Nick Davies | WhaleTales Blog by Chris von Ulmenstein

Yesterday I met up with a fellow writer at the Franschhoek Summer Wine festival, and we had an interesting discussion about PR companies, and how professional or mediocre they can be. Unfortunately there are many mediocre PR companies, and few truly professional ones. Smart Communications & Events, the PR agency of the festival, was a prime example of mediocrity, with no presence at the event nor providing a media pack.

The discussion arose when the writer shared his pet peeves about PR companies, being particularly sensitive about not having been invited to a wine-related function earlier this week, yet he was sent a media release after the dinner, which highlighted that top Tweeters and Bloggers had attended the prestigious dinner at The Greenhouse, he obviously not being one, in the opinion of the PR company, he felt! I shared a similar incident when I was not invited to the launch of a winter menu of Reuben’s in Cape Town, obviously seeing all the Tweets about it, and then received the media release whilst the lunch was on the go! Media invitation lists are a sensitive issue, and an invitation exclusion can be held against a PR company and/or its client’s brand, especially as we were reminded by one PR company recently that it is not the communications representative but often the client that decides on the final attendance list. This can make things awkward for the PR agency, especially when they represent a number of clients in the food and wine industry.

While we were on a roll, we shared the following peeves about PR agencies:

* not saying thank you for coverage received – a ‘thank you’ is a rare treat and much appreciated

* being chased for coverage – attending a function is no guarantee that any writer will write about it, although one does feel obliged to write. Most events attended are covered on Facebook and Twitter by the writers. Many PR agencies charge their clients for the number of Tweets achieved for an event, and hence the use of the hash tag to track this easily, it was explained to me.

* being asked to list an event on one’s ‘Events page of the blog’, even though our blog does not have such a page!

* being asked to send a link to the PR agency when the blogpost has been written and posted, an absolute no-no! Not all PR agencies follow one on Twitter, and are rarely ‘Likers’ on Facebook, so they don’t pick up the coverage their clients’ brands achieve on these Social Media forums.

* being sent media releases with large format photographs in the body of the media release, and on a colour background, make it impossible to print. The information is what counts, even though the ‘packaging’ of it does look impressive.

* being sent media releases regularly about clients’ wine and restaurant brands, yet never having been invited to the restaurants or sent a bottle of wine to try before using the media release! Such media releases have a very low chance of receiving coverage on a blog, and even on Facebook and Twitter.

* functions that are too long and start too early in the day, especially day-time ones, given that most writers have paying job commitments which must take first priority, especially in summer.

* not being introduced to fellow attendees, as not all writers know each other, the media mix changing for every function. Name tags are rarely seen.

* functions being held far out of Cape Town, where most writers live and work. Many wine writers will insist on accommodation for evening functions, or a transport service, which covers the issues of drinking/driving and the cost of petrol, and usually leads to great camaraderie on board.

* functions/launches being too similar – one takes one’s hat off to PR agencies that can find a new angle for their clients’ brands, and always search for new venues to host their clients’ functions.

When a media release was requested of the Franschhoek Summer Wines event yesterday afternoon, Franschhoek Wine Valley CEO Jenny Prinsloo contacted her PR company, and they promised to send a release. It was the same two paragraph e-mail we had been sent to attend the function. The PR company head said she wanted to wait for the attendance figures before she issued a media release, a total waste of effort, as most writers would write almost immediately or not at all. The ‘release’ only contained the names of 12 of the 28 wineries participating in the festival. Each winery only offered one white wine, Rosé, or MCC for tasting, yet there was no information provided about each of the 28 wines, and what makes them unique. With a few exceptions, it seemed as if the B Team had been sent to man the ‘stands’, which was just a wine barrel per winery. Very few of the winery representatives offered information proactively, being pourers of wine rather than sharers of information. Only Morena had a booklet of information one could take from its stand, always stylish with its owner Nick Davies hands-on and in attendance. There was no information provided about the specialist tastings that formed part of the festival.

Leopard’s Leap was an ideal venue and the perfect weather helped the event greatly. Additional parking was opened up, and golf carts drove one to the entrance. It’s a pity that a (outsourced security company) boom operator is persistently rude when one arrives at Leopard’s Leap. The invited media guests had to buy their own food (the wine tasting was on the house), something one would rarely experience if one is the guest of an event – the petrol alone for the journey from Cape Town and back would have cost around R375. The invitation’s description of the ‘mouth-watering deli-style food from the Harvest Table‘ was completely misleading, as they had changed their menu for the event, being chicken and a few leaves (R60), salmon quiche with a good helping of salad at R45, and a vegetarian wrap (R30), not representative of the fantastic food that The Rotisserie at Leopard’s Leap usually serves. Even though we wanted to pay for an ice cream when ordering our food, payment was not taken, and consequently the ice cream had run out at 16h00, an hour before the close of the event!

