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Blog story: Australian industry looks to improve country's wine image
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The Australian wine industry certainly has had its ups and downs.
There was a time — not really that long ago — when it couldn’t miss.
Everyone was touting its jammy Shiraz, then its oaky Chardonnays and finally its clever wines named after some cute critter known only to Australians.
Sales were going so well that there was a new label born every week and pasted on wines made from garages.
It was as if a marketing genius was coming up with some new fad to keep the industry going.
The boom was not because Australians were drinking more wine but that people in other countries were taking to the land Down Under.
Between 1990 and 2004, the value of Australian exports went from $180 million to $2.7 billion, according to a 2012 report by Australia’s Alcohol Research and Education organisation.
The number of producers doubled and the amount of wine produced quadrupled.
It didn’t take long for supply to outstrip demand.
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