Export Traditional old or a new way!

Thursday, 19 June 2008

Blog of a series on Export Marketing

Export the old Traditional way or a new way!

For over 150 years wool growers sold their wool at the property gate. That is, they used an agent who sold the wool at Auction; from there the wool moved through many hands and eventually ended up in the spinning mills of England or Europe. Times have changed, no longer a sailing ship or steamer takes months to travel between Australia and Europe but now a farmer can leave his property fly to Italy, Germany, or England and be back on his farm with in a week with an order in his back pocket, and the important issue is that he is understanding what is required by the mills and who are in need of the material.

Like wise the wine industry has for years been presenting their wares at trade shows and exhibitions the same way as was done in Paris in the great wine shows of the 1880’s. Today, there are new communication mediums and ways to market wine. The French, who are considered the number one exporters of wine to the world, have learnt to be smart in their presentations. The Australians seem to have not understood why the French and the Italians are the top two in the world’s export of wine, and their marketing of wine.

In an article by Andrew Linden (Oct 12 2007) Old World thinking for New World Wines States that Australians are using ‘Old World thinking’ to market their wines in the world’s most sophisticated markets. Ross Brown of Brown Bros. is quoted in the article (in part) that he believes Australian producers will have to in the future compete more on quality than on price. Australian winemakers will have to embrace and market what the French call ‘Terroir’

Yes! Australian wine marketing has to embrace new technology and realign their sales techniques to so to meet International competition in the world market places.

This series is an idea taken from the French, the Italian, and the American system of marketing of wine but adding some new ideas to the formula.

Because of costs, time, and traveling, individual wine producers can no longer afford to compete on the International stage against countries or regions that subsidize marketing presentations or the large companies such as the Constellation Group.

“Wine is identified by country, state, region, and lastly the winemaker”

On the international market at the sales point customers will first ask for ‘French, Italian’ or maybe the ‘Australian selection’ Some will know about the State, and some will know about regions – very few will identify a wine name unless it is a famous brand.

Today, the promotion and regulation of Australian Wine exports of wine from Australia is governed and controlled by the AWBC (Australian Wine & Brandy Corporation) who are responsible to the Federal Minister of Primary Industry.

Unfortunately the next lower level appears to be at the cellar door for the marketing of wine be it local, National or export.

It is the belief of the writer that the Victorian Government must address the wine marketing of Victorian wines.

The short term would be some controls and costs – the long term is the benefit of tourism to the state as well increased sales for wine producers.

The opportunity is available today for promoting not only the Victorian state, as a wine state, but recognizing, endorsing, and encouraging all the different and various wine regions of Victoria to market not only wine, but other primary products into National and International export markets and convey the benefits of tourism.

End: Export of wine Blog Series 1 46241 ABN 54462411917PO 1917PO

Disclaimer:-This thesis has been written and prepared by Dennis Troedel of TVM-Troedel Visual Marketing. All care has been taken at the time, in collecting the facts and data, but the writer can take no responsibility what so ever for statements or information written. The writer wishes to thank the Journalists and The Age Melbourne for the articles referred to with in the thesis.

Dennis Troedel

TVM-Troedel Visual Marketing

ABN 54462411917PO

P.O.Box 133 East Melbourne Victoria Australia 8002

E-mail troedel@three.com.au or troedel@ecomtel.com.au

Phone:- 0419 33 0419

Int: 61419 33 0419