A far cry from the average wine tasting this inaugural event had a funky laneway bar, a great DJ and sumptuous food providing the backdrop to over 25 wines being tasted by an eclectic mix of wine lovers.

With not a tasting table or brochure in sight, it was up to the Next Genners to chat, mingle and subtly educate these eager young wine lovers about their family story and wines of choice for the night. The sounds of laughter and constant flash of smart phone cameras was a testament to how well the night was progressing. 

With the Next Genners from Brown Brothers (Katherine, Emma and Caroline) claiming it was ‘Prosecco time’ and Jim Barry’s next generation (Tom and Sam) sharing their hipster winemaking wisdom, there was a perfect balance of technical talk and storytelling going on in the room.

Henschke saw all three Next Genners (Johann, Andreas and Justine) join the event and they even brought some special surprise wines on the night!  And there was more than one pleasantly surprised palate when Campbells (Jane and Jules) showed off their Sparkling Shiraz.

The rest of the team; De Bortoli (Kate and Sally Webber), Howard Park (Richard and Nat Burch), Tahbilk (Hayley Purbrick), Tyrrell’s (Chris) and Yalumba (Lucy and Georgie Hill Smith) worked the room making sure everyone from the wine novice to the wine afficionado felt  at home.

Twitter was alight with hashtags and conversation with Instagram a veritable feast of wine selfies and the like, playing to the power of social media as the perfect tool to spread the AFFW Next Gen message (#affwnextgen).

With initial nerves well and truly laid to rest the framework is set for the Next Genners to Unleash their love of Australian wine and family stories on other major cities. With requests for the Next Gen show to hit the road, it is safe to say the future of Australian wine looks to be in bright young hands. 

- A special mention to Riedel for supplying the fantastic Swirl stemless glasses - http://www.riedelglass.com.au/riedel/swirl/

Who are we really listening to within the fashion industry?

Social media devotees (read; bloggers) once again hijacked the fashion industry at Mercedes Benz Fashion Week Australia, where professional bloggers ruled with their digital weaponry and further blurred the line of traditional journalism and fashion editing.

It’s not a newsflash, it’s been happening for a while. Perhaps it’s been happening so slowly and progressively – like a braid unravelling unaided – that it has become difficult to discern the exact turning point. There has been a power shift not just within the Australian fashion scene but the global one, where now the most influential spectators in the fashion industry are self-made bloggers. How did it come to be that instead of listening to those who have earned their stripes in the fashion industry through years of experience and traditional training methods are no longer the ones calling the shots?

Firstly, it’s important to understand the history of the blogger species and its exponential increase in influence within the fashion industry. In an age largely dominated by hashtags and heavily reliant on instantaneous information, engaging a fashion brand with a social media audience is an intelligent marketing manoeuvre particularly for emerging fashion labels aiming to break into the international fashion market. Potential buyers and consumers are more inclined to listen to informed fashion folk that are of a relatable nature, rather than the opinions of high fashion magazines whose opinions have traditionally carried an air of grace.  At the end of the day, bloggers are just like you or I. Empathy factor aside, there has to exist more reasons that the voice of bloggers are listened to over traditional fashion personnel. To quote Cher Horowitz, I don’t want to be traitor to my generation but I have to wonder, is the influence of bloggers increasing simply because of their commitment to maintaining their impeccable aesthetics or because on the merit of their work? Those who have garnered years of experience in the fashionsphere through hard work and traditional methods of training have unbeatable credentials and are being outsourced by innovative Gen Y-ers who are bypassing the global job shortage and are using their SLR’s in conjunction with wordpress to create a job. It is understandable that those who have subsisted in the industry for a long time to condemn the shrewd and unapologetic fashion week blogger behaviour, as something so historically exclusive such as fashion week should remain open only to those who have truly earned it.

Recently highlighted in Suzy Menkes piece The Circus Of Fashion, there’s no denying that Fashion Week is becoming increasingly circus-like where aspiring bloggers amalgamate to partake in social peacocking and where carefully choreographed “candid” moments are aplenty. On one hand it arguably makes a mockery of what fashion week stands for, the traditionally exclusive runways that have been excruciatingly organised are overshadowed by DIY paparazzi and streetstyle. While the blatant self-promotion is little disheartening to witness it’s hard to wholly condemn this change because I am part of this change. It is a generational shift precipitated by traditional jobs in fashion and journalism being few and far between.

