‘InterWined In Conversation’

In Conversation With Even Keel Part III

Welcome to the final part InterWined’s four-part conversation with Australian winemaker Jeff Aston of Even Keel Wines in New South Wales, where Jeff Aston explains the decision to try to break into the UK export market.

InterWined: What are your feelings about entering the most challenging wine export market, the UK? Do you have some marketing plans; how will you stand out; what sort of wines are you sending; and how much do you think you will charge? Do you have plans for the US?

Jeff Aston: I am actually currently sitting in the club lounge in the airport in Sydney

IW: As am I…

JA: … I am on my way to Hawaii, LA and Vegas to promote our wines. Ok, Vegas is more of a holiday, but you have to keep the balance.

To tell you the truth, we have no real concerns about entering tough markets.

We launched Even Keel in Australia during the biggest wine glut we have ever seen. There was one period where it was cheaper to buy wine than water. Now we are in top restaurants across the country and continually expanding our vineyards to keep up with demand. At the end of the day, we have a great product with young, enthusiastic winemakers. I think people really see the love and fun we have for wines and get excited about it too. I won’t say it was easy, and I spent many a week eating fruit and vegetables stolen from neighbouring farms; but, when you’re having a glass with a bunch of friends and stand back to see all the laughter, happiness, and joy the wines create, it’s all worth while.

IW: Stolen fruit does seem to taste better, doesn’t it?

JA: We will always stand out as long as we keep being true to us and what we are about. Luckily for us, we are young and fun and target that age group with all our marketing. I love it.

I can not wait to be in the UK promoting Even Keel wines.

IW: We’ll love to have you. Well, that’s it for InterWined’s conversation with Jeff Aston. Thanks so much for your time, Jeff.

JA: Thank you.

Be sure to read the previous three Wednesday posts for his unique insight into the world of wine and being a sexy winemaker.

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