Taylors Scion
Posted: 09:33 Wed 20 Oct 2010
Taylor got something interesting though pretty expensive for sale:
Taylors Scion
VERY OLD PORT FROM
THE PRE-PHYLLOXERA ERA
Background:
• In 2008 Taylor’s wine maker David Guimaraens became aware of the existence of a very old and rare cask-aged port dating from before the arrival of Phylloxera in the Douro Valley
• The wine belonged to a distinguished Douro family and was stored in a lodge in the village of Prezegueda in the Corgo Valley
• A treasured heirloom, passed down from one generation to the next, it was maintained as a private family reserve, with the exception of one pipe said to have been acquired by Winston Churchill
• In 2009 the sole surviving direct descendant of the family died, leaving no children. Her heirs, not all family members, decided to sell the wine
• Taylor’s acquired samples and, amazingly in view of its age (harvest of 1855), the wine was found to be in faultless condition
• Taylor’s successfully negotiated the purchase of the wine which was moved in two casks to the firm’s lodges in Oporto on 13th January, 2010.
• In view of its extraordinary quality, rarity and remarkable historical interest, it was decided by the firm’s Managing Director Adrian Bridge that the wine should not be blended but should be offered by Taylor’s as a unique collector’s item
What makes the wine unique?
• There are only two casks of this rare wine
• It is one of the last wines in perfect drinking condition to survive from the pre-Phylloxera era and is therefore of historical interest
• The Douro vineyards in the pre-Phylloxera era were different to those of today in that the vines were ungrafted and represented a different mix of varieties to those currently favoured. The wine is therefore one of the last representatives of a lost viticultural era and can never be reproduced
• Reserves of port of over a century and a half in age are now virtually unknown. This may well be the last significant quantity of wine of this age to be offered to collectors
• Remarkably for a wine aged in wood for over 15 decades, the wine is in perfect condition. This fact alone makes it an extreme rarity
Why has it been named SCION?
• The word ‘scion’ has two meanings: the descendant or heir of a noble family and the shoot of a plant, especially one used for grafting. Few wines can claim to be as representative of the long and distinguished tradition of Port production. The wine is also the product of an era when the ‘scion’, in this case the noble European wine bearing vine, was planted on its own roots and expressed itself in all its purity.
How will the wine be presented?
• The packaging has been designed to recall the era when the wine was made: The wine is displayed in a sturdy wooden box with brass fittings reminiscent of a 19th century instrument case. The SCION logo is set in an authentic Portuguese typeface first made available in 1874.
• In addition to the wine itself, several other items included in the box are collector’s items in their own right. The wine will be presented in a hand-blown limited edition crystal decanter specially produced for SCION. Set into the lid of the box is a booklet telling the story of the wine with original drawings by the illustrator and typographer Sarah Coleman. The Port and Douro Wines Institute (IVDP) has kindly made available some rare guarantee seals from a limited remaining stock.
Who is expected to buy the wine?
• Collectors of rare wines and spirits
• Entrepreneurs and other wealthy individuals seeking a very rare and expensive wine as a gift or a ‘trophy’ to show friends or business associates
• Corporations and other organizations looking for an expensive and impressive gift or incentive
• Very wealthy consumers wishing to impress when entertaining
• Prestige on trade accounts and clubs requiring very rare, exclusive and expensive products to display and serve to wealthy clients
What channels will be used?
• Fine wine retailers catering to a wealthy individual or corporate clientele
• Very exclusive on trade accounts
• Private auctions (particularly in Asia)
• Direct marketing by Taylor distributors to corporate accounts and wealthy individuals
What collateral benefits do we hope to achieve?
• Bringing the Port category to the attention of wealthy consumers and collectors of luxury products
• Positioning Taylor’s as a luxury brand
• Enhancing the perception of the Port as a high value, aspirational, luxury product, particularly in developing markets with affluent consumers with little wine knowledge
• Doing the above without affecting the core values of Vintage Port
What ways have been considered to market this product?
