Austin’s pops premium cork
MOORABOOL Valley winery Austin’s is backing a rebranding of its signature wine with a new cellar door planned to open next year.
The Sutherlands Creek operation behind thriving mid-range brand 6Ft6 is putting renewed focus into its premium offering, which it is releasing under a new-look Austin’s range.
The rebranding and repositioning of the signature range comes after it has consolidated its business on the back of the continued success of 6Ft6, which accounts for 80 per cent of its volumes.
Managing director Scott Austin said it invested almost $1 million in infrastructure two years ago to allow it to grow, produce and bottle its wines on-site.
“It’s essentially a vertical operation now, which gives us greater control over the quality of our product and our pricing,” Mr Austin said.
The 60ha vineyard produces about 300 tonnes of fruit a year, good for about 25,000 cases of wine, but it has only been in the past two years 100 per cent of the fruit has gone to its own brands, 6Ft6 and two higher-end offerings branded Austins and Co.
Mr Austin said it was fair to say the signature brand had not had been a priority for he and wife Belinda as they grew the business in recent years.
The best of Austin’s fruit will be identified for a single signature range, which will retail for about $45 a bottle, giving it separation from 6Ft6, which retails for less than half that price.
For 6Ft6 drinkers, it is positioned as a next-level, special occasion wine.
The premium range will be offered in riesling, chardonnay, pinot noir and shiraz.
From November 1, they will be available by direct sales online, at restaurants and independent fine wine stores “where brands are really built”.
Mr Austin said research showed another key to growing a brand was in offering an experience through a cellar door.
Having secured a $60,000 Wine Growth Fund grant, the business is preparing to build a $500,000 cellar door it is aiming to open this time next year, creating a couple of fulltime jobs.
“It will see us convert an existing operating woolshed into an authentic cellar door experience,” Mr Austin said.
“The addition of another cellar door to this region is needed. The idea is that we will also showcase local wines from the Moorabool Valley region.”