Marketing can be interpreted in many ways. The ambit of marketing in this document is the fully developed concept which encompasses product offer and brands, distribution channels, pricing, sales, promotion and communications. The application of marketing in this instance is at the category level (Australian wine).

The Australian wine industry, in commissioning this marketing strategy, has made another substantial investment towards creating the future that it previously outlined in Strategy 2025.

Development of this strategy was wholly funded from industry resources and I would particularly like to acknowledge the invaluable contribution of the industry marketing personnel who comprised the Marketing Reference Committee.

The Committee provided essential commercial expertise which made it such an effective sounding board for the research program.

I would also like to acknowledge the many other industry personnel who contributed views and encouragement to this exercise.

The prevailing view expressed in this document is that there exists a market development potential which can enlarge the sales and brand opportunity for all producers. Collaborative marketing activity to establish the Australian category in new markets has been identified as the most effective means of achieving this outcome.

This voluntary industry cooperation is not at the expense of competition between individual brands – such rivalry actually drives success in the marketplace.

As in Strategy 2025, the market projections are stated as potentials that are feasible scenarios but not certain outcomes, nor even forecasts. Implementation of the strategies within a positive business environment will be a prerequisite to fulfilment of the mission.

Wine has been successful in harnessing the positive dimensions of Australia’s image and through product and promotion excellence has greatly added value to the brand, "Australia" in the global marketplace.

Implementation of this strategy therefore has a unique capacity to advance Australia’s reputation as a modern and sophisticated economy with cultural maturity and diversity.

This is a marketing benefit which extends well beyond the wine industry and adds value to the brand, "Australia" for other Australian goods and services.

Consequently not only do grapegrowers, wine producers and regional communities have a vital stake in the success of this marketing strategy, but so too do all Australian businesses venturing into the global marketplace.

Paul van der Lee
Chairman
Marketing Reference Committee

Visit The Marketing Decade: Setting the Australian Wine Marketing Agenda 2000-2010 Download Page

You can download full report in PDF format.

This strategy was developed jointly by the Corporation and the Winemakers' Federation of Australia, with funding from industry resources, to communicate to all wine industry participants and stakeholders the likely challenges and opportunities for the first 10 years of the 21st century.

Download The Marketing Decade: Setting the Australian Wine Marketing Agenda 2000-2010

PDF format, 794KB, 40Pages.

TABLE OF CONTENTS
1. The Branding of Australian Wine 3
2. The Future of Wine 6
3. The Australian Market Opportunity 2000 ›› 2010 11
4. The International Market Opportunity 2000 ›› 2010 17
5. The Supply – Demand Equation 24
6. The Marketing Mission 2010 29
7. An Action Plan for Wine Brand Australia 32
8. Implementation 36

For more information:
Winemakers’ Federation of Australia
Tel: +61 8 8364 1122
Fax: +61 8 8364 4489
Website: www.wineaustralia.com.au

Australian Wine and Brandy Corporation
Tel: +61 8 8364 2828
Fax: +61 8 8364 5151
Website: www.awbc.com.au

© Winemakers’ Federation of Australia 2000 Price: $49.50 (including GST)
ABN 38 359 406 467
ISBN 0 646 40722 8

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