Hosted by Jeremy Oliver
Watch the latest episode, explore past conversations, or join the mailing list to receive new episode notifications and occasional reflections.
Welcome
After many years writing about, tasting and judging wine, I have created a place for conversation with the people whose thoughts and actions have shaped the wine industry and the wine you taste in the glass.
Oliver onWine gives you the chance to meet and hear from industry leaders and shapers, many of whom typically avoid the public gaze and let their work do the talking for them. So I’ll be introducing you to groundbreaking winemakers, business leaders and owners, impactful marketers and thought leaders. I don’t need to agree with those I offer this platform to, and I hope to engage with many with whom I have argued over the years!
Please subscribe and take the time to explore with me the key ideas behind wine: the craft, the science, the business and the culture, as we engage with the individuals driving its evolution.
Jeremy Oliver.
Latest Episode
Episode title: Did you know that running a successful wine business has changed so much? I didn’t!
Guest name: Nicholas Crampton
Description: Possibly a game-changer if you’re a wine marketer, this is a discussion every wine producer in Australia needs to see
A co-owner of Fourth Wave Wines since 2009 Nicholas Crampton
has held senior roles in the sales and marketing of wine since 2001, including
roles with Southcorp and the Fosters Group. With his team, Crampton has
launched a plethora of cutting-edge wine labels, including the very
recognisable Little Giant, Elephant in the Room and Tread Softly brands.
Here, from a perspective that comes from the opposite end of
the telescope to most involved in wine production and marketing, he provides a
fascinating view of how a modern wine company can thrive in a competitive
global environment without owning a winery or a vineyard – and by striving to
understand consumers and anticipate trends. In particular he is targeting the
younger generation; the group most wineries are struggling to engage with.
In this episode of Oliver onWine, Jeremy Oliver talks with Nicholas
Crampton about how he goes about the process of creating a wine brand, how he
works with producers and retailers, and how he marries observable market trends
with innovative concepts in wine.
In this episode Nicholas talks about:
- How he creates wine brands
- The trends and market forces the younger generation responds to
- The creative freedom of not owning vineyards or wineries
- How to work with retailers to create new opportunities
- A deep look at the mechanics of no and low alcohol wines
- Understanding, respecting and engaging with the wine buyer
- The importance of hitting the right price of the right wine
- How much knowledge does the modern wine buyer actually want to have?
- Anticipating the needs of the modern wine buyer
- Are the new packaging types for wine to be taken seriously?
- How to find niches in wine export markets
- The modern approach to building a wine sales folio
Guest:
Nicholas Crampton is a seasoned wine industry whose extensive CV has seen him work in several geographies with major and medium-sized businesses, He is now based near Newcastle in New South Wales, Australia, and describes himself as a highly engaged drinker of serious wine. Through his company, Fourth Wave Wines, he is successfully challenging the multi-generational wine business model.
Listen on your preferred platform
About Jeremy Oliver
The author of 30 wine books, Jeremy Oliver has spent decades exploring and writing about wine as a critic, judge and speaker.
Through his work with Oliver’s Wines, he continues to evaluate wines from across Australia and the world, while engaging with the broader cultural and economic questions surrounding wine today.
Jeremy also speaks at industry and consumer events and provides mentoring services to wine business operators and owners.
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Speaking, Event and Advisory Enquiries
Jeremy Oliver is available for keynote speaking, hosting events and mentoring wine industry owners or operators.
For enquiries, please get in touch by clicking here.
