Giesen to go it alone in Australia

13th November, 2012 by Penny Boothman

New Zealand wine brand Giesen Wines has dissolved its long-standing partnership with distributor Negociants Australia.

Giesen Sauvignon BlancNegociants Australia has distributed Giesen Wines in Australia for 20 years, propelling the Giesen Estate Grown Sauvignon Blanc to the forefront of the Australian market, where it is the number two selling Sauvignon Blanc behind the Oyster Bay brand.

“Twenty years ago Marlborough had no presence at all in Australia, with the bulk of New Zealand wine coming from the Canterbury Plains and Hawkes Bay. The Sauvignon Blanc phenomenon as it is now didn’t really take place until about 10 years ago. We’re certainly very proud to have been custodians of the brand for as long as we have,” Negociants Australia general manager Adam O’Neill told the drinks business.

“Over the duration of our partnership we have seen unparalleled growth in Marlborough Sauvignon Blanc and have worked diligently to position Giesen Wines to capitalise on this category growth whilst acting in the long term interests of brand health. Giesen believe that to ensure the ongoing success of their brand in the Australian marketplace, self-distribution is the natural next step for them to take.”

The amicable split will see Giesen wines begin self distribution in the extremely competitive Sauvignon Blanc category from April next year.

Giesen Wines General Manager Kyle Skene commented, “Without the support of Negociants Australia we would not have been able to achieve the year on year growth we have experienced. This will give us a sales team which has Giesen Wines as its only focus, which we believe will help us continue to grow.”

In recent years the Giesen portfolio has expanded to include The Brothers range of Pinot Noir, Sauvignon Blanc and Chardonnay, as well as its premium The August Sauvignon Blanc.

Negociants Australia will continue to process and deliver orders up until 29th March 2013. Trade wishing to order Giesen Wines from Monday 1st April 2013 can do so by calling 1300-GIESEN.

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