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

9. Strategies

1. Progress and sustain the community acceptance positioning of wine (health, environment, lifestyle)
2. Adopt a targeted publicity strategy to communicate the uniqueness and capabilities of the Australian wine industry.
3. Extend the influence of Australia in world wine forums and institutions.

4. Increase research and development effort and application to the priorities of quality and specification improvement, cost reduction and supply security.
5. Further develop the existing wine industry 'learning' culture of innovation and cooperation to compete.
6. Benchmark industry production and management processes to assure world best practice.
7. Accelerate the adoption of environmentally sustainable policies and practices in all aspects of the industry.
8. Maintain the existing minimal regulation to ensure market respon-siveness and production flexibility .

9. Broaden the appeal of wine so it is more accessible and attractive to the occasional and prospective consumer segments.
10. Gain via market research a better understanding of consumer behaviour and attitudes relating to wine.
11. Enhance and expand market distribution channels for wine.
12. Develop new products to create new market opportunities and evolve existing products to anticipate and meet consumer needs.
13. Develop promotional initiatives to increase the loyalty of the existing wine drinker segment; extend occasionality of consumption in the marginal segment; develop consumption in the prospective segment.
14. Utilise wine regions as defined by geographic indications as a brand marketing opportunity.
15. Increase cooperative export promotion effort and focus on specific branded market segments in targeted countries.
16. Improve access to export markets by small and medium wine companies.

17. Capitalise on wine tourism opportunities by stimulating wine tourism and improving the profitability for wineries.

18. Encourage viable expansion in vineyards, wine processing storage and packaging capacity and supplier capability to meet market projections.
19. Influence water access and pricing policies to ensure that the wine industry can secure its additional water supplies.
20. Implement a national, industry driven training initiative to expand quickly the supply of skilled person-nel and to broaden and upgrade the skills of existing employees.
21. Undertake a major investor education programme to attract equity investment and loan finance into the wine industry.

22. Institute periodic benchmarking of the financial performance of the industry by relevant categories.
23. Pursue cost reductions through productivity improvement and adoption of world best practice in packaging and logistics.
24. Introduce a risk management strategy that identifies and formulates contingencies for industry wide risks.

25. Establish a policy and facilitation partnership with Government to create a favourable business climate for wine industry investment and growth.
26. Continue, in partnership with Government, alcohol and health programmes to reduce alcohol abuse.
27. Ensure that State and Local Government land use planning policies, infrastructure provision and regional development strategies are supportive of the wine industry.

28. Review wine industry bodies' structure to ensure that they enhance a 'whole of industry' strategic focus, to amplify market influence, to clarify roles and to ensure resource efficiency.
29. Redesign Australian wine industry internal communication processes, forums and media.
30. Improve the scope and reliability of data utilised for forward production and market planning.

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