Case Studies

Issue No. 42 - August/September 2008

Moving to a shopfront cellar door

by Pamela Brombal

Relocating to Payneham Road in September 2007 meant passing traffic, locality and convenience – exactly what a cellar door in the suburbs needs.

Moving Juice, a brand of the Amadio Group, is a premium cellar-door retail outlet that sells award-winning Australian wine with no ‘middle man’. Moving Juice grows it, makes it and sells it direct.

The concept was born after the 2004 glut in the wine industry, when grape oversupply meant growers were caught with extra produce.

“During the 2003 vintage our grape contract prices were slashed and the grape glut drove the price per tonne down dramatically,” says Amadio Group Managing Director, Danniel Amadio.

“We had fantastic fruits in our vineyard that we couldn’t find a home for, so I decided to make the wine myself, sell it at half its normal cost, cut out the middle man and sell direct.”

New labelling laws required all wine produce to mark the region, variety and producers details on the label ...

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