As one who has for several years voiced concerns about Australia’s complacent and occasionally arrogant attitude towards maintaining its export growth, it’s very refreshing to read Sam Tolley, chief executive of the Australian wine and Brandy Corporation begin an issue of the organisation’s monthly newsletter The Wine Contact with the warning that Australia’s ongoing overseas success ‘requires a more sensitive approach to the way in which we are perceived in foreign markets’. Tolley goes on to warn that success ‘precludes a sense of complacency or relying upon momentum alone to support continued export growth’. He then makes the point that the quest for quality ‘is not an option but a necessity’ and encourages engagement between other industries and with the government. Hear hear. I have recently been critical of the wine industry’s lack of success in convincing government to take it seriously, but support possible moves by the industry to play hard ball in marginal rural seats next time a Federal election comes around. As I see it right now, the major challenges facing Australian wine might be listed as: Being seen to offer the best value for money in overseas markets, Not appearing to get to impressed with its own overseas success, Being recognised as a responsible environmental citizen able to add value by using water wisely, Getting both sides of Federal Australian politics to take it seriously, Increasing the number of Australians who drink wine, Improving the way we grow grapes, Sorting out a clear working relationship with the share trading community, Decreasing the tax burden on domestic sales of wine and paying taxes on wine more equitably. That should give corporate Australian wine plenty to do!
