In 2010, a network of Australian wine industry experts—including winemakers, brokers, exporters, and bottlers—met with hundreds of international wine importers. They discovered a clear trend: while many importers operated merely as local agents, the vast majority aspired to owning their own Australian wine brands. They wanted direct control over supply stability, pricing, margins, and their brand's destiny.

However, those who had attempted to go independent faced severe hurdles. They struggled with inconsistent wine quality, volatile costs, debilitating supply interruptions, and uninspiring label designs.