Australian wine businesses will soon be able to benefit from a $2 million investment in wine export and tourism capability development, as part of the $50 million Export and Regional Wine Support Package (the $50m Package).
Program 2a of 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.
Benefits to wine businesses
The program will involve development of an online toolkit for new and existing exporters and wine tourism businesses, so they can take advantage of the anticipated increase in international demand for Australian wine and wine-related tourism.
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.
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.
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.
The design of both programs will consider the varying levels of capability across the wine sector – from those who are looking to export or expand their wine tourism offering, to existing exporters wanting to maximise their opportunities in-market.
Wine export sessions will cover:
- preparedness to export
- capability to enter a market, and
- capability to penetrate a market.
Wine tourism sessions will cover:
- understanding the visitor economy
- stepping into tourism experiences, and
- international readiness.
Seminars and workshops will be delivered in-region, and involve practical activities and case studies to ensure participants work on their offerings in the sessions.
Module materials and supporting tools and templates will also be made available online to enable self-directed and self-timed learning.
Work commences on Wine Export and Wine Tourism Capability Building Program development
From April 2018
Promotion of seminars and workshops
August – September 2018
Wine export seminar pilot
Understanding the visitor economy pilot
Rollout of seminars and workshops across regions
October 2018 – December 2019
Note: the above timelines are indicative and may change.
More information will be made available in the coming months. In the meantime, subscribe to keep up to date on the latest $50m Package news.
Wine Australia-funded 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: