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EVANS & TATE STRIVES TO BE THE
'BEST' IN WESTERN AUSTRALIA
Evans & Tate is Margaret River's biggest winery, but brand manager
George Stupart says its marketing strategy is to ensure it is viewed as not
just the biggest but also the best.
"We are strongly focused on our customers' needs and approach
everything we do with the mantra 'how can we add value to our
"We continue to place strong focus on the basics -- range, pricing,
logistics -- and our sales teams work closely with all our customers at
various levels to uncover specific opportunities for growth," Stupart said.
"We are very excited by the innovation and possibilities the new era of
digital marketing provides. Our website and social media channels are of a
world class standard and we will continue to leverage and evolve these assets
to reach more Australian and international wine drinkers more often.
"Ongoing tastings and education sessions with our winemaker will
continue to have a part to play in our go to market strategy this year.
We are also very interested in exploring on-pack promotional activities
as they play to our strengths as a business and require minimal time or
resource from our customers to activate at scale," he said.
"We know shoppers are looking for stories and information they can
relay in everyday language. Western Australia has some terrific stories
to tell, from the moderate maritime climate of Margaret River, which
delivers consistently outstanding vintages year in, year out, to the cooler
Great Southern regions with yet to be discovered world class Riesling and
MARLBOROUGH GROWING REGION
TO BE 'FULL' WITHIN YEARS
The Marlborough wine growing region is expected to be fully planted within
the next few years and several changes are expected to impact the globally-
Peter Yealands, one of the largest producers in the region famous for
Marlborough Sauvignon Blanc, said he believes all the land available for
growing wine may be developed within the next few years.
"Virtually every winery in Marlborough is constrained by a lack of supply.
Land is being leased or purchased left, right and centre and there is not a
lot left. In three to five years' time all of the land will be developed that is
developable and we expect there may be a lull for a little while before people
get up the courage and head to terracing hills and I think that's what will
happen next. We are certainly looking at large scale terracing on hill country.
We are looking at doing it so that we can become practiced if you like and
develop some systems for the future," Yealands said.
NZ Winegrowers CEO, Phil Gregan said that he expects the region to be
fully planted within the next decade.
"The big strategic issue for the NZ wine industry is Marlborough at some
stage is going to be largely full," said Gregan.
"The industry has grown over the last 20 years largely through the grape
growing in the Marlborough so what is the opportunity for growth when that
growth opportunity becomes more limited? It may lead to looking at other
regions, it may lead to lifting prices who knows what it is going to be, but you
can guarantee that there will be a range of responses, as that happens and it
is going to come sooner rather than later."
BROWN BROTHERS ACQUIRES
Brown Brothers has entered into an agreement to purchase Yarra Valley
brand Innocent Bystander, effective 5 May.
Brown Brothers' executive director Ross Brown, said that company is
delighted to welcome the brand to its portfolio, which already includes
Brown Brothers, Devil's Corner, Tamar Ridge and Pirie.
"We have great respect for the way the Innocent Bystander team have
built the consumer connection with the brand and see a terrific platform
to grow the brand further both domestically and abroad," he said.
Brown Brothers CEO Dean Carroll added that Brown Brothers has
been looking at opportunities to enhance its leadership position in
Australia's wine market.
"At the heart of our exploration was the desire for strong premium
brands with an innovative approach and a connection to the consumer,"
Carroll said. "Brown Brothers sees great synergies in the premium
positioning of the Innocent Bystander brand with its focus on growth
grape varieties that enhance our own category leadership position in
Moscato, Pinot Gris, Pinot Grigio, Pinot Noir and Prosecco."
As part of the acquisition, Brown Brothers has purchased the old
'White Rabbit' brewery site next door, which will become the cellar door
home of Innocent Bystander. The current Innocent Bystander Cellar Door
and restaurant is not included in the acquisition and will continue to
operate and be rebranded as the home of Giant Steps.
Fourth generation Brown Brothers family members
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