Taylors Wines has seen a convergence of two trends in wine – increasing interest in lighter style wines and demand for lower alcohol. This is likely driven by more people enjoying wines at home, and greater appreciation for Asian cuisine.
“On alcohol levels, this wine may be slightly lower than our typical Shiraz – around 13% to 13.5%, compared to about 14%. But that wasn’t the main driver. The focus was more on achieving a lighter style, although there is a trend towards slightly lower alcohol levels as well,” said Justin Taylor, Company Director and Senior International Sales Manager.
“From a consumer perspective, we’re seeing behavioural changes driven partly by cost-of-living pressures, with more people eating at home. At the same time, cuisines such as Asian food are becoming more popular, and lighter-style reds tend to pair better with these dishes.”
This aligns with broader trends, where Asian ingredients are increasingly driving hyperlocal innovation strategies across the Asia Pacific.
In terms of food pairing, this wine works well with lighter red meats such as lamb and pork, as well as stir-fried dishes with meats like beef, which are common in Asian cuisine.
This reflects broader shifts in drinking occasions, with Shiraz drinkers increasingly open to exploring lighter expressions.
“For example, in New Zealand, where there are many Pinot Noir drinkers, this Syrah offers an easy step into another lighter-style red as their food choices and occasions evolve,” explained Taylor.
“Looking at moderation trends, the occasion and style of wine are both changing, and this product fits well into those shifts. The Syrah category in New Zealand is already quite developed, which is why we saw it as a good test market. It’s still early days, but initial performance has been encouraging.”
Crafted in the cooler-climate Adelaide Hills in South Australia, the wine offers a distinctive take on the grape more commonly associated with New Zealand and the Rhône Valley. While Syrah and Shiraz originate from the same grape variety, the Syrah style is typically lighter, offering a different drinking experience to the fuller-bodied Shiraz Australia is known for.
Taylors’ Syrah represents a modern Australian interpretation aimed at drinkers seeking more refined, food-friendly reds.
Expanding into other markets and future R&D
Taylors’ priority markets remain Australia and New Zealand, followed by key growth markets such as Canada and China over the next two to three years. These markets show strong demand for lighter-style red wines, and their cuisines also pair well with this style of Syrah.
“While lighter-style white wines have been trending for some time, the shift in red wines is more recent. Pinot Noir and Rosé have already seen strong growth over the past decade, and now we’re seeing consumer demand extend into lighter expressions of traditionally fuller-bodied wines like Shiraz,” said Taylor.
Because this Syrah wine comes from a cooler-climate, high-altitude region like the Adelaide Hills, it naturally exhibits softer tannins and more red berry characteristics, rather than darker fruit notes. This results in a more elegant, approachable style with good oak integration.
Going forward, the winery will be exploring more lighter-style red wines as part of their innovation pipeline.
“This includes further work in Pinot Noir and rosé, as well as experimenting with how different varietals can be expressed in a lighter, more approachable style,” said Taylor.
“In terms of innovation, we will continue to stay true to our core varietals such as Cabernet Sauvignon, Shiraz, Chardonnay, Merlot, and Riesling.”
