Mar 31, 2022

MÉTHODE: Innovation, creativity and risk

REFLECTIONS FROM TASH ON THE MÉTHODE JOURNEY

Brand Manager, Tash Gordon, shares some reflections on the Méthode journey.

Launching the Méthode range has been one of the most rewarding projects I've been involved in. I’m really proud of how it went. The Méthode range was designed to allow for more creativity, shine a different light on how we make wine and show a different side to Coonawarra.

I can now confidently say that the range is amazing - but in it's conception it felt scary. It was exciting for us to make, but we had no idea how it was going to go and how people would respond. The anticipation was real!

Méthode is a small batch range. It doesn't make us money. It’s made in the spirit of creativity and to be part of the evolution of the industry; trial new approaches, see what works, see what we can do differently and listen to our customers.

We might win some, or we might get it wrong, but we’re celebrating the process. Progress is founded on trial and error. That’s how we change and innovate, and create the space to do exciting, forward-thinking things.

Tash Gordon - Intertwined 2020

Being a leader in something, means that you will inevitably end up doing things that some people aren’t used to seeing. For example, until fairly recently, most Cabernet drinkers were not looking for light Cabernet, especially from Coonawarra.

There was an assumption that Cabernet drinkers wanted only medium to full-bodied Cabernets. We challenged this assumption and thought "let's see what our customers say".

The beauty of Méthode is the process. We are not holding onto expectations on how well the wines will be received, it's designed to explore new ideas and learn from any mistakes. If something works, great, that's cool, if it doesn't, it's still great. It truly is about the journey (excuse the cliché).

When the Méthode wines were merely an idea on a scrap of paper, none of us knew whether we would like these wines, including Luke. For the first time in our life, as wine professionals, we had no idea what these wines would turn out like or whether they would work. It felt exciting.

On this occasion, they turned out amazingly. The public reaction to the first 3 Méthode wines was overwhelmingly positive. We had customers excited about them, journalists excited, wine peers across the industry writing emails to Luke, we took home a design trophy (up against some phenomenal businesses, including Taylor & Smith Distilling Co and The Everleigh Bottling Co).

There is nothing quite like putting something creative into the world and people being as excited as you are. So thank you for being on this journey and sharing all your compliments with us, it means the world.

It was a lot of effort, but it has really paid off.

— Tash x

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