How Wine Australia supports market development

Building demand and value for Australian wine

Market development activities help Australian grape and wine businesses grow demand, strengthen market position and capture greater value for Australian wine in domestic and international markets.

Because market conditions, customer preferences and opportunities vary across markets, activities are designed to deliver benefits that extend across the Australian grape and wine sector.

Because resources are finite, investment of levies and user-pays charges are directed towards opportunities where coordinated action can deliver the greatest benefit for the Australian grape and wine sector.

How market development supports wine businesses

Market development activities focus on three interconnected areas.

Insights

Access to reliable and timely market intelligence helps businesses identify opportunities, understand market conditions and make evidence-based decisions. 

Insights and resources include:

•    consumer preferences and purchasing behaviours

•    drinking occasions and emerging trends

•    market opportunities and challenges

•    Australian wine export performance and market conditions

•    supply and demand analysis

These insights help businesses navigate changing market conditions with greater confidence.

Connections

Building relationships is an important part of developing markets and creating commercial opportunities.

Market development activities help connect Australian wine businesses with:

•    buyers and importers

•    distributors and retailers

•    hospitality professionals

•    educators and media

•    trade and industry stakeholders

Connections are fostered through trade shows, tastings, roadshows, education programs and engagement activities in domestic and international markets.

Capability

Capability-building activities help businesses develop the knowledge, skills and confidence needed to engage effectively in markets and respond to new opportunities.

This may include learning programs, market briefings, tools, education resources and market readiness support.

Shaping market development priorities

Market development priorities are informed by market evidence, customer needs, industry feedback and opportunities identified through domestic and international networks.

Input from industry representatives helps ensure activities remain relevant, practical and aligned with sector priorities.

Wine Australia works with the Joint Marketing Group to:

• consider market opportunities, challenges and emerging trends
• inform market development priorities
• improve the value and effectiveness of activities
• consider the needs of different business sizes and markets
• review the balance between established and emerging markets
• strengthen the connection between sector feedback, market insights and the allocation of resources.

A balanced approach to market development

Market opportunities vary across countries, customer segments and stages of market development. Maintaining a balanced approach helps create both immediate and long-term opportunities for Australian grape and wine businesses.

Activities may be designed to:

•    strengthen Australia's position in established markets

•    grow demand in priority markets with further potential

•    develop opportunities in emerging markets

•    diversify Australia's international market footprint

•    support domestic demand for Australian wine

•    respond to changing consumer preferences and occasions

•    strengthen the reputation and value of Australian wine

Balancing investment across different markets helps ensure the sector is well positioned to respond to changing market conditions, reduce reliance on individual markets and support sustainable growth over time.

Working in partnership

Building demand and value for Australian wine is a shared effort.

Collaboration across industry, government, regional associations and commercial partners helps combine expertise, market knowledge, networks and resources to increase the reach and effectiveness of market development activities.

Working together helps create opportunities that may be difficult for individual businesses to access alone.

Accountability and continuous improvement

Market development activities are reviewed using market evidence, participant feedback and performance measures.

This helps ensure activities remain relevant, effective and focused on delivering value for Australian grape and wine businesses while responding to changing market conditions and customer needs.