BAIE has always been about more than what's in the bottle. Over twenty years the wines and vineyards have evolved — but the values behind them haven't.
Integrity. Generosity. Curiosity. Connection.
They shape the wines we make, the people we choose to work with, how we treat our customers, and what we give back to the community around us.
Wine has always been about people. It marks celebrations, starts conversations, fills tables and gives us a reason to gather. We've used our little wine brand to shine a light on remarkable people and support causes close to our hearts — from our Be The One campaign and the BAIE Muses in our Insider Stories, to partnerships with local organisations. We've proudly supported Geelong Flower Farm, Hospitality Partners, Queenscliff Bookshop, The Power in You, Anam Cara, Feed Me Bellarine, Offspring, The Mark West Foundation, Baked By Us, the Royal Children's Hospital Good Friday Appeal, Giving Grief A Voice, Hey Mate and Support Your Girls. Some support has been financial; some has been about awareness, advocacy, time, or simply using our platform to help someone else be heard. Community isn't a marketing pillar for us — it's part of how we do business.
Causes we’ve supported from an awareness, education and/or financial perspective:
Support Your Girls
The Mark West Foundation ($2,000 raised)
Baked By Us ($2,000 raised)
The Royal Children’s Hospital Good Friday Appeal ($2,000 raised)
Feed Me Bellarine ($8,000 raised)
Offspring ($8,000)
Giving Grief A Voice
Hey Mate
BAIE is proudly female-founded and led, and that shapes what we value: women supporting women, creating opportunity, and making room at the table for different voices. It's the thinking behind Fix Her Crown, our celebration of women championing women, and our collaborations with women doing extraordinary things in our community. Good businesses should create opportunity — and success means more when it's shared.
BAIE has always been about bringing people together. We want everyone who encounters us — opening a bottle, at an event, receiving an order, or online — to feel welcome. That means kindness, respect and curiosity, and continuing to listen, learn and challenge ourselves. We acknowledge the Wadawurrung People of the Kulin Nation, the Traditional Custodians of the land on which we live, work and make wine, and recognise their continuing connection to land, waters and community. We pay our respects to Elders past and present.
We love wine. We also believe enjoying it and thinking consciously about alcohol can sit comfortably together. Drink Well. Drink Less. means choosing quality over quantity, drinking for the right reasons, and knowing that sometimes the best choice is less — or none at all. It's the thinking that led us to create LUME, our lighter-in-alcohol wines. We want to offer choice without judgement, and make drinking thoughtfully feel entirely normal. Because loving wine shouldn't mean drinking more of it.
BAIE was born from a vineyard, so our connection to the land will always matter. As our model has evolved, we now work with growers and vineyard partners chosen carefully for exceptional fruit, thoughtful farming and a shared respect for quality and place. We're also examining the choices we make beyond the vineyard — bottles, labels, packaging, freight and waste — knowing sustainability isn't something a small wine business solves overnight. We won't pretend to have every answer. We'll keep asking better questions and making better choices where we can, and expecting the same of the partners we work with.
"Great wine. Good people. A strong sense of place. And a belief that how we do things matters just as much as what we make." — Nadine Kuc, Founder
Read Nadine's full story → The Heart Behind BAIE
“From small beginnings in 2006 we have grown in production, team members, stockists, and our online offering. However more importantly we have grown in our understanding and confidence in not only WHAT we want to deliver, but HOW.
That as a purpose-driven business we want to deliver a wine product and customer experience that truly delights, and just as importantly continue our mission in addressing ways we can make a positive difference in our community.
We plan on continuing to listen hard and learning fast – to understand where we can improve and give back – with hard work, financial contributions, and the willingness to do things differently.”
