Over 50 members from the industry attended the event held at Archie Rose Bar, including Accolade Wines, Australian Beer Company, Brown-Forman, Casella Family Brands, Coca-Cola Amatil, DMG Fine Wines, McWilliam’s Wines, Moët Hennessy, RSN Australia, which provided its Veritas range of glassware for the event, Taylors Wines, The Drinks Industry Show, Two Birds Brewing and William Grant & Sons.
Accolade Wines and Hip Media with Glenn McGrath. Credit: Bob Wong/JugernautsFIDI is an initiative run by publisher of drinks bulletin, Hip Media, set up over two years ago to provide more networking opportunities for those in drinks and hospitality.
“After a couple of years in the industry and meeting marketers and sales people at different events, we wanted to set something up that helps bring people together across all categories”, said Eoghan Hennessy, one of the organisers of the event. “For example, you might get to meet people in the wine industry quite a lot, but wouldn't get a chance to network with people across beer and spirits very often. FIDI is a networking opportunity for anyone in the drinks industry.
“On top of that, we wanted to add some real value to those that attended with guest speakers or presentations that might help in your role”, Hennessy added.
McGrath became the official Hardys cricket ambassador in the summer of 2014, and over the last two years has been responsible for representing and promoting the brand’s wines around the world through Cricket Australia.
The partnership represents one of the largest and longest sponsorship agreements between an Australian wine brand and sporting star, and its success is measured today on the association many have of the two icons.
“You see some brands and sportsmen and celebrities chopping and changing all the time, but I think it’s really important to build a lasting relationship, so that in time when people are enjoying a glass of Hardys’ wine, they associate it with me and/or Cricket Australia, and when they see me they think of Hardys”, McGrath told FIDI guests.
“But that’s not something that happens over night”, McGrath added.
McGrath said that brands considering partnering with a sportsman or celebrity need to be prepared to work hard to build a strong relationship with that person. He also said that it’s important for brands to select someone who aligns with their story.
“I look back over the last few years and see a journey that I’ve really enjoyed. I also see a few really great synergies between Hardys, Cricket Australia and even my story.
“The first one is heritage. Cricket Australia goes back a long way and so does Hardys Wines, from 1853 when Thomas Hardy moved over from Devon in the UK to Australia, just outside of Adelaide in the McLaren Vale.
“The second is the Hardy family's story. When you think back to Eileen Hardy who was third generation and her husband who was killed in a plane crash at a time when there was a lot happening for the wine industry here. For Eileen to then come along and carry on the family name and now Bill Hardy, who’s fifth generation, is something that I think is absolutely incredible.”
McGrath talked about the parts of his own story that resonate with Hardys’, including his career and losing his late wife Jane McGrath to breast cancer, explaining how like the Hardys family, he had to build resilience to overcome difficult times.
“I grew up on a sheep farm and from a young age, I liked playing sport. Sport in the country is really something that brings the community together. I started playing tennis when I was seven. Then through school I started playing a bit of golf and basketball, but cricket was always my passion”, McGrath said.
McGrath went on to achieve a high profile career as one of the most successful bowlers in cricket. He retired after the fifth Ashes test in Sydney in 2007, but is continuing his career as a mentor for other cricketers today, alongside managing the McGrath Foundation, which supports those affected by breast cancer.
“If you’ve got the right story and the right people together, I think you can achieve anything”, McGrath said.
Eoghan Hennessy from Hip Media with Glenn McGrath
Chris Wheeler from Hip Media with Glenn McGrath
Buffy Mair and Erin Ogilvy from RSN Australia with Glenn McGrath. Credit: Bob Wong/Jugernauts
Danielle Allen from Two Birds Brewing with Glenn McGrath. Credit: Bob Wong/Jugernauts
Chris Maloney - Moet Hennessy, Gina Lednyak - L&A Social Media and Megan Scott - Moet Hennessy
Ross Blainey - DMG Fine Wines, Laura Hay - William Grant & Sons
Richard Dredge, Michael Bouda and Olivia Preston from Brown-Forman Australia
Nicki Drinkwater, Mirko Mandic and Brigitte Burcu Kedicioglu from CCA
Brian Olsen, Michelle Wiederman, Jessica Ratcliff and Emmalene Lovelock from Taylors WinesShare the content
