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Australia target UK for strategic plan to get consumers paying more for wine

Published:  02 July, 2015

Persuading UK consumers to pay a premium for Australian wine has been outlined as major priority in a new strategic plan for the country's wine industry over the next five years.

The plan - published by the Australian Grape & Wine Authority and the federal government - will see the industry continue to market itself internationally under the banner Wine Australia.

The original Wine Australia Corporation disappeared a year ago when it became part of AGWA.

The promotional plan to drive demand and prices will target Asia Pacific, North America and China as well as the UK and Europe.

The strategic plan also outlines a drive to achieve "grape-growing excellence" and push wine provenance and measures of quality.

A list of second priorities will aim to raise competitiveness though such issues as improving vineyard performance, better resource management and more efficient wine production.

AGWA chairman Brian Walsh (above) said: "Our longer-term goal is for Australia to be recognised as the world's pre-eminent wine producing country.

"We believe that it is time to sharpen the focus on our distinctively Australian fine wines and what makes them special.

"Everything we do will be evidence-based, data-driven, consumer-engaged and market-focused. We will be commercial, relevant and accessible.

"We will conduct many of our activities under our trading name Wine Australia.

"This is our long-established brand for our market development activities and our sector stakeholders have strongly supported the use of Wine Australia for our activities."