The company was purchased by private equity group Champ in December 2010 and announced plans to change its name in early 2011.
Chief executive officer Troy Christensen explained the rationale behind the company identity: “The new name Accolade Wines is all about applauding everything we do and celebrating our key company assets -our award-winning wines and facilities like Accolade Park and our great people. It’s also about being recognised for responding quickly to customer and consumer needs.”
Commercial general manager for UK and Europe, James Lousada, said: “We are aiming to become a forward thinking company which is agile and responsive. This approach is already paying dividends, we are outperforming the market with value sales up 12.4% compared to the market of 4.9% and volume sales up 8.9% at a time when the overall market is declining by 1.8%.
“We have a great team in place to drive further value in the business and deliver greater profit for our customers.”