Sector consultation on existing export and tourism ‘readiness’ training services in Australia identified a need for specialised programs on wine export and wine tourism capability building.
Program 2a of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) involves development and delivery of workshops, online resources and detailed market analysis to upskill regional wine producers and wineries, in terms of export readiness and developing wine tourism products and services.
A key objective of this program is for more than 30 wine producers to commence exports to China and/or other free trade (FTA) markets by 2019-20 after participating in the wine export workshops and seminars.
Wine Australia has appointed peak industry body, the Australian Tourism Export Council (ATEC) and Hydra Consulting to assist with the development of the wine tourism and export capability programs, including required modules, tools, templates and case studies.
These programs – Growing Wine Exports and Growing Wine Tourism – are now in the final stages of development and the first registrations opened on 3 September 2018.
Barriers to export market study
A request for proposal (RFP) will also be released in September 2018 to select a supplier to complete a market study on the barriers to export. The results of the study will inform further updates to the export market capability building program content and possibly identify other opportunities that can be addressed either through the $50m Package or by the sector more broadly.
Wine Australia’s market insights research provides knowledge and resources to promote more effective activities in established and emerging markets and an increased demand for Australian fine wine.
Here are some online resources to get you started: