Quality - not Quantity
Despite
the recent success of $2.00 wine,
Continuing Wine Education and premium wines are still hot
Despite
the flourish of interest for a recent release of $1.99 wines, Armadale
Cellars is finding strong interest in premium wines and continuing wine
education to be thriving. Whether individual or corporate, wine
education is proving itself such a popular option, that Armadale Cellars
is finding it hard to keep up with the demand.
“Our
Corporate Wine education program is thriving with corporate bookings up
more than 400% on the 2006-07 fiscal year”, states Ann Marie Johnston,
Marketing Manager of Armadale Cellars. “We host most
of our corporate events in our on-site private cellar, but Phil is increasingly
in demand for off-site speaking engagements”.
Recognizing
the growing corporate interest, Armadale Cellars has also launched a ‘Business
Lunch Series” at nearby Jacques Reymond. The day gives the
corporate world a chance to enjoy a delicious meal paired to
7-8 premium wines, while hearing a timely business topic; last
month, “Investing – Wine or the Melbourne Property Market”.
It’s
not just internal and external corporate events kicking off, however. “We’re
also seeing increased demand in our individual wine courses. So
much that with the new fiscal year upon us we’ve decided to introduce
Intermediate Wine Classes into our stable of courses”.
Ann Marie continues, “Now, in addition to our 5 week Intro to Wine
course and our 4 week Old World Wine Course, we will also be hosting a 4
week Intermediate Red Wine Course, and a separate 4 week Intermediate White
Wine course, along with our one-night palate trainers and master classes.
Armadale
Cellars recognizes that not everyone is satisfied with quantity
over quality and will therefore continue to offer a diverse array
of events to help the consumer continue to grow in and better enjoy their
wine. It’s these kinds of events that Armadale Cellars has
been built around. Having realized how important continuing education
is to the consumer, owner Phil Hude has spent over 10 years training
thousands of individuals on reds, whites, sparkling, old world, new world,
palate trainers and varietals.
Keeping independent
Epicure - The Age
By Ben Canaider
May 6, 200808
ANYONE in the wine business can throw a party but staying
in business during the daylight hours is a trickier task.
Phil Hude, the man behind one of Melbourne's best independent
wine stores, Armadale Cellars, threw a party last month to celebrate
the store's 10th anniversary.
The story of Hude's working life provides some useful insight
for anyone considering retailing wine.
Hude came to the wine scene as the product of a "prissy
Catholic all-boys school". He says his high school career
guide booklet made no sense to him. "Unlike my dad
and my brother, who are both CPAs with lots of letters behind
their names, I had no business acumen. I liked Blue Light discos.
I liked hospitality. I failed accounting, so I started working
in pubs, and I guess you could say I learnt the hard way."
Hude started in hospitality collecting glasses. "The first
thing I learnt in pubs was how to say four Fs in a five-word
sentence. I lived and breathed the pub life. Then one day in
my early 20s, a manager asked me if I'd discovered 'the wine
thing' yet."
From that moment on, Hude reckons, he was hooked.
Spending all his spare time visiting wine regions, his working
life moved from pubs to wine stores. On top of this, he studied
a four-year wine marketing course at the Roseworthy campus of
Adelaide University, starting in 1992.
"I was working full-time in wine stores, part-time in pubs,
and studying. It's no wonder I've nowadays got eyes like Jon
English and no hair left."
In 1998, Hude was offered the
option of buying a wine store he worked in, in Eaglemont. Doing
what we now call due diligence, he came across Armadale Cellars.
"I saw Armadale Cellars as an opportunity with a capital
'O'. It was a business that might have been struggling a bit
when I bought it, but it had a future, because it was in a posh
part of town."
Hude's first move was ridiculously simple. "In the first
week I put up a big, flashy sign. Two minutes later a local property
developer walked in and bought $3000 worth of wine. 'Why did
you walk into my store?' I asked him. 'I saw the sign', he replied."
Hude has been busy ever since - and not just with sales, but
with new business ideas and angles. "One thing I've learnt
in here is that you can't stand in your shop and wait for things
to happen. You have to have a long-term ambition. Another very
important thing is that you have to watch out that the business
doesn't consume you in either hours or booze."
Testament to this advice is Hude's recent appointment of both
a business coach and a marketing executive.
"Two years ago, I realised that this place was me. Phil was it!
I could never either get or allow someone else to do the work. All
of that's changed. Now we really are at a maturity stage of the business,
and I can see an even better future. More courses and more concepts,
such as a new e-commerce angle, with a real service aspect."
One of the more important aspects of Armadale Cellars' success has
been its wine education courses and palate training nights. As Hude
puts it: "When you can put on expensive bottles of wines, and
serve them in flights of Riedels - often with the winemaker present
- that's how you teach people about wine. And that's how you sell wine.
Not out of little plastic cups."
No business acumen, indeed. And three cheers for the independents.
Armadale Cellars runs a one-night Palate Training Seminar and a five-week
Basic Wine Course, as well as other more advanced wine courses. See
armadalecellars.com.au for more details.
Armadale Cellars is also a member of the Alliance of Independent Wine
Merchants, which has nine members with 11 stores nationwide.
Red and white go green in Armadale
Stonnington Leader
22Apr08
Armadale
Cellars Assistant Manager Luke Campbell and Wine Consultant Joe Zabarauskas.
RIDING in bad weather and over bumpy roads is worth it for fine wine.
Eight staff from Armadale Cellars in High St have pledged to ride their
bicycles to work this month to reduce the environmental impact
of the wine industry. The team admits that the production and transport
of wine "puts pressure
on our earth" and hopes to encourage others in the industry to take
measures to offset their environmental footprints.
Administration manager Sue Cowell said the commitment was "all about
awareness and the small efficiencies".
"Riding or walking to work helps ... and so does changing our old
light bulbs to the energy-saving fluorescents. We're looking across our
business for ways to reduce our footprint," she said.
Ms Cowell said one staff member had to learn the hard way that "bikes
do not take kindly to tram tracks" but was back cycling the next day.
Armadale Cellars will complete the Earth Month challenge next Monday.
One small business takes ‘steps’ to help reduce its carbon footprint
Daily Wine News, Australia: 26/03/08
Armadale Cellars, Independent Fine Wine Retailer, is taking steps to help reduce their (and in turn the wine industry’s) carbon footprint.
Beginning on the 29 March, a date chosen to coincide with Earth Hour to reflect the significance of their actions, staff will commit to 30 days without their cars to travel to and from work, an effort they hope, will encourage others to consider similar steps.
There is no question that the wine industry has a massive carbon footprint. Production of the wines themselves aside, bottle weight and travel miles quickly add up to a substantial carbon output. As a fine wine retailer selling imported and national wines, Armadale Cellars staff recognized they are part of the problem and began throwing around the question of what they could personally do to make a difference.
“We feel that it’s our duty to try and offset some of the damage created by our business and the industry in general,” Armadale Cellars marketing manager, Ann Marie Johnston said.
“The idea came to us when we were talking about the impact the wine industry has on the environment. We stock a large number of imported wines – and we fly wines in from all across the country – and this adds to Armadale Cellar’s carbon footprint. Aside from planting trees, we considered what we could do to make a difference and the solution we came up with was to ride our bikes or walk into work, rather than driving. Not only will this help to offset the impact of our business, but it makes us all healthier as well – another not so bad thing in this industry!”
Armadale Cellar’s staff have agreed to restrict use of their cars for 30 days. During this time, any travel to and from work will be accomplished with leg power, or, if need be, public transport.
The team plan to officially start their month off driving their cars on 29 March, coinciding with ‘Earth Hour’, which was deemed a proper send off. It has been agreed that, aside from owner Phil Hude driving the van to work, (which is required for metro area deliveries) that none of the eight staff will arrive to work via any method other than foot, bike or public transport. The morning of the 29, staff will leave their cars at home and not bring them back to work until after 28 April.
“We realize that, in the whole scheme of things, this is just a small step but if we can inspire some of our customers, or others in the industry, to consider their personal impact – perhaps commit themselves to a similar idea, then slowly we can make a real difference,” Johnston said.
An end to the cheap and cheerful top drop
08 Mar 2008 | The Australian Financial Review | Caitlin O'Toole and Emma Connors
Wine Lovers must prepare themselves for a premium price squeeze, report Caitlin O'Toole and Emma Connors.
It's bad news for wine lovers; those remarkably good-drinking cleanskins have disappeared and now premium wine prices are set to rise . . . Phil Hude, ownder of Melbourne's Armadale Cellars, says there are just too many players in the industry and the competition means Australians enjoy some of the est value wine in the world. "When you look at the world market, $50 is not a lot of money," Hude says. "we are more than spoiled here in Australia". He predicts consumers will be willing to pay more for iconic brands such as Giaconda, Mount Mary and Grange. "The stellar wineries in this country, like Giaconda, won't need to put their prices down, just like Louis Vuitoon handbags and Rolls Royce won't ever go on sale." And it seems demand is holding up. A recent Grange dinner at Armadale Cellars for 20 people resulted in the sale of $20,000 of shiraz, at between $50 and $250 a bottle. "It's cyclical in nature," Hude says. "We're seeing a definite swing towards reisling. Cabernet is not as popular but will come back. Pinot and Sav Blanc are the darlings of the minute, due to the complexity of Pinot and the simplicity of Sauv Blanc." . . .
To read the full article, click here.
27/02/2008
Industry icon reflects on importance of customer service and education
Daily Wine News, Australia: 27/02/08
In a time of consolidation and pressures from corporate giants it’s no mean feat for an independent liquor store to build and survive (much less thrive), but this year Armadale Cellars celebrates its 10th birthday having just been named Victoria’s Metro Liquor Store of the Year.
Owned and operated by industry veteran, Phil Hude, Armadale Cellars attracts a particularly wide range of clientele through its doors. Some are drawn by the personal knowledge and charm of the staff, others hear Phil’s the only one to stock some rare Oz gems, yet others came in for a wine education course and just couldn’t imagine going anywhere else again. No doubt, Phil’s quirky and memorable character combined with his knowledge, passion and love of educating others have been the attracting force for so many of his customers over the years.
“Customer service is what it’s all about”, Phil quips. “People come here for our knowledge and our passion. My staff know their clients, know their likes and their dislikes. We taste everything that we sell on our shelves, and when a new wine order arrives it’s not uncommon for Luke or Josh to pick up the phone and ring a customer to let them know”. It’s that kind of personal service that Phil Hude is known for, and no doubt, a large reason why Phil’s stayed the course when so many other small independent wine retailers have slowly closed down over the years as the chains knock off the smaller guys.
At a recent wine tasting of Old World wines, one couple mentions they’ve been buying from Phil since Phil took over Armadale Cellars. Despite now living over an hour away, they quoted Armadale Cellars’ customer service and the staffs understanding of their preferences as their reason for continuing to patron the business. That and that they particularly enjoy coming to Phil’s special events. This particular night the couple enjoys a range of Old World ‘Wines of Distinction’. The evening showcases a wide range of wines with complimenting hors d’oeuvres all for the paltry sum of $20 – which includes the take-home Riedel Stemware.
It’s these kinds of events that Phil has built as the foundation of his business. “I realized how important continuing education is to the consumer. In our 10 years we’ve trained thousands of individuals on reds, whites, sparkling, old world, new world, palate trainers and varietals. You name it and we educate on it”.
With over 25 years in this industry, Phil still feels he’s just at the beginning. “I still have so many ideas that I would like to see come together. More courses, more concepts. Big things for the Australian wine industry. It’s such an interesting business and there is so much more to share with our customers. There’s nothing that I’d rather do than what I’m doing right now”.
With this kind of attitude there’s no doubt you’ll be hearing much more from this leader of the industry over the next 10 years to come.
For more information visit www.armadalecellars.com.au
Ben Canaider tests the theory that chardonnay is the best Australian white.
The Age, Epicure Melbourne, Australia: 20 March 2007
FROM the internet wine ether came this piece of flawed logic the other day: "As Australia’s chardonnay is superior to its riesling, sauvignon blanc and semillon and given that this winery has produced more than half of this country’s great 20 chardonnays, then Leeuwin Estate has produced more than one half of Australia’s greatest-ever white wines."
The wine in question is Leeuwin Estate Art Series Chardonnay. The 2004 edition has just been released, at a recommended retail price of $93. (That’s $3 up on 2003, but let’s not quibble over a few gold coins.)
The comment came from wine writer John Jens in a Perth local newspaper, the Western Suburbs Weekly. Jens is also a partner in a wine-brokerage company, Invinity, which has used Jens' quote and much of his article to promote the wine. And to promote it at a special price: $79.95.
