Program
Day One - Monday 1st August
7:30 Registration
9:30 Welcome and Introduction - Paul van der Lee, AWMC Chairman
9:40 Moderator, Matthew Jukes, winewriter, author and broadcaster
SESSION ONE - Traffic Report
Global Overview
9:50 Global Market Outlook, Saul Eslake, Chief Economist, ANZ Bank
10:10 Australian and Overseas Report Card, Jonathan Scott, AWEC
10.40 Questions, Moderator summary
10.50 Morning Break
SESSION TWO - Route 66 or the Autobahn?
Market Selection and Development
11:20 Case Study: Analysing Opportunity, Chris Day, CEO FABAL Wines
11.50 The Fast Train (Shinkansen) Alternative - The Case For Japan? Yoshiji Sato, Chief Wine Writer, Shuhan News
12:15 Case Study: Green Light Flashing – Road Rules for the Chinese Market, Don St. Pierre (Jr.), President, ASC Fine Wines Shanghai
12:40 Case Study: Been There Done That - A Cooks Tour of Shanghai restaurant wine lists, Ann Oliver, Consultant Executive Chef
12:55 Questions, Moderator summary
1:05 Lunch
SESSION THREE - Louis Vuitton or the Backpack?
Product Offer & Portfolio Fit
2:20 Case Study: Just For The Taste Of It, David Woods, Managing Director, Hardy Wine Company
2:45 Case Study: Taking the Middle Lane, Brenton Fry, Director, Negociants International
3:10 Afternoon Break
3:30 Case Study: Why Australian Wine Must Offer Credible Choices to the Global Luxury Market, Dr Andrew Pirie, Director and Winemaker, Pirie Tasmania
3:55 Questions, Moderator summary
4:15 AWBC Market Research - Drivers of On-Premise Alcoholic Beverage Selection in Australia, Dr Johan Bruwer, Convenor, Wine Business Group, Adelaide University
4:40 Moderator summary of day's proceedings
5:00 Close
Day Two - Tuesday 2nd August
SESSION FOUR - Are We There Yet?
Reaching the Consumer
9:00 Are we making it easy enough to trade up? Lulie Halstead, Research Director, Wine Intelligence, UK
9:30 Retail - roadblock or freeway? Craig Watkins, Former Liquorland Chief Executive
9:55 Cellar Door: The must visit road map and your customers for life. Robin Shaw, Winemakers' Federation of Australia and Delyse Graham, Wine Food Tourism Strategies
10:20 Questions, Moderator summary
10:35 Morning Break
SESSION FIVE - Taking The Toll Road or the Scenic Route?
Channel Selection Management
11:00 Channel Choices - Discover, Learn, Buy, Graeme Chipp, Managing Director and co-founder, Growth Solutions Group
11:25 Case Study: UK On Premise, Paul Henry, AWEC
11:50 Questions, Moderator summary
12:05 Lunch
SESSION SIX - Sharing the Drivers Seat?
Distribution Selection & Management
1:20"Distribution challenges, critical success factors, evolution and distribution innovation for the USA market, Vic Motto, CEO, Global Wine Partners LLC
1:50 Case Study: Choose your partner Sue Henderson, Wine Sales and Marketing Director, Grant Burge Wines
2:15 Case Study: Getting involved in your brand David Ridge, David Ridge Consulting
2:40 Questions, Moderator summary
3:00 Break
SESSION SEVEN - Travellers' Tales
Rewards and Road Rage
3:15 Chris Hancock, Executive General Manager, Southcorp
3:30 Vicki Arnold, General Manager, Heartland Wines
3:45 Wolf Blass AM, Wolf Blass Foundation
4:00 Jane Ferrari, Winemaker Communications, Yalumba Wine Company
4:15 Summary wrap up
4:30 Close
Day 1 Monday 1.8.05
SESSION ONE - Traffic Report
Setting out on your journey, you need to know what the weather is like, if there are road works or delays, and which destination is likely to be the most rewarding. You need a traffic report.
SESSION TWO - Route 66 or the Autobahn?
Is it the familiar territory of US Route 66 that will provide you with the best opportunity to grow or do you need to trade the ute for a black 250kph BMW on the intimidating Autobahn that accesses Germany's challenging cities?
SESSION THREE - Louis Vuitton or the Backpack?
Are Australians underselling themselves on the road to success? Are we offering the right wines? Have we got a presence in every price segment of the market? Are we continuing to build our reputation to appeal to the aspirational as well as the value for money consumer?
AWBC Research Project: Drivers of On-Premise Alcoholic Beverage Selection in Australia
Following on from the 2003 conference, AWEC has commissioned another groundbreaking consumer research study for the benefit of delegates. The study will provide a better understanding of buyer behaviour, specifically in the on-premise channel. This has been identified by the AWBC as an important channel for small to medium wineries wishing to increase sales and margins, yet little empirical research exists.
Day 2 Tuesday 2.8.05
SESSION FOUR - Are We There Yet?
Are the current routes to sell our product doing the job or is it time to take a different track, innovate and change to better reach and fulfil consumer needs?
SESSION FIVE - Taking the Toll Road or the Scenic Route?
There's more than one route to your potential customers - when is it better to pay the premium for fast and direct access, versus the smaller opportunities, congestion and diversions of the indirect routes?
SESSION SIX - Sharing the driver's seat?
While choosing your wheels is a most important travel decision - Range Rover or Fiat Bambino - you also need to chose your travelling partner wisely. Who you let behind the wheel to drive your product and how you work together is the most crucial decision you'll make on the long road to success.
SESSION SEVEN - Travellers' Tales
There are some stars of the industry who have been there and back, dragged the bag and learnt their lessons the hard way - but it hasn't all been lonely nights in distant hotel rooms. In a digital age of e-commerce and video conferencing you still need to burn shoe leather on the pavement to sell wine. Learn some lessons, share the highs and lows, the road rage and moments of unbridled passion! of these wine marketing heroes as we wrap up the conference.