Viticulture

Growing knowledge

By Country News

Australian wineries will soon be better equipped for wine tourism and to grow exports, with new funding boosting workshop opportunities.

The number of workshops run by Wine Australia is set to double as a result of a $520000 funding boost from the Federal Government.

Wine Australia chief executive officer Andreas Clark said the boost was welcome news.

‘‘This funding boost means we can deliver more regional workshops and support for wine businesses through practical tools, detailed market insights, strategic planning and hands-on advice,’’ he said.

‘‘Participants have told us that, if they were to try and figure all of this out by themselves, it would take months or years of their time.’’

The Growing Wine Exports workshops feature live discussions with Wine Australia’s American market entry program manager, Chinese dining experiences and insights into Chinese business practices, a review of key market analysis, the ins and outs of identifying and pitching to importers and distributors, and preparing for a market visit.

‘‘And best of all — a hands-on demonstration of our newly released online Market Explorer tool that offers unprecedented access to export market data,’’ Mr Clark said.

The Growing Wine Tourism workshops and webinars offer advice on developing or refining your unique value proposition, mapping your visitor journey, pricing for profit, insights into visitor behaviour and perceptions, and practical advice for navigating wine and travel distribution systems.

‘‘Wine and tourism are natural allies and we’re backing wineries to leverage the strong international demand for Australian wine and the growing visitor economy,’’ Mr Clark said.

‘‘China and the USA are at the top of our list with strong export growth prospects and more than two million Chinese and American tourists visiting Australia in the year ended September 2018. We want them to know that our doors are open for exciting wine tourism experiences.’’

The support package is part of a three-year plan to increase the value of wine exports up to a record $3.5billion and attract an additional 40000 international tourists to Australian wine regions.

‘‘Australian wine is a big hit with international critics but our wine isn’t just for the elite,’’ Federal Agriculture Minister David Littleproud said.

‘‘Our wineries are set in idyllic landscapes with friendly communities ready to roll out the red carpet.

‘‘It’s time we got our wineries on bucket-lists the world over.’’

■To register or save the date for a workshop or webinar, visit: www.wineaustralia.com/au/wine-tourism-and-wine-export