If you are mad about the Art Series Chardonnay then you'll probably want to order some of this wine at this price. Critics go crazy for the stuff, many considering it to be Australia’s greatest chardonnay. They say its complexity is only matched by its balance, and this is in part why the wine has such a stellar cellaring record. Indeed, some wine guides suggest that you can keep the Art Series Chardonnay for as long as you need to mature the Art Series Cabernet.
But what I was interested in was whether the Art Series chardy was responsible for half of this country’s greatest white wines. (Jens’ article went further than this, too, suggesting that the 2004 was so good that it was destined to be "included in the top 12 to 15 white wines ever made in this country". He awards it 18.8 points and reckons its drinking window is 2007 to 2018.)
I ran the idea by a few independent wine retailers, figuring they’d be a good barometer of back-room opinion.
I didn’t get too many replies, which is always exciting to a loony-tunes conspiracy theorist like me. Ian Cook of Five Way Cellars in Sydney was first off the mark.
"It is pretty simple for a tragic like me, Ben. As grape varieties go it's riesling first, semillon second and chardonnay third. Riesling is Leo Buring - definitely the best Australian white wines I have had. Grosset next. And Crawford River. But the list goes on and on. Semillon: Lindeman - those great Hunters from the '60s; Rothbury - ’70s; and Tyrrells, McWilliams . . . Chardonnay: Leeuwin Estate; Giaconda; Lakes Folly. Chardonnay would not get a mention in my top 20 whites unless I needed a chardonnay! And I always thought White Grange should have been riesling!"
I’m with Cook on most of that, and on his last point about Penfold’s $120 Yattarna Chardonnay.
Phil Hude from Melbourne’s Armadale Cellars is a member of the Alliance of Independent Fine Wine Merchants, as is Cook. He was more lively.
"Aussie chardonnay is passe! Well, maybe not passe quite yet, as good Australian chardonnay is good, but compared with Burgundy and chablis? We are noticing the ABC (Anything But Chardonnay) club getting bigger, and with interesting, brash comments like the Leeuwin comment, no wonder! Considering we don’t even stock Leeuwin Estate Chardonnay, then Armadale Cellars must confess to be ’cutting edge’, or not biased by hype and the ’ratings’ of others. We've always been concerned about its quality versus value regime.
"My comment about Aussie Chardonnay would be, ’In what respect is it superior?’ Taste: no. Plenty of flavour in the other varietals. Value: no. Most are overpriced and represent poor value against the others. What quality chardonnays rate in the same price terms with McWilliams Elizabeth semillon, or Leo Buring riesling? Longevity: no. I've seen far too many Aussie chardys (including Leeuwin Estate) dead at four-plus years. Status: no. What Neville Wran drank is no longer fashionable!
"The best white wine in this country is the one you want a second, third and fourth glass of. Far too many Aussie chardonnays are either Mt Franklinish or carpenter-juice."
Thank you, Mr Hude.
If all this sounds like too heavy-handed a bashing for chardonnay (and other things), we need only be reminded of the report on the new breed of often very affordable and drinkable chardonnays filed by Jeni Port (Epicure 6/3). Australian chardonnay at the popular level is beginning to take on more balanced, subtle and elegant flavours. They’ve lost weight, changed their beehive platinum blonde hairdos, and thrown out the Rhinestone jacket.
This leaves the poncy and expensive "icon" chardonnays to the philatelist-like wine collectors in top-shelf beach, harbour or riverside suburbs. Send all the Art Series to those places. I don’t want to pay so much for it that I feel I can’t drink it.
What some people are saying about Armadale Cellars...
Allan Campion and Michele Curtis (Authors of the 'Foodies' Guide 2006') had this to say about Armadale Cellars:
"Each time we visit Armadale Cellars - usually on a cross-town trek to a friend's house for dinner - we always manage to buy a bottle to bring to dinner, plus another four or five to bring home and savour. Such is the charm of this store with its wide variety of imported and local quality wine, helpful advice and quirky wine producers. The fridge is home to a fine selection of chilled sparkling wine and champagne if the mood takes you, plus beer from boutique breweries. Dinners with visiting winemakers are also a feature here, along with regular wine courses."
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