By Andy Young
Brown Brothers will take over the distribution of the Innocent Bystander brand from 2 June this year.
The decision to bring domestic distribution to parent company Brown Brothers from Fine Wine Partners comes after the purchase of the Lion Wine business by Accolade Wines.
Dean Carroll, Brown Brothers' Chief Executive Officer, said: “The Brown Brothers team are thrilled to welcome the much loved Innocent Bystander wines into our sales portfolio. Innocent Bystander adds a fantastic balance of quality, creativity and fun that broadens the demographic appeal of our range.”
“The Brown Brothers team is extremely enthusiastic about taking responsibility of the sales and marketing efforts behind the brand and combined with the launch of our new consumer experience site in Healesville marks an exciting time for the next stage of the brand’s development.”
He added: “We would like to sincerely thank the Fine Wine Partners team for their efforts in building Innocent Bystander into one of the most well-known and contemporary brands in the Australian market.”
Brown Brothers bought the Innocent Bystander brand last year and last month announced that the brand was opening a new headquarters in the Yarra Valley, on what was previously the site of the White Rabbit Brewery.