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9/02/2016

Wine marketing experts to share insights

WINE industry experts and researchers from across the globe will come together in South Australia this month. 

The University of South Australia’s Business School and the Ehrenberg-Bass institute of Marketing Science will host more than 140 wine industry representatives in Adelaide on February 16.

The inaugural Wine Industry Marketing Conference, organized by Professor Larry Lockshin from the University of South Australia, aims to deliver cutting-edge wine marketing insights and the strategies of leading wine brands.

The one-day conference at the university’s Hawke Centre will feature presentations by wine business leaders and industry experts with the theme “Success Through Smarter Marketing”. It will cover topics including latest cellar door, on-premise and retail insights, how to grow big and small brands, and the state of play in the Chinese, United States and United Kingdom markets.

Professor Lockshin said the conference “filled a void” in the industry after similar annual events held in previous years fell by the wayside.

He said research into areas such as cellar doors and export markets would be presented followed by experts from industry sharing their experiences on the same topics.

South Australia is responsible for almost half of Australia’s wine production and is home to several renowned wine regions such as the Barossa Valley, Coonawarra, McLaren Vale and Clare Valley and iconic brands such as Penfolds Grange and Hill of Grace.

The Academy of Wine Business Research will hold its annual two-day conference in Adelaide immediately following the industry conference on February 17–18. The conference will showcase leading research in global wine business, and will be attended by international wine researchers, who will present their latest findings.

Prof Lockshin said about 70 academics from 20 countries including major wine producing nations such as France, Italy, Spain, South Africa, Germany and the United States would attend.

He said having the two conferences run back-to-back enabled important links between researchers and industry professionals to be formed.

“It’s quite international actually … and it enables them to share their research and get some feedback,” Prof Lockshin said.

“About 25 of the people attending the industry conference are academics from around the world so they’ll get a nice feel for what the issues are in Australia and then we have about seven industry people who are going to attend the academic conference.”

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