The Australian wine industry is facing stiff competition on the world stage from producers inUSA, South Africa, Chile and Argentina. As the wine glut bites deep into the global market Jim McMahon discusses how the Australian wine industry can respond. Australian winemakers are facing many more problems than just an oversupply of grapes and a falling dollar. Winemakeis here need to become more focused and adopt a better strategic position for their brand. This applies to small and medium sized producers just as it does to larger ones. Trying to get one's foot in the door and grab market share ishard yakka. Keeping it is even harder. The smaller producers need to become more business savvy by combining resources in packaging and distribution systems including wine production. They must somehow better promote and value-add to their product. They also need to band together (when promoting their product) showing a united front for their individual regions, be it at home or abroad. Many Australian wine regions do this well but others are left floundering.
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