The Randall Wine Group, owner of iconic Barossa winery Seppeltsfield Estate, has outlined details of a new 10-year strategy following the decimation of the Australian wine market in China.

In November 2020 the Chinese Ministry of Commerce first revealed its plans to impose anti-dumping tariffs on a range of Australian products, including wine. In March last year it was then announced the tariffs would be in place for five years. Since then the Australian government has tried working with the World Trade Organization to settle the dispute.

In October last year the WTO established a panel to examine the tariffs, but understandably the impact on wine exports to China has been devastating.

In its previous 10-year strategy the Randall Wine Group was in the process of selling 50 per cent of its annual wine made to China as both premium bulk and bottled wine. So it’s no surprise the group has spent months considering and planning its new strategy and the Randall Wine Group’s Executive Chairman and Proprietor, Warren Randall has emerged with a new strategic direction.

The new 10 year strategy is now based around the acquisition of brands in Australia’s premium wine growing districts, with a strong export sales focus.

The Randall Wine Group’s first strike is the Penny’s Hill and Black Chook brands in McLaren Vale. Commanding a premier location between McLaren Vale and Willunga, suiting a wine tourism village, the brands’ exports are 60 per cent of total sales.

The founder, Tony Parkinson, has worked tirelessly to build a strong platform in North America, particularly Canada. The Penny’s Hill and Black Chook brands are exported to 15 different countries.

Parkinson said: “In the face of advancing years and with no clear family succession plan, it was time to find a new custodian for the 1855 estate. Warren has a proven track record of acquiring, respecting and injecting enthusiasm and energy into historic 19th century Australian wine estates with provenance.”

“I trust that he will carry on my legacy and springboard the brands to greater international success under his leadership.”

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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