Home' National Liquor News : NLN FEB 2016 Contents 64 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
64 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
GENERAL MANAGER – ASIA PACIFIC
ACCOLADE WINES AIMS TO GROW
THE WINE CATEGORY IN 2016
THROUGH INNOVATION AND NEW
WHAT CHANGES HAS
EXPERIENCED IN 2015?
Accolade Wines cemented its reputation as
the world’s leading provider of New World
premium, commercial and value wine, acquiring
Chilean brand Viña Anakena in September.
Earlier in the year, Accolade acquired leading
Barossa brand, Grant Burge Wines.
The company now has a very strong New
World portfolio consisting of wines from
Australia, New Zealand, California, South
Africa and Chile.
Accolade also launched Distinction Wines to
service on-premise clients while continuing to
meet the needs of retail customers.
WHAT IS THE IMMEDIATE
FOCUS FOR ACCOLADE
WINES IN 2016?
We are a customer centric business and in
the coming year will continue to focus on
improving our supply chain management to
provide our customers with best in class service
and to optimise free cash flow.
Accolade will continue to invest substantially
in brand awareness campaigns for Hardys, Mud
House, Grant Burge and the House of Arras.
We have been delighted with the awareness
driven by the House of Arras sparkling wine
billboards and the Hardys Aspire Higher
campaign which have been strategically located
at major Australian airports.
Our Hardys sponsorship of Cricket Australia
moves into its third year and has been an
excellent vehicle in raising awareness and for
proving a platform from which to conduct
consumer promotions in partnership with our
A significant refurbishment of the buildings
and grounds at the Hardys historic Tintara site
in McLaren Vale will be complete in the first
half of 2016.
We believe that with Hardys’ incredibly
strong international presence, we will be able to
promote McLaren Vale and our site right in the
heart of McLaren Vale (just 45 minutes from
Adelaide’s CBD), to help draw people to the
region. It will help people make connections to
the brand, its history and heritage.
WHAT IS ONE ISSUE YOU
WOULD LIKE TO SEE
URGENTLY ADDRESSED BY
THE WINE INDUSTRY?
The most significant issue facing the wine
industry is the threat posed by anti-alcohol
campaigners who are targeting wine for
higher taxation on the basis that wine is the
If this lobby succeeds in getting prices
increased, particularly at the lower end of the
business we will see ourselves taxed out of
business, with massive disruption across
HOW HAS THE TREND
IMPACTED ON YOUR
Wine companies, including ourselves, have
been moving up the value chain to combat the
fact that wine prices have not followed the
consumer price index and to take advantage of
the growth being experienced above $15 per
bottle in retail sales.
The desire to ‘premiumise’ was a significant
driver in purchasing the Grant Burge Wines
and Mud House Wine Group businesses which
have significantly moved Accolade Wines’
footprint in the domestic wine trade.
WHAT PLANS DO YOU HAVE
TO ENGAGE THE TRADE
TO DRIVE SALES IN THE
The focus in the coming year will be to
continue developing strategic partnerships and
to grow the wine category as a whole.
We have a competitive portfolio, significant
expertise in understanding the wine category
and shopper behaviour and we have the
capacity to partner with retailers to deliver
products that engage consumers.
Accolade Wines is determined to grow the
wine category through innovation and by
offering consumers new opportunities and
occasions to engage with wine.
WHAT DO YOU SEE AS
We are introducing fruit flavoured wines,
drawing on the consumer trends for fruit
flavoured spirits, ciders and even beers, and
introducing products along those lines in our
key brands of Banrock Station, Echo Falls
In the United Kingdom, our Californian
brand Echo Falls has seen enormous growth in
its fruit flavoured options. Really importantly,
50 per cent of the people purchasing Echo Falls
Fruits are new to the wine category.
We believe that by launching these fruit
infused wines in Australia, with a strong
selection and the backing of known brands,
we will be able to grow our business and the
“Accolade Wines is determined to
grow the wine category through
innovation and by offering
consumers new opportunities and
occasions to engage with wine.”
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