Australian Vintage plans expansion of key brands in Asia
Australian Vintage has partnered with market and brand building agency Nimbility to expand presence in Asia for brands including McGuigan, Tempus Two and one upcoming release.
Australian Vintage, an ASX-listed company, has brought on Nimbility to develop business in Asia for a selection of its wine brands including McGuigan, Tempus Two, Nepenthe, Lemsecco Spritz, Chateau Marmalade and the soon to be released Poco Vino.
Nimbility will act as the wine giant’s export and brand management support team in markets including China, Korea, Japan, Taiwan, Indonesia, Vietnam, Thailand, Philippines and India.
The brand building agency will focus on securing distribution, excluding brands with existing distribution partners, as a first stage.
Once route-to-market is established Nimbility will develop creative marketing activations for the brands aimed at stimulating interest and demand, building brand presence, visibility and reputation for the portfolio of brands.
Partner Content
Tom Dussledorp, chief commercial officer of Australian Vintage, said of the partnership: “With the likes of first-of-its-kind Poco Vino launching globally later this year, we have recognised the need for the additional support that a company like Nimiblity can offer to really get our brands in front of the right buyers in the region.”
Australian Vintage has returned to the Chinese market following a hiatus for all Australian wine caused by punitive tariffs. Its aim is to build back distribution with the help of Nimbility in what is now a very different market.
After a problematic period caused by the glut of wine and China’s tariff penalties, Australian Vintage produced its strongest results in four years in February.
In the half year to Christmas, the owner of the McGuigan brand wines reduced its losses to AU$8 million compared with an AU$11 million deficit in the first half of 2024. Recently reappointed chief executive Craig Garvin said the results revealed progress in the company’s plans to restore shareholder value and position itself for growth.
Related news
Final call for entries to The Drinks Business Asia Masters
