By Amy Looker
Twelve of Australia’s leading family-owned wine companies have come together to form a high profile alliance that will raise the perception of Australian wine on a global scale through targeted marketing initiatives in the European, American and Asian markets.
The collective, known as Australia’s First Families of Wine (AFFW), will strive to counteract overseas belief that Australia produces ‘cheap industrial wines’, a perception that was formed on the back of the local wine oversupply and heavy discounting of export products.
The 12 inaugural members of the alliance represent Australian wine regions from across four states and consists of Brown Brothers (VIC); Campbells (VIC); d’Arenberg (SA); De Bortoli (NSW); Henschke (SA); Howard Park (WA); Jim Barry (SA); McWilliams (NSW); Tahbilk (VIC); Taylors (SA); Tyrrell’s (NSW) and Yalumba (SA).
Between them, they have over 1200 years of winemaking experience.
Chairman of the AFFW, Alister Purbrick of Tahbilk, said that the group shares a common vision to promote Australian wine in a global arena alongside the world’s leading winemaking regions.
“There have been some recent stories on the subject of Australian wine quality that we all believe, to put it bluntly, are complete rubbish.” Purbrick said. “Although the Australian wine industry has achieved great success over many years and continues to dominate the UK wine market as the number one wine importer, the AFFW recognises the need to continually evolve and keep ahead of our competitors.
"The wine industry’s exports to the UK and US are declining in overall value and price per litre. 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!”
The alliance will be officially launched by Federal Minister for Agriculture and Fisheries, Tony Burke MP, on August 31 in a ceremony at the Sydney Opera House.
The AFFW collective plans to make its first push into Europe in May next year.