• Auctions of rare wines and spirits
• Appearance at luxury goods events, such as the ‘Millionaire’s fairs’, boat and luxury automobile shows, etc
• PR campaign targeting luxury lifestyle publications
• dedicated website
• Launch events targeting opinion leaders and wealthy individuals Axel
Taylors Scion
VERY OLD PORT FROM
THE PRE-PHYLLOXERA ERA
Background:
• In 2008 Taylor’s wine maker David Guimaraens became aware of the existence of a very old and rare cask-aged port dating from before the arrival of Phylloxera in the Douro Valley
• The wine belonged to a distinguished Douro family and was stored in a lodge in the village of Prezegueda in the Corgo Valley
• A treasured heirloom, passed down from one generation to the next, it was maintained as a private family reserve, with the exception of one pipe said to have been acquired by Winston Churchill
• In 2009 the sole surviving direct descendant of the family died, leaving no children. Her heirs, not all family members, decided to sell the wine
• Taylor’s acquired samples and, amazingly in view of its age (harvest of 1855), the wine was found to be in faultless condition
• Taylor’s successfully negotiated the purchase of the wine which was moved in two casks to the firm’s lodges in Oporto on 13th January, 2010.
• In view of its extraordinary quality, rarity and remarkable historical interest, it was decided by the firm’s Managing Director Adrian Bridge that the wine should not be blended but should be offered by Taylor’s as a unique collector’s item
What makes the wine unique?
• There are only two casks of this rare wine
• It is one of the last wines in perfect drinking condition to survive from the pre-Phylloxera era and is therefore of historical interest
• The Douro vineyards in the pre-Phylloxera era were different to those of today in that the vines were ungrafted and represented a different mix of varieties to those currently favoured. The wine is therefore one of the last representatives of a lost viticultural era and can never be reproduced
• Reserves of port of over a century and a half in age are now virtually unknown. This may well be the last significant quantity of wine of this age to be offered to collectors
• Remarkably for a wine aged in wood for over 15 decades, the wine is in perfect condition. This fact alone makes it an extreme rarity
Why has it been named SCION?
• The word ‘scion’ has two meanings: the descendant or heir of a noble family and the shoot of a plant, especially one used for grafting. Few wines can claim to be as representative of the long and distinguished tradition of Port production. The wine is also the product of an era when the ‘scion’, in this case the noble European wine bearing vine, was planted on its own roots and expressed itself in all its purity.
How will the wine be presented?
• The packaging has been designed to recall the era when the wine was made: The wine is displayed in a sturdy wooden box with brass fittings reminiscent of a 19th century instrument case. The SCION logo is set in an authentic Portuguese typeface first made available in 1874.
• In addition to the wine itself, several other items included in the box are collector’s items in their own right. The wine will be presented in a hand-blown limited edition crystal decanter specially produced for SCION. Set into the lid of the box is a booklet telling the story of the wine with original drawings by the illustrator and typographer Sarah Coleman. The Port and Douro Wines Institute (IVDP) has kindly made available some rare guarantee seals from a limited remaining stock.
Who is expected to buy the wine?
• Collectors of rare wines and spirits
• Entrepreneurs and other wealthy individuals seeking a very rare and expensive wine as a gift or a ‘trophy’ to show friends or business associates
• Corporations and other organizations looking for an expensive and impressive gift or incentive
• Very wealthy consumers wishing to impress when entertaining
• Prestige on trade accounts and clubs requiring very rare, exclusive and expensive products to display and serve to wealthy clients
What channels will be used?
• Fine wine retailers catering to a wealthy individual or corporate clientele
• Very exclusive on trade accounts
• Private auctions (particularly in Asia)
• Direct marketing by Taylor distributors to corporate accounts and wealthy individuals
What collateral benefits do we hope to achieve?
• Bringing the Port category to the attention of wealthy consumers and collectors of luxury products
• Positioning Taylor’s as a luxury brand
• Enhancing the perception of the Port as a high value, aspirational, luxury product, particularly in developing markets with affluent consumers with little wine knowledge
• Doing the above without affecting the core values of Vintage Port
What ways have been considered to market this product?
• Auctions of rare wines and spirits
• Appearance at luxury goods events, such as the ‘Millionaire’s fairs’, boat and luxury automobile shows, etc
• PR campaign targeting luxury lifestyle publications
• dedicated website
• Launch events targeting opinion leaders and wealthy individuals Axel