It’s also not fair to write off fashion bloggers in general as attention hungry wannabes because there are a handful of bloggers who rightfully deserve the hype they get. When I think of Susie Bubble, Tommy Ton or Leandra Medine, I think of extremely talented fashion commentators who continuously produce astounding work. It’s just now that every (wo)man and their dog has a fashion blog it’s hard to wade through the masses to find a voice of originality and innate talent.

My own experience at MBFWA 2013 started experimentally by applying through my own brainchild blog (being amateur and embryotic as it is) This Prey. Fundamentally, I wanted to see just how difficult it was to ascertain media accreditation passes. Surprised as I was to receive a confirmation email enabling me to make the fashion pilgrimage to Sydney I was instantly sceptic – was it merely testament to how easy they were to acquire from a blogger perspective? I don’t consider myself the voice of my generation for insightful fashion commentary and styling but I have a voice of a generation and are inherently passionate about the fashionsphere and everything involved with it. It’s not something I plan to monetise or receive accolades for because I admire those far more talented than I who know the fashion industry by working in it for years. My recent employment at a (fantastic, mind you) PR firm has really highlighted just how much I don’t know about the media and fashion industries, but more than anything this excites me because it means there’s a whole lot more out there to learn. The ostensible problem lies here; many bloggers don’t share the same view as I and don’t think they have anything to learn from the forbearers of fashion commentary. That kind of self-entitlement is where the fashion blogger movement is getting a bad name for itself.

I suppose in the end like anything, Darwinism will prevail and those innately talented will continue to flourish and those in it for 5 minutes of fame and their picture in the social pages will eventually flounder. The voice of experienced fashion media will never be obsolete because they are part of the innately talented; it’s just a matter of adapting to this change.

If you say no to stiff sit down wine tastings then this is the event for you…….

First you need to saunter down one of Melbourne’s mysterious laneways to find the hidden door. It is here that you and the ‘Next Genners’ of Australia’s First Families of Wine can relax and enjoy wine the way you like to – surrounded by big tunes, great food and plenty of laughter. Each ‘Next Genner’ will come armed with their favorite wine, chilled and ready to pour, while they let you in on the secrets to how best to enjoy it.

Once inside you can pull up a chair with the likes of Katherine Brown of Brown Brothers, or Justine Henschke of Henschke wines (or one of the bevy of other hot young wine folks there) and hear about what they are drinking right now, better yet let them tell you what their hot picks are for next summer.

This is an intimate event with tickets strictly limited, so if sweet sounds, winning wines and incredible food are your vice then do not miss out.

An intimate event with tickets strictly limited, secure yours now by heading to www.affwunleashed.com.

Event – Next Gen ‘Unleashed’

Date - Friday, April 19, 2013

Time– Doors at 6 pm for a 6:30 start

Location– Campari House, Level One, 23-25 Hardware Lane Melbourne

Cost – $55 + BF (incl. wine tasting and canapés)

Australia’s First Families of Wine –

Unlocking their cellars and heading to Brisbane

Riding high on the success of 2012 Unlocked masterclasses in Sydney, Australia’s First Families of Wine (AFFW) is back on the road, bringing the wine event of the year to Brisbane.

On Monday June 3, the stage will be set as the Hilton Brisbane Ballroom is transformed into a masterclass like no other.

Each of the twelve families who make up AFFW will be represented at the event , giving guests the opportunity to get up close and personal with some of the most famous names in Australian wine, whilst hearing the stories behind the wines that have been hand selected from each family’s private cellars.

The first masterclass will see the head of each family sharing one carefully selected museum wine. Hear Ross Brown, Colin Campbell, d’Arry Osborn, Darren DeBortoli, Stephen Henschke, Jeff Burch, Peter Barry, Doug McWilliam, Alister Purbrick, Mitchell Taylor, Bruce Tyrrell and Robert Hill Smith share their stories, present their special wine and give guests a snapshot of their family history as part of the iconic Australian wine landscape.

