The Australian Wine Research Institute (AWRI) has launched a new identity for its commercial arm – Affinity Labs.
“By differentiating Affinity Labs from AWRI’s research activities, the organisation’s expert knowledge will be applied to support the success of all food and beverage producers,” managing director Mark Krstic says.
“This will allow the AWRI to continue to sustainably support research and services for the Australian grape and wine industry.
“Existing customers can expect the same highly respected technical capabilities with a renewed focus on streamlined processes and an improved customer experience.”
AWRI’s current services supported by Wine Australia, including the helpdesk, roadshows and library services, will remain free to access for all Australian grape and wine levy payers.
“The AWRI remains focused on the grape and wine industry, delivering cutting-edge research to tackle the challenges and opportunities we currently face and providing valued services to grapegrowers and winemakers,” Mr Krstic says.
“By working with other industries through Affinity Labs, we will improve economies of scale, expand our knowledge and ensure the ongoing sustainability of our world-class research, development and extension activities.”
Affinity Labs general manager Eric Wilkes says, “Our commercial customers will access services via the independent Affinity Labs website, where new processes will soon simplify sample submission and reporting.
“Affinity Labs will be a trusted and dependable partner, who can be relied upon to deliver for our customers.”
Affinity Labs was launched at the WineTech trade exhibition at the Adelaide Convention Centre on Monday.