Accolade Moves Aussie Brands To Its Own Subsidiary In The U.S.

Accolade Wines has shifted the marketing rights for its Australian portfolio from Constellation to its own local subsidiary in the U.S. market. Effective today, Accolade Wines North America has assumed responsibility for all sales, marketing and distribution of the Hardys, Banrock Station, Tintara, Whiskers Blake Port and Trackers Crossing brands in the U.S.

Banrock Station and Hardys lead Accolade’s Aussie lineup in the U.S., at 136,000 cases and 45,000 cases, respectively, in 2011. Not long ago, both brands were much larger in the U.S. In 2007, they sold nearly 1 million cases between them. However, both lost momentum in the market along with the larger Australian wine category, and their decline was exacerbated as the brands were essentially in limbo in the U.S. after Constellation sold its Australian and European businesses to Australian firm CHAMP Private Equity in early 2011. CHAMP formed Accolade Wines shortly after that deal, under which Constellation retained a 20% interest in both units.

Accolade Wines North America was established earlier this year, when its parent company acquired the Geyser Peak Winery, XYZin and Atlas Peak brands from Ascentia Wine Estates. With the addition of the Australian brands, Accolade’s North America unit should have aggregate U.S. sales of more than 500,000 cases per year.

Tagged : Accolade Wines, Constellation Brands, wine

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