‘The simplification of wine is critically important – it’s also a significant opportunity for the wider category’ – Vinarchy CEO Danny Celoni speaks to Global Drinks Intel – Part II

In the second part of Global Drinks Intel's exclusive interview with the CEO of Vinarchy, editor Olly Wehring quizzes Danny Celoni (below) on the brand owner's approach to innovation, its recent repositioning work on flagship Jacob's Creek and those recent rumours about merger talks with Australian Vintage. The pair also share a glass of Echo Falls Blue Raspberry. Head here for the first part of this interview What’s Vinarchy's innovation strategy?We want to bring innovation that's differentiated for our customers and consumers, and is going to add value to the category.The