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WINE INDUSTRY PREPARES TO
SUBMIT $50 MILLION PLAN
The Australian wine industry will be submitting its long-awaited $50
million export and regional stimulus package to the Federal Government
over the next month.
Wine Australia General Manager – Marketing, Stuart Barclay explained
how the $50 million expenditure plan, announced by the Federal
Government in the last Budget, will be structured.
“We have a certain number of days left to get this resolved and
approved and then we execute. The $50 million was originally spread
over four years and now it will be spread over three years because it has
taken a year to put the plan together,” said Barclay.
“We have a reference group that has met twice so far, and is due to
meet again this week. We have a consultant working on the framework of the plan and the plan has to
be based on industry consensus as to where the money is spent. The consultant has been conducting a
roadshow around the regions seeking engagement and direction regarding what the industry wants.
“The plan is reasonably advanced in terms of tactics – but it has been the strategy in terms of which
markets do we target, as it is an export-led plan and there is also wine tourism in there as well. That
involves conversations at a national tourism level with partners such as Tourism Australia and the state
bodies such as South Australian Tourism, but then it also goes down to the regional level.
“In a directive from the Minister, there is a focus on regional wine tourism – which is a new challenge
for us as a body as tourism is not part of our DNA – so we are discussing how we execute that and how
do we get engagement from regional associations and the regional tourism bodies to integrate that wine
tourism piece into our strategy and their strategy as well.
“The wine marketing element focuses on what we are currently doing, but this could mean a
supercharging of this activity. So potentially we are looking at media spends in USA and China and
potentially other markets but the industry needs to help us define what that is.
“We need to keep in mind that over three years, markets move and things change. What we don’t want
to do is to set up battle plans that are too rigid, so it has got to be flexible and fall into certain parameters
that are acceptable to the rest of the industry.
“Wine Australia will execute the plans, as we have the teams in place and the expertise in the area. It
means upscaling where possible, but maintaining the flexibility in the way we operate as the money gets
utilised to then downscale efficiently as well.”
ANGOVE AIMS TO BECOME 100 PER CENT ORGANIC
Angove Family Winemakers have confirmed they are
committed to converting all of their vineyards to organic over
the years ahead.
Angove regional export manager, Jonathan O’Neill, told
National Liquor News that the business is recording double-
digit growth from the organic wine category and the move to
complete conversion makes good commercial sense as well as
delivering sensible sustainable outcomes for the environment
and the vineyards themselves.
“We were one of the early producers in the organic spectrum
using grapes from long term, already converted growers. We
started about 10 years ago converting a lot of our vineyards
over to organics and we would be at about 60 per cent now,
and moving forward we will convert all of our vineyards over,”
“Complete conversion is our aim and that’s what we are
trying to do. We have our Warboys vineyard in McLaren Vale that is certified as both Organic and
Biodynamic, and this is all part of making our viticulture and winemaking more sustainable with
less inputs going into them as well. The wines really do express their sense of place better when
the grapes are farmed this way and wines are crafted with minimal intervention – the way nature
intended it to be.
“It is also about making sure the next generation receives the vineyard in good condition. So it
is partly an internal philosophy of the company, but also we are finding the organic brands have
been growing very strongly in Australia and overseas because it is another point of difference and a
unique selling proposition. Organics have certainly grown substantially in the last five years, but by
being an early adopter and being strong in the category, we have picked up a lot of business.”
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