Smarter wine marketing crucial for industry

The Australian wine industry has transformed itself over the past 50 years to become a producer of quality wines but the rest of the ‘new world’ has caught up and to keep pace globally, it is wine marketing that is high priority. This was the key theme at the inaugural Australian Wine Industry Marketing Conference held at UniSA’s City West Campus last month with 200 attendees from across the industry and sponsored by the Wolf Blass Foundation, PIRSA and the Ehrenberg-Bass Institute.

News 10 years ago Unknown author

This was the key theme at the inaugural Australian Wine Industry Marketing Conference held at UniSA’s City West Campus last month with 200 attendees from across the industry and sponsored by the Wolf Blass Foundation, PIRSA and the Ehrenberg-Bass Institute.

Dr Justin Cohen from UniSA’s Ehrenberg-Bass Institute who delivered the closing address said industry growth had been restricted in the last decade as a result of market saturation in key export markets, combined with the challenges from fluctuating exchange rates and rising costs of labour.

“Smarter marketing has never been more important,” said Dr Cohen. “Australia certainly is a nation of great marketers and there are many creative people in the wine industry doing really exciting things.”

“The challenge is making sure there is science behind that creativity and that strategies for growth are evidence-based.”