From Vineyard To Vision: How Winepro Australia Is Changing the Game

Lifestyle

27 Jan

In partnership with Winepro Australia

Discover how Winepro Australia is supporting local winemakers and the impact they are having on the industry

“I love looking after people,” says Adelaide-born and bred Glenn “The Wine Guy” Malycha, head honcho of wine sales and consulting organisation, Winepro Australia. “I have the honour of sharing decades of experience and my enthusiasm, helping people who need it the most, whether they have been in the game for yonks, just starting out or somewhere in between.

Glenn’s “game” is wine, an industry he’s been involved in for more than 35 years, and Winepro Australia is his way of helping shine a light on the country’s independent wine and spirit producers. The small boutique wine business is on a mission to help independent winemakers and family-owned producers make an impact and get their products into bars, cellars, bottle shops, business networking events and boardrooms across the nation.

“I found a niche within a niche,” Glenn explains while discussing the inspiration behind Winepro Australia. “Small family-owned producers are fun to work with and deserve to be seen in the best places; enjoyed by people who love supporting local producers. They are too small to hire full-time staff, so this is where Winepro comes to the rescue, filling in whatever gap these producers may have. These small operators are creating awesome wines and spirits; they just need someone to go into bat for them.”

He adds, “Big national chain retailers are flooded by big players these days or filling their shelves with their own labels. For me, I think the fun has well and truly gone from that arena, so we simply aim at the other end of the dial, more like a farmer’s market, focusing on promoting small-batch authenticity, as directly to people as possible.”

Glenn and his highly skilled team offer more than just simple advertising and distribution advice, with Winepro able to help with every aspect of marketing for established or emerging small-batch brands. From developing wine labels and producing promotional material to organising wine tastings and teaching selling techniques, Winepro Australia have all bases covered when it comes to sales, support or exploring avenues to market.

Discussing the biggest issues facing new winemakers, Glenn stresses that a clear identity is needed. “The first question I ask anyone is, ‘Who do you want drinking your gear?’ If you don’t know who you are aiming at, then no one else does either,” he explains.

Once the market is understood, “establish clear brand messaging [and] have confidence in your own skills.” Glenn goes on to explain that “finding someone like [him] who specialises in small producers, listens and understands realistic price setting,” can help with gaining market intel before launching.

Having worked in bars, cafes, restaurants, hotels, and nightclubs across Rundle Street, O’Connell Street, Gouger Street, Hindley Street, wineries and cellar doors in South Australia, contributed to highly respected wine publications and promoted Australian fine wines in countries including Hong Kong, Switzerland, China and the UK, there is no denying Glenn has the experience to bring success to any business that enlists his professional services, or his ability to source local boutique products for you.

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Glenn understands how important it is for new and emerging wine producers to market themselves in the right way and make the correct connections within the industry to succeed. “Do not make a product, name it, label it and price it all on your own,” he explains. “Last century, you could mainly work from vineyard to shelf and be welcomed with open arms, but now we must also look at what’s already on the shelf, or what’s happening in our local wine bars, then go back into the vineyard.”

Simply put, you can’t just create a product and expect it to sell without undergoing the proper research into current trends. Having an understanding of how advertising and marketing work in the modern world is important. Glenn is ahead of the curve and understands not just modern sales techniques, but also what goes into wine making and the challenges faced by independent businesses.

This is why he chooses to collaborate with family-owned businesses that share the same honest values as Winepro Australia. Glenn has no interest in working with those focused solely on mass production, preferring to assist wineries that are authentic in their approach. “Coming to Winepro first means getting it right before knocking on doors.”

“Mass-produced wines may have a place, but you can’t fall in love with them; they are just commodities, a bit like white noise,” Glenn comments. “We have a people-first approach, so to differentiate as a small producer with soul, you must remember that small-batch creations are more like pure rock 'n' roll in a glass and that resonates very well with operators who understand the differences in quality.”

The passion Glenn has for local, genuine producers is clear, hence why Winepro is so respected in the industry. Their range of services also extends to organising wine tastings by appointment, sharing monthly e-newsletters tailored to indie retail and hospitality folk, providing venues with fine wines or spirits, promotions, videography, hospitality training, winery-focused consulting, staff training and showcasing fine wines at business networking events.

They are more than happy to tailor a plan to maximise and grow local businesses with strategic sales proposals to reach more customers. Networking is key, and with Winepro having major contacts within the industry, their expertise can be vital in getting new products into stores or bars worldwide.

Those struggling with the digital side of things do not need to fear, as Winepro is also experts in that field. They have extensive knowledge of search engine optimisation (SEO) to make sure websites rank well on Google and can help businesses understand how to divert traffic to sites, while also having the tools to develop a social media strategy to create engaging content across social channels and attract a wider audience.

“Digital and social media are evolving, so it doesn’t matter where you are riding on this wave, just be on it,” Glenn advises. “Not just to sell a bottle of wine, though. You need to be personally sharing why you do what you do, not so much how you do it. That comes later if needed.”

“Stay away from the boring marketing with the old blokes in cardigans, noses in glasses, standing around barrels using obscure words. No one needs to worship wine – just get into it. Enjoying wine or spirits is for when you’re not being serious – some marketing companies can’t resist the hard sell, and it’s a big turn off.”

As for the future, Glenn wants to keep growing his Winepro Family, helping local producers make their mark on the global wine scene. “We will continue to spread the good word in South Australia about the importance of embracing and supporting local small, focused trading and how refreshingly exciting it is to be a part of this conscious lifestyle choice, helping people to discover wines and spirits that are created by hands that still care,” he remarks.

“When things get too big, they only ever become a diluted version of what it was they once represented, so instead, as specialists, we happily invite like-minded folks to explore genuine products that still have a heartbeat.”

Winepro Australia is located at Suite 194 / 57A Melrose Street, Mount Pleasant. For more information, contact Glenn on 0493 046 633 or at glenn@winepro.com.au.