Managing Director
In 1993 I left the family cattle and sheep farm in Western Victoria and moved to Australia's spiritual home of wine, Adelaide, South Australia.
I spent the next eleven years learning the liquor industry back to front, going from retail to wholesale and then back again to retail. My passion for wine took me on a fantastic journey of appreciation courses, networking events, social gatherings, reading journals and of course consuming wines of all styles from around the world.
Entering the industry in an under supply cycle and witnessing the opening up of a billion dollar export market in the late 1990's was exhilarating. The world could not consume enough of our unique Australian wine styles that the new age winemaker was producing.
"Coal face and grass roots has been a large part of my life. Coming from a farming background has helped me to understand the need for innovation and diversity. The basic understanding of an agricultural commodity has been beneficial in the prediction of challenging times of low commodity prices for produce, fluctuating currencies and being at the mercy of sometimes a very harsh climate."
As so often happens in agricultural industries vast new vineyards were hastily planted in Australia, resulting in an over supply in which we are still faced with today.
Working in the industry and seeing this over supply was the catalyst to do something on my own again.
In early 2001 there was considerable consolidation of wineries and vineyards. As costs and inventories rose, the wine industry needed to achieve better economies of scale. Marketing departments needed to keep abreast with current vintages, so there were a lot of older vintages that needed to be sold without damaging or interrupting hard earned shelf space and damaging discounting of brands.
The way forward was clear to me. Enter the cleanskin and "Private Label" category with regionally distinctive, cost effective wines.
Eight years later the Amphora Wine Group now has customers in all states of Australia and more than ten countries internationally.
More recently retailers have needed to reduce inventories and the industry now services a "just in time" inventory. With this in mind I commissioned a short run automated labeling machine to be installed in our warehouse where we could meet this new demand. The labeling machine proved its worth immediately.
With long term growers and vineyards under annual contract, Amphora Wines now has a reputation for its exemplary service and quality wines.
Apart from servicing the "Private Label" category Amphora Wines has also been able to select parcels of superior fruit for its growing brand portfolio. All wines are crafted and selected by Michael Sawyer, our Chief Winemaker.
The Amphora Wine Group now owns and distributes 5 brands at varying price points. These wines are available at our Cellar Door where they are all available for tasting plus they are available at many independent bottle shops for your enjoyment.
Our vision here at the Amphora Wine Group is to grow our business supplying wines that are terrific value for money into both the "Private Label" and our branded portfolio.
Export of our wines has also gathered momentum over the years and again our model and vision allows us to supply "Private Label" wines and our brands into these very diverse markets around the world.
I look forward to hearing from you soon and introducing Amphora Wine Group's services and our range of exciting wines.
Kind Regards,
William Howard, Managing Director, Amphora Wine Group
P: +61 8 8331 8459
