Margaret River · Australian Grape and Wine Authority – Wine Australia Margaret River R E G I O N A L R E V I E W 2 0 1 5

Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com

M a r g a r e t R i v e r R E G I O N A L R E V I E W

2 0 1 5


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

Austral ian Grape and Wine Authority www.agwa.net .au

AGWA Update


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


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


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.


Wine Australia Market Development

Strategy and Update


Financial

Our Ambition…to be the World’s Pre-Eminent

wine producer

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.

How do we make this happen?

What does success look like?

• Volume Increase in sales of Australian wine.

• Value Increase in $ per Litre. • Profitable /competitive wine

industry. • Increased Investment meets

and exceeds global benchmarks.

Consumer Team

• Quality Culture – People first. • Developing our skill set and

capability across all teams. • Flexible creative thinking. • Development of can do

attitude.

Stakeholders

• Australian Wine becomes the natural choice of the consumer in our key markets.

• Consumer embraces higher price points.

• Consumer understands a greater breadth of wine knowledge around Australia.

• Australian wine industry becomes profitable.

• Confidence rises. • Investment Levels

increase. • Industry unity and less

fragmentation. • Coherent unified voice.


"Best at delivering a

digital and social media” message

“Best in market wine

destination” proposition

“Best destination” for visitations and press

experience

"Best at executing and delivering” the food &

wine message

How do we become the wine of choice for the global

consumer?

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

“Best at delivering an exciting educational

message”


Key elements to developing our success.

Putting the right level education at the center of our strategy 1

Understanding each others strategies and objectives 2

Identify and prioritize the opportunities 3

Align and adapt ways of working - collaboration 4

Review and adjust as required 5


Our key strategic challenges

Fragmentation of Stakeholders (Regions, States, Associations and Wineries) 1

Funding Challenges for Marketing (Market Development) & statutory structure. 2

Global Trade, Press and Consumer perception of Australian wine. 3

The Industry’s commercial ability to take advantage of opportunities 4

Rise of lower cost – better value competitors eroding Australian market share. 5


Wine Australia strategy summary

Execute a Halo leadership position around our most authentic, most well regarded wines and get Australia back into the markets with increased foot traffic and excitement to grow demand. 1

Delivery of a revised digital footprint and strategy for the future. 2

Execute a simple multi channel strategy of Education online and via traditional mechanisms. 3

Raise the Bar on promoting food, wine and destination with key partners (Tourism Australia, Regional and State Associations) to develop markets and demand. 4

Maximize our global insights and usage of data to drive and inform our commercial decisions around trade, press and consumer activation and visitations. 5


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’


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





Vancouver


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


ADT London

ADT Dublin

ADT London


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

and media

Wine Australia’s North American team


Supply Base

Market Opportunities for Margaret River


Regional Production


Regional key varieties in perspective

Variety

Margaret

River

Western

Australia Australia

Margaret

River

share of

Western

Margaret

River share

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%

Area (hectares)


Regional key varieties

Production by grade

(tonnes) Area by var iety


Implications of supply

Qu

est

ion

ab

le s

ust

ain

ab

ility

Re

d v

arie

tie

s

Wh

ite

va

rie

tie

s


Domestic sales and exports


Total Sales of the Region

• The domestic market is split by sales we have data on and sales which we do not

• The major categories of sales which are included in the ‘unknown’ segment include;

• On-trade (accounting for 20% of all sales in Australia)

• Cellar door • Online • Independent off-trade • Off-trade where grapes have not

been identified on the label

Estimated on-trade

Cellar door/ online


Domestic Off-trade Margaret River Sales by varietal


Domestic Off-trade Margaret River Sales by price point


Regional Exports

Container type detai led Container type


Bottled Margaret River-labelled exports moving annual total volume and average value


Bottled Margaret River-labelled exports by varietal (2014)

Volume share Average value (A$/ l itre fob)


Exporters of Margaret River-labelled Wine

Volume share Number of expor ters

Classification Exporter Rank

Major Top 12

Medium Top 13 – 37

Small All others


Bottled Margaret River-labelled exports by destination


Market opportunities


Market opportunities

• The following markets have been ranked based on a series of metrics that are relevant to the region in focus. The metrics include: market sales (volume)

market growth (volume)

Australian exports (volume, value and price)

Australian export growth (volume, value and price)

regional exports (volume, value and price)

regional export growth (volume, value and price)

Note: The model has a slight bias for growth over existing sales. As a result, markets such as the United Kingdom are not ranked highly. AGWA supports a ‘defend existing sales’ strategy in this case.


Top Five Targets

USA Japan UK Singapore Hong Kong

Global Cabernet Market volume (million litres) 304.4 49.8 72.8 1.8 4.0

Volume change (million litres) 12.0 2.4 -1.4 0.1 0.2

Rate of change (%) 4% 5% -1.9% 6% 5%

Australian Cabernet above $5.00 fob Volume (litres) 1,474,851 256,619 1,032,632 922,656 1,706,290

Value (AUD) $13,569,325 $3,392,124 $8,813,508 $17,961,315 $49,149,241

Average value (AUD per litre) $9.20 $13.22 $8.53 $19.47 $28.80

Volume growth (%) -4% 27% 12% 32% 48%

Value growth (%) -4% 74% 17% 63% 99%

Average value growth (%) 1% 37% 4% 23% 35%

Global Sauvignon Blanc Volume (litres) 93.0 20.2 94.2 0.6 0.5

Value (AUD) 6.8 1.5 0.9 0 0.1

Average value (AUD per litre) 8% 8% 1.0% 0% 25%

Australian Sauvignon Blanc above $5.00 fob Volume (litres) 226,528 106,676 149,879 118,708 65,227

Value (AUD) $1,905,511 $718,825 $1,194,655 $1,103,943 $691,410


Volume growth (%) 27% 346% -16% 0% -17%

Value growth (%) 45% 220% -14% -4% -1%

Average value growth (%) 14% -28% 2% -4% 20%

Global Chardonnay Market volume (million litres) 592.2 28.9 161.1 0.9 1.7

Volume change (million litres) 16.5 2 2.1 0 0.1

Rate of change (%) 3% 7% 1% 0% 6%

Australian Chardonnay above $5 Volume (litres) 547,452 449,924 1,029,212 769,131 347,651

Value (AUD) $4,760,945 $3,458,623 $8,536,108 $7,788,725 $3,063,440


Volume growth (%) -5% -49% 46% 65% -2%

Value growth (%) 9% -47% 60% 76% -7%

Average value growth (%) 15% 4% 9% 7% -4%

Margaret River and Margaret River blends Volume (litres) 346,311 45,667 355,023 218,661 114,489

Value (AUD) $3,842,799 $668,429 $3,677,291 $2,817,039 $1,446,009


Volume growth (%) 35% 19% 5% 13% -48%

Value growth (%) 44% 27% 22% 9% -27%

Average value growth (%) 7% 6% 16% -3% 40%


United States

Market’s Global Rank Cabernet sales increased by 4% to

304 mil l ion l itres in 2013

Sales of Sauvignon Blanc increased by

8% to 93 mil l ion l itres

Australian Sauvignon Blanc expor ts

(>$5) increased by 45% to $1.9

mil l ion

Sales of Chardonnay increased by 3%

to 592 mil l ion l itres

Australian Chardonnay expor ts (>$5)

increased by 9% to $4.8 mil l ion

Margaret River expor ts increased by

44% to $3.8 mil l ion in 2014

USA

Global Cabernet Market volume 2

Volume change 2

Rate of change 15

Australian Cabernet above $5.00 fob Volume 4

Value 5

Average value 22

Volume growth 21

Value growth 21

Average value growth 22

Global Sauvignon Blanc Volume 3

Value 1

Average value 7

Australian Sauvignon Blanc above $5.00 fob Volume 1

Value 1

Average value 14

Volume growth 14

Value growth 13


Global Chardonnay Market volume 1

Volume change 1

Rate of change 14

Australian Chardonnay above $5 Volume 4

Value 4

Average value 12

Volume growth 22

Value growth 16


Margaret River and Margaret River blends Volume 2

Value 1

Average value 17

Volume growth 6

Value growth 7



USA Wine Trade Australian growth by price segmentAustralian exports

Total imports Imports by source

$0

$200

$400

$600

$800

$1,000

$1,200

0

50

100

150

200

250

300

350

400

450

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MAT March

Exp

ort

(m

illio

n A

UD

)

Exp

ort

er

cou

nt

-15.0

-10.0

-5.0

0.0

5.0

10.0

15.0

$2.49 andunder

$2.50 to$4.99

$5.00 to$7.49

$7.50 to$9.99

$10.00 andover

Vo

lum

e (

mill

ion

lit

res)

-

200

400

600

800

1,000

1,200

1,400

-

1,000

2,000

3,000

4,000

5,000

6,000

2008 2009 2010 2011 2012 2013 2014

Vo

lum

e (

mill

ion

lit

res)

Val

ue

(m

illio

n A

UD

)

Value

Volume

-50

-

50

100

150

200

250

300

350

Vo

lum

e (

mill

ion

lit

res)

Incremental change

Volume


Japan

Market’s Global Rank Cabernet sales increased by 5% to 50

mil l ion l itres in 2013

Australian Cabernet expor ts (>$5)


Sales of Sauvignon Blanc increased by

8% to 20 mil l ion l itres

Australian Sauvignon Blanc expor ts


Chardonnay sales increased by 7% to 29

mil l ion l itres in 2013


27% to $0.7 mil l ion in 2014

Japan


Volume change 3

Rate of change 13


Value 10

Average value 9

Volume growth 11

Value growth 6



Value 2

Average value 6


Value 6

Average value 30

Volume growth 1

Value growth 1



Volume change 5

Rate of change 7


Value 6

Average value 25

Volume growth 35

Value growth 33



Value 10

Average value 7

Volume growth 9

Value growth 8



Japan Wine Trade Australian growth by price segmentAustralian exports

Total imports Imports by source (2014)

$0

$10

$20

$30

$40

$50

$60

0

50

100

150

200

250

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MAT March

Exp

ort

(mill

ion

AU

D)

Exp

orte

r co

unt

-0.4

-0.2

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

$2.49 andunder

$2.50 to$4.99

$5.00 to$7.49

$7.50 to$9.99

$10.00 andover

Vol

ume

(mill

ion

litre

s)

-

50

100

150

200

250

300

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2008 2009 2010 2011 2012 2013 2014

Vol

ume

(mill

ion

litre

s)

Val

ue (

mill

ion

AU

D)

Value

Volume

-10

-

10

20

30

40

50

60

70

80

Vol

ume

(mill

ion

litre

s)

Incremental change

Volume


United Kingdom

Market’s Global Rank

Australian Cabernet Sauvignon

expor ts (>$5) increased by 17% to

$8.8 mil l ion

Sales of Sauvignon Blanc increased

by 1% to 94 mil l ion l itres

Sales of Chardonnay increased by 1%

to 592 mil l ion l itres

Australian Chardonnay expor ts (>$5)



22% to $3.7 mil l ion in 2014

UK


Volume change 31

Rate of change 28


Value 7

Average value 27

Volume growth 15

Value growth 13



Value 5

Average value 16


Value 2

Average value 19

Volume growth 25

Value growth 27



Volume change 4

Rate of change 22


Value 1

Average value 18

Volume growth 6

Value growth 6



Value 2

Average value 21

Volume growth 15

Value growth 9



UK Wine Trade

Total imports Imports by source (2014)

Australian exports Australian growth by price segment

$0

$200

$400

$600

$800

$1,000

$1,200

0

50

100

150

200

250

300

350

400

450

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MAT March

Exp

ort

(m

illio

n A

UD

)

Exp

ort

er

cou

nt

-2.0

-1.5

-1.0

-0.5

0.0

0.5

1.0

$2.49 andunder

$2.50 to$4.99

$5.00 to$7.49

$7.50 to$9.99

$10.00 andover

Vo

lum

e (

mill

ion

lit

res)

1,050

1,100

1,150

1,200

1,250

1,300

1,350

1,400

3,800

4,000

4,200

4,400

4,600

4,800

5,000

5,200

2008 2009 2010 2011 2012 2013 2014

Vo

lum

e (

mill

ion

lit

res)

Val

ue

(m

illio

n A

UD

)

Value

Volume

-50

-

50

100

150

200

250

300

Vo

lum

e (

mill

ion

lit

res)

Incremental change

Volume


Singapore


Sales of Cabernet Sauvignon

increased by 6% to 1.8 mil l ion

l itres

Australian Cabernet Sauvignon

expor ts (>$5) increased by 63%

to $18 mil l ion

Australian Chardonnay expor ts

(>$5) increased by 76% to $7.8

mil l ion

Margaret River expor ts increased

by 9% to $2.8 mil l ion in 2014

Singapore


Volume change 19

Rate of change 9


Value 3

Average value 5

Volume growth 10

Value growth 7



Value 18

Average value 18


Value 3

Average value 8

Volume growth 18

Value growth 24



Volume change 25

Rate of change 25


Value 2

Average value 7

Volume growth 5

Value growth 5



Value 4

Average value 11

Volume growth 11

Value growth 12



Singapore Wine Trade Australian growth by price segmentAustralian exports


$0

$10

$20

$30

$40

$50

$60

$70

250

260

270

280

290

300

310

320

330

340

350

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MAT March

Exp

ort

(m

illio

n A

UD

)

Exp

ort

er

cou

nt

-0.3

-0.2

-0.1

0.0

0.1

0.2

0.3

0.4

0.5

$2.49 andunder

$2.50 to$4.99

$5.00 to$7.49

$7.50 to$9.99

$10.00 andover

Vo

lum

e (

mill

ion

lit

res)

-

5

10

15

20

25

30

35

-

100

200

300

400

500

600

700

2008 2009 2010 2011 2012 2013 2014

Vo

lum

e (

mill

ion

lit

res)

Val

ue

(m

illio

n A

UD

)

Value

Volume

-2

-

2

4

6

8

10

12

14

16

Vo

lum

e (

mill

ion

lit

res)

Incremental change

Volume


Hong Kong


Cabernet sales increased by 5% to

4 mil l ion l itres in 2013

Australian Cabernet expor ts (>$5)

increased by 99% to $49 mil l ion

Hong Kong is Australia’s largest

expor t destination for Cabernet

above $5

Sales of Sauvignon Blanc increased

by 25% to 0.5 mil l ion l itres

Chardonnay sales increased by 6%

to 1.7 mil l ion l itres in 2013

Hong Kong


Volume change 13

Rate of change 12


Value 1

Average value 2

Volume growth 7

Value growth 5



Value 12

Average value 1


Value 8

Average value 4

Volume growth 26

Value growth 22



Volume change 23

Rate of change 9


Value 7

Average value 10

Volume growth 19

Value growth 25



Value 6

Average value 12

Volume growth 30

Value growth 28



Hong Kong Wine Trade Australian growth by price segmentAustralian exports


$0

$20

$40

$60

$80

$100

$120

0

50

100

150

200

250

300

350

400

450

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MAT March

Expo

rt (m

illio

n A

UD

)

Expo

rter

cou

nt

-0.5

-0.4

-0.3

-0.2

-0.1

0.0

0.1

0.2

0.3

0.4

0.5

$2.49 andunder

$2.50 to$4.99

$5.00 to$7.49

$7.50 to$9.99

$10.00 andover

Vol

ume

(mill

ion

litre

s)

-

10

20

30

40

50

60

-

200

400

600

800

1,000

1,200

1,400

2008 2009 2010 2011 2012 2013 2014

Vol

ume

(mill

ion

litre

s)

Val

ue (

mill

ion

AU

D)

Value

Volume

-5

-

5

10

15

20

Vol

ume

(mill

ion

litre

s)

Incremental change

Volume


Export Market Guides

To find out more please refer to the AGWA Wine Export Guides at:

www.wineaustralia.com

http://www.wineaustralia.com/


Global markets for Margaret River’s

key varieties


Global Markets for region’s key varieties

• Australian exports of Chardonnay above $5.00 fob

• Australian exports of Sauvignon Blanc above $5.00 fob

• Australian exports of Cabernet Sauvignon above $5.00 fob

• Global Chardonnay sales

• Global Sauvignon Blanc sales

• Global Cabernet Sauvignon sales


Australian Chardonnay Exports >$5

Expor t volume Change in expor t volume


Australian Sauvignon Blanc Exports >$5



Australian Cabernet Exports >$5



Global Chardonnay Markets Sales volume Change in sales volume


Global Sauvignon Blanc Markets Sales volume Change in sales volume


Global Cabernet Markets Sales volume Change in sales volume


Accessing opportunities through Wine

Australia’s Market programs


Market programs in 2015-16

What’s in it for you?

• Opportunity to build on the improving market sentiment

• Opportunity to tap into growth markets

• Levies already partly fund the market programs i.e. the Wine Australia offices – opportunity to leverage from this

• Access to Wine Australia’s networks and in-market expertise

• A cost-effective way to be engaged in market


Market programs Approximately 50 initiatives held in the following markets:

Covering the following activities:

Markets

UK Singapore Ireland Hong Kong Melbourne

USA Japan Poland South Korea Sydney

Canada Norway Germany Finland

China Sweden Denmark

Initiatives

Trade and consumer fairs – 3rd party Wine Australia trade/media events

Educational masterclasses Consumer engagement

In-bound media/trade visits


United States of America

Opportunities for regions and brands:

TRADE/CONSUMER SHOWS: • Wine Riot – consumer events • Wine Australia Winter Trade Show –

trade and media event

PR/MASTERCLASSES: • Aussie Wine Month 3 city fine

wine tastings

MARKET ACCESS: • Market Access

Program


Japan

1) Wine Australia Tasting • Largest tasting of Australian wine in Japan • Held annually • 450 x trade per year • Record numbers in 2014 • Open to existing brands in market and states/regions 2) Leading Asian Trade and Media Visit • 10 leading trade and media from Hong Kong, Japan, Taiwan,

Singapore and South Korea 3) Japan A+ Ambassador’s Visit • 5 x educators/trade are appointed as Australian specialist

ambassadors and travel through Australian wine regions • Their role is to promote the education of Australian wine in Japan


Wine Australia Japan Tasting Wine Australia Tasting - Japan


United Kingdom 1) Australia Day Tastings

– ADT London and Dublin

2) Fine Wine Tastings – Premium Australian Tasting – Langton’s Roadshow – London,

Manchester and Edinburgh – Old Vines Seminar

3) New to market companies – Market Access Tasting – Alternative Varieties tasting

4) Consumer events – Oxford Consumer Festival – Three Wine Men – Oz Clarke, Tim

Atkin and Olly Smith – Winchester Wine Festival

5) Prowein 6) UK/EU trade and media trip

ADT London, 2015


Singapore

1) ProWine Asia • April 2016 • Held every two years in conjunction with Singapore’s

largest food and beverage trade fair – Food Hotel Asia (FHA)

• FHA attracts 45,000 visitors from across the SE Asia region

Opportunity for regions and brands: • Regionally or winery branded stand • Regional masterclasses at the Fair • External events – dinners, private tastings etc. • Leverage from Wine Australia PR capability and

networks 2) Greater Asia Asian Trade and Media Visitor Program

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.yoursingapore.com/content/mice/en/apps/eventdetails.prowine-asia-2016.html&ei=L8oXVZjRMOazmwX7ooLgCw&bvm=bv.89381419,d.dGY&psig=AFQjCNG-NoDQ6cONqU6PhPb_d8l0Rd_7KQ&ust=1427708858983832


Hong Kong

1) Vinexpo Hong Kong

• One of the largest international trade shows for the Asia Pacific region.

• 16,700 trade visitors from 22 countries

• Suitable for existing brands and state/regional associations

2) Hong Kong International Wine and Spirits Fair

• 3 day trade and consumer show

• 20,000 buyers and 31,000 consumers

• Suitable for new-to-market, existing, states and regions

Vinexpo, Hong Kong


Australia

Opportunities for the region:

• Sommelier (SIP) and Trade (TIP) regional visits

• 2015 Unreleased Tasting , Sydney 2015 vintage wines tasted from the barrel

Sydney CBD, Sept 15

• Australian media ‘famil’ 1-3 media

2 days per region

• Spring Pop-up Riesling Tasting Sydney CBD, October 2015

Pop up garden wine bar

Targeting 1,000 25–40 year olds

100% Riesling focus


Speak with our Teams:

GLOBAL Stuart Barclay General Manager – Market Development E: [email protected] T: +2 9361 1233

EUROPE (INCL UK), MIDDLE EAST AND AFRICA (EMEA) Laura Jewell Regional Director E: [email protected] T: +44 207 887 5259

ASIA PACIFIC Aaron Brasher Regional Director – Asia Pacific E: [email protected] T: +61 2 9361 1227

THE AMERICAS Angela Slade Regional Director E: [email protected] T: +1 202 973 6442

CHINA Willa Yang Regional Manager E: [email protected] T: +86 21 6010 3951

ASIA Hiro Tejima Regional Manager - Asia E: [email protected] T: +61 8 8228 2000


How to Get involved

To review all Market Program activity go to:

www.wineaustralia.com

For Market Program enquiries contact: (08) 8228 2000 or to find out more about in-market initiatives go to:

[email protected]

Please also discuss with your State and Regional Association

http://www.wineaustralia.com/

mailto:[email protected]


Do you qualify for the Export Market

Development Grant scheme?

• The Export Market Development Grant (EMDG) scheme is a key Australian Government financial assistance program for aspiring and current exporters.

• EMDG encourages small- and medium-sized Australian businesses to develop export markets by reimbursing up to 50 per cent of eligible export promotion expenses in a financial year, provided that the applicant has incurred at least $15,000 in eligible expenses.

• State and regional associations can seek approval from Austrade as an ‘approved body’ to claim EMDG for generic marketing expenses incurred to promote their particular industry sector or region.


Research Development & Extension

Projects in Margaret River


Margaret River

Upcoming R&D events

26 May - Margaret River (Howard Park Winery)

Workshop on

UAVs (drones)

fertiliser trials

managing extreme heat and wind events

the new MyPest App

Contact Keith Pekin, Perth Region NRM, for more information.

Extension activities / trials in your region:

Managing vines for extreme heat and wind events

Field trials in Margaret River on the effectiveness of three commercially available spray on sunscreen products

(measuring canopy density/fruit zone exposure, sun damage incidence and yield)

Temporary ‘pull-up’ shade cloth screens on VSP canopies

Contact David Botting, Howard Park Wines for more information.

Investigating the potential application of unmanned aerial vehicle (UAV) imaging in vineyards

Field trials in Margaret River and Swan Region to assess the utility of UAV sensing technology

Contact Tony Proffitt, AHA Viticulture for more information.


