Sterling Wine Auctions Australia

The amazing story of guts and vision. Common sense in the wine industry at just the right time.

The name Rathbone, lives large on the silver screen of Hollywood classics.

Basil Rathbone as Sherlock Holmes always solved the mysteries and as the swashbuckling foe of Errol Flynn, Rathbone gave us one of the greatest swordfights in Movie history.

Latter-day legends the Rathbone family of NuFarm fame have staked their considerable reputations and fortune on the growth and success of the Australian Wine Industry.

Driving Force Doug Rathbone and son Darren head up a family team that has produced some very impressive results in just 10 short years.

The steep learning curve was mastered with Yering Station, now a gun local and international brand. Recently the Rathbone family name has become synonymous with the wine industry, bringing together a collection of wine jewels that straddle the nation.

From the Yarra “beachhead” Mount Langi Ghiran, Parker Coonawarra Estate and most recently Xanadu in Margaret River have been brought into a stable of awesome brands.

Meeting with the Rathbones and looking at the way they work is inspiring. Their business philosophy appears to be elegant and simple. Do the homework, spend the money and demand results. There is certainly no shyness when it comes to signing big cheques.

The work done in Margaret River transforming Xanadu into a world class production facility and tourism destination did not come cheaply.

I would venture to say that the funds are wisely invested and will produce excellent returns.

The corporate vision gives total autonomy to each business which is a profit centre within the group.

The grand scale of investment and commitment to infra-structure includes plans for a Melbourne Port freight and production hub. Conveniently located for tankers trucks and ships to work together.

But you ask… What about the wines?

Well the news is good. If the Rathbone style is applied to the group with the same effect as Xanadu they will all be bankable icons.

A few weeks ago I was the guest of the Rathbones in Margaret River at the launch of the new Xanadu.

Maybe this is where the Hollywood connection comes in, I was spoiled and pampered to a standard that would make most jetsetters blush!

The points are simple.

World class food coming from a resort restaurant staffed by gun chefs escaping the fast lane for Margaret Rive lifestyle.

A vista complete with acres of manicured lawns, broad blue lakes and immaculate vineyards running off to the horizon.

A cellar door complex boasting fine dining, visitors centre and massive reception spaces. Fabulous gardens and quiet shady spaces perfect for sipping and relaxing.

The wines! The Xanadu name has always been synonymous with stunning wines, sadly some corporate train wreck saw this wonderful name banished to mediocrity land for too long. Under the stewardship of Glen Goodall and a “make the best wines you can” brief from the Rathbones, the results are stunning.

On my “Hollywood” weekend I was lucky enough to sample great Xanadu wines from the past and some new releases. Watch out for all new release Xanadu wines. “Over delivery” has become a wine industry catch cry of late. The consumer has come to expect more from their dollar in terms of value than ever before.

Darren Rathbone and Glen Goodall have made a rod for their own backs with the unrealistically high standard of all Xanadu wines. Particularly the cheapies!

You must try the 2006 Un-wooded Chardonnay and the 2005 Shiraz from the entry level Dragon range. Sub $15 a bottle these wines, in my opinion, only have one failing, they are too complex and sophisticated for the market they are pitched at.

I suppose most marketing managers would be happy to manage this “problem.”

The last piece of the puzzle. People. It is very clear that the Rathbone team only recruits the best, they work hard and play hard. It is also very clear that career paths are without barriers. Most staff and execs have been with the business for years and have done three or four different jobs with promotion between each step.

I couldn’t miss out on the Xanadu secret weapon. The brand hero and product manager Natalie Schaefer. A mercurial mix of fashion model, sergeant major, headmistress and diplomat. Not a lady to be trifled with! In fact the perfect pilot for a vehicle that is going places fast. If anyone can make sure that production keeps up; over, over delivering wine quality, its Natalie.

The long and the short. Nothing is new under the sun. Old fashioned values, balanced use of stick and carrot and taking a calculated risk when the conventional wisdom tells you to be a seller not a buyer.

I am sure old Basil Rathbone, doyen of the silver screen, the perfect dashing blade and sleuth from yesteryear would be very pleased with the family name being in such good hands.

In the cut and thrust of the “new” Australian Wine Industry, there is no mystery behind the Rathbone formula for success.

It seems clear to me that they are forging a style of wine business management that will be studied and copied for years to come.

November 2006