The Next Generation of the twelve families will then take to the stage to showcase their most exciting new direction wines, explain the ethos behind each bottle and the future for their businesses as they see it .

Positioned as one of the country’s most exciting, exclusive and complete wine tasting experiences, this is an event that has something for every wine lover.  We invite Brisbane’s wine lovers to be part of it!

Tickets are limited and selling fast.

• Event:             Unlocked 2013
• Date:                Monday June 3, 2013
• Time:               6.00 for 6.30pm
• Location:       Hilton Brisbane, 190 Elizabeth St, Brisbane QLD 4000
• Tickets:          $300 per person plus booking fee – includes the two masterclasses, substantial canapés and the opportunity to meet the families before, during and after                  

• Book:              To secure your tasting key, head to www.affwunlocked.com

All throughout our schooling life, we’re taught that going to University to embark on further study is the norm. It’s expected. It’s the standard procedure should you wish to enter an office based vocation.

As a recent graduate struggling for permanent employment in the media and communications industry, I can’t help but question if studying for this field of work is still relevant.

The truth is for the majority of us; we do go to University. We do follow the norm. We undertake three, four or five year degrees, most of starting with little idea what direction to take our lives. But we persevere because it’s the golden ticket on our resume, a non-negotiable prerequisite on a job description and the thing that will render us hireable, so we think.

For those – myself included – who completed notoriously non profession-specific degrees, aka a Bachelor of Arts, it was easy at times to lose track of what exactly the ultimate goal was, why werewe dissecting and analysing seemingly unimportant literary paragraphs. I suppose in hindsight those were some of the most significant moments of our education because it was learning purely for the sake of learning. That being, of course, the central ethos of Melbourne University’s ‘new’ model, introduced the year I enrolled.

We certainly weren’t denied any opportunities and the syllabus boasted an impressive array of courses and subjects in the media field. It was only in the last few weeks of my degree, graduation looming, that the protective cloud of student life began dissipating and cold reality became imminent – after all we learnt, all those years, we weren’t taught what to do upon completion. One subject the syllabus didn’t offer was Getting Hired in PR Straight Away-101.

I have always been a fiend for the media. I love reading, writing, and pride myself on my communication skills. To enter the world of PR and communications was an obvious choice. I had no idea at the time that when I feebly began the job application process just how much it was about to become my biggest and toughest learning experience to date.

It’s no secret that the media industry on a global scale is undergoing a substantial shift. Newspaper advertising is down, publishers are fighting over royalties for e-books and magazines that are still reeling from a recession that virtually destroyed their business model are focusing on online e-commerce and making sponsorship deals.

One consolation is that I’m not alone in my angst. Many of us can’t land the jobs that we want. It’s not a reflection on my generation; in fact I think Gen Y is brilliant. Some of us are even over-qualified and over-educated for the graduate roles we do take. Companies are just reluctant to recruit for full time roles because of the instability of incoming work.

Persevering for employment is certainly a good exercise to develop thick skin (Which I’m told is essential in PR, anyway). My job search to this day has been roughly a six-month endeavour. I know by comparative standards this is a typical length of time but it’s been more than just time that has led to my periods of despondency. It has been an experience of countless hours working for free, a legion of phone calls chasing unanswered applications, being ignored, rejected and strung along. I have been proactively searching and I have denied myself no opportunity. Anyone who would listen I would pester for advice, if they knew anyone, anyone at all in PR, publishing or any media related field. The amount of times the media maxim has been relayed that ‘it’s not what you know, it’s who you know’, reinforces the argument that degrees for this field are becoming obsolete. If everything is who you know, why don’t we all just start bypassing further education and networking fresh out of school? I studied hard, completed various internships, graduated with good grades but because I don’t have a direct connection it’s been virtually impossible to become employed. In this industry, nepotism prevails.

