How Australian Wineries Can Capitalize on Their Unique Advantages
When people think of a typical winery they likely get an image of the damp, rolling hills of France with row upon row of dense grape vines, or of the expensive and exclusive tourist wine vineyards in California, but one location that often gets overlooked even though it has been revolutionizing and drastically changing the wine industry as a whole is Australia. Australia is not known for its wine business, but there has recently been an influx of these wineries in the land down under as stated by this Wall Street Journal article. There are basically three ways in which wineries in Australia can compete with their larger and international counterparts. They are embracing their Australian roots, capitalizing on local markets, providing their customers with a brand that appeals and is recognizable to them, and successful ad campaigns.
Embracing their Australian roots
Australia’s wine market could learn a thing or two from the Australian beer market. Australia makes beer that appeals to that rugged Aussie
vibe that many have come to know and love. If a wine brand wants to be successful, then it needs to do something that distinguishes it from others while also giving it some sort of identity. Part of the reason why European brands of wine are so well regarded is because they embrace their roots while also providing a unique identity that consumers will be drawn to even if they don’t specifically recognize the brand name. Expert Denis Mackenzie specifically recognizes just how important embracing the roots of their brand can be when it comes to the wine industry.
Capitalizing on local markets.
There is no doubt that selling wine close to home can have its own benefits. First of all, vineyard parties and wine tastings are a very popular outing right now, and it is hard for many Australians to just hop on a plane and go to France, or Europe, or somewhere besides Australia with a prominent wine tasting business, so staying within Australia is a must for these individuals. Capitalizing on this by providing unique and enticing offers and experiences is crucial if Australian wineries truly wish to compete. Only Wineries in Australia have access to the wine market in Australia by virtue of their location. Denis Mackenzie once again realizes that it is important for these wineries to capitalize on their competitive advantage.
Successful ad campaigns.
The only reason that you have likely heard about some of the more popular Australian beers is because of their unique and bold ad campaigns that make you remember their name. Wine is much the same, and if any company, including an Australian one, wants to make a name for themselves now that the wine industry in Australia is truly on the rise, they have to advertise themselves in the right place at the right time. It is important to make sure that your advertisements see the most amount of people that will actually be persuaded to purchase the product. Additionally, selling wine is not the only way to get your company both revenue and new customers. Vineyard tours are very appealing to many individuals because it is a delightful and classy experience, but when it comes to these wine tastings and vineyard visits it is all about how attractive the location actually is. Not much market research has been done on Australia wine selling in and out of the country but getting your name out to the international community through online advertisements, partnerships with local and international businesses, and a unique marketing pitch are all ways that you can take your Australian Winery from a small, local winery to a next level competitor.
In conclusion, the wine industry in Australia is likely to explore and be a part of a vast global market. Making sure that your winery is ahead of this trend is crucial if you wish to seek both profit as well as a successful product. The three main ways that you can do so are by capitalizing on local markets, embracing those unique and bold Australian origins, and by having thorough and creative advertisement strategies to get the attention of all. It is not often easy to get a name out for yourself when it comes to the wine business but doing those three things are a great place to start for you and your Australian winery.