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Vision 2050: Where The Australian Wine Industry Goes From Here

By Wednesday 24 June 2020No Comments

Zero waste and nett zero emissions – and a $15 billion industry. These are some of the targets set in a new report released by Australian Grape & Wine (AGW) called Vision 2050 – Australian Wine: Enjoyed And Respected Globally.

You can download a copy of Vision 2050 here.

WBM will provide commentary on this report, developed by AGW in collaboration with Wine Australia, in our Friday newsletter, The Week That Was.

The 2050 targets listed in the report are:

• 3 percent compound annual growth rate (CAGR) in unit value (a $15 billion industry).

• Total wine sector and associated tourism contribution to the Australian economy of over $100 billion.

• The number one valued product in each key market we operate in.

• Continued improvement in wine drinkers’ perception of the quality of Australian wine.

• Australian wine education and research institutions ranked number one in the world.

• Recognition as the world’s most innovative wine sector, with a strong research and education focus.

• Community respect for the sector’s contribution to Australia’s wellbeing.

• Zero-waste and nett-zero emissions.

• The employer of choice in the supply chain and in Australia’s wine regions.

• National, state and regional policies, structures and resources in place to support a vibrant and sustainable grape and wine sector.

Chairman Sandy Clark says, “In Vision 2050 two words keep recurring: profitability and sustainability. Profitability has many component parts, but for our industry to be, and remain, profitable will require the continued promotion of Australia as a reliable, fine wine producer, which will have the effect of elevating the perception of Australian wine across all price points.

“Sustainability, while relevant to, is often confused with profitability. I think sustainability means, principally, a recognition of the need for continuous advances in innovation in the vineyard, the winery, and in distribution. We must maintain, and consolidate, Australia’s position as, arguably, the world leader in vine and wine research and education. The importance of investing in our young people cannot be overstated.

“I commend the five pillars detailed in Vision 2050 for critical study and analysis. These pillars, if achieved, will unlock the considerable potential of the Australian grape and wine sector, and by laying a solid foundation, ensure a profitable and sustainable future.”

Agriculture Minister David Littleproud says, “It is important to have a strategic vision to take you forward in these tough times and the better times – and they will come. You have to believe in that because you have to believe in your product. We know Australia makes great wine, and we should be proud of the industry for creating this very clear roadmap for the future.”

Tony Battaglene, chief executive of Australian Grape & Wine who told Landline two months ago that up to one-third of Australian wineries could go broke due to Covid-19, says, “Vision 2050 comes at a critical time, as business are working to recover from a torrid period of drought, bushfires, smoke and COVID-19. “Our targets for 2050 are ambitious, but Vision 2050 provides the road map to achieve them, through innovation, hard work and a great product. We can grow value at all price points across the value chain and drive prosperity in our sector and across regional Australia.”

Photo: Sirromet Wines, Granite Belt (Wine Australia).

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