Following a barrage of phone calls and emails, I was for a period of time last year invited to intern at a now redundant fashion magazine based in Sydney. A company I admired and could envision myself working for. The internship itself was fantastic and something I would have pursued had it been Melbourne based. Working for free and paying rent for an infinite amount of time was unfeasible beyond imagination. When I was there I quickly learnt that in the coveted world of publishing tertiary qualifications are nothing but causeless. The fashion merchandiser I was working under dropped out of University after her first year of studying Journalism. She had already been interning for a year when a major editor was ousted, precipitating a seismic shift of employees within the company. A part of me was in disbelief that someone three years younger than I and unqualified had a job that was so far out of my reach. Had I wasted three years of my life getting a degree when I really I could have started straight out of high school and been a desirable candidate? It felt like it.

Despite my misgivings and wistful thinking of the media role I could now be in sans degree, I wouldn’t trade any amount of employment for the parchment framed on my wall denoting I am an arts degree graduate. It may not have walked me in to the office of the editor of Vogue or the executive producer for Channel 7 News, but it taught me to think critically and carefully, be creative and involve myself in robust discussion. It gave me invaluable experiences such as completing an exchange in London, broadening my horizons and thought processes in ways unimaginable. My learnings spawned topics from the ecological history of humanity to Dorian Grey’s vanity. In a world where new perspective is scarce, it is almost illogical to disregard the range of skill a broad degree can generate. Whether or not we can apply those skills directly to the workplace, I suppose that’s still up for debate. For me, I find they’re not inextricably linked, but do intertwine from time to time.

A bachelor degree is something I’ll always have. Although it may not open doors for me immediately, it may just do so in years to come, in ways I can’t yet foresee or recognise. My days of working for free are seemingly over and the experience that I’m now gaining in a Melbourne based PR firm can only open more doors to more opportunity.

From a young age we’re taught to do what you love, to love what you do. That’s why I would still recommend an Arts degree to an unsure student interested in the media. Research denotes that Generation Y will undergo up to 10 career changes in a lifetime – particularly relevant in an industry where things are forever evolving, changing and upgrading. This news that we will most likely end up far from where we begin mandates the notion that education for education’s sake needs to be encouraged.

If graduates really want to be successful in PR and media, we need to understand that degree or no degree, it’s not going to happen overnight. From what I’ve witnessed in my embryotic career so far, only a tenacious few will be successful by means of perseverance, patience and determination, qualities garnered from a combination of both work experience and study. Although the perfect job may seem like the world to me now, I doubt it will make little difference what age I begin if I am truly determined to make it to the top.

My Dad sums it up nicely. He says that three years of studying media & communications wasn’t a waste of time, I might just have to retire at 68 instead of 65. After all the hard work and rejection I’ve encountered, I think I can handle that.

I got chatting between takes to the lovely presenter (as you do when building relationships) who started telling me his thoughts about the parlous state of the world of PR.

He was scathing about the lack of professionalism that seems to be exhibited by our industry at every turn (present company excluded of course!).  Actually he didn’t really have too many nice things to say which was disappointing to say the least.  But it got me thinking…….what makes a good PR and why is our industry so judged?

So, what does it take to be a good PR?  A few things came to mind immediately ……

1. A command of the English language. The ability to write clearly, evocatively and for your demographic is a given. And don’t get me started on the correct use of apostrophes!  How can anyone claim to tell stories if they can’t write and punctuate?

2. The ability to pitch a story and think on your feet. The best laid ideas for a pitch to a journalist don’t always go to plan. The ability to know your material, be able to shift direction quickly and think on your feet is a must. And an understanding of the journalist and what they’re interested in.  Vital.

3. Respond to media requests quickly and make sure your clients understand the importance of a timely response. Journos live and die by deadlines, and they’re usually tight. Respond quickly and your success is more likely.

4. Be detailed when organizing events. Work the GANTT chart and run sheets and make sure everyone is informed. Hold regular briefing sessions, distribute run sheets, think logically and most importantly STAY CALM. No one takes any confidence from an hysterical event organizer. You’re there to facilitate and troubleshoot but you’re not the star. Your client is. Remember that.

5. Be nice to people. You’re often asking for their help.  And I mean everyone.  Clients, couriers, hotel people, venue managers, receptionists, media, graphic designers, web people, printers ….. anyone who is going to work with you and help you to deliver a result.  Play nice.  It works.

There are hundreds more …..maybe for another blog post.

So all of that sounds pretty professional, right?  So why the bad rap for PRs?  I have been running my business for almost ten years and I reckon I’ve learnt a thing or two along the way. And I’ve seen a lot of people in our space come and go. I’ve also seen some amazing PRs who I have the utmost respect for- as both practitioners and competitors.

The TV presenter had lots to say about that. Spoilt princesses (mainly) who have no focus on clients just themselves and their CV – and curating jobs that look ‘impressive’. The inability to trouble shoot.  Poor communication skills.  Never saying thank you.   Immaturity.  No care and no passion for the task at hand.  Thinking about PR as just a ‘job’ not a career that demands professionalism.  The  list went on and I became more and more uptight that this is the way we’re seen.

I take my job and this industry seriously.  I try to do the best for my clients whilst keeping our role in perspective.  We’re not saving lives but we’re partly responsible for our clients’ success.  And they have families to feed and bills to pay too.

At FireWorks, nothing turns us on more than having our clients in the spotlight. We’ve done our job.  And I try to engender the same sense of care and responsibility in my team.  And most importantly, I realise that all I’m really selling is my time, expertise, passion and reputation.  And ain’t that precious.

So to all of those PRs out there who think they’re here for a short ride to somewhere else, get off the train.  The seats are all taken.

Kathy Lane

We were no different rushing to the office clutching The Age dying to see how the booklet had turned out, scour the pages for our clients’ events….and then of course to get the red biro out and begin circling the ‘must go to’ events for us.

But before we get too caught up in the things we want to go to, we would like to give special mention to some of the amazing events our clients were lucky enough to get approved in this year’s festival.

Firstly – Charcoal Lane

Never ones to do things by halves the fantastic team at Charcoal Lane is part of four exciting events in this year’s festival schedule.

Designer Bites-  The team at L’Oreal Melbourne Fashion Festival has orchestrated this chance for your inner fashionista to shop your way through the trendy Gertrude Street precinct under the watchful gaze of the designers and events teams. But never despair, your rumbling tummy will be satiated too! You can shop and never drop because between every chic destination you can be replenished by one of several incredible culinary destinations – and one is our very own Charcoal Lane.

Next we have the now SOLD OUT – Tram Stop Dinner

Playing to the theme of ‘Earth’ this event sees the 86 tram helping you to really get to know your own global backyard. Taste world treasures in one evening as you journey through indigenous Australia (Charcoal Lane) to Japan (Pabu Sake and Grill), to a Spanish inspired cottage garden and pantry (Marmalade and Soul) and then to Italy (Mamma Vittoria). Each stop offers a vastly different taste of the earth, with a quirky tram journey thrown in.

Now another SOLD OUT Charcoal Lane event – Cooking With Native Produce Master Class

Ten lucky guests have the chance to learn the secrets of cooking with native Australian ingredients, matched with quality local produce. Learn why cooking with kangaroo is like no other meat (yet probably the easiest out there if you do it right), how to balance the strength of flavour found in native spice with delicate textures, and best of all how to turn a native ingredient into a mouthwatering sweet dessert!  An intimate setting and a hands on session – sure to be a beauty!

And if you missed out on any of these you can always come in and enjoy the MFWF ‘Resturant Express’ lunch being featured for the festival period – we have seen the menu and it is pretty impressive!

Now let’s take a drive down the Great Ocean Road to visit our special friends in Lorne!

This year the team at Lorne has gone back to basics to showcase what happens best in these beachside communities – and that is SEAFOOD!

The Rock Lobster: Lorne Style event see guests join in an elegant lunch by the beach. They will savour a feast from the rocks and soils of the Great Ocean Road. Think local wines, berries and of course – rock lobsters!! Get more details – here-

Some of our Australia’s First Families of Wine have also got exciting things happen at their own wineries throughout the festival period.  Tahbilk will have an amazing MFWF “Restaurant Express”  lunch available in the cellar door cafe– read all about it here –

DeBortoli is taking you up close and personal with the vines, getting guests down and dirty as they partake in a little piece of Vintage 2013.  Punters will help pick, sort and crush which will make washing up and sitting down to enjoy the traditional picker’s lunch even more incredible! Details here-

With so many amazing options it is hard to decide just how best to plan your time to enjoy as many events as possible (and not blow that credit card bill too far out). The FireWorks team is excited to be heading to the World’s Longest Lunch event and a few other classes. If you see us about be sure to say hi!

