Claymore is on the ball

Robbie Fowler (Photo: Via Twitter)

Clare Valley winery Claymore takes sponsorship to unusual lengths. It has a sponsorship arrangement with the Liverpool Football Club’s Australian fan group, and brought Liverpool goal-scoring legend Robbie Fowler to Australia recently. While here, Fowler launched the winery’s 2014 Signature Series Robbie Fowler Reserve Shiraz, an AUD $95 Clare Valley blockbuster named in his honour. Fowler also visited the Claymore winery, where he took part in an intimate blending masterclass at which a number of Liverpool fans took the opportunity to meet one of their idols.

The Sydney launch is at Aqua Dining this week, where 50 fans will meet Fowler and try the wine.

The exact nature of Claymore’s Liverpool sponsorship is unclear except that it involves the Australian fan base which, according to the company’s PR person, numbers about 90,000 fully paid-up members of the club. Who would have guessed that number?

One of them is Claymore’s proprietor, Dr Anura Nitchingham, an Adelaide-based medical professional who admits to having spent his formative years in Liverpool. Nitchingham is obviously nuts about the Liverpool Reds – the previous 2013 Signature Series Reserve Shiraz was named in honour of another of the club’s stars, Ian Rush.

According to the winery, Fowler was famous for his ruthlessness in front of goal, scoring a record fastest premiership hat-trick against Arsenal in the 1994-5 season, scoring three goals in four minutes, 33 seconds. He scored 183 goals in his 369 appearances and played a major role in Liverpool FC winning the treble (FA Cup, League Cup and UEFA Cup) in 2000-01.

Nitchingham has got it bad. Claymore’s GSM is named You’ll Never Walk Alone, the club song. His other passion is music: Claymore’s other wines are named after favourite rock songs such as Graceland, Purple Rain, Walk On The Wild Side, London Calling and Whole Lotta Love.


One thought on “Claymore is on the ball”

  1. Leigh W Dryden
    Leigh W Dryden says:

    Huon without sounding somewhat cynical which I know I am prone to but one has to ask the question is this more about the connection with the Liverpool Football Club than about the wine? Are wine lovers flocking to the wines because they are wonderfully well made wines or are they drawn to the fact that they gain a closer connection and experience with the football club they love. So are we really selling the passion of the football club or the passion for the wine. I know the Claymore brand very well and that are very solid wines but if you were take away the connection to the Liverpool Football Club how well would they really sell standing on their own two feet without this association ? Just an observation and from a personal point of view I am concerned when wine makers need to use other more famous entities to infer greatness and or credibility for their wines.

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