Constellation Wines Europe and Australia has officially changed its name to Accolade Wines.
The name change, which Decanter.com reported in February and which became official on Monday 27 June, is part of the company’s ‘new vision and mission’, its website said.
Chief Executive Officer Troy Christensen said the strong ‘A’ and bold red of the new logo evoked ‘passion and pride, with a clear, solid font providing a contemporary look and feel. The design has a sutble nod to wine and captures our global reach and connection.’
He added, ‘We want our wines to be an enjoyable experience, shaping everyday moments into memorable experiences as well as providing fitting tributes for special occasions.
‘Our mission is about being global, our global brands and our global footprint.’
Accolade, which employs 1800 people worldwide, is the biggest wine company by volume in the UK and Australia, owning Australian and South African brands Hardys, Kumala, Echo Falls, Stowells, Banrock Station, Fish Hoek and Flagstone, as well as Stone’s Ginger Wine and Babycham.
The Australian arm of the company owns Houghton label, Banrock Station, Omni, Goundrey, Brookland Valley, Berri Estates, Stanley, Amberley, Moondah Brook, Leasingham, Tintara, Tasmanian label Bay of Fires, and sparkling brands House of Arras and Yarra Burn.
A majority stake in the former Constellation Wines Europe and Australia was bought from the US parent company Constellation Brands by CHAMP Private Equity in February this year.
Constellation Brands, whose CEO Robert Sands was No 5 in Decanter’s Power List 2011, retains a 20% share in Accolade.
Written by Adam Lechmere