The Days of Swings & Roundabouts

- The life and times of a wine producer

These times in the wine industry are complicated. The drinkers graze across varieties and regions with a broad repertoire of options and loyalty is given to few. The sellers try to match the consumer dynamics and position themselves in the moving feast of the liquor market with whatever seems to be the ‘next best thing’ - big box, small bars, gastro pubs, and online.Add the controversy on the huge array of differing labels and the maze extends. Make no mistake; everyone has a view - the drinker, the seller, the distributor and of course the producer. At Swings & Roundabouts, they have been pontificating.Entering the industry a few years back with some strong 2004 and 2005 releases, a very different name and a unique label design featuring an illustrated dog on a tyre swing, change was afoot. The name had its origins, like wine, in the vineyard itself hearing the expression used time and time again in reference to climate, inputs, outputs, flavours, markets and so on- the give and take of the journey to the glass. The dog on the tyre swing visualised the swinging and spinning and positioned itself within the great Australian backyard with the down to earth, relaxed, honest imagery that they felt was at the core of the Margaret River brand.However, things can change and should. Labels appeared that were similar, not copies, but of a style. The “critter” issue (animals on labels) became a negative and too much colour seemed suddenly cheap and to add to the mix, Australia was having problems overseas with the ‘country’ brand. “We weren’t being taken seriously in terms of what was inside the bottle because sometimes the outside was too much the focus,” explains Executive Director, Andrew Moore.Therefore a decision was made to primarily concentrate on the brand name, Swings & Roundabouts. “Words that we believe are distinctive, relevant, and amusing. Secondly to more strongly reflect the quality of the wine, which we believe has incrementally improved each year through simplifying the range to those that can benefit from the regional advantages and ultimately compete in the $20 plus price point,” continued Andrew. Winemakers Paul Birch and Brian Fletcher, who in addition to doing vintages together in Italy and Sicily, have worked in the region for a cumulative 27 years, are delivering outstanding value wines.Life brings its’ fortunes and misfortunes. We are fortunate to be in a great industry, but one that is complex and dynamic and standing still, for Swings & Roundabouts, is just not an option.