By Andy Young
Brown Brothers has announced that it has entered into an agreement to purchase Yarra Valley brand Innocent Bystander.
Brown Brothers executive director Ross Brown, said that company is delighted to welcome the brand to its portfolio which already includes Brwon Brothers, Devil's Corner, Tamar Ridge and Pirie.
“We have great respect for the way the Innocent Bystander team have built the consumer connection with the brand and see a terrific platform to grow the brand further both domestically and abroad," he said.
Brown Brothers CEO Dean Carroll added that Brown Brothers has been looking at opportunities to enhance its leadership position in Australia's wine market.
“At the heart of our exploration was the desire for strong premium brands with an innovative approach and a connection to the consumer," Carroll said.
“Brown Brothers sees great synergies in the premium positioning of the Innocent Bystander brand with its focus on growth grape varieties that enhance our own category leadership position in moscato, pinot gris, pinot grigio, pinot noir and prosecco."
Phil Sexton, who was behind the creation of the brand said: “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.
"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 whist keeping the brand fiercely independent,” he said.
As part of the acquisition, Brown Brothers will purchase the old 'White Rabbit' brewery site next door which will become the cellar door home of Innocent Bystander. The current Innocent Bystander Cellar Door & restaurant is not included in the acquisition and will continue to operate and be rebranded as the home of Giant Steps.
This acquisition will be completed on 5 May, 2016.