Luxury workshop 1

Date(s) - 14 Nov 2016
9:00 AM - 5:00 PM

Ayers House
288 North Terrace
Adelaide SA

Building demand for high-end products in international and domestic markets

Commoditisation of products occurs when companies sell products that compete for a share of an established market based on similar product attributes. As a high cost producer relative to most new world producers, the Australian wine industry must seek to increase the demand for high-end products. This can be achieved through moving beyond trading on utilitarian product attributes and focusing on making products that consumers desire based on their emotive appeal.

The AWRI is presenting a series of two-part workshops that will help wineries enhance their profitability using luxury business strategy and design thinking tools. Participants will learn how to move from products that sell based on price to those that consumers seek out independent of price.

Each workshop includes two sessions, one full-day and one half-day, held across two weeks:

  • The first session focuses on luxury business strategy and is presented by Dr Anne-Flore Maman Larraufie from the ESSEC Business School, France, at Ayers House in Adelaide, SA.
  • The second (half day) session focuses on understanding what it is that creates value for consumers of high-end wines and how to build it. This session is facilitated by George Peppou from the University of Technology, Sydney at the AWRI in Urrbrae, SA.

View the workshop program and speaker biographies here.

One of the workshops has been fully subscribed, there are two remaining workshops scheduled, with a 20-seat capacity:

  • Workshop 1 – all-day session on 14 November; half-day session on the afternoon of 23 November

Registration is $750 per person and includes lunch and refreshments, notes, market research and insights.


For more information, contact Gregoire Patacq on 08 83136600 or

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