Rosemount Cabernet

Brands have a life span, or at least this is what marketing dudes tell me. Marketing dudes are usually smarter, better dressed and considerably richer than me, so I should listen to what they say.

Anyway, it goes like this. You build a brand. If it takes off, there is a growth period. You want this to be pretty fast, but you also want it to keep on going. Then there's a plateau period, where a successful, mature brand continues to sell well. The smart dudes reading this will be thinking that this is the phase you want to milk for all it's worth. Stretch it. Because next comes the decline phase. Your brand loses influence and sales. It's suddenly uncool, or boring, or out of touch.

Rosemount was a wine brand that recently, some commentators suggested, had entered the dreaded decline phase. Urgent action was called for to salvage it, and FGL Wine Estates revamped the range, paying attention not just to the liquid, but also the packaging. A simplified, elegant label and a square based bottle are the key design features in question.

What about the liquid itself? Well, the reason I'm blogging on this topic is because I'm drinking the Rosemount Cabernet Sauvignon 2005. And I'm impressed. This is not a geek wine, but I reckon they got the winemaking just right for this sort of brand.

It's deep coloured, with a forward, perfumed nose of sweet red berry and blackcurrant fruit, with a bit of spicy presence. There's a subtle herbiness, too. It is pretty refined. The palate shows sweet ripe blackcurrant fruit, with just enough spicy structure to counter the sweetness of the fruit. Any rough, slightly herbal edges are papered over adequately with the fruit sweetness. I reckon there's also a bit of residual sugar here, which rounds the palate, fleshing it out a bit, and making the wine a lot more accessible (I'd love to know how much - it's notoriously difficult to judge by taste alone because of the way sugar interacts with other components of wine, such as acidity). Look, this isn't the sort of wine that the readers of this blog are going to want to rush out and buy in quantity. But for a commercial style, it's extremely well done. It's tasty; it tastes of Cabernet Sauvignon; it's extremely well made; it avoids the obvious confected or green character a lot of commercial wines in this style display.

So here we have it. A wine I'm impressed by, but which I wouldn't buy. And the brand owners are probably relieved to hear this, because they aren't trying to sell to me.

Finding love with cheap South African wine

Have you heard about Stormhoek's new social experiment/marketing tactic? It involves taking a film director, a strategic communications operative (Catherine Monahan, ex-Cube, now working for Orbital) and Stormhoek's celebrity blogger Hugh MacLeod around a large number of Tesco stores to talk about love...and presumably Stormhoek's new rose wine, which is on the obligatory promotional offer at £4.99 down from £6.99.

Hugh's mission is to chat up girls in the supermarket and convince one of them to come on an expenses paid date in South Africa.

As he says on one of the videos, 'I think there's something totally kind of surreal about what we are doing, but if you don't do something slightly surreal, you are not going to sell any wine, you are not going to get a date in South Africa'. He concludes that, 'nothing worth doing is ordinary'.

The two weeks are up today, and Catherine has sent in the following report, and I don't quite know what to make of it:

"1. Hugh has decided that he loves a girl he met in Blackpool called Lois Quinnelle - but she's not miss right cos she's gay... so he's decided that never mind, he and Tesco will sponsor the gay love story of the year and whisk her down with her partner tonight, to a private London Eye Valentine's Cubic Capsule, filled with Champagne and Rose and Chocolates, followed by a champagne cruise, dinner at Bibendum and stayover at the Sydney Street Hotel, London.

2. Hugh has a secret "evil plan" as he calls it... He reveals all about his secret love plan and his love affair ... it's much bigger and more evil and exciting than we thought... but i don't know about it until tonight...AND you have to keep watching the movies from tomorrow to find out!So, if you fancy joining us in the celebrations,(if you're not otherwise engaged tonight!) come meet us tonight at 7:30pm at the London Eye where all the excitement begins and will continue with a twist in the tail....we're filming, signing cartoons, handing out Valentine's cards, prints, t-shirts, boxer shorts, g-strings, caps and we'd love you to join us!"

Sadly, I'm otherwise engaged tonight. So what happens? Does Hugh get together with Catherine?

You can see the videos and Hugh's commentary on the excercise at: http://www.gapingvoid.com/

Plenitude Madiran

What was going through the minds of Les Producteurs Plaimont when they came up for the idea of one of their top cuvees, named 'Plenitude'. Now the Plaimont Coop are normally on top of their game. They are making some really nice wines from various southwestern appellations. But with Plenitude, which translates as fullness or abundance, they've whacked the volume knobs up to 11, and the result is kitsch wine in kitsch packaging.

Weighing in at 14% alcohol, this offers lots of everything. Yes, there's a bit of tannic Madiran bite (which I love), but this has been masked a bit by the abundant new oak that has been lavished on this wine. It's as if they've said, 'Australian wines are popular, so how can we make this wine taste Australian?' They don't need to do this.

Madiran is great, and so is the Tannat grape. There aren't many wines that taste like Madiran, so by trying to make your wine taste unlike Madiran, you are in danger of losing your USP. Be proud of the wines of the southwest France: in a world where wines are tasting worryingly similar, here's a wine that's a bit different. Tell the world about it. Don't apologise.

And then there is the packaging. What possessed them to go for the neo-viking plate metal look, topped off with some wax? It's absurd. Look, don't get me wrong: this isn't a bad wine. I don't mind it, although I find it hard to get past the oak. Perhaps in 3-5 years the oak will have been absorbed and it will enter a stage of mellow maturity. It's just that I reckon it could have been better. £14.99 from Bedales, Adnams and Grape Ideas.

Stormhoek's Threshers discount goes big

The BBC News site has picked up on the Threshers (UK off licence chain) 40% off deal - a piece of viral marketing originated by Web 2.0 dudes Stormhoek. The downloadable pdf coupon seems to have spread like crazy.

The beauty of this bit of marketing is that everyone benefits, and it isn't as mad an offer on Threshers part as it seems: they have a 3 bottles for 2 across almost their entire range, which works out as a 33% discount. Punters with the piece of paper effectively get another 7% off. So they won't be losing money on the deal. [The wines are priced such that they are good but not exceptional value at the 3 for 2 price.] Everyone seems to be selling wine cheap these days. The UK's two largest supermarkets are currently offering 25% discounts on multiple purchases.