The Franschhoek Summer Wine Festival was organised for the second time, by professional event organiser Darielle Robertson of DnA Events. Franschhoek can do much better than it did yesterday to attract attendance, given its excellent track record in hosting the Franschhoek Cap Classique and Champagne Festival, Bastille Day festival, and Franschhoek Uncorked. It is unfortunate that the festival clashed with the Cape Town Carnival yesterday, the Spar Ladies Race this morning, and the start of the ABSA Cape Epic today, which would have kept many wine tasters from Franschhoek. From Twitter and spending time at the festival it appeared that the media attendance was extremely low (only three we picked up), which means that it will take longer to establish the event in years to come. We Tweeted twice only from the festival, the food and most of the stands not being attractive enough to photograph and Tweet. As a brand Franschhoek and its excellent wine estates and good restaurants are far too special and unique to be represented by a mediocre PR company!

POSTSCRIPT 8/4: Epic Communications, organisers of the publicity for the RE•CM Top Ten Year Old Wines dinner at the Greenhouse last month, sent this e-mail today: ‘The RE:CM 10 Year Old Wine Awards 2013 winners were announced at a gala dinner held in Cape Town on 14 March 2013 where valued clients and judges were treated to a three-course dinner at the award winning Greenhouse Restaurant by acclaimed chef, Peter Tempelhoff, who specially designed courses to pair with each 2013 RE:CM 10 Year Old Wine Award winner. Please see attached social images, as well as images of the dishes served on the evening and the handover of the awards. I have also pasted below captions for the images and a press release with further information. Would this be of interest for your blog?’ Our bogpost about the event was posted on 18 March!

POSTSCRIPT 7/5: It appears that we were removed from Smart Communications & Events media list after posting this blogpost. We have just been added back to the list again, after sending a request to the Franschhoek Wine Valley CEO!

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage

Yesterday Franschhoek Wine Valley and the Vignerons de Franschhoek producing Méthode Cap Classique (MCC) sparkling wines hosted a preview of twelve of their sixteen MCC producers and products, in the beautiful setting of the Le Verger restaurant at the Le Franschhoek Hotel.

The Franschhoek MCC Route will be officially launched early in 2013, we were told by new Vignerons Chairman Irene Waller, winemaker and GM at La Bri. A full size map will be designed, for visitors to Franschhoek to use on their visits for MCC tastings. Ms Waller highlighted that the first MCC was made in Franschhoek by Achim von Arnim 32 years ago, while he was working at Boschendal, before he made his Pierre Jourdan sparkling wines in the French style on his own wine estate Haute Cabrière a few years later. Ms Waller also explained that the Vignerons de Franschhoek has three geographical boundaries, being Backsberg on the R45, Val de Vie, and Boschendal on the road to Stellenbosch, potentially confusing to consumers wine writer Angela Lloyd felt, in not reflecting the Franschhoek Wine of Origin demarcation.

Divided into Blanc de Blancs, Bruts, and Rosés, each of the twelve winemakers addressed the writers attending the MCC Preview, and highlighted how their bubbly is made, its price, and other special product and production details.

Blanc de Blancs

* Dieu Donné Methodé Cap Classique 2010 is made from Franschhoek vines, as a fresh easy drinking sparkling wine for the increasing number of weddings being hosted on the estate. 100% Chardonnay. Creamy, fresh apple, and lemon, with biscuity richness. 24 months on the lees. Whole bunch pressed, fermented in French oak. Hand riddling and degorging. 8000 bottles produced. R140 per bottle.

* Pierre Jourdan Blanc de Blancs NV was presented by the youngest von Arnim family member Tamo, its Brand Ambassador. In 1982 Achim von Arnim bought Cabrière, and in 1986 the first MCC was made, a blend of Chardonnay from De Wetshof (Danie de Wet and Achim von Arnim studying together at Geisenheim) and Pinot Noir at that time. Now it is produced from 100% Chardonnay, 40% matured in French oak for 4 – 5 months, which brings out vanilla. It is a perfect welcome drink, pairs well with a variety of foods, and is a perfect palate cleanser. Tamo shared that his sister-in-law Christiane is launching new Pierre Jourdan labels soon.

* Môreson Solitaire Blanc de Blancs NV is made by winemaker Clayton Reabow, whole bunch pressing being an important aspect of the production, he said, as is the ‘Cuvee juice’, being the first 250 litres per ton. All their production is non-vintage, keeping a reserve of four previous vintages. No fermentation or food additives make it the ‘cleanest bubbly’. 18 months on the lees. R89.

Brut

* L’Omarins Brut Classique 2008 is made by Dawie Botha, its 2008 produced MCC not yet released, it being its first public tasting. The bottle is label-less, embossed with JR (for Jean Roi, the first L’Omarins owner, and not Johan Rupert, we were told). Blend of 60% Chardonnay from Elandskloof and 40% Pinot Noir from Stellenbosch. 48 months on the lees, 4 months on cork. To be released in January 2013. R100.

