The Framework to deliver growth through market diversification in the Australian grape and wine sector provides all participants of the Australian grape and wine sector the opportunity to work together to maximise efficiencies and ensure we get the best from our scarce resources.
Throughout the stakeholder engagement process, there was clear support for a shift from tactical to strategic. Similarly, there was universal agreement that shifting to a consumer-centric pull approach, rather than the current trade-centric push focus, was of significant benefit to export effectiveness and creating a sense of partnership with importers and distributors.
None of the benefits identified in the Framework to deliver growth through market diversification in the Australian grape and wine sector would be delivered with a one-off activation; nor would a one-off event address the underlying issues present in Japan in particular, nor would it make a substantive difference to category consideration for emerging drinkers in South Korea. This framework delivers far better return on investment and a more sustainable improvement to industry performance. Similarly, the strategic framework and approach we are trialling through the ATMAC grant process is easily transferrable to other markets, so again potentially delivers far greater long-term impact than a one-off event.