New World Wine of Hunter Valley - Term Paper Example

New World Winery Name: Tutor: Course: Date: Table of Contents New World Winery 1 Name: 1 Tutor: 1 Course: 1 Date: 1 Table of Contents 2 PART ONE 5 CLARE VALLEY WINE REGION 5 Executive Summary 6 Introduction 7 Australia Clare Valley Wine Region 7 Clare Valley Sales, Marketing and Tourism 9 Sales 9 Marketing 10 Tourism 11 Conclusion 12 PART TWO 13 YARRA VALLEY WINE REGION 13 Executive Summary 14 Australia Wine Regions 15 Yarra Valley Wine Region 15 Yarra Valley Sales, Marketing and Tourism 17 Sales 17 Marketing 17 Tourism 18 Conclusion 19 PART THREE 20 HUNTER VALLEY WINE REGION 20 21 Executive Summary 21 The concept of French terroir has been heavily used in the New World wine regions. Australia is one sub-continent that has exploited wineries in a bid to boost production and promote tourism. The country’s outback has several attractions and events that are intertwined with other sectors of the economy. 21 The first section introduces Australia’s wine regions while also reiterating the Hunter Valley as important destination for best Semillon and Shiraz wines. 21 The table at the centre of the report is the terroir classifying the region in terms of soils, climate, topography and grape varieties. It explores the varies varieties of grapes that make the region unique 21 The third section considers the role of sales, marketing and tourism in enriching the vineyard establishment of Hunter Valley. 21 It concludes by noting the significance of this wine region in positioning Australia as a promising New World Wine region. 21 Introduction 22 New World Wine of Hunter Valley 24 Sales 24 Hunter valley Wine Region boasts of good climate, experienced producers and growers alongside the soils. The region is a home to more than 150 wineries and cellar doors. The flavors are tempting in any palate given the unique range of flavors (Lockshin et al. 2000). Semillon is more complex with vanilla and toasty flavors when mature and lemony, crisp and grassy when young. Chardonnay offers the oaky feeling such as cream flavors and peaches. Shiraz has soft spices, a medium bodied red and a velvety texture. Shiraz won 8 awards in 2012 in the Hunter valley wine show. The wines have personality and style reflecting a unique terroir. 24 Marketing and Branding 24 Tourism 25 Conclusion 26 PART ONE CLARE VALLEY WINE REGION Executive Summary New World wine regions are maximizing the concept of ‘terroir’ to increase sales, improve branding and position their wine brands in the global market. These regions have changed their tactic of branding, producing, and marketing their wines. The interplay has been facilitated by advanced terroir which includes the understanding of soils, geography, climates, grape varieties and diseases. The report undertakes a detailed analysis of a wine regions in Australia; Clare Valley. The first part introduces the terroir of Clare Valley as a New World Wine in Australia growing the Chardonnay and Shiraz grape varieties. It also shows how the wineries have taken great leaps and bounds from the traditional regions of France, Germany and Italy. The second section looks into Clare Valley as one of the leading wine regions in Australia. A table presents the terroir which includes the soils, climate, diseases and grape varieties The third section considers the role of sales, marketing and tourism in promoting the Clare Valley wine region and help in positioning the wineries into the world market. It concludes by reiterating the role of terroir and marketing segmentation to this wine region. Introduction New World wine regions have become increasingly productive as compared to the old wine regions of France, Italy and Germany. These are conspicuous globally given that they are late entrants into the winemaking portfolio (Schiffman, 2010). These countries include Australia, Mexico, United States, Argentina, New Zealand, Chile, Hong Kong, South Africa and Canada. New World vineyards are characterized by hotter climates making the grapes during harvesting to be much ripe owing to many locations in irrigated deserts as the case in Australia. The wines are of higher alcohol content and more full bodied. Production of New World wine lay emphasis on fruit driven flavors in the. Compared to the Old World wine makers, oak barrels are used heavily in the oaking process giving a characteristic new wine makers value. Chardonnays became popular in the late 1980s in the Australian sub-continent. New World viticulturalists faced a challenge of perfecting their wines due to undeveloped technologies. The reason for low productivity and sales was blamed on earlier lack of knowledge of what grapes would perform best in a given region. By adding compounds to the wine winemakers were able to subdue their lack of experience and knowledge with their land (Parsons & Maclaran, 2009). Oaking process and mixing grape varietals complimented the methods used such as advanced irrigation systems. New