Margaret River R E G I O N A L R E V I E W 2 0 1 5 Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
What we’d like to cover today • AGWA update • Wine Australia’s Market Development Strategy and Update • Market opportunities for Margaret River: – Supply base – Domestic sales and exports – Market opportunities – Global markets for Margaret River’s key varieties • opportunities through Wine Australia’s Market Programs • Research, Development and Extension • Restaurant Australia • Wine Australia’s Visitors program Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
AGWA Update Australian Grape and Wine Authority www.agwa.net.au
Australian Grape and Wine Authority • AGWA commenced on 1 July 2014 • Unified the RD&E activities of the Grape and Wine Research and Development Corporation and the market development and compliance activities of the Wine Australia Corporation in one body • Challenge is to capture the benefits of having a single statutory service body for the Australian wine community Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
The first nine months Capturing the benefits of the merger: • operational savings of about $1 million • seamlessly continuing all of our business as usual • investing in additional projects • recruiting key senior personnel (Stuart Barclay: GM, Market Development, Laura Jewell: Regional Director, Europe) • restructured operational areas, including creating a Corporate Affairs and Strategy team and appointing Kate Harvey and Liz Waters to new roles • consulted widely on new five-year Strategic Plan Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
The next six months Challenge now is to build on the synergies by: • securing long-term, sustainable benefits for the sector • encouraging RD&E projects that are linked to market-based outcomes • accessing better data to allow fact-based decision making • developing a cohesive brand for all of our activities • enhancing our market development activities – further investment in education and retail promotions and enhancing existing promotions (Vancouver International Wine Festival and Prowein) • delivering on key priorities to: Increase demand and the premium paid for all Australian wine, and Increase competitiveness. Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Wine Australia Market Development Strategy and Update Australian Grape and Wine Authority www.agwa.net.au
Our Ambition…to be the World’s Pre-Eminent wine producer How do we make this happen? By sharing with the trade, media & the consumer the stories of the people and places behind the labels ... By bringing to life a world of discovery, passion and enjoyment . What does success look like? Financial Consumer Team Stakeholders • Australian wine industry • • Volume Increase in sales of Australian Wine becomes • Quality Culture – People first. becomes profitable. Australian wine. the natural choice of the • Developing our skill set and • Confidence rises. • Value Increase in $ per Litre. consumer in our key markets. capability across all teams. • Investment Levels • • Profitable /competitive wine Consumer embraces higher • Flexible creative thinking. increase. industry. price points. • Development of can do • Industry unity and less • • Increased Investment meets Consumer understands a attitude. fragmentation. and exceeds global greater breadth of wine • Coherent unified voice. benchmarks. knowledge around Australia. Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
How do we become the wine of choice for the global consumer? “Best at delivering an “Best in market wine “ Best destination” for "Best at delivering a " Best at executing and exciting educational d estination” proposition visitations and press digital and social delivering” the food & message” experience media” message wine message Developing “Winning Category Strategies ” – use our Insights and Data Creating “Marketing excellence” around the Food + Wine experience Delivering excellence and innovation in our engagement with Press/Media Setting the Global benchmark for Education delivery Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Key elements to developing our success. 1 Putting the right level education at the center of our strategy 2 Understanding each others strategies and objectives 3 Identify and prioritize the opportunities 4 Align and adapt ways of working - collaboration 5 Review and adjust as required Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Our key strategic challenges 1 Fragmentation of Stakeholders (Regions, States, Associations and Wineries) 2 Funding Challenges for Marketing (Market Development) & statutory structure. 3 Global Trade, Press and Consumer perception of Australian wine. 4 The Industry’s commercial ability to take advantage of opportunities 5 Rise of lower cost – better value competitors eroding Australian market share. Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Wine Australia strategy summary Execute a Halo leadership position around our most authentic, most well regarded wines and get 1 Australia back into the markets with increased foot traffic and excitement to grow demand. 2 Delivery of a revised digital footprint and strategy for the future. 3 Execute a simple multi channel strategy of Education online and via traditional mechanisms. Raise the Bar on promoting food, wine and destination with key partners (Tourism Australia, 4 Regional and State Associations) to develop markets and demand. Maximize our global insights and usage of data to drive and inform our commercial decisions 5 around trade, press and consumer activation and visitations. Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Prowein – Germany March 2015 • Major international wine trade fair • 39 Wineries participated 30 already committed for 2016 • 400 wines from 28 regions across Australia • 52,000 visitors • Wine Australia also held: – ‘History, evolution, revolution’ masterclass – Daily focus barrel tastings – Feature tastings with food and wine matching’ Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Savour Australia at the Vancouver International Wine Show – Feb 2015 • Australia was the theme country at Canada’s most important trade and consumer wine fair • Wine Australia partnered with 55 Australian wineries, Barossa Grape and Wine, McLaren Vale Grape Wine and Tourism, Tourism Australia, the South Australian Tourist Commission and PIRSA • 25,000 attendees • Australia held multiple associated events including: – 6 Wine Australia wine seminars + a Barossa and a McLaren Vale seminar – A VIP dinners and reception – Trade lunch and 2 x consumer lunches https://vimeo.com/121757143 Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Vancouver Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Australia Day Tastings - Worldwide January 2015 • Tastings to celebrate Australia day in January, including: Australian Embassy Tasting - Mexico City Australia Today Trade/Media tasting – San Francisco SA Culinary Adventure, San Francisco Australia Day Tasting - London UK Annual Trade Tasting - Dublin • Highlights: Mexico - More than 70 commercial leads for 5 new-to-market wineries UK – 1,000 Australian wines on tasting for buyers from UK and Europe Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
ADT London ADT London ADT Dublin Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Core activities In addition to our user pay activity, in 2015-16 we will initiate 70 core activities across: • Education One day wine schools A+ program across Asia • PR and comms 30 + media releases per year Websites Social media channels • Key relationships with trade Wine Australia’s North American team and media Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Market Opportunities for Margaret River Supply Base Australian Grape and Wine Authority www.agwa.net.au
Regional Production Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Regional key varieties in perspective Area (hectares) Margaret River Margaret Margaret Western share of River share Variety River Australia Australia Western of Australia Cabernet Sauvignon 1,153 2,187 25,879 53% 4% Sauvignon Blanc 911 1,601 6,927 57% 13% Chardonnay 821 1,655 25,491 50% 3% Semillon 691 1,062 5,632 65% 12% Shiraz 646 1,813 42,012 36% 2% Other 795 2,239 42,567 36% 2% Total 5,017 10,556 148,509 48% 3% Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Regional key varieties Production by grade Area by variety (tonnes) Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
Implications of supply Red varieties White varieties Questionable sustainability Australian Grape and Wine Authority – Wine Australia www.wineaustralia.com
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