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.
The aims of the program include:
- development of an information and education toolkit that provides support for new entrants into export and tourism markets
- at least 30 wine producers commence exports to China and/or other free trade agreement (FTA) markets by 2019-20 after participating in the wine export capability program, and
- Australian wine businesses can take advantage of the anticipated increase in international demand for Australian wine and wine-related tourism.
Wine Australia commissioned a capability gap analysis of existing wine export and inbound tourism capability development and training services in Australia.
It identified capability gaps between the current offerings and wine and tourism sector expectations and made a series of recommendations to address the gaps.
Wine Australia reviewed the findings internally and with a sub-committee of experts from the $50m Package’s external Marketing Advisory Group. It was determined that two separate, but comparable, programs should be developed:
- Wine export capability building program, and
- Wine tourism capability building program.
Wine Australia is in the process of engaging suppliers to assist with the design and development of the wine export and tourism capability programs, including required modules, tools, templates and case studies.
The design of both programs will consider the various levels of capability development that businesses require – from those who have some export-ready / tourism-ready characteristics through to those who have high awareness of their specific opportunities, broadly covering the following segments and gaps:
- Wine exports
- Preparedness to export
- Capability to enter a market
- Capability to penetrate a market.
- Skills in product development
- Business capacity and capability to deliver experiences
- Marketing knowledge and skills.
Regional face-to-face workshops are a mandatory requirement for the delivery models and all program materials will be developed with future online publication in mind.
|Analysis of existing education and support programs ||November 2017 |
|Planning and design of activities ||December 2017 – March 2018 |
|Phase 1 – work commences on Wine export capability development program ||April 2018 |
|Phase 2 – work commences on Wine tourism capability development program ||May 2018 |
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 has a number of online resources to support new and existing wine exporters. Please find links to these resources below: