Brown Brothers has entered into an agreement to purchase the Innocent Bystander brand.
Innocent Bystander hails from Yarra Valley and was started in 2004. Innocent Bystander has forged a reputation for delivering some of the Yarra Valley’s most consistent, recognised, affordable, varietal wines.
Ross Brown, Brown Brothers executive director, said that the family is delighted to have the opportunity to welcome such a fantastic name into their portfolio of brands which comprises of Brown Brothers, Devil’s Corner, Tamar Ridge and Pirie.
“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.
Brown Brothers CEO Dean Carroll 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 the brand said, “Innocent Bystander has given us the opportunity to develop and nurture our single vineyard wines over many years, and over that time has become a unique, strong and exciting brand with huge potential given the right resources.
“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.”
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. The current Innocent Bystander cellar door and restaurant is not included in the acquisition and will continue to operate and be rebranded as the home of Giant Steps.
This acquisition will be completed on 5 May.