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Aussie Cult wines go through a turbulent period and the emergence of social media age may not help to restore the good image they built over the last 30 years.

Guillaume Jourdan,
Brand awareness and improve brand image by building customized strategies for wine estates

I was recently reading a discussion between wine professionals on a social media website. In fact, networking is great on those social media sites and information you can pick may be very useful. The story started with a message posted a few days ago: "The Fine Wine Bank has a special inventory of Rare & Fine Wine thats storage at London City Bond is about to expire.

We are looking for buyers for these 90+ scored wines please enquire for the list." Then started a discussion and potential buyers (mainly from US) were showing strong interest and wanted to receive the whole list. A first major issue was rapidly raised: individuals in the US will have to pay to have it shipped & imported including taxes and this will greatly change the prices of the wines. But this did not discourage most of them as passion comes first.

Then potential buyers started receiving the list by e-mail and discovered that "the offer is all Australian wines" as one mentioned on the forum. "Prices with logistics make these wines totally uninteresting in the US. Aussie cult wines are in the dumper and can be snatched up very affordably (read CHEAPLY) all over the place." was written on the wall. But at this stage my view had not changed: Passion comes first and Wine, more particularly exceptional wines (or cult wines if you prefer this wording) is a beautiful world full of emotions and passions. And as was mentioned by the person who initiated this discussion in the forum: "Great wine is still great wine and this wine list is about cult autralian wines." In fact, each visit in Australia is a great opportunity to taste excellent wines.

Red or white, great Australian wines can show power and elegance with a lovely balance you would not expect if you still think about the big, powerful and mouthful Barossa Valley style you were served, most of the time, 20 years ago. Add to this, lovely and exhuberant aromas and it makes me call some of these wines unique. But Australia is going through a terrible crisis and its cult wines may suffer from this period.

Fast replies and short texts make Social medias very severe in the way they send a message. On the same discussion forum, a wine professional replied to the preceding message: "Great wine is indeed great wine - but current pricing structures on given products that result from over supply and lack of demand in any open market are neither deniable nor are they reliant on a critics opinion.

I wish it were not so & that Aussie cults were still worth their purchase prices from pre-Oct 2008 - but they are simply not in this market." In fact, Aussie cult wines are suffering from a general crisis in Australia where over supply is a major problem. At their best, some of the Aussie cult wines were compared to First Growth Bordeaux and prices were in accordance with this ranking. Now Prices for top Bordeaux wines have outreached, by far, those of the top Aussie wines. This is what we could call the short-term impact. But, to avoid the long-term impact, Aussie cult wines should be careful in the way they will communicate in the future.

Why? Because, in the long-run, they may lose their lure and destroy 30 years of hard work to be among the most sought-after luxury wines in the world.

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