Austrade Export and Investment Awards “Sharing Secrets with Customers”

Published by Austrade Exports and Imports Awards

Manor Estate Wines, from South Australia’s McLaren Vale wine region, is a great example of what can happen when business owners step out of their comfort zone to tackle a problem.

This family-run, boutique winery focuses largely on exports, primarily to the US. Founder Peter Cap and his daughter Sharleen spent a lot of time in the US marketing their brand. But with success almost within reach, the pandemic struck.

Without personal follow-up, they risked seeing all their hard work undone. So, to keep the brand front-of-mind among clients and consumers, Peter and his younger daughter Chantelle created a documentary series, Wine Secrets. This was shown on free-to-air TV in Australia and achieved worldwide recognition. The series captures Peter’s charisma — a key part of their in-person campaign.

“Thanks in part to the documentary series, we are maintaining our momentum in marketing to overseas markets,” says Peter. “We are also experiencing an uptick in local sales.”

Threats become opportunities

In mid-2020, Sharleen returned to New York to continue the family’s export journey. Thanks to their hard work and creative thinking, Manor Estate Wines is now servicing more than 120 high-end restaurants and clubs in New York City. It has also progressed from selling products by the case to entire containers.

Manor Estate has also caught the eye of some online influencers, potentially putting them in front of millions of prospective customers.

“Never give up,” says Peter. “You may have to change your plans, but if you’re ready to think outside the box and take action, threats can become opportunities, and potential failures can become unqualified successes.”