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Robert Joseph addresses Rootstock
by Edo Heyns
These were some of the statements made by well-known British wine writer, Robert Joseph, at a Rootstock meeting on his recent visit to South Africa, during which he also led the judging panel for the Swiss International Airline Wine Awards. Joseph, one of the most influential personalities in the world of wine, has written more than 30 books on the topic, while he also played a leading role in launching the Wine International magazine as well as the London International Wine Challenge. Although some of his statements may have annoyed traditionalists, he certainly provoked some interesting debate and conveyed the message of promoting ‘out-of-the-box’ thinking by the wine industry. He made it clear that innovative branding should be one of the most important aspects in the future of wine business.
Consider the sweet spot According to Joseph, the sweetness of food is increasing and the wine industry should react in line with this trend by producing wine with a somewhat higher residual sugar. He referred to carrots and bananas as examples, since the sugar-content of these products has increased significantly during the past few decades through selective cultivation. Prehistoric packaging taboo Joseph criticised the international wine industry for the resilience experienced in developing innovating packaging. He said that the use of standard 750 ml Burgundy and Claret bottles, has its place, but a lot could still be done to enhance the variety and character of wine packaging – especially regarding different volume options. New containers such as pouches, cans and similar initiatives were encouraged by Joseph. He also commented that PET packaging could soon become a common sight, especially to lower the carbon footprint of bigger producers. Vintages’ days are numbered “I cannot understand the fascination people have with bad vintages.” Joseph commented that, although it is a seasonal product, wine is still just an alcoholic beverage. “To remain competitive, the consistency of wine should improve.” He commented that the decrease in the importance of the vintage is already showing in the space allocated to the vintage on labels – even in Old World wine.
Joseph urged producers not to limit themselves to traditional French combinations when blending wine. He referred to Bordeaux blends, one of the most common styles in South-Africa, saying that there are no rules that restrict the components of a blend. Once again Joseph emphasised the need for innovation, referring to the success that the Aussies have achieved with Cabernet Sauvignon/Shiraz blends – something that was totally unconventional to traditional French producers. Premiumise with a matching price tag Screaming Eagle, The Grange and Château Petrus are three of the most expensive and sought after wines that were mentioned by Joseph. These wines, from the US, Australia and France respectively, are known worldwide and carry price tags that match their reputation. Joseph said that South African wineries need to increase the prices of their Super Premium wines and create brands that can compete with the mentioned big guns. “One liquid at a time” Joseph used Vodka and Gin as examples of liquor products that compete with wine on the global market. He said that the wine industry should not see itself as an isolated, separate market. Stating that a person can only drink one drink at a time and thus needs to make a choice, Joseph warned the industry of the stiff competition from other forms of liquor.
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Robert Joseph and Mike Ratcliffe
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