Australian alcohol retailer Endeavour Group has confirmed two of its top winemakers have left the business, as the retailer embarks on an aggressive retreat from the underperforming winery and vineyard industry.
Endeavour will close more than half of its wineries in a “strategic transformation” of its wine business, slashing its winery assets from seven to just three.
Winemaker David Bicknell has departed Oakridge Winery. Eddie Jim
Chief winemakers David Bicknell and Michael Fragos, from Oakridge Wines and Chapel Hill respectively, are among the first major casualties of the group’s cost-cutting strategy, led by new chief executive and managing director Jayne Hrdlicka.
Bicknell had led Oakridge Wines in Coldstream, in Victoria’s Yarra Valley, for nearly 25 years before he suddenly left the business.
The award-winning winemaker took to Instagram with a colourful message to announce his departure – describing his sacking as getting “boned”.
“It’s been an amazing ride, taking what was broken winery to the top of the industry with an unwavering commitment to quality and plenty of hard graft,” Bicknell said.
“Some really good times with some really good people.
“They say you never know you’re going to get boned until you do.”
Michael Fragos, chief winemaker at Chapel Hill winery, has also left the business. Jon Reid
Paragon, Endeavour’s wine portfolio, took over Oakridge Wine’s brand, vineyard and cellar door in 2021.
The Yarra Valley winery is now on the market and it remains operational as it finds a buyer.
“Thankfully, I leave a highly trained, capable and talented team for the next piece of history,” Bicknell added.
“Your support for them would mean a lot to me. Love my team. Righto. Off I f—.”
Bicknell has produced his own wine from a nearby vineyard, under the name Bicknell FC.
He will be succeeded by senior winemaker Tim Dexter.
“Tim has worked with David since 2023 and will continue the close partnership with award-winning viticulturist Steve Faulkner,” an Endeavour Group spokesperson told nine.com.au.
“David helped build Oakridge into the brand it is today while mentoring the next generation of winemakers who will carry the winery forward.
“The Oakridge team and operations are continuing business as usual.”
Chapel Hill winemaker Michael Fragos left Endeavour Group several days earlier.
Also an award-winning winemaker, Fragos led the McLaren Vale winery for 22 years before his exit.
The Chapel Hill winery is up for sale, however Endeavour will retain the brand. Chapel Hill
Chapel Hill Estate has been closed as Endeavour attempts to find a buyer for the 13.69-hectare vineyard.
“Michael Fragos has made a valuable contribution to Chapel Hill. Endeavour Group thanks Michael for his service and dedication,” the spokesperson added.
Endeavour flagged in May that it would be undergoing a “strategic transformation” of its Pinnacle Drinks arm, focusing on retail and shifting away from its “non-core winery and agricultural assets”.
Hrdlicka said the move “reflect[s] a clear choice to refocus Pinnacle on its primary role – serving our retail businesses and the customers that drive growth”.
“By concentrating on the brands and assets that customers value most, we are building a more focused private label portfolio,” Hrdlicka added.
Endeavour confirmed it will retain the Chapel Hill, Riddoch Coonawarra and Krondorf Barossa brands, but said the vineyards and physical assets will be sold.
Oakridge Wines in Victoria is one of the key winery assets that Endeavour is offloading. Oakridge Wines
Major blows to Australian wine industry
The restructure comes at a challenging time for Australia’s wine industry.
An award-winning wine label in South Australia collapsed this week, dealing another blow to the country’s floundering industry, as winemakers face an uphill battle to attract younger customers.
Heartland Wines, a red wine producer located in Norwood in Adelaide’s east, collapsed into voluntary administration this week with debts totalling $3.6 million.
Meanwhile, owner of the iconic Penfolds Wines, Treasury Wine Estates (TWE), posted a staggering loss of almost $650 million in its February results, driven in part by a huge hole in its international market.
Famed winemaker Darren De Bortoli also decided to uproot shiraz vines in the Riverina and Rutherglen regions in NSW and told A Current Affair it was due to a “nasty” downturn in wine sales.
“We just can’t continue to grow grapes and make wine and have the market prices way below the cost of production,” he said.
In the domestic market, sales of Australian wine declined by three per cent in 2025 to 443 million litres – the second-lowest (after 2021–22) since 2007–08.
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