When we think wine, we often imagine the sunbaked vineyards of France or a idyllic sunset at Napa Valley. However, Asia has fast become one of the largest consumers of wine and is in many ways bringing about change in the industry.
We had a chance to speak to Sam Stephens, who is Penfolds Winemaking Ambassador and Education Leads for SEAMEA. With over 18 years’ experience in the wine trade in both Australia and Europe, Sam knows a thing or two about the wine industry and what it means.
We had a chance to pick Sam’s brain about the evolving wine industry and how consumer tastes are changing in Asia.
Speaking of travelling to Asia, where Sam is based, he also has some amazing advice for travellers to Singapore. You might just catch him having a glass of wine while looking over the Singapore skyline at SKAI at the Swissotel, an amazing restaurant with a fantastic view and great wine list. For something more tropical it is hard to go past a chilled white, poolside at the W Hotel in Sentosa and finally for a glass of fizz or a cocktail then Atlas Bar is a firm winner.
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Sam also shared his favourite drinks from the Penfolds range such as a glass of Chardonnay like our BIN 311, which is fresh and elegant, to complement a great lunch. If it is a casual meal at home in the middle of the week then a rich and fruit driven red like Max’s Shiraz is a winner.
Tell us more about your role as a wine-making ambassador and education lead for Penfolds?
As the Brand Ambassador, my role is focused on bringing our brands and wines to life for trade, media and consumers across the whole region of Southeast Asia. This usually involves a lot of travel and hosting tastings, dinners, trainings, media events and masterclasses in a wide variety of locations. There is a real thirst for knowledge when it comes to wine and so being able to present our wines in an informative, engaging and enjoyable way is key. I can be hosting a lunch for wine media one minute and a training for Sommeliers the next, it is a truly diverse and exciting role, made all the better for the amazing range of wines and brands I get to deal with on a day to day basis. I have worked in the wine trade for over 20 years now and the diversity of places, culture and people I get to encounter in this role and region make this by far the most exciting role I have ever had.
How do you see the new Penfolds collection doing in Asia?
The Penfolds collection always spans 5 vintages and the 2020 collection is one of the strongest I have ever seen. From the 2016 Grange to the 2020 BIN 51 Riesling, every wine is a stellar example of itself.
As the Icon of the Penfolds range, Grange is always the first wine on everyone’s mind when they think of Penfolds, but in terms of popularity I think that BIN 389, also known as Baby Grange, takes the cake. BIN 389 is a stunning wine that has many links to Grange, including being matured in ex-Grange barrels and getting declassified Grange parcels in the blend. This has led it to become incredibly popular for both drinkers and collectors alike.
The whole Penfolds collection is incredibly food-friendly but if I had to call out some highlights I would say the following are my go-to matches for Asia. The power and richness of BIN 389 works so well with Umami rich foods like XO sauce dishes and braised red meats. Our BIN 311 Chardonnay has a freshness and energy that makes it perfect for whole steamed fish or creamy curry sauces. The BIN 798 RWT Barossa Shiraz has an aromatic and peppery note that makes it perfect for spice led cuisines like Szechuan.
According to the data, wine consumption in Asia continues to rise? What do you attribute to the changing drinking culture in the region? How do you see Asian alcohol preferences evolve in the next few years?
Rising interest in wines will continue to spur the category. This is fueled by rising income levels and wines’ association to luxury and sophistication. SE Asians interest in wines have been on an upward trend and wine consumption in the region has seen a consistent move towards premiumization with value consistently outstripping value growth.
Across Asia we are seeing a big growth in the variety of wines available, but it is definitely fair to say that there is still a big demand for richer, fruit-driven reds. Grapes like Shiraz and Cabernet are very popular — this is great for Penfolds as they are two most important grapes for us. Our Penfolds Max’s Shiraz and Cabernet have become very popular since we released them in the market a couple of years ago.
There has definitely been a recent surge in the popularity of white wines as well. I think that people are now wanting to know more about matching the right wine with the right food, occasion or company, and so people are broadening their tastes and wanting to discover new things. This has resulted in a greater interest in white wines like our BIN 311 Chardonnay
I feel that the trend is for people to drink less but better. In the wine world you can definitely taste the difference if you step up in price and quality and I think this is really catching on. People are becoming much more selective with their wine choices, and would rather spend a bit more for quality and provenance. You get more flavour and complexity if you are willing to spend a little bit more, and this is definitely something that will continue to take shape. From our recent study in Singapore, 35% luxury wine drinkers enter the category at a premium price point if they have come from other alcohol categories, showing increased interest in wines fueled by the alcohol industry.
For example, more people are choosing to drink 1 high quality bottle like BIN 389 than 2 bottles of commercial/masstige wine, or ordering a premium glass of BIN 407 served via Coravin instead of a house pour wine in a restaurant. I think this will lead people to experiment by looking for more premium options with better grapes, wine making and provenance.
There is also a trend that consumers are beginning to explore varietals to large extent, more so than COO. With Penfolds, you can choose between our Penfolds single-vineyard wines (e.g. Magill Estate Shiraz), or a multi-vineyard, single-region wines (e.g. Reserve Bin A Adelaide Hills Chardonnay), or our multi-regional, multi-varietal wines (Bin 389 Cabernet Shiraz).
Which countries in Asia are the most exciting for someone in the wine industry like yourself and why?
Asia is a hugely exciting place for the wine industry. Especially Singapore and Hong Kong that have a well-established wine trade and many people who have been drinking and collecting wine for many years. These places are exciting as you can find a huge variety of wines available, attend high-end tastings and dinners and you get a lot of winemaker visits. Just as exciting are markets like Thailand, where the wine industry is slightly younger, and this means that many people are just starting their journey. This is great to be part of as you get to be there at the start and see how things like food and wine matching changes and evolve to work with the amazing Thai cuisine.
Travel Wanderlust caters to travellers from all around the world that have a multitude of interests. One of these includes experiencing the best alcohols each country has to offer. In an ongoing series, we will speak to alcohol experts about local or regional alcohols, review drinks from across the world and introduce our readers to artisanal, local and amazing drinks.
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