This September, Founder of The New Zealand Cellar, Melanie Brown, is set to expand horizons and unearth new ground with the launch of The Australian Cellar. Launching initially as an online-only platform in mid-September, The Australian Cellar will focus on bringing a new energy and perception to Australian wines in the UK. Launching with a diverse range, inspired by philosophy, Melanie’s primary focus is creating a platform that ensures stories, people and passion prevail, and connecting these with new wine experiences.
The launch of The Australian Cellar follows the success of Mel’s first solo venture, The New Zealand Cellar, which launched online in 2014, before finding its first bricks-and-mortar home at Pop Brixton in 2015. Since launching, The New Zealand Cellar has been instrumental in transforming perceptions of NZ wine in the UK, with Mel working tirelessly to bring a diverse selection of premium NZ wines to the market. The Australian Cellar is a natural next step and will be driven by the same desire to showcase the very best wines from the country’s finest vineyards, highlighting regional and varietal diversity, with Mel introducing people to new and enticing wines with her new world energy and enthusiasm.
Of the launch Mel said: “On a recent trip to Aus I was struck by the strength of Australia's offering - I realised for the first time that Australia is going through one of the most exciting, enticing and edgiest moments in its wine history, making it the perfect time to embark on this next step - and so The Australian Cellar was born. Australia is the second largest supplier to the UK by consumption, in large part due to the high volumes sold in supermarkets, yet the strength, diversity and passion of the country’s winemakers is severely underrepresented. My recent trip transformed my perception of what the country had to offer and I want to introduce the UK to that pureness, quality and energy that is unfolding in Australia.”
The Australian Cellar will launch on September 19th as an online platform showcasing a collection of the country’s finest producers, presented in an engaging, informative way, and supported by a schedule of diverse events, popups and tastings that will bring the brand to life off the page.
With Brown’s unique mix of new world wine knowledge, thought leadership and her approachable Australisian tone, The Australian Cellar website will quickly become the online home of Australian wine in the UK and be approachable for all wine consumers. Social media and regular newsletters will enhance The Australian Cellar’s message and champion premium Australian producers to the UK - content will be an enticing mix of Australian wine stories, intriguing up-and-coming winemakers and varietals and a good healthy dose of nostalgia for Aussie expats and Brits with special connections to Australia.
Regular promotions will also be aimed at introducing the UK audience to captivating new wines and Australian wine regions. The first launch promotion will give consumers the chance to win a year’s supply of premium Australian wine by simply signing up to the newsletter via www.theaustraliancellar.co.uk - this will be a dynamic selection of great value wines, as well as boutique producers exclusive to the UK market.
Mel will be supported in her venture by a lineup of Australian wine experts and industry friends who will use The Australian Cellar’s online platform and social media channels to provide unique insight, wit and conversation in monthly posts. First up, the genius and natural wine legend of Australia, Mike Bennie, will be discussing the Natural Wine Movement, giving his insight on the Australian wine world on a global stage. Dan Sims, Australia-based founder of Pinot Palooza and local Australian wine hero, will also feature.
The platform will be brought to life with regular pop ups and events with resident Australian food and drink experts, as well as visiting producers, writers and wine gurus. Londoners can also expect to see an Australian spin on The New Zealand Cellar’s notorious Garage Sales, which bring together exciting producers, live music and party vibes to offer one of the capital’s most energetic wine tasting events.
The Australian Cellar will go live on 19th September 2018 at www.theaustraliancellar.co.uk
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