Perhaps a movie? Conspiracy Theory 2? Mel Gibson could star. You’d have to be “well-funded” to fly every wine writer in NZ to, where? Auckland? Wellington? Marlborough? From all across the vast land mass of New Zealand? Business class, was it?
Hard to know what to answer on first 2 questions as future speculation. John Malkovich might be a better fit than Mel. Mel is too much of a redneck, hard-assed, shoot from the hip Aussie.
Yes, to number 3. The Kiwi writers, around 24 as I recall, were flown to Marlborough. Everybody and his dog was there A, B and C list writers. I popped over for an afternoon from Wellington, 17k away. At that point I was columnist for The NZ Herald or The Dom-Post. Both are the 2 main dailies, and I moved from one to the other around then. Many other writers had been flown in the night before, and others stayed over that night with hotels/dinners paid for by NZSCI.
The NZSCI went to Australia and gathered up writers there in a central location, Sydney and, possibly, Melbourne, flew in writers from outside cities too. I’d have to dig deep in archives to find that, but I’m sure if you contacted NZSCI guys, they could tell you with more precision.
And final no, Kiwi writers weren’t flown business class. That was reserved for other writers coming from long distances like UK, Asia and US primarily at later stages. Business vs coach really depends on how many eyeballs a writer can command.
I forgot to mention that Michael Brajkovich and Tyson Stelzer focused on Parker via Mark Squires board shortly after the launch of the SC Initiative. The Kiwis didn’t have the money to conquer USA easily, and their long term markets were UK focused so that’s where the money had to go. And UK supermarket chains, Tescos and Sainbury’s were their biggest market outlet. The supermarkets were driving SC sales at that point, Tescos had pledged to be 100% SC by 2005 if I recall correctly. The person in charge of their buying department behind that grandiose scheme was replaced later.
One shouldn’t forget producers switching from cork to SC are saving up to a buck a bottle depending on currency and location. bring in big volume producers like Villa-Maria, PR, Penfolds, Constellation and you are talking about millions to throw around on promotion, discounting and marketing…
There is speculation around that the savings from SCing allowed Aussie and, to a lesser degree, Kiwi wines to be heavily discounted in UK market. That, alongside the aesthetics of SC, contributed greatly to the collapse of the Australasian wine market. My sense is that consumers have noticed a drop in quality and character, which has also played a hand here.
All that said, the NZSCI on all counts was brilliant marketing, textbook stuff with flawless execution. Too bad the product never lived up to the ‘perfection’ that was claimed.
But there is far too much detail to flesh out on a forum. A book or film would work much better. George Taber’s To Cork or Not to Cork, was a good start. But it only hinted at a lot of sleezy stuff that went on behind the scenes and the active ignorance of science/chemistry that took hold subsequently.