Home' National Liquor News : NLN DEC 2016 Contents 22 | DECEMBER 2016 NATIONAL LIQUOR NEWS
ACCOLADE WINES BUYS
FINE WINE PARTNERS
Accolade Wines and Lion have reached an agreement for Accolade to purchase all of Lion’s premium wine
business, Fine Wine Partners (FWP).
The sale includes FWP’s six Australian fully-owned brands Petaluma, Croser, St Hallett, Knappstein, Stonier
and Tatachilla, its four Australian wineries, including all plant and equipment, land and vineyards, inventory
and the on-and off-premise distribution network.
Accolade Wines Deputy CEO, Michael East said: “Over the last five years, we have experienced significant
growth and expanded our global footprint through the acquisition of Geyser Peak in the United States, Grant
Burge Wines in Australia, Mud House in New Zealand and Vina Anakena in Chile.
“The acquisition of the FWP business and brands will strategically enhance Accolade Wines’ product
leadership, complementing our current brand portfolio, while integrating seamlessly into our business model.”
Lion CEO Stuart Irvine added: “Lion has a range of competing opportunities for investment in its core
categories of beer and cider and has been unable to prioritise the investment required to grow Fine Wine
Partners to a size justifying its fixed cost base.
“With the improvement in market conditions we have come to the decision that this is the right time to realise
a fair price for the business.”
A six month transition has been agreed to ensure an orderly change of ownership for all stakeholders. The
sale price and the specific terms and conditions are confidential and Lion will retain its wine businesses in both
New Zealand and the United States.
TREASURY WINE ESTATES OUTLINES POSITIVE 2016 RESULTS
WITH ADDITIONAL STRONG GROWTH TO COME
Both the Chairman and CEO of
Treasury Wine Estates (TWE) have
outlined the positive position the
company currently sits in and the plans
for growth over the next two years.
Speaking at the company’s Annual
General Meeting in November,
Chairman Paul Rayner and CEO
Michael Clarke highlighted the
strategies that have worked so far for
TWE and their confidence in the future.
“I’m pleased to say that fiscal
2016 was another year of positive
transformation for Treasury Wine Estates,” Rayner told the AGM. “Building on the foundations set in fiscal 2015,
we continued to increase momentum in our journey to becoming the world’s most celebrated wine company.
“I am thrilled with the accelerated momentum TWE has continued to build throughout F16, which is evident
in the strong results achieved by the company.”
Clarke said: “Fiscal 16 was a strong year for our company, but our journey of growth, is really just
He added: “In addition to our organic growth, I believe we have the team, the brands, the regional business
models, and the balance sheet to drive incremental growth and margin accretion by securing increased access to
Luxury and Masstige fruit.
“In summary, TWE has a very bright future and I am confident that we can continue to deliver outstanding
results and therefore further value creation for our shareholders.”
Brown Brothers has unveiled its
new Masterbrand campaign,
which it hopes will help
consumers to “reappraise the
Brown Brothers range”.
The campaign, titled ‘Brown Is’,
aims to challenge perceptions of
the brand by reframing the way
consumers look at the colour Brown.
Fourth Generation Family
Member and Winemaker Katherine
Brown said: “Unfortunately, at times
the colour brown can be seen to be
a little bit daggy and out-dated.
“We hope this campaign will
encourage viewers to re-consider
the colour, and in doing so hopefully
reappraise the Brown Brothers
range,” she said.
The campaign targets 25 to
44-year-old wine consumers, a
group which represents 42 per cent
of all Australian wine drinkers.
Brown Brothers Chief Marketing
Officer, Ellie Vince said: “Brand
awareness with this consumer group
is lower than for the rest of the
population, and for those consumers
who do know the Brown Brothers
brand (42 per cent in total), the
perception is that Brown Brothers
specialises in fruity style wines – when
in reality we have a fantastic breadth
of range with over 30 varietals.”
The Brown Is campaign started
in mid-November through Palace
Cinemas, digital, out of home, and
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