Estate has become one of New Zealand’s leading wine producers—soon to team the sporting world and wine industry together in its role as an Official Sponsor of the Rugby World Cup.
When the first Marlborough Sauvignon Blanc grapes were planted at Brancott Vineyard in the early 1970s it was a moment that would fundamentally change the New Zealand wine industry.
Close to 40 years later the country’s wine industry is flourishing and one of the most popular brands emanating from its globally appreciated ranks is Brancott Estate.
In the past two decades the Marlborough Sauvignon Blanc grape has taken off thanks to its taste and the rocketing global profile of New Zealand wines.
Managing director Fabian Partigliani says: “In the past 20 years we have witnessed the rapid ascent of New Zealand wine to international recognition and it’s a privilege to have our brand at the heart of this story.
“With the perfect wine growing attributes of the Marlborough region came the realisation that the area produced wines good enough to compete on the global stage.”
Today the winemaker has positioned its products in the super premium segment, which has allowed it to demand a premium price point in the global market place and retain the highest standards of quality.
“The last three to four years have delivered successively large vintages, driven by increased yields and new vineyards coming on stream,” Partigliani notes. “This ‘oversupply’ has seen the birth of private label wine for the New Zealand category, which has in turn produced price pressure on all brands in the category.”
The company’s response has been to adopt a long-term view that focuses on value rather than any short-term volume gains, by opting to increase investment in marketing and differentiate itself through innovative products such as Sparkling Sauvignon Blanc.
Global brand, local business
International drinks producer Pernod Ricard, whose brands include Havana Club rum, Chivas Regal Scotch and Jameson Irish, has introduced to Brancott Estate a business model that has proved integral to its performance.
“The business model is unique in that we operate a decentralised structure with our own fully-owned local distributors,” says Partigliani. “This means we can be nimble and are able to react quickly and efficiently to market pressures and subtle cultural nuances.”
“Our strategy of focusing on long-term value over short-term volume opportunities has been underpinned by a step change in marketing investment,” he adds.
To facilitate its long-term ambitions, Pernod Ricard disposed of its Lindauer and Corban brands in 2010 in order to strengthen its marketing spend and focus on fewer brands such as Brancott Estate.
A rich history
The roots of Brancott Estate date back to 1934 when, shortly after arriving in New Zealand, Yugoslavian immigrant Ivan Yukich planted his first grapes on the eastward facing slopes of Auckland’s Waitakere Ranges.
Yukich named the winery Montana and just short of three decades later his sons Frank and Mate Yukich set up Montana Wines Limited. Within a few years the siblings had developed 106 hectares of vineyards south of Auckland.
In 1973 Montana purchased 1620 hectares of farmland in Marlborough and planted the region’s first Sauvignon Blanc vines soon after at Brancott Vineyard in the heart of the region.
It was at this time that Frank Yukich’s said the prophetic words “wines from here will become world famous”.
The decision to create the first Marlborough Sauvignon Blanc proved an inspired choice and the variety has now become the country’s signature wine on the international market, while Marlborough has become New Zealand’s main viticulture region.
“The significance of the first planting of Sauvignon Blanc vines in Marlborough at the original Brancott Vineyard continues to resonate today through the Brancott Estate brand story and its portfolio, with Brancott Estate wines now widely exported across the globe,” says Partigliani.
A better drop
Standing apart from rival New Zealand wines, Pernod Ricard says that the Brancott Estate Sauvignon Blanc is unique because the company is able to trace its history back to the original Sauvignon Blanc from Marlborough.
“The early pioneering spirit seen in Marlborough with Brancott Estate in the 1970s continues today with the growth of new varieties like our Sparkling Sauvignon Blanc, which is achieving good global traction after its launch in the United Kingdom,” notes Partigliani.
Sauvignon Gris, which was launched just over a year ago, is currently being introduced to new markets.
“We are the only company producing Sauvignon Gris in New Zealand and we anticipate this variety to be a key growth driver for us over the next three to four years,” adds Partigliani.
Respecting the environment
Brancott Estates is proud of its ecological initiatives having put in place ways to measure and reduce its environmental footprint through its Living Land Series.
The company’s efforts are focused on six key areas: reducing energy consumption; the environmental impact of packaging; improving waste management; minimising its water usage; driving sustainable agriculture; and caring for the land.
“Other key environmental initiatives include establishment of the Brancott Estate Living Land Fund, which is supported by a $1 donation from each and every bottle of Living Land Series wine sold,” explains Partigliani.
“This is assisting the regeneration of native falcon populations and directly benefits the Marlborough Falcon Conservation Trust, which was formed to conserve the New Zealand falcon in the region.”
Supporting the game
Brancott Estate will be visible throughout the forthcoming Rugby World Cup in its capacity as an official sponsor of the tournament.
“It’s the perfect platform to help drive immediate global awareness of Brancott Estate as a leading New Zealand wine brand, particularly in key export markets such as the U.K., U.S.A. and Australia,” says Partigliani. “We are extremely proud to be a New Zealand-based brand supporting such a significant event on home soil.”
The company has in place a comprehensive programme of activities during the lead up and throughout the tournament with extensive signage and on-site installations.
It will also be launching exclusive products and will conduct a range of special promotions in key markets allowing people the chance to enjoy the Rugby World Cup for themselves.
“We are running promotions across key rugby nations all in-line with the ‘Stay Curious’ rugby platform,” says Partigliani. “This is supported by a significant investment in digital initiatives such as the Stay Curious tour, which is promoted via Facebook.
“The tournament also offers an unprecedented engagement opportunity for us with journalists, consumers, trade and internal audiences, allowing them the opportunity to experience Rugby World Cup 2011 and all aspects of our brand, including our new Brancott Estate Heritage Centre in Marlborough.”
Brancott Estate plans to host more 400 international guests during the tournament.
The future
In organic wine and sustainability, Brancott Estate has identified two key growth areas.
“Our Organic Living Land Series is a range of completely organic and sustainably grown and managed products, which deliver pure, bright and intense flavours in the wine,” remarks Partigliani.
“We hope to meet consumer demand with this innovative, sustainable and most importantly, great tasting product.
“We will remain focused on our core markets of the United States, the United Kingdom, Australia and New Zealand, with an emerging focus on additional markets such as Canada and Sweden.
“We will continue to focus on Sauvignon Blanc and our brand strategy of investing in our brands and going forwards, our on-going commitment to innovation will remain critical to our long-term success,” he adds.
With a strong brand already out in the global market place and a commitment to rugby that is paving the way for further exposure, Pernod Ricard will be optimistically hopeful that Brancott Estate kicks all its competitors into touch and continues to be one of New Zealand’s leading wine brands.
www.brancottestate.com
