Deploying a strategy remarkably similar to that of New Zealand’s Family of Twelve, a dozen Australian wineries have clubbed together to promote the image of Australian wine in key export markets. The twelve foundation wineries of Australia’s First Families of Wine (AFFW) are Brown Brothers (Victoria); Campbells (Victoria); d’Arenberg (South Australia); De Bortoli (NSW); Henschke (South Australia); Howard Park (Western Australia); Jim Barry (South Australia); McWilliam’s (NSW); Tahbilk (Victoria); Taylors (South Australia); Tyrrell’s (NSW); Yalumba (South Australia). There is good news in that these wineries have allocated a combined $600,000 of their own resources to promote premium Australian wine in export markets. Alister Purbrick, the group’s chairman says the group recognises that competing purely on price is not sustainable and is not a long-term competitive advantage. ‘The AFFW will showcase the passion, quality and character of our wine brands that can compete against the world’s best and win’, he says. The AFFW is indeed seeking more members with distinct regional bases, although it has developed several criteria for membership. Current and future members also have to be family-owned and produce wine of high quality. They must aspire towards environmental best practices, have a minimum of two generations of ownership (with which Howard Park might just struggle), own old or established vineyards of 50 years age or greater and have a long term commitment towards export markets. This group has the potential to contribute depth and passion to the export of Australian wine and should help greatly to re-energise important media and distribution channels. Its initial focus is the UK, where Australian wine certainly needs a powerful boost. Good luck to all involved.
