Mitchell Wines generational shift continues with Pure Wine Co. Partnership

Clare Valley stalwart, Mitchell Wines has announced a new distribution partnership with fast-growing sales and distribution business Pure Wine Co.

The winery is now managed by the third generation of the Mitchell family, with General Manager Angus Mitchell saying the move to Pure Wine Co. was an exciting step towards ongoing success for the brand.

Mitchell Wines recently evolved its branding, and has introduced several new styles, including its contemporary collection Kinsfolk which includes an off-dry Riesling, Gruner Veltliner, Grenache and Shiraz and to date has only been available direct to consumer via the winery website and cellar door sales.

Mitchell Wines was previously represented in the market by Red + White, with Angus thanking the Red + White team for its vital contribution to the success of the winery for many years.

“Our family has an excellent relationship with Red + White, which has spanned more than 30 years,” Angus said.

“Maintaining strong, respectful relationships remains a core value for us, and we genuinely are grateful for everything Red + White has done for Mitchell Wines over the years.

“With the recent generational shift, brand refresh and the launch of our new collections and styles, we knew it was time to explore different options within the marketplace– and Pure Wine just felt right, they are good people with good values and the right fit for us.”

Based in Stirling in the Adelaide Hills, Pure Wine Co. operates throughout Australia, servicing both independent on- and off-premise as well as the multiple national retail accounts.

“Pure Wine Co is thrilled to welcome Mitchell Wines to our portfolio and we look forward to this new chapter with an iconic brand that is a true representation of the Clare Valley region and it’s wines,” said Pure Wine Co. CEO Casey Mohr.

“A brand with rich family history in winemaking, viticulture and innovation makes for an exciting addition to the Pure Wine Co portfolio.”

For Angus, and siblings Edwina and Hilary, the partnership speaks to a focus by both businesses on quality.

“We are a proudly family owned and managed winery, with history and integrity, that is heading in a new direction under the next generation of Mitchells,” Angus said.

“We see this as a really exciting move that will ensure venues and buyers have exposure to Mitchell Wines, and see for themselves the recent changes and updates to our collections."

“One of the first steps will be making Kinsfolk available to on-premise – the feedback we have received from the public on these wines has been sensational and we can’t wait to get them in the hands of our on-premise friends throughout Australia.  The only exception to this is the Kinsfolk Gruner Veltliner, as we don’t have the volume to support on-premise distribution at this point in time.”

Pure Wine Co will represent Mitchell Wines from 28 June, 2021. Distribution of Mitchell Wines in the Northern Territory will remain with Thomas Chin and a further announcement is to come regarding distribution in Tasmania.

To find out more on Mitchell Wines and meet your local Pure Wine Co representative, phone 08 8339 7883.

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