Many changes have occurred in the Australian wine industry over the last decade. In particular, there has been major growth in Australian export sales and a significant increase in the supply of Australian winegrapes. These changes present both opportunities and challenges to the Australian wine industry.
In order to convert these changes into opportunities, a marketing strategy for the Australian wine industry has been developed for the next decade. This marketing strategy titled The Marketing Decade focuses on issues such as international competitiveness, market development and the generic branding of wine brand Australia .
The Marketing Decade is a joint initiative between the Winemakers' Federation of Australia (WFA) and the Australian Wine and Brandy Corporation (AWBC), recasting the Strategy 2025 projections and vision.
The Marketing Decade is a pro-market strategy wholly funded from industry resources, and is a complementary document to Strategy 2025. It seeks to communicate to all wine industry participants and stakeholders the likely challenges and opportunities for the next 10 years.
Critically, it also outlines the strategies which will facilitate market development and expand the scope of market opportunities for the wine brand Australia .
A copy of The Marketing Decade - Setting the Australian Wine Marketing Agenda 2000>>2010 can be downloaded via the following link:
The Marketing Decade
