The Winemakers’ Federation of Australia and Wine Intelligence will present three workshops next month across three states with a special focus on regionality.
The workshops will commence in Adelaide on 10 August and will address key questions regarding Australian regional wine and whether it has a profitable future.
Lulie Halstead of Wine Intelligence will present the latest evidence about the role and value of wine regions at the workshops which, following Adelaide, will take place in Melbourne and Sydney on the 12th and 15th, respectively.
Wine Intelligence country manager Australia, Stephanie Duboudin said while Australia had over 60 wine regions, most consumers only knew of one.
“The reality is the vast majority of consumers in key wine markets such as the US, UK and Asia only have a very small amount of knowledge about Australian wine regions,” Duboudin said.
“Thus from a profitability perspective, does one need to pay more to have their wine grown in a vineyard in Margaret River when the majority of consumers don’t know the difference?”
“The other key question to be answered is how regions make themselves distinctive from one another when they are each other’s competitors.”
Such questions will be addressed at the workshops, which are designed to be interactive and suitable for marketing managers, SME winery owners, brand managers, sales leaders, cellar door managers and regional association executives.
To book online, visit: www.wfa.org.au/workshops.aspx