The Directions project was coordinated by the Australian Wine and Brandy Corporation and the Winemakers’ Federation of Australia and the 24-page final report was released in May 2007 (see media release). The project includes the following:
1. Wine Australia: Directions to 2025 (free access)
24 page strategy document available to download in full (PDF below) - or click here to view each chapter online.
2. Information Resource Kit (free access)
3. Market Insight Reports (restricted access)
The Market Insight reports provide information on Australia’s key markets identifying potential opportunities for Australian wine.
Information contained in these reports includes an overview of the market including key drivers and structure; Australia’s performance within the market by channel, wine style, container type and price point; Identification of market opportunities by winestyle, container type, varietal (bottled wine) and special interest categories; Detailed competitor analysis by both country of origin and price point.
Due to the copyright permissions of statistics contained within these reports, it is conditional that they are only available to AWBC Levy Payers (winegrape and export with and LRS account number from Levies Revenue Service). Excerpts of these reports are publicly accessible as Market Insight Executive summaries.
To access this restricted section you will need an active Levies Revenue Account Number (Wine Grapes Levy and/or a Wine Export Charge)
STEP 1: register as a user in the right hand column (enter LRS account number)
If you do not know your LRS account number (as found on your Levies Revenue Service invoice) you can contact Levies Revenue on 1800 020 619
STEP 2: Once logged in, access the restricted section by clicking the green box links in the right hand column
When revisiting the site, you will only need to complete STEP 2.
4. Interactive Gross Margin "Ready Reckoner"
This online tool, developed in conjunction with Deloitte as part of Wine Australia: Directions to 2025, allows producers to analyse gross margin scenarios for a proposed product at a specific retail price point.
Users can select from 10 markets (Australia, UK, USA, Canada, China, Denmark, Hong Kong, Japan, Republic of Korea, Singapore), input information about the region, grape variety, and other factors such as use of oak, then work through assumptions based on benchmark data regarding costs of production, or enter individual enterprise data.