Barossa: Raise Your Glass

 

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Background

The ‘Name is Barossa’ is a joint venture created in 1997/1998 to provide a much needed boost to awareness and demand for Barossa wines in some of the major international markets.

Members included: Bethany Wines, Henschke Wines, Royale Champagne Enterprises Pty Ltd (Trading as Irvine Wines), Rockford Wines, Turkey Flat, Glaetzer Wines, Langmeil Wines, Kroemer Estate (Trading as Stanley Brothers), Elderton Wines, and Veritas Wines.

The Barossa Wine & Tourism Association coordinated and managed the joint venture. The original Chairman of ‘Name is Barossa’ was Geoff Schrapel from Bethany wines, who was succeeded by Richard Lindner from Langmeil wines in 2001.

Challenge

  • To create an awareness and demand for Barossa wines in major international market
  • To increase sales in these markets for all members of the joint venture
  • To maintain and increase price points on the premium and super premium wines produced by its members and so maximise the yield on every bottle sold
  • To encourage visitation to the Barossa so customers would experience the wine making process, develop a loyalty for the
    region, and become brand ambassadors

Solution

Export Solutions was involved in the establishment of this joint venture, providing professional expertise and advice on its formation.
They worked closely with the group to prepare an international marketing plan and the contract agreement for the ten parties.

Export Solutions also cut through the bureaucracy and red tape to obtain approved joint venture status for the group from Austrade.

This was the first joint venture of its kind in the wine industry.

Quote from the client

‘Participation in the ‘Name is Barossa’ joint venture encouraged wine producers in the Barossa to work together and successfully target international markets. We were grateful for the support provided by Export Solutions in establishing the joint venture and managing our EMDG claims for the five year period.’

How it works

  • Export Solutions prepared and lodged the Export Market Development Grant (EMDG) application each year and successfully obtained grants for the joint venture over its five year duration
  • The use of the EMDG KitSM and ongoing advice and systems ensured preparation of the grant application in a timely manner, allowing the wineries and the Barossa Wine and Tourism Association to concentrate on their marketing activities

Some issues

One of the key issues in the success of this project was to manage the joint venture partners and their various viewpoints and goals.

Export Solutions experience and network enabled the group to fast track approval for the joint venture status.

 Key benefits

  •  The ‘Name is Barossa’ joint venture was very successful as a landmark winery joint venture for Australia. The Barossa is now one of the most recognised new world wine regions
  • Visitation to the region increased over the 5 year period, particularly from the USA and Europe
  • The collective annual export sales for the wineries in the joint venture grew from $1.4 million in 1998 to over $5 million in 2002
  • The Joint Venture received EMDG grants totalling $250,000 over its 5 year life

The future

Each of the former members of the joint venture are now successful exporters, and continue to access the EMDG scheme as individual clients of Export Solutions.

Participation in the joint venture provided these small wineries the opportunity to develop export sales by travelling to the markets and undertaking promotional activities. It also allowed them easier access to the EMDG program.

 

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