Historic Hunter Valley-based producer Tyrrell’s Wines has put its Long Flat brand of commercially-priced table wines up for sale, but chief executive Bruce Tyrrell says that unless an appropriate offer is received, the brand will not be sold. Although the Long Flat wines produce annual sales around A$14 million, much of the wine is bought from other makers, which puts pressure on the brand’s profitability to Tyrrell’s. One of the most enduring jokes in Australian wine has been: ‘How long is Long Flat?’ At least as long as the Nullarbor, on present soundings. Many people, this writer included, share the view that despite its success in the marketplace, the obvious presence of Long Flat has detracted from Tyrrell’s ability to maximise the market potential of its excellent range of premium Hunter bin number wines. My guesstimate is that a bid around $25 million will be enough to wrest Long Flat from Tyrrell’s clutches.
