Australian Fortified Wines: The Dawning of a New Era sets out a 12-month strategy to reposition fortified wines in the market by linking them to modern food and wine experiences.

 

Released in June 2009, the strategy focuses strongly on dispelling misconceptions about fortified wine and increasing understanding among consumers, retailers and restaurateurs. It was developed following an 18-month review of the fortified sector, which is worth about $100 million annually in the Australian market.

 

The project included detailed consumer research and the development of new names to replace Sherry (Apera) and Tokay (Topaque). The research identified different challenges for each of the four principal styles under review – Apera, Topaque, Port and Muscat – as well as some common trends.

 

The final report (3.23MB) and the complementary research report (5.16MB) can be downloaded in PDF format. In addition, three instructive vodcasts can be viewed on the Australian Wine and Brandy Corporation website. 

 

Further information:
Kevin Bascomb
Project Manager, Fortified Sustainablity Project Committee
Tel: (02) 6033 2115
Email: kbascomb@winemakers.com.au