The 2025 London Wine Competition saw many familiar names vying for the spotlight—but it was Isabel Estate’s Wild Barrique Chardonnay that walked away with the title of Wine of the Year. For some, the result might have come as a surprise. But for those closely following the evolution of Marlborough Chardonnay, it felt more like a quiet inevitability. Under the stewardship of Paragon Wine Estates, Isabel Estate has been carving out its own space, thoughtfully refining its expression of place and resisting the urge to shout too loudly about it.

In this conversation, Felipe Nogueira, Brand Manager at Paragon Wine Estates, takes us behind the label. He shares how the Wild Barrique Chardonnay balances heritage and innovation, what the London win means for Isabel Estate’s global ambitions, and how authenticity is guiding their relationship with the modern wine drinker.

Where is the Wild Barrique Chardonnay currently available, particularly in the UK? Are you working with any major retail chains, independent stores, or restaurant groups? And looking ahead, which international markets are you focusing on for expansion?

Isabel Estate Wild Barrique is produced in limited volumes, making it a sought-after release. Distribution is currently focused on New Zealand via Eurovintage NZ, in Japan, and in Australia through key retail partners including Dan Murphy’s and BWS, as well as select on-premise venues. A small allocation is also exported to Japan, supporting our presence in key Asian markets.

Wild Barrique’s recent top accolade at the London Wine Competition presents an exciting opportunity to spotlight this acclaimed wine alongside our existing UK portfolio. 

Image: Isabel Estate Wild Barrique Chardonnay - Wine of the Year

Who is the ideal consumer for the Wild Barrique Chardonnay, and how do you tailor your messaging to reach them? What are you doing to build deeper engagement and brand loyalty with that audience?

Isabel Estate Wild Barrique Chardonnay appeals to discerning premium wine consumers who value authenticity, craftsmanship, and a sense of occasion. To connect more deeply with this audience, we’re rolling out a new masterbrand platform across Australia and New Zealand. The campaign taps into a key insight: in times of increased moderation, consumers are more likely to indulge in something truly special when sharing moments with loved ones. Its messaging celebrates the beauty of our natural surroundings and the spontaneity of shared experiences where Isabel Estate wines are chosen.

Additionally, we’re actively building relationships with key wine and lifestyle media in priority global markets - including the UK, US, New Zealand, and Australia - through targeted PR efforts and winemaker-led storytelling. These initiatives are driving awareness and consideration of the Isabel Estate portfolio among our most valuable consumer segments.

How do you plan to use the London Wine Competition win in your marketing strategy? Will there be specific campaigns, events, or collaborations designed to highlight the accolade and drive sales?

Given the restricted production volume, the promotional strategy will emphasise the dissemination of the award through social media channels and retailer platforms, alongside engagement with local public relations agencies to amplify the announcement and capitalize on the recognition.

How do you work with importers, distributors, and retail partners to help move stock—especially in new or competitive markets? Do you provide marketing assets, training, or joint promotional initiatives?

A comprehensive educational program is provided or coordinated for their sales teams and our winemaker to ensure a thorough understanding of the Isabel Estate brand, its philosophy, and winemaking credentials. Furthermore, they are furnished with requisite sales tools, including detailed tasting notes and digital assets.

Image: Chief Winemaker Jeremy Mckenzie.

Tell us more about Isabel Estate’s origins and brand ethos. How does your approach to sustainability—from vineyard to packaging—reflect your values and appeal to today's more conscious consumers?

Isabel Estate’s vineyard is a cornerstone of Marlborough’s winemaking history — deeply-rooted in provenance, it's one of the original classic sites established with a European framework. Today, the estate is farmed using a mix of sustainable and organic practices, with 80% of Chardonnay farmed organically.

Sustainability sits at the heart of everything we do. From significant composting programs post-vintage, inter-row cropping, and sheep grazing, to significant investment in native planting initiatives, the vineyard reflects our commitment to environmental stewardship. In the winery, this continues through solar energy projects (with more in development), night-air cooling systems in our warehouses and barrel halls, and the use of glass bottles made from 70% recycled glass.

The estate is also Sedex-approved for responsible labour sourcing and actively supports local community initiatives, including native seedling programs with the nearby school.

Our Chardonnay is wild-fermented using indigenous yeasts from the estate - a true expression of place, rooted in our connection to the land and driven by a constant pursuit to push the boundaries of Chardonnay.

Image: Isabel Estate.

What makes the Wild Barrique Chardonnay a true reflection of Marlborough terroir and your house style? How do elements like wild fermentation, barrel aging, and vineyard site selection contribute to its character?

The Isabel Estate vineyard has long been recognised for its capacity to produce truly classic Chardonnay. Years ago, even Cloudy Bay founder David Hohnen acknowledged the site’s ability to deliver world-class expressions of the variety. Over the past decade, our focus has been on refining a site-driven style that reflects our winemaking philosophy — drawing inspiration from the great Chardonnay regions of the world, including Burgundy, the Sonoma Coast, Yarra Valley, and Tasmania. Closer to home, we’ve long admired Kumeu River wines and the work of Michael Brajkovich MW, as a benchmark New Zealand style.

At the heart of our approach is a heritage block of low-yielding Mendoza clone Chardonnay. Picking decisions are centered on achieving clean, concentrated fruit with bright acidity — allowing for a "hands-off" approach in the winery: cloudy juice, wild ferments, and the use of quality French oak.

Viticulturally, we farm organically with a strong emphasis on canopy management throughout the growing season -  this ensures the right amount of exposure of fruit to allow airflow through the canopy but avoid any sunburn to the fruit.. Our Chardonnay is also close-planted at 4,500 vines per hectare.

Image: View of the vineyards at Isabel Estate.

Conclusion

Isabel Estate’s win at the London Wine Competition is not the culmination of a marketing push—it’s the result of years spent listening to the land, refining their craft, and resisting shortcuts. The Wild Barrique Chardonnay doesn’t try to mimic other classics. Instead, it channels the quiet confidence of a place deeply rooted in Marlborough’s winemaking history while speaking directly to a consumer seeking meaning in their glass.

And with a thoughtful, measured approach to expansion, a growing presence in premium on- and off-trade, and a firm commitment to sustainability that goes beyond lip service, Isabel Estate isn’t simply riding the wave of acclaim—it’s building a foundation for something more lasting. This win might have put Wild Barrique on more people’s radar, but as Nogueira reminds us, the best stories in wine are still those whispered by the vineyard.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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