The trouble starts with labels that feature George Wyndham’s head exploding in various colourful ways. Pernod Ricard Australia has built a huge marketing campaign around this new range, which celebrates the spirit of George Wyndham who left a childhood of privilege in England to explore the world.
‘With Meg, he braved the voyage to Australia,’ the story goes. ‘George battled frost, fire, storms, bushrangers, disease and more … George didn’t just create a wine. He created a legacy. He proved that with conviction and confidence, anyone can forge a new life for themselves.’
What the story neglects to tell us is that George established Dalwood (later called Wyndham Estate) near Branxton in the Hunter Valley, and planted Shiraz there in 1830 – years before the first plantings of Shiraz in South Australia.
Instead we’re treated to videos of George the Fixer, George the Wizard, George the Illustrious, George the Unbound and George the Lover, would you believe? This is classic marketing mumbo jumbo, removed from reality, suspended in outer space by marketing minds with no connection to the real story.
There’s not a word about the recent sale of the historic Dalwood property, years after Pernod Ricard closed down the operation. Nor is there a word about shutting down another historic winery PR acquired some time back: Morris of Rutherglen, snapped up by Casella just before it was mothballed.
These days, Wyndham Estate is just another brand in the Pernod Ricard Collection that includes Jacob’s Creek, Chivas Regal, Wild Turkey, Beefeater, Glenlivet, Kahlua, Ballantine’s, Perrier-Jouet and Mumm. The stories are pure fantasy; you can watch them here https://www.iamgeorge.com.au/george-stories.html
With a treasure trove of real stories of the men and women pioneers in Australia’s wine industry, why do we need these fairy tales spun by adolescent minds? Why do big wine companies lose the essential connections with the vines, the people and the vineyards that produce their products? We asked the same question in our story on Lindemans – Death By a Thousand Cuts.