| A new national industry strategy based on 18 months research predicts cumulative domestic and export sales between now and 2010/11 could reach $30 billion, rather than the $26 billion based on current production levels.
The strategy, 'Wine Australia: Directions to 2025' is a joint initiative of the Australian Wine and Brandy Corporation and Winemakers Federation of Australia.
"Directions to 2025 is not an assessment of how we are performing, it's a business analysis of the best way we can structure our national industry and ensure we deliver the sales increase identified," McWilliams Wines deputy chairman Kevin McLintock said.
"The key is growth in sales by value in real terms that will translate into the kind of profitability for wine sector businesses that has largely not been evident over the past few years."
The report identifies 46 separate strategies built around three core themes - anticipating the market, influencing consumer demand and building sustainable success - as tools that will allow businesses to understand their options.
"There's a strong focus on enhancing business skills, environmental performance and an ongoing industry commitment to social responsibility that will underpin sustainability at all levels," WFA chief executive Stephen Strachan said. He added that distinct regional wines and fine wines need to be emphasised, rather than the current focus on mid-range products.
Source: http://www.theage.com.au
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