By James Atkinson

South Australia's Byrne Vineyards has launched an innovative, flexible private label wine solution it says will ensure consistency of style and quality for its customers.

Byrne Vineyards business development manager, Kate Giles told TheShout the new 'tailored wine' model is unique in that it exclusively utilises the Byrne family's own Riverland and Clare Valley vineyards.

"Most buyer's own brands (BOBs) are created via brokers who purchase fruit from many different vineyards. So what you order as a buyer for a group of bottleshops this week is going to be a different wine to the one you get in three months time," she said.

"This one has a link to a family and our land, because the fruit's coming from us. We'll crush 7,500 tonnes this year and we can actually supply and ensure a consistency of style and quality that you don't get with a lot of BOBs out there."

Giles said the concept is also different to many private label offerings in that customers will not be tied into purchasing any of the Byrne family's branded wines. 

"I'm not trying to sell them 13 pallets of one of my branded wines in order to get a couple of pallets of cleanskins out of them," she said.

Byrne Vineyards' own wines range from $8 to $45 a bottle and Giles said the private label product will be similarly flexible.

"Because we have vineyards in Riverland and in Clare Valley, we have the potential to scale the product," she said.

Orders can be placed on Byrne Vineyards' new website, Tailored Wines, with a minimum quantity of 250 dozen.

"But if people want to dip their tow in the water, they can try it with a pallet of stock," Giles said.

"We have a range of options for distributors, importers and group buyers across the world, from the juice to the glass and the packaging, thus allowing ownership of the brands by the client."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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