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Fraser Mackenzie is the Group General Manager at Artisans of the Barossa, a collective of artisan producers dedicated to showcasing the unique diversity and heritage of Australia’s Barossa Valley. The Artisans’ mission is to dispel myths and redefine perceptions by highlighting the region's remarkable range—from ancient vines and rich soils to the innovative techniques of the families and winemakers who craft its wines. 

Originally from Auckland, New Zealand, Fraser has a dynamic background in marketing and selling wine across the globe, from New Zealand to the USA and even the Middle East. His journey eventually led him to Australia, where he guided Montalto through the challenges of the COVID era. Joining Artisans of the Barossa in late 2022, Fraser has since been steering the group’s vision and message, with a focus on celebrating the exceptional character of the Barossa Valley.

In this episode, Fraser shares his insights on navigating market challenges, the nuances of wine marketing, and the deep joy he and his team derive from sharing the Barossa’s beauty with the world. A heartfelt thanks to Fraser for joining me for this conversation 

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