What is your top pick for MFWF 2013? Let us know!!!

Jezey

Following on from recent negative commentary in the media about the state of the Australian wine industry, Australia‟s leading wine group, Australia‟s First Families of Wine (AFFW) is pleased to respond with some good news.
Recently appointed Chairman Mitchell Taylor from Taylors Wines reported that, “As a collective and as individual businesses, AFFW has had a positive year with strong results both domestically and internationally. And we will continue sharing our great stories and quality wines here and around the world in 2013, with our exciting launch into Hong Kong and China slated for August. We‟re shouting to the world about Australian wine and the history and stories behind every bottle.”
Working co-operatively to share the knowledge behind 1200 years of winemaking experience, this year has seen some major activity from AFFW that has cemented their position as Australia‟s leading multi-generational family owned wine group.

Activity in the UK export market was followed by the benchmark tasting event of the year, Unlocked, presented to over 300 trade, media and consumers in Sydney in June.
Innovation was also at the forefront of AFFW activity with the launch of the AFFW „wine wall‟ at Nuance Duty Free‟s premium wine outlet at Sydney International Airport, with plans to roll these out around Australia and internationally over the coming years.
However innovation wasn‟t limited to marketing activity; 2012 saw family members DeBortoli and Taylors lead a revolution with the release of the first sparkling wines
presented to consumers under screw cap; lauded by an early adopting consumer market as long overdue. AFFW‟s 12 family owned wineries are also trialing and planting heat and drought resistant varieties to ensure the ongoing quality and supply of premium wine in the future.
“On the back of a busy and successful 2012, next year is shaping up to be bigger and even better for AFFW,” Mitchell said. “We have a comprehensive program of events and activity planned including an Unlocked tasting in Brisbane, Next Generation pop up tastings, a launch into Hong Kong and China and continued work with the Nuance Duty Free group.

Focusing on quality, heritage and our myriad family stories, Australia‟s First Families of Wine is well positioned to keep positively driving the Australian wine story here and abroad.”

Hamish Seabrook takes the reins

Kirrihill Wines, from South Australia’s Clare Valley, continues to build upon an already strong history of producing quality wines, with the appointment of head winemaker Hamish Seabrook.  No newcomer to the Australian winemaking scene, Hamish joins the Kirrihill team armed with a wealth of industry experience including time spent at some big players.

Having most recently left Dorrien Estate, Hamish previously honed his winemaking skills at Brown Brothers’ Milawa vineyards and winery and Best’s Wines in Great Western. Add this to international experience in California and New York State, and Kirrihill has a new winemaker of considerable reputation joining the team.

The winemaking techniques and values held by Hamish are a close fit with those of Kirrihill, who, like Hamish are passionate about single vineyard wines and letting nature do the talking. Hamish reflected on his new appointment saying, “I am excited to be joining a winery whose ethos and approach is so closely aligned to the way I like to make wine. I love the Clare Valley and am looking forward to seeing what we can create together.”

Kirrihill’s CEO, Matt Lawson said, “We welcome Hamish to the Kirrihill team and we look forward to continuing the good work we’ve been doing with the wines and driving the quality and profile even further. Hamish has a brief to push the envelope and strive to produce the very best wines from excellent vineyards.  We’re sure he’ll rise to the challenge.”

Having grown up in the Barossa Valley, Hamish developed a love of all things wine at an early age. He studied Oenology at Adelaide University and in 2004 won the Qantas Scholarship Dux at the highly esteemed Len Evans Wine Tutorial. Hamish’s regular appearances on the judging panels at wine shows is further evidence of his connection and passion for the world of Australian wine.

After a strong 2012 vintage and considerable show success, Kirrihill is preparing for another exciting and rewarding vintage in 2013 under the passionate and skilled eye of their new head winemaker.  The results will speak for themselves.

Hamish Seabrook