Apogee: The Science behind Success
Dr Andrew Pirie started his Apogee wine brand in 2010. At the time, he predicted it would take some ten years to truly build the brand’s reputation. Just over a decade later, his trajectory has remained remarkably in-line with his initial assessment – including his hopes of success.
“Recently, we had a 40-box offer to a relatively small audience. It went live at 10:15am – and was sold out by 4pm,” Pirie shares with a laugh. “That was a nice surprise.”
It speaks to the humble precision of the brand and the man behind it. The recipient of Australia’s first PhD in viticulture, Dr Andrew Pirie has built his phenomenal success in Australia’s wine industry (spanning five decades, global award wins, and an Order of Australia) on a commitment to science.
“Our philosophy is to produce the best and healthiest fruit with the least-invasive management practices possible,” Pirie explains. “This involves using a scientific approach based on understanding the ecology of the vineyard and deploying the most effective and sustainable practices.”
Whether running a sprawling brand like Pipers Brook (which he and his brother founded and Andrew ran for 30 years) or the smaller and more exclusive Apogee, Pirie’s practices are always driven by concrete data and verified insights.
“When I tell people my vineyard is only two hectares in size, they don’t always realise that my place is equivalent to the average vineyard in France’s Champagne region,” he says, once again demonstrating his preference for verified practices, even in innovation.
In fact, it’s that commitment to science that led Pirie to embrace a smaller vineyard. One of Australia’s most influential growers, Pirie and his brother pioneered the first close-planted vineyards in the Australian wine industry back in 1974.
Even if the initial impulse to start Apogee came from a desire to get his hands dirty again, the success of the experiment has emphasised to Pirie that the best work can only truly come from smaller, more precise, and more considered approaches.
And, with Apogee being named Tasmanian Vineyard of the Year in 2013, it’s difficult to argue with him. (Especially as he is currently writing a book on terroir and winemaking!)
“If there’s one thing I’ve learned over the years, it’s that you need to treat each bottle as an item of value. At the end of the day, it’s about being consistent and delivering consistent value,” he says. “I believe that’s what it takes to sustain a brand that people will love and stay loyal to.”
Apogee Wines are currently available in our Spectacular Sparkling, Wondrous White, Magnificent Mixed and Select Six curated selections.