Pathway to premium wine markets

Pathway to premium wine markets

WA wine producers could boost international exports by working together as an industry to target key markets and gain critical market presence using regional brands.

The path to success was outlined in an in-depth study by Wines of Western Australia which identified the key activities and strategies to assist in the growth of successful local wine regions.

The study was supported by a $500,000 research and development grant from the WA Department of Primary industries and Reginal Development, with co-contributions by WA producers and regional wine associations and in-kind support from Wine Australia.

Wines of WA chief executive Larry Jorgensen said the study by Coriolis Research looked at the activities and strategies of three successful peer wine regions and key export markets.

“We wanted to investigate the best pathways to reach premium wine consumers to increase demand for WA wines and work to achieve our vision of doubling the value of the State’s wine industry exports by 2021,” Mr Jorgensen said.

“The study report Building a pathway to premium wine markets and consumers provides a solid foundation, based on evidence and analysis, for how we might achieve this goal.

“The report includes case studies on three distinct wine regions that have successfully established their regional reputation and increased exports.

“It also identifies key markets with high growth in the premium wine category and assesses WA’s supply capability and competitive advantages.”

“Although WA wine exports fell by 12 per cent following the global financial crisis, peer regions recovered and are now on an upward trajectory.

“Our industry can learn from the actions taken by those regions and proven pathways to achieve success in key export markets,” he said.

The project has involved the State’s whole wine industry, paving the way for a new level of competitive advantage.

“Industry has taken the findings on-board, with regional wine associations formally incorporating the results in strategic planning for future development,” he said.

“Geographe and Great Southern wine producers have connected with tourism and local government to set the strategic frameworks for the wine industries in their regions.

“In Margaret River, they are rolling out a program of 50th anniversary events developed by the Margaret River Wine Association which demonstrate a strong brand and capitalise on the area’s international reputation as the home of fine food and wine in regional WA.

“Celebratory events include a tasting at the region’s founding winery, a degustation meal paired with Margaret River wines, and a fair attended by a vast array of local wineries, in addition to the Langton’s 2017 Margaret River Wine Show.”

The WA industry will soon commence a more targeted study of its top markets including China, United States, United Kingdom, Singapore and Canada to determine which presents the best opportunities for local wine companies to grow their exports, particularly in the premium and fine wine markets.

The Grower Group Research and Development Grants program aims to stimulate research and innovation to enable the State’s agrifood exports to become more competitive and grow their share and value in international markets. The program is supported by Royalties for Regions.

Source: WA DPIRD