Eden Valley’s message on a bottle
Eden Valley Riesling producers have launched a proprietary bottle, embossed in the same vein as Chateauneuf du Pape. And the first vintage using this bottle – 2011 – is hitting shelves now.
The green flute has a symbol on the front representing the rolling hills of the Eden Valley and the region’s name is also embossed. It gives the region’s wines much better on-shelf presence and gives confused consumers a better idea what to expect if they’ve tried an Eden Valley Riesling before.
While it’s early days for the bottle, the region’s two biggest producers, Yalumba and Peter Lehmann, have not come on board for the first release. The price per bottle – some quote 90 cents, others more, others less – is perhaps a little high, particularly in the current economic climate when producers are looking to cut costs. However, a special mould had to be created to produce the bottles hence the high cost. What’s more, the Eden Valley is not a mass producer so the economy of scale is certainly not there to bring costs down.
Yalumba’s Louisa Rose, explains their decision. “The issue for us is that it’s quite expensive and our brands are much bigger than most. It’s a commercial decision at the moment but I think it’s a great idea.”
And Ian Hongell, winemaker at Peter Lehmann, adds “We are not using the Eden Valley bottle because we have our own proprietary bottle.”
Yet, if the biggest producers came on board, they would have the economy of scale, and the project would have more clout.
One of the area’s most renowned producers, Henschke, has bottled its 2011 Julius Riesling in the proprietary bottle but Stephen Henschke admits, “Not enough are using it but I think more people will be influenced to start.”
I certainly hope more producers do come on board. It is a small region that is technically part of the Barossa zone and there is very little awareness of the area.
Thus far the Clare Valley has achieved a higher profile status for its Rieslings but with greater unity and widespread adoption of this bottle, there is an opportunity for the area to become known as the premium Australian Riesling region. It should take a leaf out of Central Otago’s book, which has become known as the leading new world Pinot Noir producer through its collaborative marketing efforts.
There is a real opportunity for the region: Eden Valley Rieslings offers fresh wines that are clean and modern, and would suit the current consumers’ appetite for vibrant, unoaked styles. With moderate alcohol levels (12-12.5%), lemon, lime and lavender aromatics, they would appeal to a wide audience.
Yet it is relatively unknown: as part of the Barossa, it often gets overshadowed by its bigger brother. The proprietary bottle is a good start to increase its recognition, but it shouldn’t stop there.
*Packaging manufacturer Amcor produces the proprietary bottles. I have contacted them, asking for details on production costs, price per bottle and units sold thus far but they have not responded to my calls.