The Winter Reds festival in the Adelaide Hills on the weekend was another big success for the cellar doors – in what is traditionally one of the quietest months of the year.
Lachlan Allen, family owner at Barristers Block, says that in the midst of what often feels like a relentless stream of negative news for the Australian wine industry, he thought he would share a genuinely positive story from the event.
“At Barristers Block in Woodside over the weekend, one thing really stood out,” he says.
“Our crowd was noticeably younger than many would expect.
“While we’re a winery venue, guests had plenty of choice, with beer, cider and spirits all readily available.
“Yet across both days, wine comfortably outsold every other alcoholic beverage.
“On Saturday, wine sales on-premise were almost four times those of other alcoholic drinks, and on Sunday they remained well ahead.
“To me, that says something.
“Perhaps the conversation shouldn’t only be about whether people are drinking less wine.
“Maybe it’s about giving people more reasons to choose it.”
Lachlan says that people weren’t just coming for a glass of wine.
“They came for live music, great food, friends, the vineyard setting and the atmosphere,” he says.
“Wine wasn’t competing with the experience, it was part of it.
“It was connected to a place, a story and a memorable day out.
“For all the challenges our industry is facing, weekends like Winter Reds remind me that Australians still want to engage with wine.
“When we create authentic experiences and connect people with where wine is grown and the stories behind it, wine continues to resonate, particularly with younger consumers.
“The industry needs to celebrate these wins as much as it analyses the challenges.”
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