William Downie started out alongside Phillip Jones of Bass Phillip fame. In 2003, with vintages in Burgundy and as De Bortoli's senior winemaker under his belt, Downie decided to cut his own path in Australia's wine industry, establishing his own label.

Making only Pinot Noir, William Downie's real focus is on creating wines that taste like 'somewhere'. Since his first vintage, he has shifted from using purchased fruit to leasing his own vineyards across Gippsland in Victoria. Inspired by his time in Burgundy, Downie uses his horse Arch to work his home vineyard, just one of many techniques implemented to ultimately produce natural wines without additives or subtractions.

William Downie is recognized for his Pinot Noir, in particular single site expressions of Gippsland. His wine labels feature artworks by acclaimed artist Reg Mombassa, an inspiration for Downie.