Research? Wine-not!

After securing a placement with Travel Management Group to work on the Margaret River Wine Region Festival, I was excited to immerse myself in some good old fashioned research. As the name of my work experience organisation might suggest- the ‘research’ has definitely had its perks. But other than replacing G&Ts on a hot Sunday afternoon for delicious, fruity chilled Margaret River white wine, or doing lunches at the local wineries, I have also discovered how the very recent but fast-moving progress of the wine region (along with the surf scene!) has coincided with the dramatically fast development of Margaret River since the first vines were planted in the 1960s. I have been attempting to discover why the Margaret River wine region is so popular, and how best to most effectively communicate to the media and public about the festival. 


In the first few weeks of my placement, I recruited my friend Jess to join me on a wine-tour. I wanted to hear what a qualified tour guide has to say seeing as they are prime spokespersons for the Margaret River wine region. There are many excellent wine-tours, and I chose Wine for Dudes. As the name suggests, it is a laid-back approach to learning, sampling and enjoying wine. The wine tour cost $90- and it was intimate, light-hearted and rewarding. We travelled north of Margaret River which I am less familiar with, and visited four wineries ranging including a couple of boutique wineries starting at Adinfern and onto the bigger producing companies like the Hay Shed Hill. Hay Shed Hill planted their vines in the 1970s, making them one of the oldest wineries in the region. Due to the age and depth of the root-system of these vines which reaches deep into the earth, they are essentially self-irrigated and do not require a great deal of watering. Their classic wines which they refer to as the 'Block series' are made using grapes only from their best old vines. Whereas their Pitchfork Wines (which a lot of people actually prefer due to the fresh subtle flavours) is made using a blend of grapes from these vines as well as some sourced at a different vineyard. Over lunch we “made” our own blend of wine by pouring different quantities of the Cabernet and Shiraz into our glasses. In no way does this represent what is a very long and delicate process of wine-making, but it was a cute activity. We also visited The Margaret River Chocolate Company, The Margaret River Dairy Company for some cheeses that I had to try twice, and finished the day at a brewery. Although my notes were noticeably more scribbled towards the end of the day, I walked away with a head swimming with a newfound appreciation of wine region.


Long time locals will have witnessed first hand the growth of the wine region. It was only after a paper by agricultural scientist Dr John Gladstones in 1965 which identified the Margaret River soils to be similar to those in the French wine-producing region, the Bordeaux, that wineries starting popping up in the region. The first vines were planted in 1967 by Perth cardiologist Dr Tom Cullity who started Vasse Felix. At the time, Margaret River was a long drive on unkempt roads from Perth. Along with some dedicated surfers who saw the potential of this region, Dr Cullity cashed in on the blocks which were being sold for just several thousand dollars. There is now more than 120 wine producers in the region which extends 100km from Cape Leeuwin (Augusta) up to Cape Naturaliste (Dunsborough), and is 27km wide at points.


The very first Margaret River Wine Region Festival was in 1991. This means (probably like some of the PR students contributing to this blog!) it turns 21 this year. This could have been an excellent marketing point for the festival- but as the 20th was emphasised last year it seemed like it might be over doing it to push the age factor again. In the past 20 odd years, the festival has grown considerably to include the regions best winemakers, most sought after chefs, along with the cherished artisans who bring the region alive each year. While I am talking numbers, it is worth mentioning the age of wine-lovers who attend the Vintage Festival has dropped down from an averaged of 40+, to be 20+. We are expected a much younger crowd for the festivals premier event, the Vintage Festival on April 14th from 11am to 6pm at Palmer Wines in Dunsborough. There are now 38 wineries on board doing tastings, and a handful of gourmet food producers. Tickets are affordable at $35, and there is an awesome line-up of musicians which appeal to the younger demographic too. On the other hand, the Long Table Feast, which is the five course wine and food matched event with each course prepared by a local chef, has attracted the older demographic of 30-80 years old. This may have something to do with the price of the tickets which are close to $200. There were 200 tickets for the Long Table Feast, and we have watched with amazement as they all but vanished into thin air within the first few weeks. Apparently this group of food-lovers, who are often dubbed as the slow-food movement, can actually move quite quickly!


It is fair to say, Margaret River lives and breathes (and tastes) wine. The region has become regarded as one of the great wine-producing regions in the world. While it produces just 3% of the Australias wine grapes, it contributes 20% of the premium wine market. The local high school and recently established Curtin University campus teach the art of wine-making. Every local seems to have a larger than normal stash of wine. And when I mention the name ‘Margaret River’, people immediately think of the wine (as well as the surf beaches*). Down here, wine is more than just alcohol- it’s definitely a lifestyle. 


*Lets not discount the amazing surf beaches in Margaret River and how this has put the region on the global map, especially with reference to the Drug Aware Pro which was on last week. Although it was just a World Qualifying Series event, the worlds best surfers couldn't afford to miss it as the points gained from this competition went towards their end of year ranking. Yep- Kelly Slater was in town!


-
Keely Robertson
Bentley Campus