By KATH GANNAWAY
BROWN Brothers Wines will make their entry into the Yarra Valley with the purchase – announced on Wednesday 6 April – of the Innocent Bystander brand.
Healesville will have the best of two strong brands – Innocent Bystander and Giant Steps.
Brown Brothers has bought the ‘IB’ name and the adjacent former White Rabbit brewery building which it is planned will become their outlet for the Innocent Bystander wines.
Giant Steps general manager Suzanne Tyzack said the time was right to pass on the baton to a company that could maximise Innocent Bystander’s potential.
“Our Innocent Bystander brand has grown quickly in markets across the world to a point where, to be honest, we have struggled to keep up,” she said.
“Family-owned and fiercely independent, like us, Brown Brothers will bring the skills, resources and care to the brand that it deserves.
“We are proud to pass the baton.”
Phil Sexton, the man behind the creation of Innocent Bystander said the brand had become a unique, strong and exciting brand with huge potential given the right resources.
He said it had given them the opportunity to develop and nurture their single vineyard wines over many years and that Brown Brothers recognised the hard work and commitment that had been invested in the brand.
“They are looking forward to taking Innocent Bystander to the next level while keeping the brand fiercely independent,” he said.
Ms Tyzac told the Mail they would work with Brown Brothers to develop the site with a forecast opening in spring.
“Up until that time, nothing will change,” Ms Tyzack said.
“We will still sell and promote Innocent Bystander wines but when that opens we will close for a few weeks, do a bit of a renovation and re-open as Giant Steps.”
Speaking on behalf of Brown Brothers, fourth generation family member, Caroline Brown, said having a presence in the Yarra Valley winery industry is very exciting for the company.
“The proximity to Melbourne is very exciting as well,” Ms Brown said.
“Milawa is about three hours from Melbourne and this is a great opportunity to have a presence in the Yarra Valley.”
Innocent Bystander fitted the company’s search for growth opportunities that would enhance its leadership in the Australian wine market, according to company CEO Dean Carroll
“At the heart of our exploration was the desire for strong premium brands with an innovative approach and a connection to the consumer,” he 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.”