World winemakers least focused on their geography, serves a multinational audience, but more on branding that comes at a greater value. Winemakers in the 1960s and 1970s commonly used and popularized varietal labeling by selecting grapes from many sources. Australia Clare Valley Wine Region Since the first grapes were planted in 1851, Clare valley has been making great wine with current production rate of 40 cellar doors in corridor of 40 kilometers from Clare to Auburn. These towns are close to each other. The terroir of the region is the force behind the great winery. Most of the wines from Clare valley are available in more than 25 countries globally (Clark, 2004). The oldest winery is Sevenhill cellars built by Jesuits in 1851 when they were making sacramental wine. Its cellar doors lead to a world of great wine. The terroir of Clare valley is shown in the table below. Terroir Clare Valley Annies Lane Chardonnay 750mL Price: £55 Soil and Geology Ranges from brown grey to red over basement rock. Topography Delightful rolling hills dotted with wonderful stone buildings form beautiful landscapes Climate and Microclimate Moderately continental, with warm to hot summer days and cool to cold nights. The wines are planted from 1,300 to 1,600 ft (400 to 500 metres).  Rainfall is mainly in June - September (winter to spring). The annual average is about 630 mm. Irrigation is desirable since Summers are dry and also ensure a minimum of fungal diseases. Diseases The low humidity is seldom a threat but means fungal diseases. Late in the growing season water stress is evident and may lead to total or partial vines defoliation (Clive, 2002). There are occasional ripening challenges with Riesling. Others are Frost and drought Vegetation Several species of Eucalypts, citrus, mulberries, acacias, quinces, feijoas, figs and some others Grape varieties Cabernet Sauvignon, Riesling, Semillon, Chardonnay, Shiraz and Merlot grapes (Clark, 2004) Clare Valley Sales, Marketing and Tourism Sales The art gallery, museum and cellar doors at Annie’s lane are opened for seven days in a week. Premium wines are produced by Knappstein with its Riesling being the best in Australia. The 19th century cellar door sells reserve lager which is a premium style from Bavaria. Sales are supported by produce, food and olive oil while the ground of winery is convenient for a picnic. Hugh Riley building built in 1856 houses the Reilly’s Wines. It doubles as restaurant for dry grown wines and fresh food. The place is open during lunch hours throughout the week. Paulett wines have 30years experience depicted by elegance, intensity and finesse. Cellar doors have breathtaking views of outstanding Riesling. Another boutique winery is Skillogalee with world-class wines (Clive 2002). The gardens surround the cellar doors and restaurants. The veranda provides convenient view of the vineyards, enjoy good weather and sit by the log fires in the on-site accommodation. This region is enchanting and replete with tapestry of trails to discover places, cellar doors and characters. The climax of Clare valley sales is ‘drop in for a taste’. The wine region has a strong gourmet food scene. Locally grown produce is amplified by beautiful historic buildings. There are plenty of woodland cottages, restaurants and secluded picnic sports. The bygone days can be recalled by paying homage to museums and galleries. Copper has brought in many miners to the Burra region in the last 30 years. The historic blue buildings host boutique businesses. The market is complete with grindstone technology and antique presses (Schiffman et al. 2013). The place offers tapas-style feasts, restaurant dining and homegrown seasonal produce. Marketing The Clare Valley wine is predominantly Riesling which is light-skinned related to the brown basement rocks of the valley. The Clare valley produce is fancy branding drawn from saltbush lamb, olive oil and many other wonderful surprises. The aromatic grapes are dry or off-dry and differentiated from Cabernet Sauvingon, Chardonnay and Merlot that are red, white and the fortified. The fan base is devoted and exclusive regardless of fashions and fads (Samli, 2012). The wine is a combination of terroir of moderate continental and warm summers, alluvial soils and limestone and elevations of 400-500m. The brands of Shiraz and Cabernet Sauvignon ensure heavy concentration and deep colored flavors. Chardonnay shows aromas of cinnamon and peach placed in varieties of flavors. The uniqueness of Clare valley wines are in positioning of cellar doors. They all provided an ultimate wine tasting adventure. Tourists are visitors are charmed by the warm hospitality of the local wine growers. Clare valley has great wine, picturesque landscape, rich history and welcoming atmosphere. Clare Valley Rocks is a project developed to market the Clare wine industry and enable tourists to discover the world underneath the vines. Visitors pick a map and CVR brochures at the