2023, Volume 26, Paper 12
ISSN: 2209-6612

How do the markets and value chains of smaller and larger wine producers in Australia differ?

Tara Carson – Undergraduate Student, School of Agriculture, Food and Ecosystem Sciences, University of Melbourne

Abstract

Many transformations and value adding processes are required to produce a bottle of wine from a bunch of grapes. The ways in which small and large producers operate are vastly different. Smaller producers do not take a profit maximising approach like large wineries; instead, they find ways to ‘sell a story’ and experience to the consumer, whilst charging a premium for this experience. An insight into the different markets and value chain dynamics provides producers with the ability to tailor their products to suit their consumers, improve management strategies, implement more sustainable practices, and innovate in ways specific to their markets

Key words: winemaking, producers, value adding, value chains, management, markets

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