The Public Relations networking association PRNet recently hosted an inaugural ‘PRNET Trade meet your media’ event at Mandela Rhodes Place Hotel & Spa, focusing on the Wine Trade. Cape Wine Master Clive Torr encouraged wine estates and writers to get to know each other better, so that the former can provide writers with information about what is unique about their wine estate and its wines.
Torr was introduced as a garagiste winemaker, and has spent time in the Napa valley. He said currently ‘Chenin is flying‘, being so popular. He noted that consumers are shying away from ‘austere wines’, looking for ‘lesser acidity‘ and ‘quicker drinkability‘. He said that grapes are often picked too quickly, and warned that one should wait for ‘physiological ripeness‘, judged by the colour of the pip, and other factors. He suggested that many of our local winemakers are German-orientated in their winemaking, having studied at Geisenheim, making them precise, clinical, adding what one is allowed, and controlling fermentation. One could sense that he supports the French style of winemaking, which is to add nothing at all, and to keep the wine making process as natural as possible. ‘It is time for transparency‘, he said, and intimated that this will increasingly be the future trend. He was critical of Merlot production, saying that our winemakers are ‘floundering‘ in making it. Riesling is not his favourite either, saying that it has ‘high acidity and little taste‘. He talked about adding antibiotics, which is done locally, but is not allowed in the European Union. He said that many wine drinkers are allergic to sulphur, feeling its effect the following day.
Should the threatened ban on advertising materialise, editorial coverage will be one of few means whereby coverage can be achieved. He emphasised how important it is to stay in contact with the media, as it is free advertising if they write about one’s Continue reading →