cellar doors. They are able to explore the interpretive geological sites. Wine tourists samples the soil profiles of different places on display offered for tasting (Kotler et al. 2006). There is free entertainment for children. Gourmet BBQ showcases local wine, soaps, arts and crafts and gourmet food. Different markets are held monthly, fortnightly and weekly for one to get local produce delights at farm prices. The first Sunday in the month is dedicated to Wine & Art market and Clare Valley Food. The last Saturday of the month is meant for the Sevenhill producers. Tourism Tourists can go up the Riesling Trail which is known for long distance cycling trails. The place is a two hour drive from Adelaide with winding streams, rolling hills and tiny villages. It is rich in history of more than 160 years. Markets are countless with little pubs to explore and delightful restaurants as well (Clive, 2002). Australia’s finest wines are showcased in more than 40 wineries. This is the 800km Mawson Trail traversing Flinders Ranges and Mount Lofty. Other major attractions are Winery at Sevehill, Jesuit Monastery, Old Police Station Museum and Clareville museum. There are a number of guided bus tours offered by a number of local operators. Some offer limousines or vintage cars. Kapunda is between Barossa and Clare valley which is a small country town with marveling history (Lockshin et al. 2000). It is known for the Kapunda Heritage Trail where one can see buildings, learn stories of early pioneers and historic places in the town. The Red Banks Conservatin park gorges are home to abundant wildlife and steeped in Aboriginal history. The region hosts many events from wine festivals, gourmet food and classic country shows. Sampling the first vintage in the year is in May during the Clare valley Gourmet weekend. The wine region has gorgeous little villages, stunning countryside and great Riesling to be sampled. Current means of transport are the Nullarbor Traveller, Ezylift Minibus and Daimler Wine Tours. The Clare valley food art and wine market is colorful and attractive (Clark, 2004). Conclusion One of Australia's oldest wine regions is Clare Valley also called the home of Australian Riesling. It is best known for its Riesling wine complimented by a Mediterranean-style climate. The Climate is convenient for production of quality Chardonnay, Riesling, Semillon, Merlot, Cabernet Sauvignon, and Shiraz grapes. In all the individual location depending, exposure to sunlight, soil quality generates unique qualities and types of wine. Generally moderate-continental, the Clare Valley climate has cool nights preceded by long, warm summer days. This retaining crisp structure and acidity while extending the hang time marking the region’s hallmark of premium-quality wines. It has mix of fertile alluvial elements with varied local soils, limestone and weathered rocks where each imparts unique characters to the wines (Kotler et al. 2003). With more than 40 wineries, Clare Valley has region's cellar doors and major attractions. Tourist areas include walking or cycling in the Riesling Trail. PART TWO YARRA VALLEY WINE REGION Executive Summary New World Wine region is employing the role of terroir in enhancing productivity, sales and tourism in Australia. This includes maximizing the influence of soils, climate, topography, diseases, and grape varieties to promote yield and boost sales. The first section looks into the Australian Wine regions and introduces some of the leading wineries. The second part underscores the terroir of Yarra Valley by exploring its effects on the popularity and vine productivity in the region The third section unravels the influence of terroir on sales, marketing and tourism. It considers the setting of the wine region and positioning on the market and reputation The report concludes by emphasizing on terroir as important in realizing the productivity of Yarra Valley’s Vineyards. Introduction Australia Wine Regions Throughout Australia, there are more than 60 designated wine regions that have a worldwide reputation and developed award-winning wines. New World wines regions of the globe have of late become popular winemakers such as Australia, South Africa, United States, Argentina, Hong Kong, Canada, Chile, Mexico and New Zealand. The New World wines makers are characterized in the most part by New World vineyards with hotter climates located in irrigated deserts (Clive 2002). They make grapes during harvesting to be much ripe. McLaren Vale and Barossa Valley of South Australia are the New world’s oldest Shiraz vineyards. Sauvignon Blanc is the award-winning Margaret River of Western Australia. One can attend the winery events of Hunter Valley near Sydney, or taste the pinot noir, sparkling wines, flagship chardonnay of the Yarra Valley near Melbourne. The biennial Tasting Australia is the largest event showcasing some of the very best Australia on offer (Jeannet, 2001). An annual festival samples local wine, food