Major NSW winemaker Riverina Estate has announced a corporate name change to 'Warburn Estate', capitalising on one of its most successful brand names. The name change, which underscores the company's focus on its two premium brands, is a key element of a new domestic marketing and sales strategy, according to recently-appointed CEO, George Nowak.
"The company is rationalising the large number of brands it markets in Australia," Mr Nowak said. “We will shortly relaunch our two brands at the top end of the market - 1164 Family Reserve and Warburn Premium Reserve - with a strong promotional push behind both labels.
"The lower price-point Gossips range, which was successfully launched last year, will be the third brand we promote here. We will continue blending and packaging Buyers Own Brand wines for a growing number of retail clients in Australia and overseas."
Warburn Estate is a third generation family business which has been producing wine in NSW for nearly 40 years. The Sergi family, who migrated from Italy in the 1950s, have built the company into a $40 million business in which domestic sales account for 63 per cent of sales and exports for 37 per cent.
Mr Nowak said the 1164 Family Reserve and Warburn Premium Reserve wines had developed a strong following and performed well on the show circuit in recent years.
Warburn Estate will build on these successes, sourcing grapes for both brands primarily in the Barossa Valley and pricing the wines so they are able to compete more effectively in their respective sectors.
When the Warburn Premium Reserve is launched in October, it will have a recommended retail price of $11.99 for the 2004 Shiraz, Cabernet Sauvignon and Merlot, and the 2005 Pinot Grigio and Chardonnay. Due for release later this year, the 2003 vintage of 1164 Family Reserve will have a recommended retail price of $19.95 for the Shiraz, Cabernet Sauvignon and Merlot.
All wines have been made by Chief Winemaker Sam Trimboli, who has worked for the Sergi family for more than 20 years. Two of Mr Trimboli's Warburn reds have been runners-up in the Jimmy Watson Trophy awards, and both brands have won many trophies and medals in Australian and international wine shows.
Mr Nowak, who was an advisor to the company before being appointed CEO in July 2005, said Warburn Estate would continue to target educated wine consumers who are looking for very high quality, individual style and value for money in their wines.
The company has established a new national sales office in Victoria, closed its state sales offices in NSW and Queensland, and appointed Rutherglen Wines and Spirits Ltd to distribute its products in NSW, Queensland, South Australia and Western Australia.
Warburn Estate has a crush capacity of 40,000 tonnes and tank storage capacity for 35 million litres of wine. It exports to nearly 20 countries, including the USA, Russia and New Zealand, along with a number of countries in Europe and Asia.
About 96 per cent of wine sold overseas is Buyers Own Brand, with blends and packaging tailored to the buyer's specifications, price point and consumer tastes.
Background to Mr George Nowak
A chartered accountant and highly experienced corporate advisor, Mr Nowak was a principal of the Adelaide chartered accountancy firm Brown Nowak and Co from 1985 to 2001. During that time he created the Charterhill Group, which specialises in wealth and tax planning strategies and property syndication opportunities.
He has been a key advisor to a number of wine companies, including James Haselgrove Wines, which was ultimately sold into a publicly listed company. He also advised the Principal and Managing Director of Tatachilla Wines prior to and during the time of their merger with St Hallets Wines and their subsequent public listing.
Mr Nowak advised the family board of Riverina Estate in the late 1990s, and returned to a more active role last year when the company decided to rationalise its operations in what is currently a difficult market for the wine industry.
"The company is now a lean and profitable contender which is ready to build its share of the Australian market and expand into more international markets," Mr Nowak said.
Further information:
Mr George Nowak |
Ms Monica Armanini |