Hallowed Ground, an importer with a new way of selling wine in the UK, is being pioneered by two entrepreneurs. The company desribes itself as ‘an exclusive membership club’ for high end Australian and New Zealand producers. Run by Amelia Jukes and Elodie Cameron, both of whom have a good deal of experience in the wine trade, Hallowed Ground aims to allow producers to have full control over their product, preventing brands being devalued by the deep discounting that has bedevilled the Australian wine industry for years.