Boutique Central Otago wine company, Mount Michael Wines, was established in 1994. The business has organically grown a small domestic following over the last 20 plus years. Director Anna Robbie chatted with the team about an exceptional reputation and expanding the business.
What is your company background, how did you start the business?
“My background is in business development and marketing. When the opportunity presented to acquire the business from retiring owners last year, it was a serendipitous decision. Mount Michael has an exceptional reputation amongst the small cultivated market. It is my role to grow the business following and maintain the standard that our clients have come to expect.”
What are the current product range and variants and how do these products stand out in the market?
“There are three wines in our annual wine collection; a Pinot Noir, Pinot Gris and Pinot Rose. As a single block wine producing less than 3,000 cases annually the quality of our fruit and how this is respected in the winemaking process is of principle importance. We don’t have favourites however our Pinot Rose continues to surprise us in the cult-like following it grows each year.”
Has there been any recent company news?
“Having purchased the business in November last year everything is new at the moment!”
What are the plans for the business moving forward, is there any expansion on the horizon?
“The vineyard has the capacity to produce 3,000 cases per annum. Our 2016 collection comprised only 1800 cases and whilst we want to walk before we run; a growth trajectory of 500 cases per annum of either Pinot Noir or Pinot Rose is being strategically planned.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
“We are currently expanding the business’s on-premise market share; restaurants, café and bar outlets domestically are of principle focus. Producing a small amount of wine each year, this is a selective process. We do not wish to move into supermarkets or discount liquor stores.”