Australia overlooked the changing tastes and needs of consumers, and is now losing market share to Chile and Argentina, according to Bradshaw.
He said while over-ripe and alcohol-heavy Australian wines previously impressed influential wine critics, the US consumer market has made a dramatic turn towards more accessible and more affordable Chilean and Argentinean wines.
“The Chilean and Argentinean wines are more restrained, more approachable and more affordable. At the moment there is no hotter varietal than Argentinean Malbec. The US market for big alcohol wines has generally disappeared and disappeared quickly. If Australia had listened to customers they would have seen this coming,” said Bradshaw.
South African winemakers now compete in a global market so it is more important than ever that they not only learn how to make great wine, but how to sell it.
“This next generation of great South African winemakers must be marketers and winemakers, because you can make your dream wine but if nobody buys it you will only get to make it once,” he cautioned.
“[My company] has built its success by finding out what the US market wants and needs - we are basically the eyes and ears of the US customer. We don't tell the market what to think, or what we love to drink. We listen to the market and then we go and look for products that meet that demand.”
Besides listening to the market, South African winemakers should also consider focusing on producing one exceptional wine rather than several average wines.
“You need to be remarkable, because does the world really need another average Cabernet Sauvignon Merlot blend, or another Chardonnay? You need to make something outstanding, better than anyone else. Why waste your energy and the universe's energy by making something similar and at the same price.”
He believes that South Africa can do with Chenin Blanc what Argentina has achieved with Malbec: “Generally nobody in the USA knows or cares that Malbec is originally a Bordeaux grape - what they do know is that it tastes pretty damn good, is good value and is from Argentina. There is no reason why South Africa can't execute a similar steal from the Loire, and have Chenin Blanc be the next ‘it' grape if they make it better than anyone else. It is very delicious, approachable and affordable.”
Bradshaw was impressed by the quality and enthusiasm of the Stellenbosch student winemakers. “The lecture hall was twice as full as I was expecting and the students were a great group who asked lots of questions. I think they were inspired to hear this side of the industry.”
