Mt Yengo Wines owner talks about how the indigenous brand succeded globally

Australia’s first Indigenous wine brand, Mt Yengo Wines, has experienced a tenfold surge in business in the last quarter after securing distribution deals with retailers in the US and Carnival Cruises.With many more retail and distribution deals in the works, both locally and in China, Europe and the UK, co-owner Wayne Quilliam attributes the brand’s success to a powerful combination of authenticity, sustainability, quality, and cultural significance that has resonated well with consumers.In Australia, the brand is stocked in Vintage Cellars and First Choice Liquor, both owned by Coles Group, and has corporate clients including KPMG, E&Y, Macquarie Group, Deloitte and PwC.Inside FMCG spoke with Quilliam about how he became a co-owner of a wine brand, how it secured local and international partnerships and what is next for the business.Inside FMCG: Mt Yengo Wines has seen incredible growth recently. What do you think is driving this success?Wayne Quilliam: The incredible growth can be attributed to several key factors that resonate deeply with contemporary trends in the wine industry and broader consumer preferences. The integration of Indigenous culture and art on the labels is a standout feature that differentiates Mt Yengo Wines in the marketplace. Consumers today are increasingly seeking authenticity and stories behind the products they buy. This creates a unique and compelling brand narrative and helps elevate the wine as more than just beverages – they become cultural artifacts that carry a deeper meaning. Sustainability and a focus on terroir are major drivers of growth in the wine industry, and Mt Yengo Wines excels in this area. The connection to the land is not just a marketing tool but is embedded in the winemaking process itself.Additionally, the premium positioning and quality of the wines contribute significantly to their success. As consumers become more discerning, they seek out wines that tell a story and deliver exceptional quality. Strategic partnerships and increased brand visibility have played a role in amplifying the success of Mt Yengo Wines. As the wine gains recognition, the brand’s reach extends beyond local and is appealing to national and international markets, eager to embrace more diverse and inclusive brands.What was key to securing major retail partnerships with Coles Liquor, Carnival Cruises, and companies like KPMG?Securing major retail partnerships was largely driven by our brand’s authenticity and strong cultural narrative. Our focus on showcasing Indigenous art and stories, combined with high-quality, sustainably produced wines, resonated deeply with these partners, and set us apart in a competitive market, making us an attractive partner for these prominent organisations.Selling 1200 cases of wine in six weeks on Carnival Cruises is impressive. How much do you think the Indigenous heritage of the brand contributes to this success?It highlights the strong demand and appeal of Mt Yengo Wines in a highly competitive market and reflects the quality of the wine and the powerful connection the brand has with consumers. With the brand now in the US and China, what challenges and opportunities are you facing in international markets?One key opportunity is the growing global demand for authentic, sustainable products, which aligns perfectly with our brand’s Indigenous heritage and commitment to quality. This offers a unique positioning for Mt Yengo Wines as a distinctive offering in both markets.Challenges include navigating diverse cultural preferences and understanding each market’s regulatory landscape, including labelling, distribution, and consumer behaviour. Ensuring that the cultural significance of our brand is communicated effectively while adapting to local tastes and expectations will require careful balancing. Building strong relationships with distributors and retailers in these markets is essential to gaining traction and establishing a lasting presence.The international expansion offers immense potential but requires a commitment to preserving the authenticity and values that make Mt Yengo Wines unique.What is your strategy to enter Europe and the UK, does it differ from the US and China? Why, or why not? Our strategy will be tailored to these markets, although many core principles remain consistent with our approach in the US and China. In Europe and the UK, there’s a strong appreciation for heritage, sustainability, and unique storytelling, which plays to our strengths. Highlighting the rich Indigenous cultural connection behind Mt Yengo Wines, and positioning it as a premium, authentic product is our focus.The approach differs slightly in terms of consumer behaviour and market dynamics. European and UK consumers tend to be more familiar with wine and have a deep-rooted tradition of wine appreciation, so our strategy will include more direct engagement with wine retailers, sommeliers, and wine festivals to establish credibility and recognition. Additionally, European markets often prioritise sustainability and ethical sourcing, so our commitment to these values will be a strong selling point.While the US and China offer growth through more emergent markets and a strong thirst for new, premium products, Europe and the UK are more established wine markets where differentiation through quality, story, and authenticity is key. Both approaches focus on authenticity, but the methods of reaching consumers and forming partnerships may vary to cater to the unique preferences of each region.How have your wines been received by retailers and consumers? Any trends in who’s buying?The reception of our wines from retailers has been overwhelmingly positive.Retailers appreciate the unique positioning of Mt Yengo Wines, especially our focus on authenticity, sustainability, and the cultural story behind the brand. As for consumers, the response has been equally strong, with many drawn to the story and artistry behind the wine. We’ve seen a growing trend of customers looking for brands that align with their values – especially around sustainability and cultural respect.There’s a rising interest from younger, socially conscious consumers eager to support brands with a purpose. Wine enthusiasts keen on discovering new and premium wines make up a significant portion of our customer base, particularly those who appreciate fine wines with a unique narrative.With over $40,000 donated last year, what are your future philanthropic goals as the business grows? As Mt Yengo Wines continues to grow, our future philanthropic goals include increasing our support for Indigenous initiatives like the National Indigenous Culinary Institute (NICI).The royalty system ensures fair compensation by paying 25 cents per wine bottle to NICI and 25 cents to the artist’s work featured on the bottle.We aim to expand our donations, foster more partnerships, and create lasting impact by reinvesting in programs that empower Indigenous people and promote cultural awareness.What challenges do you anticipate as Mt Yengo scales, especially in maintaining its authenticity?As Mt Yengo scales, our greatest asset is the continuous connection to culture maintained through living and working in and on our communities.Scaling operations while balancing increased demand and preserving the personal, artisanal touch that our brand is built on will be key to staying true to our roots.What’s your vision for Mt Yengo Wines over the next decade? I aim to expand our reach internationally, growing our presence in key markets while staying deeply rooted in the values of sustainability, authenticity, and cultural respect. We will continue to support Indigenous communities, using our platform to raise awareness and fund initiatives that empower and preserve heritage. Ultimately, I envision Mt Yengo Wines as a leading example of how business, art, and social responsibility can coexist and thrive.