Wine Australia strategy comes under fire

Australian Vintage may withdraw its financial support for Wine Australia in protest at the generic body’s focus on regionality rather than style.

Paul Schaafsma, general manager UK and Europe for Australian Vintage, said: “Fundamentally, we believe the focus should be on style rather than regionality."

He added: “Stylistically, Australian wine is no longer about big, alcoholic, fat buttery Chardonnays with lashings of oak – it has changed, and this is the message Wine Australia should be communicating.”

While acknowledging that “regionality is important to the long-term sustainability of the Australian industry,” Schaafsma raised concerns that this approach is too narrow in its consumer appeal. “At this point in time we need to be engaging with a broader audience of consumer and get back to what has endeared the UK to Australian wine – consistency, value and flavour.”

As a result of this dissatisfaction, Schaafsma has announced: “Essentially, we think Wine Australia’s regionality strategy is flawed and is not focusing on the right message. As a result, we are reviewing our support of the generic campaign.”

Australian Vintage remains committed to its stylistic, varietal-led approach. The producer’s current focus lies in developing its recently introduced Pinot Grigio and Sauvignon Blanc varieties, while continuing to evolve the style of its core Chardonnay and Shiraz to match consumer demand.

In the wake of these criticisms, Lisa McGovern, Wine Australia director for the UK, Ireland and Europe, responded: “Regarding Australian Vintage’s recent comments regarding the Wine Australia strategy, we believe the annual promotional programme represents a number of initiatives which speak to their portfolio, and targets both mainstream and fine wine sectors of the UK trade.”

McGovern rejected the claim that Australia’s generic body was neglecting mainstream UK consumers, highlighting a number of activities targeted in this direction. These include a stand at The Wine Show in October, a programme of around 30 wine tastings led by Sarah Ahmed in conjunction with the Association of Wine Educators, and the consumer extension of Matthew Jukes’ 100 Best Australian Wines.

In addition, McGovern noted: “We will be highlighting Australia’s stylistic evolution at our Annual Trade Tasting next February with a range of focused varietal tastings across all price points.”

Defending the wide-reaching relevance of a regional focus, McGovern explained: “Regionality speaks to Australia’s growing understanding of site selection and varietal choice, and highlights the continuing efforts of viticulturalists and winemakers to focus their efforts on varietals and styles best suited to specific regions.”

Despite the dissatisfaction expressed by Australian Vintage, which supplies major Australian brands to the UK market, such as McGuigan and Nepenthe, McGovern revealed: “We are currently tracking above last year in terms of membership renewals, both for the UK programme and globally, which I think signifies the support for our activities from across the industry.”

Gabriel Savage, 19.08.09