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Published:  23 July, 2008

Australian Wine and Brandy Corporation chairman David Brownhill has warned against the Australian wine industry resting on its laurels. One of the greatest risks facing the Australian industry is complacency,' Brownhill told the corporation's annual general meeting in Adelaide, held on 5 December. The Australian wool industry thought it was invincible,' he said, but it was brought down to earth with a thud. This [wine] industry is on a high. The 1990s have been a period of rapid and unbridled success. Exports grew from $170 million to more than $1 billion.' However, Brownhill said that the marketing of Australian wine needed to improve: The world is faced with a rapidly decreasing supply of wine grapes at a time of increased international competition. People in the UK have absolutely no need to drink Australian wines: our marketing must continue to be smarter, it must be more aggressive and more proactive.