Entrepreneurs Michael and Angela Wentworth, Paul Jackson and Kirsty Parry renamed the building, originally built in 1906, The Wine Station. Now it is the one stop, go to for people wanting to gain a taste of the province, without having to travel from cellar door to cellar door.
Opened in February, The Wine Station hosted more than 5000 individuals within the first eight weeks. Many of those visitors travelled to the site courtesy of a historic heritage steam train - The Marlborough Flyer - after disembarking off one of the many cruise liners visiting the region over summer. The novelty of the train itself, has been supported by the ability for tourists, many under time pressure, to experience 80 different wines, ranging in variety from the famous Sauvignon Blanc, through to more rare tipples such as Tempranillo or Montepulciano.
Manager, Michelle Osgood says the latest in beverage system technology, imported from Italy, has been installed allowing customers to choose wines, in either a tasting, half glass or full glass.
“The machines we are using are Wine Emotion (the latest generation machine), the first of their kind in New Zealand,” she says. “We have 10 machines, each holding eight different bottles of wine, which we are told can last for up to six weeks, once opened. We have not yet been able to test this theory as rarely does any bottle last more than a few days.”
In fact in the first eight weeks, all of the 80 individual wines on show, have been replaced either sold or consumed on a regular basis.
“The way the machines work, are when someone pushes the pour button, the wine receives a shot of argon gas that forms a protective layer between the wine in the bottle and the air, protecting it from impurities and oxygenation.”
To complete the customer experience, if they like any particular wine, they can purchase a bottle on the spot to take home or The Wine Station can arrange world-wide delivery.
With 80 wines, the mix is an interesting one. Despite Marlborough being more than 80 percent Sauvignon Blanc in terms of production, Osgood says the wines on display are nowhere near that ratio. “One of the key things we wanted to do was show people that there is more to Marlborough than just Sauvignon Blanc. We find the tourists know about the region as a wine producer, and they certainly know about Sauvignon Blanc. But we want them to try the many other varieties we produce so well.”
With 16 classic Sauvignons available for tasting, and another eight alternative styles, the rest of the make-up is a varietal smorgasbord. From Rosé, to Pinot Blanc, Syrah to Chenin Blanc, and Cabernet Franc to dessert.
Interestingly though – the variety of choice so far has been Pinot Noir, something Osgood is more than happy about.
“People needed to see what else there is available in Marlborough. If they were going around to cellar doors they would have that opportunity. But this is for those people who don’t have the time to do that.”
One of the beauties about the Wine Emotion machines is that the customer is king when it comes to what they want to taste. That Osgood says is important.
“People suit themselves when it comes to the tastings. We are not telling them what to try, unless they ask for suggestions. Instead they can taste as many or as few wines as they like, the same with varieties. They might want to sample just Pinot Noir, or they might want to try three or four different varieties. They are in complete control of what they do.”
It is also an important outlet for Marlborough wineries, given they can gain exposure for a range of varieties outside those best known. Osgood says a number of the wines available for tasting have previously only been available at the cellar door.
“The public may never get the opportunity to try or be able to buy in retail a number of these wines, but they can here.”
She says The Wine Station is not in direct competition with cellar doors, but rather plays a supporting role, adding to what is already available and providing a platform for wines without a cellar door facility.
The story of Marlborough as a wine region is also well told, with fact filled canvases adorning the walls.
For many involved in the Marlborough wine industry, The Wine Station and its ethos has been a long time coming. While other regions have had a central spot allowing visitors to try and buy, the country’s largest region has not. And going by the support in the first few weeks, consumers are literally lapping it up.
