Joiy wine’s bid to be a global ready-to-drink brand, or ‘Wine-eken’

A Hunter Valley winemaker has raised $1.8 million to take his marketing-led wine brand global and beat his industry’s “self-limiting” ways. Chris Archer spent 20 years making wines for others in the Hunter Valley and New Zealand, before his frustration led him to launch a beverage startup with his wife, Cath, in 2009. “I want wine to go up against Heineken or Red Bull, these strong global brands that plug into the existing infrastructure in whatever territory they’re taking on next,” he says.