McLaren Vale’s Wirra Wirra is cutting production while spending big on vineyard management in a bid not just to put its brand on the global fine wine map, but its home region too. Patrick Schmitt MW reports on the changes taking place.
It’s rare to witness, but brave and admirable. I’m talking about a decision to turn down customers in an attempt to pursue a long-term strategy of premiumisation. But that’s what quirky Australian producer Wirra Wirra is doing right now, with ambitious plans, based on strong foundations. And in making such moves, not only is this producer looking to earn the recognition that Wirra Wirra deserves for the quality of its products, but also the reputation McLaren Vale should hold worldwide as a source for exciting fine wines. The beginnings of Wirra Wirra’s major change can be traced to August 2022, just after the appointment of a new CEO for Wirra Wirra: Matthew Deller MW. An MW since 2016, Deller brought a new approach to the McLaren Vale business, informed by an extensive career in the world of wine, having held senior roles at a range of impressive businesses, large and small – from New Zealand’s Villa Maria to top Napa Valley producer TOR, along with a position at Constellation Brands, where he developed sales strategy for key wineries, such as Robert Mondavi and Ruffino Estates. Calling it “a new vision for Wirra Wirra”, he acknowledges that his influence has been built on the back of “an amazing winery”,
This Article was originally published on The Drink Business - Wine
