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3/04/2017

Innocent Bystander to be distributed by Brown Brothers

Innocent Bystander brand will be distributed in Australia by parent company Brown Brothers effective 2nd June 2017. The decision to bring domestic distribution to Brown Brothers from Fine Wine Partners coincides with the purchase of the Australian Lion Wine business by Accolade Wines.

Dean Carroll, Brown Brothers Chief Executive Officer said “The Brown Brothers team are thrilled to welcome the much loved Innocent Bystander wines into our sales portfolio. IB adds a fantastic balance of quality, creativity and fun that broadens the demographic appeal of our range.”

“The Brown Brothers team is extremely enthusiastic about taking responsibility of the sales and marketing efforts behind the brand and combined with the launch of our new consumer experience site in Healesville marks an exciting time for the next stage of the brand’s development,” he said.

The new Innocent Bystander “Headquarters” in Healesville which opened in March 2017 will enable consumers to have a range of different wine experiences within a relaxed and enjoyable environment, paired with delicious food, coffee and more. All in the pursuit of making wine fun.

“Brown Brothers is committed to building leading wine brands that connect with all wine consumers,” he said.

Innocent Bystander joins Brown Brothers’ leading Tasmanian brands; Devil’s Corner, Tamar Ridge and Pirie combined with the innovative and loved Brown Brothers brand to create a portfolio that provides a wonderful opportunity to further engage with customers and their shoppers.

Dean Carroll, Brown Brothers Chief Executive Officer said “We would like to sincerely thank the Fine Wine Partners team for their efforts in building Innocent Bystander into one of the most well-known and contemporary brands in the Australian market.”

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