Glass half full approach to Australian wine marketing
International marketing of two of Australia’s biggest export sectors – wine and tourism – is about to be bolstered by a new three-year Memorandum of Understanding (MoU) between Tourism Australia and Wine Australia, announced this week.
Collectively, wine and tourism contribute around $140 billion annually in economic value to Australia. Wine is the fourth biggest agricultural export sector in Australia, while tourism is Australia’s largest services export sector. The new agreement will promote Australian wine and tourism together to markets in China, the USA, the UK and Canada.
According to Nielsen data released last month, Australian wine producers are expected to take-over up to 70 per cent of the wine market within the next three years. Nielsen Off-Premise Retail Analysis reports that Australian family wine producers have increased their sales in the bottled wine market by $200 million over the past five years, with the new partnership set to further increase sales.
Wine Australia’s Chairman George Wahby said the obvious synergies between the wine and tourism sectors means a close alliance is vitally important.
“Our partnership with Tourism Australia is a very exciting prospect for the wine industry as we move the promotion of wine firmly into the lifestyle sector through a combination of wine, food and tourism,” Mr Wahby said.
Tourism Australia’s Managing Director Andrew McEvoy said the partnership comes off the back of new research which shows that Australia’s high quality wine and food offerings are key selling points for international visitors.
“Recent findings from our Consumer Demand Research in 11 key tourism markets indicate that Australia’s food and wine are an important part of the visitor experience but are not necessarily something that visitors know a lot about before they arrive here,” Mr McEvoy said.
Mr McEvoy said that regional areas could expect to “especially benefit” from the tourism opportunities offered by Australia’s wine experiences, especially when matched with “fine food.”
The recent partnership of Wine Australia and Tourism Australia comes at a time when Australia has attracted a record six million international visitors in the past year, domestic travel has seen five consecutive months of growth, and Australian wine exports have increased at higher price points, with a four per cent per litre increase in the average value.

FACEBOOK has pulled a series of advertisements posted by a Tasmanian gin maker, sounding an alarm fo...
Celebrating new and creative winning ideas, the Australian Macadamias Innovation Challenge inspires ...
Popular Melbourne patisserie LuxBite – creators of the famous MasterChef Lolly Bag Cake that broke ...
Forget the customary carrot sticks and cucumber slices for summer entertaining and use hommus to cr...
There are rich rewards for scalable agribusiness targets such as Capilano Honey delivering innovativ...
Freshcare is introducing QR codes on certificates across all its Standards to add a greater level o...
Australian beef jerky producer Local Legends has added biltong to its range of products.
Victorian olive grove, Taralinga Estate is celebrating after winning two Gold medals at the 2019 Au...
I agree with your points. Often the standard of Australian wines are judged by the worst examples rather than the best Australian wines. There needs to be a better representation of quality wine in Australia, especially when being internationally exported.