Winebiz - Australia's Wine Industry Portal By Winetitles

Strategy 2025

1. The Australian Wine Revolution 1966-1996
2. The Success Story of Australian Wine
3. 2025 Trends Favour Wine
4. Vision 2025
5. Australian's Wine's Competitive Edge
6. Market Opportunity
7. Resources to Achieve Growth Scenarios
8. Government Partnership Critical to Success
9. Strategies
10. The Next Five Years
11. Implementation of Vision 2025

Strategy 2025 logo

The vision is that by the Year 2025 the Australian wine industry will achieve $4.5 billion in annual sales by being the world's most influential and profitable supplier of branded wines, pioneering wine as a universal first choice lifestyle beverage.

4. Vision 2025

The Australian wine industry has undertaken a strategic planning process resulting in Vision 2025, a statement of the aspirations and goals the industry hopes to achieve in the next 30 years.

The vision is that by the Year 2025 the Australian wine industry will achieve $4.5 billion in annual sales by being the world's most influential and profitable supplier of branded wines, pioneering wine as a universal first choice lifestyle beverage.

This vision is both achievable and also worth achieving -- it outlines the scope of industry opportunity ($4.5 billion), the industry's position in the world market (not the biggest but the most influential and profitable), the key product (branded wines), the existing competitive advantage of innovation and Australia's leadership in securing the image of wine as a preferred choice beverage.

Most importantly, the vision provides a focus for the future but does not preclude a wide scope of opportunity.

The industry's future lies primarily in branded wine products which reflect the distinctiveness of variety, region and producer and aims to maximise the advantages of wine in capturing complementary business growth in tourism, food and lifestyle areas.

The vision will emphasise the development of new markets both domestically and overseas, with the optimum penetration of existing wine markets in Europe and North America and the establishment of new markets in Asia. The intention is to develop global leadership in specific branded market segments and a first preference status in food accompaniment and lifestyle associated markets.

Branded Australian wine products will lead the world in flavour, and in particular flavour per dollar, but will also offer a diversity of style and an extensive range. As a result of leadership in product innovation Australian wines will be amongst the best selling global brands and will be well represented in the elite category of the world's best wines.

The underlying values which will drive people in the industry will be integrity (which will ensure community acceptance), a pioneering and innovative spirit, a culture of collaborative competition, a strong and demonstrated customer focus, an emphasis on quality and a commitment to financial success.

MISSION
The industry will achieve its vision by adopting the mission statement:

Total commitment to innovation and style from to vine and palate


OBJECTIVES
The Australian wine industry's objectives are to:

  • Enhance the image and reputation of Australian wine
  • Entrench innovation as the driver of industry competitive advantage
  • Enhance wine style in quality, purity, uniqueness and diversity
  • Establish global leadership in specific branded market segments
  • Capitalise on market growth opportunities by expanding industry capacity
  • Extend the scope of industry participation in complementary business sectors
  • Improve profitability.

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