Margaret River

R&D projects in your region:

SAR 1204 Understanding fungicide resistance in powdery and downy mildew

Determining how, and to what extent, fungicide resistance is developing in powdery mildew, downy mildew and botrytis

bunch rot across Australian vineyards. Developing comprehensive information on the fungicide sensitivity and

distribution of key pathogens affecting Australian vineyards.

Laboratory research conducted at Curtin University and field research at Margaret River and DAFWA facilities at

Bunbury.

Contact Richard Oliver (Curtin University) or Barbara Hall (SARDI) for more information.

SAR 1303 Assessing clonal variability in Chardonnay and Shiraz for future climate change

Assessing viticultural and winemaking differences among Shiraz and Chardonnay clones grown across five Australian

wine regions

Field trials in Margaret River and Great Southern.

Part of a national evaluation program

Contact Richard Fennessy, DAFWA, for more information.



Growing the Appetite for Australian Tourism


Food and Wine is a key factor in holiday decision making

Source: Consumer Demand Project, Tourism Australia, December 2014


Low association of Australia with ‘good food and wine’



It is 60% amongst those who have visited



Three key ingredients

…



Three phases

guided the past 12

months…


Thank you to the companies, states and regions

that have participated…


You helped generate 400+ articles & reach 22M people


Wall Street Journal

Good Food Herald Sun Gourmet Traveller

James Halliday Wine Companion

http://online.wsj.com/articles/australia-invites-the-world-to-dinner-1416548893

http://online.wsj.com/articles/australia-invites-the-world-to-dinner-1416548893

http://www.goodfood.com.au/good-food/food-news/exciting-innovative-worlds-food-luminaries-share-their-views-on-australian-fare-20141118-11osim.html

http://www.heraldsun.com.au/news/national/international-foodies-raving-about-restaurant-australia-gala-in-tasmania/story-fnjj6013-1227133520882?nk=2a9706d2b4c8b06476b7f1b4d988842e

http://www.gourmettraveller.com.au/events/special-events/2014/11/restaurant-australia



http://www.winecompanion.com.au/news/news-articles/2014/november/james-halliday-attends-the-invite-the-world-to-dinner-event




Consumer response to in market activities is strong…

Source: Fox One Stop Media, Campaign Research, August 2014


Restaurant Australia assets • Print ads

• TVC

• Posters

• Imagery

• Pull-up banners

• Invitations


Some tremendous early signs…


Looking ahead we have a range of initiatives planned…


Subscribe to Essentials: www.tourism.australia.com/ subscribe Follow us on Twitter: @TourismAus Visit our corporate site: www.tourism.australia.com

Stay in touch with

TA

https://twitter.com/TourismAus


Wine Australia Visitors Program


Visits in the last12 months

• Australian Trade Immersion Program (TIP) – May 2014

• Australian Sommelier Immersion Program (SIP) – June 2014

• Japan A+ Trade Specialist Program – May 2014

• UK / Ireland / Europe Trade & Media Visit – October 2014

• North American and Asian Trade & Media Visit – October / November 2014

• Asian Trade & Media Visit – November 2014

• China Vintage Visit – March 2015


China Vintage Trip (2014)

Australia - SIP

Australia - TIP

Japan A+ Specialist

North America/Asia visit

UK/EU/IR visit

Asian Trade & Media

New Listings

35 new brands – actual listings higher

4 new brands

18 new listings

9 SKUs 17 3 visitors in discussions with a view to list

2 brands in South Korea 1 brand in Japan 3 visitors seeking to list new wines

Media 14 2 3 7 3 4

Blogs 2 5 1 7 6

Promotions

35 5 5 5 9

Education 9 1 6 4 6 4


Video Introduction to Visitors Program

https://www.youtube.com/watch?v=RG4NVapXHNA







T h a n k Yo u

Documents

Margaret River · Australian Grape and Wine Authority – Wine Australia Margaret River R E G I O N A L R E V I E W 2 0 1 5