The Martinborough Wine Centre Consumer’s Choice Award evolved through discussions about Pinot noir between staff, producers and visitors to the store.
“Rather than debate the best wine amongst ourselves, the idea came up to set the wines out blind in front of our customers and ask them which is their favourite. Tasting wine blind allows the senses an unbiased appraisal of the wine, any preconception based on label is eliminated. Through this process we have all learnt a lot more about the wine and our palates” explained manager Amanda Ritchie.
Over three weeks the public were invited to come in and sample a range of Pinot Noir separated into price brackets, and vote for their favourite. Almost 400 people from over the world, with a real range of wine experience took part. The final night line up was 12 wines four price categories served with food to 40 guests.
Presenter on the night of the final, and co Manager of the Wine Centre, Simon Groves terms this process ‘wine democracy’. “Consumers opinion is often over shadowed by those directly involved in the production of the wine. The event acknowledges the importance of the people who buy, consume and enjoy wine.”
The winners on the night offered a break for some new, very small and unknown producers. Brodie Estate won two classes, the under $30 with the Wind Dancer 2009 and first equal in the $30 – $45 section Brodie Estate 2010 and Sei Cento 2009.
James & Ann Brodie planted on what was considered an undesirable piece of land for grape growing in 2001. It is now acknowledged that the land, with a deep top layer of silt and clay, produces rich and generous wines Sei Cento is the weekend craft of the very talented Emily Loughnan and Rex McIntosh, they lovingly tend all 600 vines (producing 600 bottles per year.
The third flight saw a ‘wild card’ take the votes by a considerable amount. Redbank Estate James 2008 Pinot noir took the win in the $46 – $60 bracket, a wine that sells for $42 retail. The special Te Muna Road site alongside the fact that the wines are held in storage for an extended time prior to release, offer generous balanced wines.
The final flight, wines $60 and above, was won by Vynfields Reserve 2011. A great win for this small certified organic producer. This wine has won a string of awards lately including a gold medal in the Decanter (London) wine awards and a Blue/Gold at the Sydney International Wine Competition.
