AVL Wines has partnered with Coles Liquor and a new brand, The Butcher’s Cellar, to launch a range of wines made by meat lovers, for meat lovers.
Designed to take the guesswork out of what to pair with your favourite cut of meat, The Butcher’s Cellar is a specially crafted range of wines that features a Cabernet Sauvignon, Shiraz and Malbec that pays homage to butchers, wine and meat lovers alike.
Game-changing butchers like “Lawsy” Brett Laws from NSW are the heroes of The Butcher’s Cellar story; featuring loud and proud on the bottle labels, sharing techniques and recipes, and working alongside Australian winemakers to pair each wine with select cuts of meat.
“Australia has seen a recent revival of backyard meat enthusiasts bringing home their favourite cuts of meat and sitting back with mates as they cook it low and slow,” The Butcher’s Cellar founder Paul Di Vito said.
“The inspiration behind ‘The Butcher’s Cellar’ is to empower consumers to be able to select a wine that is made to match perfectly with meat, because there’s nothing worse than having delicious meat but not having a bloody good drop to pair it with. ‘The Butcher’s Cellar’ is more than just a great wine range, it is also about celebrating and shining a light on the craft of our Aussie legends like Lawsy and the butchering community.”
The Butcher’s Cellar is endorsed by The Butcher’s Alliance and is a sponsor of the Australian Butchers’ Team, enabling Australian butchers to reach the 2022 World Butcher’s Challenge in Sacramento later this year.
AVL Wines’ commitment to consumer-led diversification is paying off, with sales performing well above forecasts.
“This is a great initiative that responds to emerging trends in the industry, putting the consumer at the heart of everything we do is core to our strategy,” AVL Wines CEO Craig Garvin said.
“AVL continues to be an innovation leader and is proud to be associated with the Butchers products.”
The Butcher’s Cellar is available exclusively through Liquorland and First Choice Liquor stores for an RRP of $20.00.