australian wine
the customer preferences.
And particularly in the case of Australian wine, that’s quality and branded wine, and it also has good price and it uses a collaborative promotional program in target export market (trade fairs, customers and trade tasting) that produces an added value by promoting an image of Australia as a diverse source of quality wine at competitive world prices.
French defence
“But the French are fighting back. Most obviously - and least usefully - they are spending millions of euros on less than subtle advertising. More helpfully, increasingly liberal laws relating to the styles and labelling of wines such as Vin de Pays d'Oc are allowing producers to compete on more level terms with the New World. A few reliable brands such as the Dourthe No1 red and white Bordeaux, are beginning to make their recognisable way onto the shelves. Getting producers to make more consistently appealing wines is a tricky job - especially when so much French wine is produced in poorly run, politically featherbedded cooperatives - but the progress that is being made is dramatic. Improved skills and new equipment are helping to raise the average quality of wines such as Côtes du Rhône every year - irrespective of the quality of the vintage. Labels are becoming more explanatory and more stylish, and the range of flavours on offer - especially the varietal Vins de Pays d'Oc - is growing” .
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RECOMMENDATIONS FOR AUSTRALIAN WINE
- They could invest more in the quality of the wine in order to be perceived as product with a high value by the upper classes in U.K.
- They could promote more the wine as a product with health benefits comparing with other alcoholic drinks and in small quantities in order to increase the consumption by the normal classes and occasional wine consumers in UK.
- Increase of the retail by consolidating the channels of distributions in order to guarantee consumption by normal-low classes and non-wine consumers in U.K.
- Increase the consumption of the wine in other countries as Japan or Canada with a strategy campaign of promotion based in the quality and the health benefits of the wine.
- Increase the consumption by young people and be perceived as a fashionable product by using tools of marketing.