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Clare ValleyDistribution

Mitchell Wines’ New Era ‘Pure’ Joy

By Wednesday 26 May 2021No Comments

Leading Clare Valley wine producer Mitchell Wines has a new distribution partnership with Pure Wine Co., based at Stirling in the Adelaide Hills.

Mitchell is now managed by the third generation of the family, with general manager Angus Mitchell saying the move to Pure Wine Co. was an “exciting step”.

The winery recently introduced several new styles of wine including its contemporary collection Kinsfolk, which includes an off-dry Riesling, Gruner Veltliner, Grenache and Shiraz.

To date the Kinsfolk wines have only been available direct to consumer via the website and cellar door sales.

Mitchell was previously represented in the market by Red + White.

“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,” Angus says.

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

“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.”

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 its wines,” says Pure Wine Co. CEO Casey Mohr.

“A brand with rich family history in winemaking, viticulture and innovation makes for an exciting addition to the 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 says.

“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 Kinsfolk Gruner Veltliner, as we don’t have the volume to support on-premise distribution at this point in time.”

Distribution of Mitchell Wines in the NT will remain with Thomas Chin and a further announcement is to come regarding distribution in Tasmania.

Mitchell Wines has been guided by three generations of winemakers. From Peter McNicol Mitchell’s modest beginnings, to Andrew and Jane’s business nous and passion for winemaking that they now share with the next generation of Mitchell Wines, their three children Hilary, Angus and Edwina.

From a young age, Andrew and Jane shared their love for the industry, their respect for the land and their vast knowledge of winemaking.

Their children grew up in a home where viticulture and wine talk was a nightly point of conversation at the dinner table and working in the vineyards and winery was the Mitchell’s version of a rite of passage.

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