If you are having trouble viewing this email, please click here

Newsletter January 2009

INNOVATIVE MARKETING SOLUTIONS FOR THE AUSTRALIAN WINE INDUSTRY

2009 - THE YEAR OF OPPORTUNITY

Welcome to the first newsletter of 2009. I hope that you had a relaxing break over Christmas and New Year and are ready for an exciting 2009.

The end of 2008 raised some issues with over supply (at the Wine Industry Outlook Conference), which we all knew about, but didn't really want to confront. John Grant, from Constellation Australia, noted that to end the oversupply we (the industry) need to pull out every fifth row of vines. Of course no one put their hand up to do this. We must therefore find other ways of utilising the excess through new markets, new products and further innovation.

It is these difficult times that bring opportunities. Wineries need to be looking for these, and be in a position to grab them when they present themselves.

Now is also the time to be working through your requirements for the '09 vintage.

How much fruit do you require for your brand, how much can you sell as fruit or as bulk wine, are you going to change any of your winemaking practices to save money, or meet market demand (think Moscatos and new, unwooded blends).

As winescribe Drew Lambert said - 2009 "two thousand and shine!" Bring it on!

Cheers, David

"There are people who don't want to drink good wine, and are happy with the cheapies. I forgive them. There are others who are content with beer and spirits; I can't worry about everyone."

The Len Evans Theory of Capacity (extract)

PROTECTING YOUR MOST IMPORTANT ASSET

Many small to medium winemakers spend most of their time making great wines and building their brand.

With all the effort that goes into building these brands, I am constantly surprised to find that many have not registered their brand as a trademark. This is a relatively simple and cheap process.

It is, of course, your brand that holds the value - not necessarily the wine. Think of Penfolds for instance. It is the strength of this global brand that ensures sales of their wines. They have spent hundreds of millons of dollars over the years developing this brand, and they rightfully protect it.

The start of 2009 is a great opportunity to ensure that your brand is registered (in the correct trademark class), prior to getting stuck into next vintage.

WINE COMMUNICATORS

If you are looking to stay up to date with what's happening within the industry, check out the new Wine Communicators website. This is a great forum for networking, sharing information and tasting wines. Click here for more information.