Swapping bottles for brand exposure
Dr Colin Andrews, who in his spare time owns and manages award-winning Jirra Wines at Jeir Station, uses Bartercard to reach a bigger market.
Since joining Bartercard in 2015, his company Jirra Wines at Jeir Station has sold more than 1,700 cases and approximately 21,000 bottles of wine on trade to stockists in Australia, landing the label front and centre at dozens of bars and restaurants.
This increase in sales has grown their brand exposure, given sales a strong boost and let the wine connoisseurs access a bigger area of the market. Australia isn’t where the distribution stops, and Bartercard is also opening up doors to international markets, in particular the Cook Islands where Colin has arranged the export of 2,000 bottles of wine to a resort, and is working on a contract to export a further $250,000 worth of wine out to the islands.
He said that sealing the deal and exploring overseas opportunities has involved working with Bartercard Tourism, which looks after more than 1,000 accommodation options worldwide to find a suitable market and buyer.
“Bartercard is a key strategy we’ve used in the business to grow distribution within Australia and break into overseas markets,” he said.
“We like Bartercard because it’s not a one-size fits all approach, there are opportunities to grow as far as the business marketplace stretches, and because it’s a universal currency you can trade with overseas markets without facing as many walls such as currency exchange or cold walking into a business transaction.”
He added the opportunities to trade are limitless, and a good deal comes down to finding the right fit to leverage reach off each other’s markets. For example, selling Australian wines in a resort in the Cook Islands could potentially attract more Australians and New Zealanders to the hotel.
“Swapping products for a larger slice of the market is really a win-win and saves me thousands of dollars on PR and advertising,” said Colin.
Growing wealth on Bartercard
Colin has recently used trade dollars to purchase four investment properties in Brisbane and keeps vigilant watch on investment opportunities throughout the cashless network which is part of his strategy to diversify his income. He’s also used his trade dollars to invest in a local radio sponsorship with Art Sound FM in Canberra to further stretch the brand and advertising reach.
As well as the winery, Colin owns a number of other farms in NSW producing wheat, wool and cattle – all on top of his neurology practice. He’s certainly mastered the skills of multitasking, with not only medical skills, but a keen eye and talent for investment opportunities and running agricultural business enterprises!
The right blend
The Jeir Station estate, located at Yass in the southern tablelands of New South Wales, specialises in producing premium wines at affordable prices, with all bottles priced between $10 to $20. Their range encompasses Pinot Noir, Sangiovese, Cabernet Merlot blends and Shiraz, to Fresco Riesling, Chardonnay and late harvest Viognier, with some of the aged vintage wines now around ten years old.
For more information on how Bartercard can help boost your brand, visit Bartercard.com.au or call 1300 BARTER (1300 227 837)