Nominating the next ten years as ‘The Marketing Decade’, Australian wine has set itself the challenge of selling at a good price virtually all of the wine made from its unprecedented level of grapevine planting over the last six years. With particular focus on the US, Germany, Switzerland and Japan, plus an undertaking to establish Australia as a global leader in the $10-15 per bottle category, its target is to sell $5 billion worth of wine in domestic and overseas markets by 2010. Much of the focus is to develop and exploit the wine brand ‘Australia’, which is presently experiencing a very strong second time around as the global flavour of the moment. The industry’s new marketing strategy also contains the thinly veiled warning to growers that a period of over-supply is ‘likely’ and that ‘prices will fall substantially for low quality fruit’.
