US: Axiom Wine Co. chief upbeat on future
One of the founders of the US wine group formerly known as Axiom Wine Co. believes the company will thrive under its new identity.
Earlier this week, Axiom founders Dan Leese and Doug Walker said they had changed the name of the company to 585 Wine Partners. Some industry watchers questioned the move arguing that 585 Wine Partners, founded just over a year ago as Axiom, was starting to get its name known in the industry.
However, Leese told just-drinks he believed the name change would soon become "wine industry trivia".
Leese said: "I don't think it will have any impact on consumers as they don't acquaint a company name, in this case, to specific wine brands. The name (585 Wine Partners) fits our business model better. We rely heavily on our partners for success."
585 Wine Partners, which owns the Red Truck and White Truck brands, sold around 280,000 cases last year. To complement those labels, Leese said the company would next week launch a Chardonnay and a Pinot Noir from the Russian River region in the Sonoma Valley. A range of Italian wines will follow this summer, he added.
"We have big goals and even bigger plans. We felt a year ago that we could grow to be a US$100m wine company in five years and we nearly doubled the Red Truck business in our first year," Leese said. "I think the US$100m is still achievable, but it might take six years."
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