A "new strategic direction" will see the Yarra Valley lose one of its most popular cellar doors.
Brown Family Wines, the owner of Innocent Bystander, has announced plans to sell the brand's tasting facility, eatery and bar in Healesville.
The reason: Innocent Bystander has "evolved" and is no longer seen as purely a Yarra Valley brand.
"We are excited to announce a new strategic direction for Innocent Bystander that will see the brand expand its footprint across Australia and abroad," a press release says.
"This shift will focus on urban wine experiences and significant growth outside its traditional Yarra Valley roots."
Pop-up urban cellar door experiences in cities including Brisbane and Sydney have resulted in the change of direction.
Georgia Bruton, Brown Family Wine Group’s chief marketing officer, says Innocent Bystander’s success outside the Yarra Valley has led to exponential growth, transforming it into a national brand with an international presence.
As a result, Brown Family Wine Group has decided to sell the Healesville cellar door. This move reflects the brand’s evolution from a Yarra Valley-focused winery to "a dynamic, urban wine brand with limitless growth potential".
Sarah Thomas, Brown Family Wine Group’s head of human resources, risk and safety, says: “We are absolutely committed to supporting our team at Innocent Bystander as we go through this sale process, and to ensure future employment.
"During this transition, the Innocent Bystander cellar door will continue to operate and be staffed as normal until a sale is complete. We are incredibly grateful to our employees for their continued support of the Innocent Bystander cellar door and brand.”
The annoucement coincides with the announcement of a new line: Watermelon Spritz.
This, Bruton says, “is a perfect example of a new and exciting wine that fits with the brand’s new strategic direction and growth plans."
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