Both companies are excited about the purchase as Giant Steps believes its beloved Innocent Bystander brand, which has experienced staggering growth, will thrive better in the experienced Brown Brothers portfolio.
Brown Brothers Executive Director Ross Brown said that the family is delighted to have acquired Innocent Bystander and CEO Dean Carroll sees it as an opportunity to enhance Brown Brothers' leadership position within the Australian wine market.
The mastermind behind the creation of the brand, Phil Sexton, believes that the family-owned and fiercely independent Brown Brothers will carry on the legacy of the brand with integrity.
“Innocent Bystander has given us the opportunity to develop and nurture our single vineyard wines over many years, and over that time has become a unique, strong and exciting brand with huge potential given the right resources", Sexton said.
"As a family owned business, Brown Brothers recognise the hard work and commitment that has been invested into the brand so far, and is looking forward to taking Innocent Bystander to the next level whilst keeping the brand fiercely independent."
Giant Steps and Brown Brothers will work together on this transition starting with the creation of a new Innocent Bystander Cellar Door in the old White Rabbit brewery site, which Brown Brothers will also be acquiring.
This acquisition will be completed on 5 May, 2016. In the meantime, Giant Steps will continue to sell Innocent Bystander wines at its winery and cellar door.
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