From the Corporation

The Australian Wine and Brandy Corporation is progressing its plans following the launch of the industry strategy Wine Australia: Directions to 2025 released on May 2. The Directions package includes comprehensive strategies and an online Information Resource Kit.  A review of the National Organisational Structures of the Australian wine industry was recommended.  If you are interested to know more about this important initiative, please click to view the Statement of Intent which was released on June 28 2007, and the National Organisational Structures consultation paper which was released on October 25 2007.

An important component of the Directions process was an advanced program of overseas intelligence gathering and analysis put in place with funding assistance from the Grape and Wine Research and Development Corporation and the Department of Agriculture, Fisheries and Forestry.

This intelligence will guide our marketing initiatives by identifying and quantifying market opportunities in key markets for Australian wine and it assist in mapping the identified market opportunities to a required supply base.

Another important project in 2008 was the roll out of the new Wine Australia Market Programs and the development of four sub brands, namely Brand Champions, Generation Next, Regional Heroes and Landmark Australia. This marks a subtle but significant move that still recognises the unifying purpose of Wine Australia as an overall category statement, but at the same time moves us beyond a single, “one-size-fits-all” generic platform.  The intention is to bring greater clarity and purpose to our marketing efforts, for the benefit of both our supporting members and our intended audience.