2020, Volume 23, Paper 14
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
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