Mitchell Wines forms new distribution partnership after 30 years with red + white

Clare Valley stalwart, Mitchell Wines, has announced a new distribution partnership with sales and distribution business Pure Wine Co, ending a partnership with red+white that has endured for more than thirty years.

General Manager, Andrew Mitchell said, “Maintaining strong, respectful relationships remains a core value for us, and we genuinely are grateful for everything Red + White has done for Mitchell Wines over the years.

“With the recent generational shift, brand refresh and the launch of our new collections and styles, we knew it was time to explore different options within the marketplace – and Pure Wine just felt right, they are good people with good values and the right fit for us.”

Mitchell Wines is managed by the third generation of the Mitchell family. Andrew and Jane Mitchell's children, Hilary, Angus and Edwina, took the helm in 2019 with Andrew stepping into the position of General Manager following his experience in wineries and vineyards in the Hunter Valley, McLaren Vale, Clare Valley and the Alsace region of France.

At the time he said, "Mum and Dad have been dedicated since the beginning, laying the foundations of the business so that as the next generation, we are now able to evolve and take Mitchell Wines to the next level. Wine is our passion and it’s in our family’s blood.”

Hilary Mitchell took on the role of winemaker and Edwina manages the marketing and cellar door for the business.

Since then, Mitchell Wines has re-branded, introduced several new styles, including its contemporary collection Kinsfolk which includes an off-dry Riesling, Gruner Veltliner, Grenache and Shiraz. To date the Kinsfolk range has only been available direct to consumer via the winery website and cellar door sales.

Andrew Mitchell said, “We see this as a really exciting move that will ensure venues and buyers have exposure to Mitchell Wines, and see for themselves the recent changes and updates to our collections.

“One of the first steps will be making Kinsfolk available to on-premise – the feedback we have received from the public on these wines has been sensational and we can’t wait to get them in the hands of our on-premise friends throughout Australia.  The only exception to this is the Kinsfolk Gruner Veltliner, as we don’t have the volume to support on-premise distribution at this point in time.”

Based in Stirling in the Adelaide Hills, Pure Wine Co operates throughout Australia, servicing both independent on- and off-premise as well as the multiple national retail accounts.

“A brand with rich family history in winemaking, viticulture and innovation makes for an exciting addition to the Pure Wine Co portfolio," said Pure Wine Co. CEO Casey Mohr.

Pure Wine Co will represent Mitchell Wines from 28 June, 2021. Distribution of Mitchell Wines in the Northern Territory will remain with Thomas Chin and a further announcement is to come regarding distribution in Tasmania.