Our Values

Our Values

In 2006 BAIE Wines began as a very small, family-owned and operated business with the desire to also operate with purpose and a connection to community. 

Underpinning these desires were strong values of integrity; always doing what we say we are going to do, as well as respect; treating every individual with compassion and kindness. 

Over the last 16 years we have created a wine brand in our beloved Geelong and Bellarine region that is synonymous with innovation and that community focus. We continually strive to do things better - in the vineyard, in our wines, in our customer experience and the positive impact we deliver to our community. 

Whilst we are only small, we continually work towards positive change in our industry by staying abreast of trends and opportunities, ensuring that we are at the forefront of innovation and always challenging the ways in which a wine business can support community, social issues and other important causes.


We believe in connecting, collaborating and inspiring our community. For that is at the very heart of what we do and making and sharing great wine is a wonderful vehicle for that. Wine brings people together – for a conversation, a celebration, a shared moment.

Each and every year we ensure our campaigns and initiatives serve our community. Whether that be our ‘Be The One’ campaign - making daily acts of kindness the norm,  providing a stamped envelope and card in all orders to encourage our community to write a note to someone special, selecting inspiring ‘muses’ within our community each year for our varietal launches - celebrating and sharing their ‘Insider Stories’, partnering with local not-for-profit and community organisations to help raise awareness and funds for their important causes, or our BAIE Insider VIP program that is all about thanking and rewarding our community.

View all of our muses and their Insider Stories here.


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)
Giving Grief A Voice
Hey Mate


We strive to be an inclusive organisation and place importance on continually educating ourselves in this area through listening, researching and attending workshops.

We acknowledge the traditional custodians of the land we live and work on, the Wadawurrung People, and their connections to land, sea and community. We pay our respects to their Elders Past and Present. 

One of our initiatives has been to display posters from the Rainbow Network in our venue to ensure that anyone who visits us understands that they are supported and celebrated. Our aim is to continue expanding our focus on inclusivity including the promotion and provision of these posters to our Restaurant and Wine Store customers.



Some may think it’s a little weird for a wine business to encourage discussion around mindfulness and moderation – however we think not. You see we live and breathe wine, so we have a clear idea for ourselves around consciously choosing, questioning, and exploring when or if to drink. 

We think it is important to have conversations to ensure our community are clear on their motivation for drinking alcohol and reflecting on whether these serve them well, being aware of how much they drink, and most of all to ensure their choice to drink or not, is done with compassion for themselves and others.


Whilst we acknowledge we have a long way to go in understanding the sustainability practices that we can implement and those of our supply chain partners, we have begun to seek to understand the sustainability in our packaging so that we may make informed future decisions in our use of Boxes, Caps, Bottles and Production facilities.

Our Label Partner MCC Labels have detailed the Sustainability Credo and have signed global pacts to demonstrate their aim to reduce energy and water usage as well as implementing waste reduction strategies.

Our Glass and Stelvin partner Orora have detailed their Sustainable Promise to the Future through a Circular Economy, Climate Change and Community.

And finally our Boxes and Packaging partner Abbe Corrugated are committed to  ensuring their cardboard is made from a resource that is renewable, recyclable and compostable as discussed here.


“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.”