Andrew Peller Profile
Andrew Peller Limited engages in the production, bottling and marketing of wines and craft beverage alcohol products in Canada. The company imports bottled premium wines from worldwide and markets them through Andrew Peller Import Agency, and The Small Winemakers Collection Inc.
With wineries in British Columbia, Ontario, and Nova Scotia, the company markets wines produced from grapes grown in Ontario’s Niagara Peninsula, British Columbia’s Okanagan and Similkameen Valleys, and from vineyards worldwide. The company’s premium and ultra-premium VQA brands include Peller Estates, Trius, Thirty Bench, Wayne Gretzky, Sandhill, Red Rooster, Black Hills Estate Winery, Tinhorn Creek Vineyards, Gray Monk Estate Winery, Raven Conspiracy and Conviction. The company imports wines from major wine regions around the world to blend with domestic wine to craft these quality and value priced brands. The company also produces craft beverage alcohol products, including No Boats on Sunday, Wayne Gretzky No. 99 Red Cask, No. 99 Ice Cask and 99 Proof Canadian Whiskies and No. 99 Canadian Whisky Cream products. With a focus on serving the needs of all wine consumers, the company produces and markets premium personal winemaking products through its wholly-owned subsidiary, Global Vintners Inc. that distributes products through approximately 200 authorized retailers and approximately 400 independent retailers across Canada, with additional distributors in the United States, the United Kingdom, New Zealand, Australia, and China. Global Vintners Inc.’s winemaking brands include Winexpert, Vine Co., Apres, LE, Passport Series, On the House, Wild Grapes, DIY My Wine Co., Island Mist and Niagara Mist. The company owns and operates 101 independent retail locations in Ontario under The Wine Shop, Wine Country Vintners, and Wine Country Merchants store names. The company also operates Andrew Peller Import Agency and The Small Winemaker’s Collection Inc., importers and marketing agents for premium wines from worldwide.
Strategy
The company’s strategy is to invest in improvements in the quality of grapes, wines, and other raw materials, its winemaking and distillation capabilities, sales and marketing initiatives, tourism and hospitality experiences, and its quality management programs. The company’s strategy allows it to expand and maximize market coverage and scale to grow market share.
Principal Products
The company produces products for various segments of the wine market, including VQA, International Canadian Blends (ICB), import wines and personal winemaking, with various brands designed to meet consumer needs across demographics, product types, and quality levels. The major segment for the company is ICB. The company’s major ICB wine brand is Peller Family Vineyards, which has consumer loyalty across the country.
The major segment for the company is VQA wines. In addition to Peller Estates, the company has four other VQA brands in its top ten list: Trius, Wayne Gretzky, Sandhill and Red Rooster, all of which are supported by estate wineries. The company operates in the VQA Icewine segment, which is produced in Canada and sold domestically, as well as internationally.
The company owns two import agencies, Andrew Peller Imports and the Small Winemakers Collection that sell and distribute premium import wines from suppliers worldwide. Global Vintners Inc. is the major manufacturer and distributor of personal winemaking products. Global Vintners Inc. distributes wine kits under the brand names Winexpert, Vineco, and Wine Kitz through a network of independent retailers throughout Canada, the United States, the United Kingdom, and various other countries.
Trademarks
The company uses various significant trademarks which are owned by the Company or its subsidiaries or used under license. Significant trademarks include Andres Wines, Andrew Peller Limited, Peller Estates, Trius, Thirty Bench, Red Rooster, Sandhill, Wayne Gretzky Estates, No. 99, No. 99 Rye Lager, Wayne Gretzky Okanagan, Black Hills Estates, Gray Monk Cellars, Tinhorn Creek, Oldfield Reserve, Innovation Series, The Creek, Crush Club, Creek Design, Calona Vineyards, Raven Conspiracy, Conviction, Peller Family Vineyards, Domaine D'Or, Hochtaler, Royal, XOXO, Black Cellar, Copper Moon, Rebellion, The Diplomat, Waltzing Matilda, Panama Jack, PJs Craft Cream, No Boats on Sunday, Schloss Laderheim, Baby Canadian, Baby Duck, Wine Country Vintners, and The Wine Shop. For the personal winemaking business, key trademarks include: Vintner’s Reserve, California Connoisseur, Atmosphere, Cheeky Monkey, KenRidge, Niagara Mist, Cellar Craft, World Vineyard, Selection, Island Mist, Winexpert, LE, Après and Legacy.
Competition
The company competes with large spirit companies like Diageo (Crown Royal), Pernod Ricard (Jameson/ Glenlivet/ Chivas Regal), William Grant & Son/Hiram Walker (Gibson), Gruppo Compari (Forty Creek), Corby’s (J.P Wiser) - who also distributes the Pernod Ricard whisky in Canada, as well as smaller craft producers like Collingwood and Virginia Black. With the launch of the company’s craft beer, the company also competes with large craft brands like Labatt (Mill Street), Collective Arts, Steam Whistle and Amsterdam - as well as smaller craft producers like Flying Monkey and Nicklebrook.
History
Andrew Peller Limited was founded in 1961. The company was incorporated in 1965.