* Colmant Cap Classique Brut Reserve NV owner JP Colmant (left) works with Nicolas Follet of Oenosense Consulting, a French winery consultant now based in Franschhoek. The MCC is one of three produced by Colmant, the others being a Pinot Noir and Chardonnay blend, and a Brut Chardonnay Rosé. Grapes come from nine vineyards in Robertson, Elgin, Franschhoek, Somerset West, and Stellenbosch. 42000 bottles per year. Focus on fruit and freshness. No malolactic fermentation. Also endorses use of reserve wines of previous years, using 10% from previous vintage. R130.

* Plaisir de Merle Grand Brut 2010 is made by Neil Bester, and he explained that the Marketing department had recommended the development of a MCC, given the increasing number of weddings held at the wine estate. The Chardonnay grapes come from the farm, while Pinot Noir comes from Stellenbosch currently, but will be available on the farm from next year. Blend of 63% Pinot Noir, 37% Chardonnay. Malolactic fermentation, 24 months on the lees. 12000 bottles, of which 4000 have been released. R140 – R150.

* Backsberg Sparkling Brut 2008 is a blend of 40% Pinot Noir and 60% Chardonnay, and is hand riddled, said its marketing executive Alana Ridley. It is made by winemaker Guillaume Nell. Whole bunch pressed. R110.

* La Motte MCC 2009 was presented by Edmund Terblanche, from grapes sourced from its own farm exclusively, a need that was stimulated by its restaurant Pierneef à La Motte. The Pinot Noir vines were planted in 1985 and the Chardonnay in the ‘Nineties. 60% Chardonnay, 40% Pinot Noir, the blend proportion changing every year. Edmund said originally they had little knowledge of MCC-making, but learnt as they went along, experimenting with oaking. 25 months on the lees. Won Best MCC in the Terroir Awards in last two years. 3000 bottles. R200.

* Stony Brook The Lyle 2007 is now made by Craig McNaught, a fresh MCC blend of 55% Chardonnay and 45% Pinot Noir. All grapes are from their farm. 450 cases produced. 50 months on the lees. Brioche flavours. R115.

Rosé

* Rickety Bridge Brut Rosé 2010 is made by Wynand Grobler, a blend of 50% Chardonnay and Pinot Noir. Wynand joked and said he wanted to make a MCC, because he saw Achim von Arnim do the Sabrage and kiss the young ladies! His MCC uses 10% of their Reserve wine, and is Wine of Origin Franschoek. Hand harvested. Fresh acidity, uses signe method, 3500 bottles. R115.

* Boschendal Grand Pavillon Brut Rosé NV was presented by JC Bekker, but is made by Lizelle Gerber, saying that women winemakers are better at making MCCs. Strawberries on nose, and cream on the palate. No barrels, no malolactic fermentation. 24 months on the lees. The back label has all the MCC terminology, JC said.

* Morena Brut Rosé was presented by raconteur Nick Davies from Franschhoek Pass Winery, the highest vineyard in Franschhoek. They do a ‘green harvest’, and then 3 staged pickings. Half the grapes from own vineyard, balance from Stellenbosch, Robertson and Franschhoek. Zesty, fresh. No malolactic fermentation. 24 months on the lees. Blend of 60% Chardonnay and 40% Pinot Noir. Nick has just returned from Champagne, and said that the international trend is to a fresher style, and that the target market is 25 – 40 year old females. R100

La Bri will release its first MCC in 2014. My Wyn, La Petite Ferme, Topiary, Noble Hill, and Cape Chamonix are also MCC producers on the new Franschhoek Cap Classique Route, but did not attend the presentation.

Le Franschhoek Hotel Chef Oliver Cattermole created a delicious feast of salmon dishes, an ideal pairing with the MCCs, and had prepared the salmon in various styles: Salmon and soy lollypops, Salmon California rolls with ginger and wasabi, Salmon marbles with rooibos and liquorice, Beetroot fermented salmon with mustard croissant, Salmon croquettes, Salmon pastrami on rye, Blackened salmon with “bloody orange” and vanilla mayo, and Sugar cured salmon and pain de épice sandwich.

The launch of the Franschhoek Cap Classique Route is a clever way of repackaging the Franschhoek wine estates, and will be an attraction to locals and tourists visiting what is now the most exciting wine region in South Africa, given that it is the home of the Platter Winery of the Year 2012 (Boekenhoutskloof) and 2013 (Cape Chamonix). MCC lovers can enjoy the Franschhoek MCCs, as well as those from other regions, at the Franschhoek Cap Classique and Champagne Festival from 30 November – 2 December.

MCC (with Chardonnay) consumption is expected to increase, with a greater focus on natural and eco-friendly wines, Woolworths’ Allan Mullins was told when he asked a question about wine trends at our lunch table, making the Franschhoek Cap Classique Route on trend! It was unanimous at our table that the Colmant Brut Reserve was the best MCC tasted.

Disclosure: We received a bottle of MCC of our choice from the selection still available, ours being the La Motte MCC, with our media pack.

Franschhoek Cap Classique Route, Franschhoek Wine Valley. Tel (021) 876-2861. www.franschhoek.org.za

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage