By Amy Looker

The upcoming Wine Industry Outlook conference will call for changes to how the industry operates in a bid to establish a more stable global trading environment for Australia’s wineries.

Taking place on 23 and 24 October in Melbourne, the biennial conference will take aim at smarter pricing strategies, shifts in target markets and greater adoption of technology across the Australian wine industry.

The program will also include a keynote address on the importance of a strategic approach to pricing and the presentation of Winemakers’ Federation of Australia (WFA) commissioned research mapping the scope and performance of online sales channels.

“Our focus is not on the need to change but the way to change if we are to establish a platform for profitability and sustainability across the sector,” said WFA chief executive, Paul Evans.

“We have put together a comprehensive program examining the shifts in global competition, consumer sentiment, sales channel options, markets and marketing that impact on us all. Everyone involved with making and marketing wine needs to be clear about where Australia’s future success lies and how their businesses are positioned.”

Other highlights of the conference include a marketing boot camp, financial advice and strategies for building brands, and a workshop on turning a website into an online cellar door.

In addition, Beijing-based distributor Campbell Thompson will deliver a plenary address on the evolving China market then host an interactive Q&A workshop with delegates.

Click here for more information on the two-day Wine Industry Outlook conference, taking place at Melbourne Convention and Exhibition Centre.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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