For three generations, the Avery and Ferry families sold their grape harvest to large wine producers. In 1997, they decided that it was time for their own wine label. AF Wine Company PTY Ltd. was incorporated and, in 1998, a small amount of unlabelled wine was produced and a search began for a suitable name. In Australian culture, a "Tall Poppy" refers to a person that is held in high esteem or a product that is seen to be better than the rest. The concept fit perfectly with the company philosophy of striving to produce the best possible grapes and pass these on to the wine making process.