Looks very sad, indeed, for the position and, in particular, the reputation of Australian wines in old Germany. Image building seems a term not known to the Aussie marketing organizations, they have always and nearly exclusively focused on the trade channels, the big volume-buyers.

I think it will need long and hard labour to reconstitute the prestige of the past, private export-marketing initiatives and groupings, promotion of origins instead of global brands and cheap varietals. It’s Clare Valley and Margaret River and Hunter River and Adelaide Hills that people ought to know.

Australia is the no. 1 “dream destination” of German vacationers, thus “wine and traveling” will have to be one of the top issues of this renewed marketing.

Completely abandoning Germany, one of Australia’s biggest export markets in the world (no. 2 in Europa), was one of the worst mistakes of your marketing organizations in the past years.