Set up 13 years ago by Roundhouse Entertainment aiming at predominantly heritage acts and their over-40 crowd, the brand covers 21 wineries through Australia and New Zealand.
Rolling Green will book acts catering for the 20- to 40-year-old demographic, marketing primarily online and college radio. Michael Newton, who set up Roundhouse with wife Anthea Newton, told Pollstar that camping accommodation at all their wineries was appealing to Rolling Green’s targeted audience.
Roundhouse had been waiting to launch the initiative “for some years but waiting for the right act to launch it,” he said.
Rolling Green will stage its first two shows in the southern summer: at Rochford Estate in Victoria’s Yarra Valley April 5 and Bimbadgen Winery in New South Wales’ Hunter Valley April 11.