Fraser Mackenzie has been appointed group general manager for Artisans of Barossa, a group of eight family-owned wineries.
Born in New Zealand, Fraser’s wine career has spanned more than 20 years and taken him to New York, Dubai and now Tanunda.
Fraser has spent the last seven years leading commercial marketing strategies for Montalto in Red Hill, Mornington Peninsula, and at Mt Difficulty in Bannockburn, Central Otago.
His roles included all aspects of business success, accountability and leadership, focusing on digital strategy, sales channel diversification and customer journey interactions.
In October last year Artisans of Barossa opened a new venue in Tanunda offering tastings, dining and a Barossa provedore.
With Covid-19 restrictions softening, Fraser is keen to encourage visitation back to the Barossa and recognises the role Artisans of Barossa can play in achieving this.
“We must encourage visitation and travel back to the Barossa again, beyond friend and family reunions,” he says.
“We need to position the region at the forefront of experiential wine tourism in Australia, and I believe that Artisans of Barossa can help lead in this space.”
Fraser says the new evolution of Artisans of Barossa is to build on opportunities and find growth as a group that would not be possible as individual enterprises.
“Artisans of Barossa, as a work environment and a visitor destination, offers an incredibly unique creative space,” he says.
“Eight diverse producers are working together to preserve authentic, small-batch winemaking in one of the world’s greatest wine regions.
“I look forward to continuing to build an excellent team literate in the world of wine as well as our Artisans.
“The other facets of the Artisans of Barossa – the special project wines, unique history it has in the modern wine world, and ability to constantly evolve – has made Artisans an entity I’ve watched for many years.”
Fraser’s vision is for Artisans of Barossa to be recognised as a must-visit destination for lovers of wine and the wine curious.
“We have the opportunity to live and breathe local and yet pursue global goals as a world-class destination for wine and agritourism,” he says.
“My experience across all commercial aspects of the wine industry will enable me to realise that potential.”
Fraser holds a Wine & Spirit Education Trust (WSET) Level Four Diploma.
He has a Master of Business Administration in Innovation and Leadership from the Australian-founded Dūcere Global Business School.
Fraser enjoys spending time with his family, watching tennis and travelling.
The eight wineries that are part of Artisans of Barossa are John Duval Wines, Hobbs, Spinifex, Sons of Eden, Purple Hands, Schwarz Wine Co, Lienert Vineyards and Chaffey Bros.