Jeff would initially be responsible for helping transition over the Grant Burge portfolio, before developing new plans to grow the business, with the sale intended to be used to bolster the Barossa based brand’s position locally and internationally, leveraging on Accolade’s global distribution business.
Little news has come since the acquisition and mutterings concerning the financial position of the company have begun as prying eyes among trade and media look to what will be Bond’s first move.
Over the last three months in his new role as GM, Bond has seen through the transition of the Grant Burge business and is now busy finalising his strategy to bring the operational details of the acquisition to life.
When measuring up the odds to determine where the best areas of growth lie for the brand, Bond says his strongest card is the Australian market.
“The crux of my priorities is to make sure that we are allocating our, what is a scarce resource, to the most important opportunities, and for us that is really here in the Australian market”, Bond told drinks bulletin.
“Grant Burge has a wonderful position in this market – it’s a very successful brand in Australia – so now it’s important to consider how we can continue that success with the benefit of the Accolade business.”
Within the Australian market, it’s the on-premise that Bond sees as the best channel to support Grant Burge’s future, and with a well-established distribution business already attached to the brand, it was a clear decision to engage with the channel via the newly created Distinction Wines.
Based out of Sydney, Distinction Wines will represent some of Australia’s, Italy’s and New Zealand’s premier wine brands, dedicated to the on-premise.
“We recognise the importance of the on-premise and servicing the channel properly, and we feel we have the right portfolio and focus to do that.”
Over the next few months, Bond will work to refine some of the more premium ranges in Grant Burge’s portfolio, while a completely different direction will be taken for those wines sitting in the $20-$30 price point.
Playing to not only the retailer’s needs, but the consumer’s and grower’s too, Bond is particularly excited about the growth this price bracket offers everyone across the value chain.
“The $20-$30 price bracket is a real sweet spot for us, because that’s where we can make the most of our footprint in the Barossa, in terms of our access to growers and fruit, and where we’ll be using Accolade’s strength in the market to expand those ranges, specifically our $28 Vineyard Range, and $20 5th Generation wines.
“While we want to make sure our ranges above that, such as our Wines of Distinction and Icons ranges, are still visible in the market, we think the opportunity for us to really establish the Barossa and for our customers to play into as well is at that $20-$30 price point.
“From a consumer point of view, there’s less risk associated with the bracket, plus they get Barossa regional quality at a competitive price.
“From a retail point of view, that’s the space they want us as producers to focus on, because it’s where we can showcase our strengths and our winemaking credentials, and it’s not a space where retailers have a strong focus on for their own brands.
“And from an agricultural point of view, our growers can make a decent living at that price point.”
In terms of markets outside of Australia, Bond sees export as an opportunity for growth for the brand in the future, when Bond is hoping to utilise Accolade’s global presence to help expand the Grant Burge business and in turn help support local growers through employment.
“We’ve experienced some challenges in the past in the export market, because it’s an expensive exercise for a winery of our size and scale, but at the same time we have also had some success in pockets of business globally, and now we have the opportunity to take advantage of Accolade’s strength in those key markets.
“While for now the key focus area for us is here, it is certainly an opportunity for us and I hope that by expanding our business a little bit more, we can also take on more growers in the region and make the region more prosperous and sustainable.”
As for where Bond would like to see the business in 12 months time, he says: “What I’d like to see is a continuation of all that hard work Grant put into the brand continue.
“Often in an integration you get a bit of a dip as the new company tries to get its head around a new brand, so it’s important now that we continue the momentum that has been built up over the last few years and pursue growth over the next 12 months.
“And then also strengthen our relationships with our customers, with one of the key vehicles for the business – our Distinction Wines business.”
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