From inception up until the setting up process, how did you start your business?
In 1998 I purchased a hobby farm. I decided to plant vines as it was relatively low maintenance and because I wanted the the farm to produce some form of income.
Seeing the huge growth potential with organic products, because back then organic wines were virtually non-existent,I saw a good opportunity to get in when the market was still establishing itself.
I always had the ambition to launch my own label and in 2007 I decided to establish my own label called “Wild Fox”.
The name had great personal significance for me as it is translated from my father’s now deserted village in Chios, Greece called “Αγρελωπό” (Agrelopo).
We produced three lines, a 2005 Shiraz, a 2005 Merlot and a 2008 Sauvignon Blanc.
Our official launch was at the Sydney Organic Expo in 2008 where my brother Petros began his involvement with the business.
Since then my brother has become involved full time and now runs the Wild Fox business from Sydney. This is helping us increase our market presence on the eastern seaboard while I look after things in Adelaide.
What is your assessment of the Australian wine making market locally and internationally?
In a nutshell there is a massive oversupply of wines which has driven down prices significantly. Currently there over 100 million litres of wines sitting in storage tanks around Australia, not counting what is sitting in warehouses.
The number of wineries has increased five fold over the last 10 years with labels appearing from every corner of the country.
This trend is similar overseas with a major oversupply of wine, some of which ends up on Australian shores, particularly from New Zealand and Chile.
What would you say stands out as the comparative advantage of your business over the competition?
Firstly that we are a certified organic wine. Amongst the thousands of wine labels in Australia, the main reason we get to present our product to liquor shops and restaurants is because we are organic.
Secondly, thanks to our professional graphic designer, who is also a family friend, we have a brand name and label that stands out.
This is very important for retailers. They need a product that stands out and encourages consumers to buy.
Thirdly, we are able to demonstrate to our customers that we understand the market, its growth potential and the real benefit for their business.
Oh, and by the way, the wine doesn’t taste too bad either.
How is business currently?
Like any business in a start up phase there are lots of challenges. However we have a realistic plan in place and we are here for the long haul. We are also realistic about our expectations.
How are you responding to the challenges of the drought and climate change?
We have implemented organic and bio-dynamic farming practices from the beginning.
So we are very proud of the role we play in minimising the impact on climate change and maximising water use, via drip irrigation and weed mulching.
This factor sits very favourably with consumers.
What is your vision for the future of your business?
Our vision is for Wild Fox to be recognised as the leading brand for great tasting organic wine in Australia and abroad.
We can only do this by continually improving the quality of our product, the service we provide to our customers and the development and treatment of our people.
Do you have any tips for young wine producers?
Be prepared for a lot of hard work, long hours and observe how other successful wineries do things.
Have a plan and review it regularly and above all you must enjoy doing it.