Supermarket discounting down to producers

11th November, 2013 by Lucy Shaw

Producers shouldn’t moan about the price of their wines being slashed in supermarkets, because they are in control of the situation, according to one key Australian producer.

Speaking to the drinks business during a visit to London last week, Sam Temme, international sales manager of McLaren Vale-based Wirra Wirra, said: “Producers shouldn’t complain about their wines being discounted in supermarkets, because at the end of the day they are letting their wine be sold at that price.

“Everyone can control the price they sell their wine for, so they are letting that situation occur by selling their wines to supermarkets at a discounted price,” he added.

Having implemented biodynamic practices at certain vineyards at Wirra Wirra, Temme believes the positive results are already visible in the grapes.

Wirra Wirra is enjoying success with its Tempranillo and Monastrell

Wirra Wirra is enjoying success with its Tempranillo and Monastrell

“2011 was a cooler vintage and the vines became prone to disease, but our biodynamic vineyards were in a considerably healthier state with thicker skins, which proves that biodynamic grapes perform better in more difficult years,” he told db.

In addition to Shirz, which, Temme believes, remains Australia’s flagship grape, Wirra Wirra is seeing great results from Spanish varieties like Tempranillo.

“Iberian grape varieties like Tempranillo and Monastrell perform really well in the McLaren Vale – we’ve got a small production Touriga Nacional on the way.

“Italian whites like Fiano and Vermentino are also showing great potential, as is the current darling Spanish white grape – Albariño.

“We’re currently only making small amounts of Tempranillo, Monastrell and Touriga Nacional for our cellar door, but the first two have proved incredibly popular so we are seeking to expand production to satisfy demand,” he said.

“It will take time for the vines to age and really bring out the varietal character. I think our versions show more primary fruit to their Spanish counterparts,” he added.

While Temme admitted that Grenache remains a “tough sell” in export markets, he is excited by the potential of the 2012 vintage of the estate’s Absconder Grenache.

“The McLaren Vale and the Barossa boast the oldest Grenache vines in the world, so we have a chance to really play on that unique selling point.

“We were recently given the green light to be able to buy fruit from a 97-year-old Grenache vineyard near us, which is bound for our Absconder Grenache,” he said.

“The 2012 vintage is the first using the fruit from this vineyard and it’s made a phenomenal wine with luscious tannins, good acidity and lovely red fruit,” he added.

While on sale in China and Russia, Wirra Wirra has recently branched out to Brazil in time for next year’s World Cup.

One Response to “Supermarket discounting down to producers”

  1. Michael Dable says:

    My goodness! It has taken a long while for the penny to drop!!!

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Brand Ambassador – Santa Rita Estates

Santa Rita Estates
London or Hertfordshire but with flexibility to travel, UK

Sales Executive - Wine and Spirits Awards

The Drinks Business
Central London, UK

On-Trade Channel Manager

Delegat Europe Limited (UK)
London / Midlands, GB

Trade Marketing Analyst

Delegat Europe (UK)
London, GB

Key Account Executive

Delegat Europe Limited (UK)
London / Midlands, GB

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

The Global Merlot Masters 2017

Deadline : 31st March 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more