Family owned wine company Brown Brothers today announced it has entered an agreement to purchase the Innocent Bystander brand from Giant Steps.

Based in Victoria’s Yarra Valley, Innocent Bystander has grown in popularity since its inception in 2004.

 Suzanne Tyzack, Giant Steps general manager, said the time was right to pass on the baton to a company who 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,” Tyzack 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.”

As part of the acquisition, Brown Brothers will purchase the old “White Rabbit” brewery site next door which will become the cellar door home of Innocent Bystander.

Tyzack said Brown Brothers and Giant Steps were working closely together through the transaction.

“We will be assisting them to develop a new dedicated Innocent Bystander Cellar Door across our carpark in Healesville at the old White Rabbit brewery site which they will be acquiring,” she said. “In the meantime, we will continue to sell, taste and promote Innocent Bystander wines at our Giant Steps winery and cellar door.”

Ross Brown, Brown Brothers executive director, said the family was delighted to have the opportunity to welcome such a fantastic name into their portfolio of brands.

“We have great respect for the way the Innocent Bystander team have built the consumer connection with the brand and see a terrific platform to grow the brand further both domestically and abroad” he said.

Dean Carroll, Brown Brothers chief executive officer, said Brown Brothers has been investigating growth opportunities to enhance its leadership position within the Australian wine market.

“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.”

Phil Sexton, who was behind the creation of Innocent Bystander, said the brand has become a unique, strong and exciting brand with huge potential given the right resources.

“Innocent Bystander has given us the opportunity to develop and nurture our single vineyard wines over many years,” he said. “As a family owned business, Brown Brothers recognise the hard work and commitment that has been invested into the brand so far, and is looking forward to taking Innocent Bystander to the next level whist keeping the brand fiercely independent.”