Eate Spotlight - Vineyard Productions

In the modern, hyper-connected world that we live in, the attention span of the average consumer has been reduced to a short window. This, coupled with the wealth of choice that the public is presented with means that products must take hold of a customer's focus almost instantaneously. In the past, the ability to easily source quality wines from all across the globe was much more limited than it is today - people would stick with what they knew and loved in the absence of different options. Modern wine drinkers, as a result of a plethora of choices, are constantly looking for new experiences, and what is more instantaneous than laying your eyes on a label - a visual representation of your wine, sitting enticingly on the shelf or store page.  

Vineyard productions is a company that collaborates with vineyard owners and winemaking teams to create artisanal wines, and an integral part of their philosophy is to create packaging that reflects both the origin and unique flavour profile of the wines themselves. To tell the story of a product through branding alone is something that requires a razor-sharp understanding of the market that you are operating in. For the wine industry, this means an intimate understanding of the vineyards, growers, and flavours that you work with. We talked to Daniel Hanna, Sales Manager at Vineyard Productions, and asked him a bit about himself, his company and the industry he represents.

What is the philosophy behind Vineyard Productions? What makes you unique?

 We work in cellars around the world to produce artisanal wines through collaborations with winemaking teams on the ground. For us, wines that have a true reflection of place is at the centre of what we do.  Wines that reflect traditions, heritage, terroir…that tell stories and take the drinker straight to a corner of a cellar or vineyard.

You seem to have a clear and consistent approach to the aesthetics of your wines’ packaging. How important is a wine’s branding in our fast-moving age?

 The world of wine is growing and with that getting ever more competitive with more and more products vying for shelf space. It is therefore increasingly important to have shelf appeal and stand out, to have packaging and branding that won’t be forgotten by those that have enjoyed a bottle. We work incredibly hard to ensure that our packaging not only reflects the wine inside the bottle and the region, but that it stands out in a way that is elegant and classy.

Do you have a favourite wine from your line up? What makes it stand out?

 This is always a difficult question. Different wines work well in different environments, with different people, with different food, or just on their own. Sometimes a cheeky glass of the Flora and Fauna blanc just nails it. Another time it’s Ceu na Terra – I’m transported to the warmth of a Portugal and a plate of local seafood. Or maybe the MAIA rosé? A long, long lunch in the sun with friends with a magnum or two. I’m channeling the post-lockdown spring / summer vibes with those choices! All of the wines - reds, whites, rosés - stand out in one way or another and I can picture a perfect scenario for every one of them.

I am sure you have been asked this countless times - how has the pandemic affected your industry?

 It goes without saying that the pandemic has greatly affected the wine industry, especially those businesses involved in hospitality. However, the world is still drinking wine and we have found that the off-trade is doing well out of the crisis with sales up as consumers are buying wine to enjoy at home in place of in their favourite restaurant or bar.

What do you think the biggest threats are to the wine industry today? How do you believe they can be overcome?

 The biggest threats to the wine industry today are political forces, such as Brexit or the Trump tarrifs, and climate change and sustainability. Sustainability is becoming more and more important as consumers demand environmentally friendly products, with the industry responding with the use of lighter bottles, different packaging formats and renewable energy and recycled water in wine production. Climate change favours those regions that had traditionally been too cold to produce wines, with Germany and the UK having had warm vintages the last 3 years. For those traditional regions that are warming year on year the use of new varieties and rootstocks that are drought resistant is important as is altering vineyard management techniques and irrigation regimes.

How important is the relationship between wine and food, and do you think their fusion is essential to experiencing each at their best?

 Wine and food go hand in hand without question, with the majority of European regions developing one around the other. Some of those classic pairings – Nebbiolo and truffle, Muscadet and oysters – improve the enjoyment of both the wine and food in question. However, the majority of wines will pair with most food and a lot are enjoyed best simply served on their own or in the right company.

How would you describe your role in Vineyard Productions? What is the best thing about your job?

 In many ways the most important part of my job is sharing the story of our wines with our trade customers, explaining where the wines come from, who made them, and why; giving them the tools to, in turn, share the narrative and the joy of the wines with their customers. Although wine is a physical product it is also experiential so the best part of the job is knowing that the end consumer, my customer’s customers, are enjoying our wines. This, of course, is also good for business all round.

Lastly, what do you think is the biggest benefit for a restaurant or Chef sourcing their wines from you?

 We have two Masters of Wine, two winemakers, and three part-time oenologists making amazing wines with winery partners around the world. These are our own wines so we are able to offer a range that is truly different to those offered by our competitors. And we are constantly engaging in new projects, with our designers and marketing experts studying trends, and focussing on bringing the right wines to market, with the best branding, at the right time. That the wines are good should go without saying; that they add to the whole dining experience is key.

Thank you to Daniel for kindly taking the time to answer our questions, and give valuable insight into the modern wine industry. You can find out more about Vineyard Productions here, or follow them on instagram @vineyard_productions.

Mike McShane

Mike is the Editor-at-Large for the Eate journal, and you’d think that given that fact, he would be able to write a decent bio. However it appears that this is all he could come up with. He is passionate about food journalism, red wine and talking about himself in the third person.