and culture in almost every wine growing region of Australia. Yarra Valley Wine Region Yarra Valley is located to the east of Melbourne in Victoria and has more than 80 wineries ranging from large estates to family-owned operations. The region does well under sparkling wine and finest pinot noir favored by cool climate. The wine region dates back to the 1830s with fresh produce, freshwater salmons, organic fruits and vegetables. The region boasts of trout, caviar, handmade and preserves (Clive 2002). The regions oldest and largest wineries is De Bortoli Yarra valley Estate contrasted by Tarrawarra Estate’s striking modern architecture. The region has a long history of beer making. Visitors are welcomed to micro-breweries to sample the ciders and beers. One can design own route to cellar doors or follow the beaten self drive wine trails. Hot air balloons are used to take to the dawn skies and land in a vineyard and enjoy a just picked sparkling wine. New World wines are considered as more reliable, homogenous, predictable choice when compared to Old World wines. Many people will look for a cheap bottle of wine when it comes down to it since they know they will cherish similarity at all times. New World wines are criticized, ironically, for these same reasons (Hein, 2004). Some think that this predictability and consistency creates for a less interesting wine. People who emphasize on the terroir of a wine are most likely to stay away from New World wines as they lack identifiable thumbprint from the soil they grew. Yarra valley is world’s grape growing region and home to fertile farmlands and vineyards. It produces a range of classic wines owing to cool classic climate. The region is well known in Victoria showcasing more than 55 cellar doors, world’s leading vineyards and wineries. There are a number of boutique and award winning wineries. The terroir of Yarra valley is as shown in the table below. Yering Station Shiraz Viognier Price: £43 Terroir Yarra Valley Soil and Geology The middle section soils of the Yarra Valley are ancient. Intersperse of broken sandstone of the mountain-derived sandy clay loams (Clark, 2004). Brilliantly colored red volcanic soil highly friable is the other soil type much younger in origin and is found in both the Lower and Upper Yarra Valley. Topography Elevation ranges from 50m-400m. Climate and Microclimate Yarra Valley rainfall is typically between 750mm - 950mm. In relation to the rest of Australia's viticultural regions, it is cool. The region is warmer than Burgundy but cooler than Bordeaux. Diseases On the valley floor from time to time, Frost is rarely a problem, but can affect the lower vineyards. Vegetation Floodplain Riparian Woodland, Riverine Escarpment Scrub and Box-Ironbark Forest (Clark, 2004) Grape varieties  Sparkling Wine, Chardonnay, and  pinot noir Yarra Valley Sales, Marketing and Tourism Sales Yarra valley has adaptive cool climate famed for Burgundy varietals like Pinot Noir and Chardonnay. The white varietals include Marsanne, Riesling and Sauvignon Blanc. Yarra valley vineyard is about 4000acres which is approximately 2% of Australia’s wine growing area. The production is about 4% of Australia’s total annual sales. The region provides cellar doors tasting of the finest local wines. Perfecting their wines became a challenge to the New World viticulturalists who had to develop technologies. Earlier lack of knowledge of what grapes would perform best in a given region was the reason for low productivity and sales. Winemakers were able to subdue their lack of experience and knowledge with their land by adding compounds to the wine (Loudon et al. 2004). Other methods involved use of advanced irrigation systems, high dependence on the Oaking process and mixing grape varietals. Cellar doors are architecturally imposing into the tin shades that are rustic. The region has dedicated generations of Vignerons, diverse soils and temperate weather. The superb estate wines are associated with meals at the winery restaurants boasting multiple hated chefs. The place is sandwiched between the beautiful Yarra Ranges and the natural looking Dandenong Ranges. The region has premium cool climate which is best for Cabernet Sauvignon, Chardonnay, Pinot noir and Cabernet blends. Any visitor will always eat and drink the wine from the range of locally available produce. The region does well under sparkling wine and finest pinot noir favored by cool climate. The wine region dates back to the 1830s with fresh produce, freshwater salmons, organic fruits and vegetables (Kolish & Peeler, 2008). The region boasts of trout, caviar, handmade and preserves. The regions oldest and largest wineries is De Bortoli Yarra valley Estate contrasted by Tarrawarra Estate’s striking modern architecture. Marketing Yarra Valley prefers to show green, leafy vines and lush rolling hills. It has wonderful range of cellar doors, proximity to Melbourne and cool climate. The stunning scenery is the