2020, Volume 23, Paper 14

ISSN: 2209-6612

Marketing Challenges Facing the Australian Wine Value Chain

Abbey Hants – University of Melbourne


The Australian wine industry faces various challenges associated with production, marketing and distribution processes, all of which are exacerbated by a changing global climate. These obstacles differ at each level of the wine value-chain. Their possible effects on the future of each process, and on the industry in its entirety, are explored within this value-chain analysis. The challenges currently influencing the Australian wine industry are predicted to lead to more creative, sustainable, integrated and thus more efficient wine production and distribution practices.

Key words: Australia, wine industry, marketing, value chain, challenges

Download full document here