We promote the sale and consumption of Australian wine through coordinated and collaborative market development activities. We share with the trade, media and consumers the stories about the natural advantages of the unique and diverse grapegrowing attributes of Australia – its terroirs – that are brought to life by its people.
Our market development mandate is to develop the market for Australian wine internationally and domestically. We support winemakers’ strategies and underpin their efforts by promoting the quality and diversity of Australian wine through market development initiatives in Australia and overseas.
We identify opportunities to help our wine sector partners bring great Australian wines to the world’s retail shelves, online offerings and wine lists, and to ensure that they are included in positive conversations across all media. We have established networks across the world’s trade channels, media, wine educators and influencers, and we work closely within these networks to deliver events and activities that reflect our market strategy and benefit Australian wine producers.
Market development levies
In 2015–16, we anticipate receiving $5.7 million from the wine export charge and the promotion component of the wine grapes levy.
With this market development funding, we will maintain our market development staff in Australia, the United Kingdom, North America and China, and conduct approximately 70 core market development activities.
Our in-market staff provide knowledge, insights and assistance to Australian wine companies wishing to develop new markets and build existing markets for their wine.
Our core market development activities include:
- developing the insights and knowledge base of the world’s wine trade, media and consumers through education and master classes
- telling the stories about the people and places behind Australian wines
- aligning Australian wine with a modern epicurean lifestyle
- displaying and promoting a diverse portfolio of Australian wine at major trade and consumer events globally, and
- partnering with government agencies, tourism and marketing bodies, the wine community and education bodies to maximise investment.
The core activities funded by levies are supplemented by user-pays activities in which we partner with wine companies, regions and states to deliver targeted programs to engage with the trade, media and consumers.
Our user-pays activities are developed by our in-market teams in consultation with their in-country wine sector reference groups. We then present these opportunities to wine companies, regions and states, inviting them to invest in those activities and events that support their own market development strategies.
Our user-pays activities help create opportunities for our wine sector partners to achieve greater reach with their marketing efforts; provide an equitable, cost-effective approach for our wine producers and state and regional partners; and remove barriers to entry for smaller producers.
Our user-pays activities include consumer and trade events, trade-only events, retail promotions, tastings and master classes, educational initiatives, advertorial opportunities, and sommelier and trade immersion activities.
In the US, we provide a structured and formal Market Entry Program that provides dedicated assistance to Australian wine brands wanting to enter or re-enter the US market.
We design our user-pays activities to meet the needs of the wine community. We will develop joint business plans with companies, regions and states so that our user-pays activities can help them achieve their objectives. Naturally, we are flexible with the activities we offer, and we create new activities to capture emerging opportunities and meet demand from the sector.
We also build collaborative partnerships with like-minded organisations to build awareness, understanding and demand for Australian wine. We work closely with Tourism Australia and state tourism commissions to build international awareness of Australia’s fine food and wine culture.
We partner with Austrade in markets where we do not have a physical presence – mainly across the Asian region and emerging markets – to help the wine sector capture export opportunities. Within these markets, Austrade facilitates market entry arrangements by linking potential importers and distributors with Australian wine companies interested in exporting. Importantly, Austrade also supports our market development strategies across the Asian region and emerging markets, and we work closely with their in-market teams to deliver initiatives that help promote and profile Australian wine. We provide further assistance to exporters through Export Market Guides that help exporters understand the legal and technical landscape in which they will be operating.