picturesque village of Marysville, over 70 wineries of Healesville and the beautiful hill country. The terroir description of these wines is defined by altitude which has seen winemakers and viticulturilists pursue excellence. The brands are positioned and marketed for their elevating spirit and elegant style. The production is methode traditionelle giving premium quality, sparkling and cool climate but remain Victorian (Martins & Terblanche, 2003). The brands attract more than 110,000 wine visitors and tourists each year for the stylish, cool climate outback. Tourists are attracted by small cellar doors and restaurants. Premium pinot nor is finely knit with silken tannins and bright red berries. Valleys and hills have varied topography with 400m elevation. Soils range from northern sandy clay loams to southern fertile red volcanic (Clive, 2002). Major tourist attractions are Steavonson’s Falls in Marysville and Healesville Wildlife Sanctuary. The region has all the 5 star luxury resort accommodation in private and secluded guesthouses. One will be spoilt for choice in the sensational standalone and fantastic restaurants (Schiffman et al. 2003). There are excellent places offering accommodation, wineries, hot deals, eating out and tours. Tourism Yarra Valley being a great wine and food region has enviable reputation. People can discover cafés nature walks, art galleries, restaurants and other attractions spread across the region. There are refreshing mountain views of Melbourne’s doorstep pristine environment. Australia’s initial landscape painters were inspired by the beauty of the Yarra Valley and its changing seasons. Getting to Yarra valley can be through Melba, Warburton or Maroondah highway. Today, there are many studios, galleries and artworks. A large collection of Australia’s native wildlife is found in the Healesville sanctuary. There is the spectacular view of wombats, dingoes, koalas, kangaroos and birds of prey. Marysville and Black spur are charming villages (Clive 2002). Visitors can enjoy their rides on open top of the range vehicles at Toolangi State Forest, Yarra Ranges National Park and Kinglake National Park. Dandenong Ranges National Park provides the view of misty mountain Ashwood forests, bell birds, and the lyrebird in the green lush fern gullies. The Grape Grazing Festival of Yarra valley in Febuary showcases top chefs from various wineries. Tourists need to take organized tours or hired cars as there is no public transport to the valley (Hein, 2004). Chauffeured limousines or horse drawn carriages can enable a visit to the vineyards. Conclusion Yarra valley is world’s grape growing region and home to fertile farmlands and vineyards. It produces a range of classic wines owing to cool classic climate. The region is well known in Victoria showcasing more than 55 cellar doors, world’s leading vineyards and wineries. There are a number of boutique and award winning wineries (Clark, 2004). The stunning scenery is the picturesque village of Marysville, wineries of Healesville and the beautiful hill country. The terroir description of these wines is defined by altitude which has seen winemakers and viticulturilists pursue excellence. Yarra valley has adaptive cool climate famed for Burgundy varietals like Pinot Noir and Chardonnay. The white varietals include Marsanne, Riesling and Sauvignon Blanc. Yarra valley vineyard has expansive acreage which is approximately two percent of Australia’s wine growing area (Jeannet, 2001). The production is about four percent of Australia’s total annual sales. Today, there are many studios, galleries and artworks. A large collection of Australia’s native wildlife is found in the region’s sanctuaries. This is convenient and exciting for tourists. PART THREE HUNTER VALLEY WINE REGION Executive Summary The concept of French terroir has been heavily used in the New World wine regions. Australia is one sub-continent that has exploited wineries in a bid to boost production and promote tourism. The country’s outback has several attractions and events that are intertwined with other sectors of the economy. The first section introduces Australia’s wine regions while also reiterating the Hunter Valley as important destination for best Semillon and Shiraz wines. The table at the centre of the report is the terroir classifying the region in terms of soils, climate, topography and grape varieties. It explores the varies varieties of grapes that make the region unique The third section considers the role of sales, marketing and tourism in enriching the vineyard establishment of Hunter Valley. It concludes by noting the significance of this wine region in positioning Australia as a promising New World Wine region. Introduction Winery in Australia is a booming business. Australia is the fourth world largest wine producer. Wineries are cropping up in all areas in the country especially the coastal hinterland and the Granite Belt. Alice Springs boasts the most boutique vineyard