Summerfield Wines

October 2023

Summerfield Wines, a family-owned winery nestled in the idyllic township of Moonambel, Victoria, has a storied history rooted in a profound respect for Australian soil and a half century-long commitment to grape cultivation. Established in 1970, the winery quickly rose to prominence under the guidance of Head Winemaker Mark Summerfield and viticulturist Ian Summerfield, producing a slew of award-winning wines. Their impeccable offerings, paired with a gourmet deli, bakery, butchery, and the introduction of their own free-range Burkshire pigs and pastured raised Australian white lambs, have made Summerfield Wines a must-visit destination.

When Summerfield Wines embarked on the Ready for Growth program, they set their sights on several key outcomes. Over the course of the program, they worked on financial goals, staffing and facilities improvements, and aligning their marketing strategy to support their new product offerings.

For their pricing strategy, the winery consulted with marketing specialists to develop a clear message for their accommodation offerings, aligning their marketing efforts with their goal of adding value from new products. Simultaneously, they identified opportunities for grants and offsets, including the Wine Tourism and Cellar Door grant, to further their financial stability.

Summerfield Wines also concentrated on forming alliances with major resellers, recognizing the importance of partnerships to boost revenue. Their market expansion strategy aimed to make the Pyrenees region, where they are situated, the "Yarra Valley of the Ballarat region," increasing awareness of their accommodation offerings.

Reflecting on his experience, Mark Summerfield said, “Ready for Growth and working with Koraly from Ready for Growth was a great experience for me. Having someone outside the business that you could talk to that helped you to set targets and challenge your thoughts really helped the growth of our business in tough COVID times. Over a rewarding and great experience.”

Efficiency improvements remained a priority. The winery planned to update their employee policies and procedures to enhance organizational efficiency. This involved roles, responsibilities, and accommodation offerings. Notably, they undertook actions such as extending their facility, securing a baker, and hiring a Cellar Door manager.

Throughout their journey, Summerfield Wines remained committed to a 5-10 year plan focused on addressing ownership issues and proactively pursuing grants. Their participation in the Ready for Growth program has invigorated their operations, addressing staff shortages, and setting a course for continued success.

Ready for Growth assists Victorian businesses to grown and succeed. Visit https://business.vic.gov.au/grants-and-programs/ready-for-growth to find out more.