Enhancing the reputation of Australian wine through market promotion activities
When compared to international competitors, the strength of the Australian wine sector’s research, innovative practices and technical education is a source of competitive advantage. This project will supplement Wine Australia’s market development strategy by providing targeted technical content that is designed to inform and educate influencers, opinion leaders and educators in trade, media and consumers. An engaging message will create opportunities to promote the innovation dimension of Australian wine.
The AWRI will support Wine Australia via a number of activities to be scheduled domestically and internationally. The level of support will be wide-ranging and will include hosting visits to the AWRI, delivering presentations for in-market visitors, and presenting themed tastings, masterclasses and educational activities at exhibitions.
This project will illustrate the benefits of the AWRI’s and Australia’s RDE activities to the broader wine community and contribute to the sharing of engaging stories about Australian wine.
Market promotion activities
A one-day wine judging course for 16 Institute of Masters of Wine students was presented in Adelaide in November 2019. Presentations scheduled to be delivered in Austria, Germany and the United Kingdom in early 2020 were cancelled due to the bushfires in Australia. A number of international groups were hosted at the AWRI during 2019/2020, with visits including presentations on wine flavour and tours through the AWRI’s facilities.