being a dry red centre of the country. Best wine regions are also located in coastal wine destinations such as Mornington Peninsula, Limestone coast, Shoalhaven coast and Margaret River. The Hunter Valley wine region dates back to the 1870s after a trial viticulture of James Busby. Today, the region is highly prized and best known priced wine region which is located in New South Wales (Lamb et al. 2011). The vine cuttings were shipped from Europe as early as 1830s. The Hunter Valley pioneered the dry, varietal Semillon and the oaked Chardonnay which has since retained a strong connection. The Semillons improve with age and matures in the bottle for more than 15 years. The wines have a grassy and fresh citrus taste. They evolve into a luscious mouth feel and the nutty honeyed notes. Chardonnay was planted 100 years later in 1968 by Tyrell winery. This style has been spreading rapidly throughout Australia gaining immense popularity. Shiraz is Australia’s national red grape and well established in the Hunter Valley. Earthy leather and tar reflect the tasting notes. Climate is relatively wet conducive for quality white wines (Myers, 2006). The wines have a delicate finesse, ageing potential and distinctive style. The gentle breezes and regular afternoon cloud cover is key to the region’s viticulture process. They help quell the high temperatures and protect the vines from the Australian sun (Clark, 2004). Hunter valley is divided into Upper and lower sections which is similar in topography and climate. The region is one of Australia’s oldest wine regions. It is a short drive from Sydney. Wine regions in Australia are complemented with fresh produce and fine foods with a laid back atmosphere. Chatting over a bottle of wine, it is easy to enjoy an afternoon from the restaurants to the cellar doors. Cellar door sales characterize the best wineries which includes selecting the best wines for tasting. This is depicted by extensive wine lists and gourmet restaurants. Vineyard management includes pruning, site climate and control of pests and diseases. The grapes are harvested in autumn (Clive, 2002). Dormancy period is about 5 months. Extreme weather is frost and hailstones. The spring allows tremendous growth due to rise in temperature reaching an optimum of 15oC to 25oC. Pruning exposes leaves to sufficient light, reduces diseases, allows spray penetration, improve quality, optimize yields and quality of grapes. The terroir of Hunter Valley is described in the table below. Summar Semmilon Price: £30 Shiraz Merlot Price: £37 ID Description Soil and Geology Suits low vigor sites, does well under infertile soils and low irrigation. Grown in grey loams and sandy soil. Semillons does well in the red soils of ancient volcanic origin. Shiraz excels in hot irrigated inland areas. Topography Lower and Upper Hunter Valley. Topographical features are gently undulating hills and alluvial flats of valleys. Rivers such as Paterson, Williams, Hunter and Goulburn feed the region (Clark, 2004). Fertile river flats and close proximity to Sydney Clove. Hills provide shelter for prevailing cold vines. Slopes facing north drain cold air away from the vines. Climate and Microclimate Relatively wet climate, low latitude of 32/33os. Mesoclimate which has gentle breezes and cooling through consistent afternoon cloud cover. Warm climate. Cool winters while summers are hot and humid. In Autumn vineyards have warm orange red hue. Vine leaves fall in winter. Diseases Botrytis bunch rot Botrytis Cinera. Phylloxera pest. Prep 500 sprayed directly on the soil are harmful to environment and degrades soil health. Ladybugs and spiders are natural predators which feed on bugs. Mildew and rot brought by untimely and excessive rain (Clark, 2004). Vegetation Diversity of grass species to act as bug natural habitat. Grape varieties Hunter Valley Semillons, Chardonnay, Shiraz, Cabernet Sauvignon, Pinot Noir, Rieslig and Merlot. New World Wine of Hunter Valley Sales Hunter valley Wine Region boasts of good climate, experienced producers and growers alongside the soils. The region is a home to more than 150 wineries and cellar doors. The flavors are tempting in any palate given the unique range of flavors (Lockshin et al. 2000). Semillon is more complex with vanilla and toasty flavors when mature and lemony, crisp and grassy when young. Chardonnay offers the oaky feeling such as cream flavors and peaches. Shiraz has soft spices, a medium bodied red and a velvety texture. Shiraz won 8 awards in 2012 in the Hunter valley wine show. The wines have personality and style reflecting a unique terroir. Marketing and Branding Marketing of Hunter valley wines is about style, flavor and phenolic profiles due to unique soils. Unique parcels of wine are isolated in any given vintage point. Hunter valley wines are marketed under a ‘white label’ range if they are unique in character and of high quality. They are treated separately in the winery (Weinstein, 2013). They