De Bortoli Wines is extending its collaboration with The University of Melbourne, building on its six-year partnership, which aims to address the challenges facing the wine industry amd empower the next generation of industry leaders.
The program has already provided students with hands-on experience in the wine sector while offering the family-owned producer valuable consumer insights.
The partnership began through the University’s Management Consulting course and later expanded to include a structured internship program. This year, De Bortoli has joined the University’s new Work Hub initiative: a co-working space designed to replicate a professional office environment where students can collaborate on live industry projects.
A key focus of the latest phase of the partnership is the development of an AI-driven Taste Profiling Tool, designed to help consumers better navigate wine’s complexity. With an ever-growing range of styles and varietals available, the project aims to assist drinkers in identifying their personal palate preferences, creating an entry point for new consumers and enhancing engagement for existing ones.
Industry-wide, wine producers are facing shifting consumer trends, particularly among younger drinkers who often view wine as intimidating compared to other categories. By experimenting with AI and consumer-friendly digital tools, De Bortoli hopes to address these barriers and provide new ways of connecting people with wine.
The initiative also reflects a broader trend of Australian producers looking outside traditional research and development channels to collaborate different industry partners. The aims of these programs not just to drive innovation, but also offer a pipeline of future talent to the industry.
At the Work Hub, De Bortoli’s team works directly with students, providing input as they tackle business challenges. The environment is intended to foster creativity and problem-solving skills, preparing graduates for careers while delivering practical benefits for the industry.
As the partnership continues, both sides remain focused on creating solutions that blend tradition with innovation. For De Bortoli, that means using technology and education to future-proof the brand while supporting the next generation of leaders in the wine sector.