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Case Studies

Australian Vinegar

Tuesday, June 27, 2017


Australian Vinegar is Australia's largest and only dedicated vinegar maker. An award winning producer, Australian Vinegar is acknowledged as globally for its innovative fresh vinegars. A family business, Australian Vinegar is based in Queensland's premier wine growing region, the Granite Belt

The Situation

Acclaimed vinegar maker Ian Henderson and his wife Robyn launched Australia’s first dedicated vinegar making facility under the LiraH brand in 2003. The first opportunities came from the export (USA) and domestic food service and retail markets.As the LiraH business grew so too did new market opportunities .In addition to expanding its range and penetration into the retail and foodservice markets, Ian saw a distinct market need for a premium dedicated vinegar supplier for the total food industry, including food manufacturers.

The Challenge

TRIO Marketing's initial brief was to develop a Strategic Marketing Plan for the LiraH brand in the retail and foodservice markets. However following an extensive market and brand audit it became clear that LiraH's brand perception was muddied by its attempts to engage a range of different markets- foodservice,retail and commercial- with the same positioning and communication

The Solution

In 2013 the business was restructured to more accurately reflect its breadth of product and services and relaunched as Australian Vinegar. This involved a major overhaul of the current brand architecture and business mindset to relaunch and reposition LiraH as Australian Vinegar.TRIO Marketing was engaged to execute the relaunch of Australian Vinegar.

Today, Australian Vinegar is the leading vinegar solutions provider for the food industry servicing the contract, industrial and private label markets with bulk and customised vinegars plus expert R & D and vinegar services. LiraH is now Australian Vinegar’s premium retail and foodservice brand. It is sold nationally via gourmet stores, favoured by professional chefs and a Delicious Produce Awards Finalist for the last four consecutive years, winning in 2013 with its acclaimed Chardonnay Vinegar

The Result

Australian Vinegar's growth has doubled each year since 2013 as the result of its major brand repositioning.This new direction was fully embraced by founder and CEO Ian Henderson whose meticulous transformation from LiraH to Australian Vinegar has created a platform for sustained growth. 

Having outgrown its original factory,Australian Vinegar is now housed a new $1.5million facility featuring state-of-the-art vinegar making technology and an Innovation Centre located in Stanthorpe (20km from Ballandean).

The inspiring Australian Vinegar story featured on ABC Landline recently.View it here.



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