create and position red wines that are competitive in the global market. The two Hunter valley varieties of Shiraz and Semillon are kept in limited quantities, secured by Stelvin capsules and carefully matured in temperature controlled sheds. The regional brand image is what is communicated outwards to the external audience. Many wine consumers use a cluster of brand elements such as brand name, grape variety, wine region and others to make a decision. The Hunter valley brand has a national image (Kotler, 2002). The wine is re-released after 5-6 years. Packaging is made in the range labels such as ‘Age released and limited release white label’. The terroir of hunter valley also exhibits the Hunter valley varietals ‘Margan Range’ which is a pure expression of single vineyard. It also comprises of compactness of the area, unique soil, relative isolation and people’s spirit of cooperation. The increased level of sales is attributed to unswerving commitment and endorsement, planning that connects expertise throughout interest groups, genuine customer focus, and marketing of regional mission. The regional varietal distinctiveness is the reason to continue in the pure expressions. Consistency of brand images has been maintained across regional contact sources and points. Throughout the sub-continent there are a lot of good Chardonnay sites which is relatively a new phenomenon. Wine making practices and oak handling such as malo lactic ferments, barrel ferments are quite common to Chardonnays hence hiding or overwhelming its character (Hein, 2004). The marketing and branding point in Hunter valley wines is the unique and regional style depicted by a complex and balanced features developed with cellaring. However, marketing in the region is often hampered by the perception of blandness, high commercial volume styles of fruit produced in inland areas under hot irrigation (Clive, 2002). Some buyers may not like the ‘warm climate’ given that Bordeaux is warm like Rioja and Southern Rhone being excessively hot. Tourism Hunter valley tourism is at its peak in autumn. This time of the year is spectacular with a warm orange-red hue of vine leaves. Visitors can also enjoy the crispy evenings, balmy days and famous annual events such as Lovedale Long Lunch. Cooler temperatures are experienced in the evenings (Harrison, 2013). The wineries provided camping on a fire with red varieties of Merlot, Cabernet Sauvignon and Shiraz. Many international and national artists prefer the classic Aussie rock such as CMS Rocks, A Day on the Green and the Gum Ball have scheduled plays among the vines. The stunning natural backdrop is depicted by fabulous wine and food to guarantee a great atmosphere. There is a strong wine culture where regional wineries and stakeholders communicate to wine customers and tourists with a single voice (Kotler et al. 2006). They have developed packages ‘terroir’ to showcase their brand especially Semillon and Shiraz to visitors. There are work packages for children to engage while adults take wine. Grape growers association has been vibrant in advancing accommodation and restaurant businesses which are attractive to complement wine visits and tours. Product development and strategic marketing are significant to the region’s winery success (Healey, 2008). Appropriate visitor services and tourist products have been developed such as running field trips to other wine regions, having various workshops and guest speakers. The regional brand has also maximized on cellar door study for visitors and guests. Festivals such as Jazz, in the Vines, Budfest and Hunter Valley Harvest serve large population and fuels great interest in the region. Tourism has been provided with good facilities and accommodation booking services in the Wines and Visitors centre and the Vintage Hunter (Henry, 2008). The region is also adjacent to Newcastle city which has rich culture, history and excellent shopping and dining. Visitors have the opportunity to relax in pristine beaches in the Central Coast of New South Wales. Watagon, Wollombi and Yengo provide walks through its rainforests. One can fish, sail and swim at Lake St Clair. Conclusion Hunter valley is no doubt the oldest Australian wine region. This is due to good climate, soils and experience from its producers and growers. The region has developed packages ‘terroir’ to showcase their brand especially Semillon and Shiraz to visitors. There are work packages for children to engage while adults take wine. The regional brand image is what is communicated outwards to the external audience (Clark, 2004). Many wine consumers use a cluster of brand elements such as brand name, grape variety, wine region and others to make a decision. The Hunter valley brand has a national image. Reference list Clark, O 2004, Australian Wine Companion. Time Warner Book Group UK. pg.12. Clive, A 2002, The Australian Wine Guide, Hospitality Books, NSW. 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