The focus of Hush Heath is on supporting sales, particularly in export markets such as the USA, Canada, Bermuda and Japan. Getting the right price architecture and expansion plans are also key facets of owner Richard Balfour-Lynn’s growth strategy.
Last week saw the launch of the Hush Heath Wine Club: winery owner Richard Balfour-Lynn announced this new consumer initiative in a well-heated marquee in the grounds of the Hush Heath Estate in the Kent countryside.
It’s an interesting route to invigorate sales and offers club members discounts not only on all the estate’s wines but also on accommodation at the Balfour-Lynn owned pubs in Kent and London, as well as access to exclusive member events and special releases. All in all a great deal for an annual membership fee of £150.
Balfour-Lynn was in a jocular mood talking about his venture which saw the first vines planted in 2002: “It’s not a business – a business implies profits,” he joked and stressed the long-term nature of building a brand. “It’s about making people feel part of the brand and creating brand ambassadors.”
He later explained the reasoning behind the creation of the club. “People are drinking wine but know little about it. This is a way of involving people and making them feel part of Hush Heath, of Kent and the English wine journey.”
While Balfour-Lynn may play down his success, he has laid solid foundations for expansion with a stratified brand offer, both in the UK and increasingly also abroad.
The original Balfour Brut Rosé sparkling wine, retailing at around £36-38, was the first English sparkling wine ever to be served in British Airways first class cabins and is served in places like the Venice Simplon Orient Express; the more widely distributed 1503 sparkling range retails in Majestic and Tesco between £21-26. There is a range of still wines, too, as well as juices and cider from the estate’s own apple orchards.
“What we tried to do is look at price points,” Balfour-Lynn explains. “It’s very important in any business to create a price architecture. There are different styles [of wine]. The style is relevant to who the consumer is. We have different pricing points so that you will be drinking a different wine at the Savoy than what you can buy at Tesco. It’s all about making sure that each market has clear distinction and individuality.”
Sales director Hilary Green commented on the growing importance of export markets which now account for 5-10% of production. Hush Heath wines are already available in the USA, Japan, Hong Kong, Germany and Belgium
“We started looking at exports three years ago. We now also export to Canada, to Ontario and are set to ship to Quebec,” Green reports and also cites Bermuda. “The markets we are currently in are those we are most heavily focussed on. As a producer of around 100,000 bottles a year we are happy with the export markets we currently have.”
“Most of our focus at the moment is really spent on supporting sales. Getting listings is one thing, building success on them is quite another. USA, Japan and Canada are the three export markets we feel have the greatest potential.”
Balfour Lynn announced a continued programme of planting to take annual wine production from the current 100,000 bottles to 300,000; a ringing endorsement of the English wine industry and further proof of his very well-laid plans: “Absolutely, I am very excited about the English wine industry but I always caution this and say we are at the beginning of our journey. We are like a Champagne house in 1900 and have a long, long road to go.”
Balfour-Lynn has clearly paved part of that road and keeps pushing boundaries, always with a gentle nod to Champagne.
Club members will have the opportunity to buy special releases made from the full six Champagne varieties: English-grown Arbane, Petit Meslier and Pinot Blanc as well as the traditional Pinot Noir, Chardonnay and Pinot Meunier.
“We’ve got to make what we do interesting and I love experimenting,” Balfour-Lynn says. “We don’t really know what English wine can do and how far it can go. All we do is stretch the boundaries to see how far it can move on.”
