The time is finally here, where our hard work behind the scenes is coming to fruition. Austin’s & Co. as you have known it for the past few years, has been given a face lift, as we rebrand our signature range of wines to Austin’s.
Along with the new look, a number of strategic changes within the business have been made to compliment and position ourselves in the market where we rightly fit.
Why rebrand from Austins & Co to Austin’s?
Our Wine Portfolio
In many ways, Austins & Co has previously been impacted by the high benchmark set by our mid-tier range, 6Ft6. At $25 RRP, 6Ft6 represents exceptionally good value for its top quality wines. Previously, at $35 RRP, Austins & Co. is priced as a moderate step up from 6Ft6, though the price point does not truly reinforce the premium quality inside the bottle.
In order to provide a clear tier differentiation between Austin’s and 6Ft6, we have created a new brand portfolio whereby only two lines will exist; Austin’s and 6Ft6, discontinuing our Custom Collection line and merging Austin’s & Co. and Custom Collection.
By doing this, the premium quality drop that was Austin’s & Co. only becomes stronger by combining the fruit used for Custom Collection as well, allowing a higher price point of $45 RRP.
In addition to the four core wines within the range; Riesling, Chardonnay, Pinot Noir and Shiraz, we have added a limited edition release of Cuvee and Late Harvest Riesling.
To ensure our wine continues to be the premium quality wines we have become to know and love, we have engaged a dedicated full-time winemaking team and have invested in modern infrastructure including a bottling line, allowing for greater control and quality, and optimising decision making.
The team, John Durham and Duncan Lowe. between them have over 40 years winemaking experience throughout Western Australia and Victoria, and the results and accolades are starting to reward this experienced winemaking team and the terroir and vineyard that our vineyard team have so precisely tended to.
Most excitingly, we will soon be opening a Cellar Door, planned for late 2020. Celebrating our region and the beautiful country landscape we’ve so proud to call home, our current wool shed, will be converted into a thriving, authentic Cellar Door, showcasing the region’s delicacies and local wines.
Our Cellar Door will also be complimented by a number of events throughout the year, including our inaugural Rent a Vine concept, which allows participants to ‘rent’ a row of vines throughout the year and partake in five hands-on winemaking experiences, crafting their own custom blend of Pinot Noir to take home at the end of 2020.
The Austin’s Wine Club will also be launching in 2020, which we will announce details of later.
The result of the rebrand project for our loyal and new customers is a refined product range, new look and elevated price point to reflect the increase in quality, along with some exciting customer experiences and soon-to-open Cellar Door.
Good things take time but the team effort that’s been contributed by our staff is beyond amazing.We cannot wait to continue to see this brand unfold and share our beautiful property with so many more people.
From November 1, our new-release wines will be available to purchase online, at restaurants and independent fine wine stores. To discover our selection of wines visit austinswines.com.au
If you’d like to read more about our rebrand, check out the latest article in Geelong Advertiser here.
Photo credit: Alison Wynd, Geelong Advertiser