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Andrew Peace Wines

Andrew Peace Wines case study

A case study that demonstrates the importance of innovation in the wine industry.

What started as a weekend escape on the banks of the mighty Murray has grown into one of Australia’s largest family owned wineries.

“A lot has changed since dad drove past the vineyard in 1980 and bought it as an excuse to escape from the city,” owner Andrew Peace says.

In 1996 the family produced its first vintage, crushing 1,700 tonnes of grapes that year. Over 20 years later that figure has risen to 30,000 tonnes.

Export market

Until recently the company has served the export market, which is one of the reasons Andrew Peace has introduced so many innovations.

“Because we’ve always exported we’d never paid much attention to the way things were done domestically,” he says.

This led Andrew to try things that domestic producers wouldn’t have, from subsurface irrigation methods to innovative marketing.

The company recently bought into an online wine sales portal to acquire a larger slice of the local market. As one of only a few Australian brands to sell more than a million cases of its wine, this may only push that figure higher.

Things you should know: This article is intended to provide general information of an educational nature only. It does not have regard to the financial situation or needs of any reader and must not be relied upon as financial product advice. Agri Insights canvasses 1,600 Australian farmers about their intentions for their farm enterprise over the coming 12 months. In our seventh survey, we also asked farmers about which areas of their operations presented opportunity for future innovation, and what they would do to enable innovation in their farm businesses. We spoke to a representative sample of rural producers across Australia. Fieldwork was executed by Fairfax Agricultural Research and Marketing using its database of more than 100,000 rural producers, and the research was managed by Kynetec. Calls were conducted in January and February 2017. Commonwealth Bank of Australia ABN 48 123 123 124 AFSL and Australian credit licence 234945.