AWMC Chairman's Introduction
The Australian Wine Marketing Conference is more than an assembly of impressive speakers and compelling program content.
The objective since its inception in 1999 has been to ensure a focus on marketing as a critical success factor for the further development of the Australian wine category, and for expanding wine's global "share of throat". The Conference works as a forum that adds to the body of wine marketing knowledge, showcases practical applications of that knowledge and facilitates adoption of better marketing practice by wine producers.
In 2003 there exists an increasing threat of commoditisation for the Australian wine category. The unprecedented intensity of competition in the wine marketplace has eroded margins and puts at risk the brand positioning and brand value strategies required for long term prosperity.
The 2003 Conference has adopted the theme of branding in recognition that we individually and collectively need to invest more in brands and in brand management.
Australian wine industry strategies, Strategy 2025 (1996) and The Marketing Decade (2000) both emphasised the vital role of brands in realising the potential for Australian wines.
For an individual producer a strong brand is the only antidote to trade indifference and consumer irrelevance. Good wine is a necessary prerequisite, but it will not deliver the marketplace reach, the consumer recognition and the financial rewards of a strong brand.
Your participation in the 2003 Conference will enrich your understanding of wine branding, equip you with the tools to strengthen your brand and inspire marketing initiatives which can transform the future prospects of your wine business.
Paul van der Lee
6 February 2003