Industry governance
country doing well out of the Australian market. Australia imported more than 4.8 million bottles of champagne in 2011 – an increase of 31.9%. Purbrick believes the current domestic marketplace is the most competitive Tahbilk has experienced. Such competition is unlikely to change in the near future, according to Turale, (Lehmanns), who said imports would continue to grow (but hopes the percentage increase will slow). “Therefore, it’s incumbent on local producers to adapt and provide wines that the market (consumers) are seeking, rather than what the winery or winemaker may prefer to produce,” Turale said. Andrew Forbes, from Zilzie Wines, agrees and believes increased imports are partly responsible for introducing consumers to alternative varieties. “Also responsible are the media, sommeliers and buyers looking for something new and interesting to discuss. So, it’s now the responsibility of the wineries to educate and market to the mainstream consumer if we want to turn passing trends into something that is fashionable,” Forbes said.
Andrew Forbes Zilzie Wines
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The statistics of the responses to this question were almost as interesting as the answers themselves: • Not answered 6 • Not a signatory 13 • Yes, a signatory 3. Beelgara said it “supports the Code in principle”. The three signatories are the three largest wine companies: Treasury, Accolade and Orlando Wines. McKinnon, from (Orlando): “We are a signatory to the Code. We feel it represents ‘best practice’ and shows our ongoing commitment to fair relationships with our growers.” Several did respond that they would consider looking at the revised code. Others explained their reasons for not supporting the code. Purbrick said Tahbilk did not agree with the dispute resolution clauses under the Code.
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So, it’s now the responsibility of the wineries to educate and market to the mainstream consumer if we want to turn passing trends into something that is fashionable.
Are you a signatory of the Wine Industry Code of Conduct? If so, why? If not, will you look at the new agreement, recently confirmed by Wine Grape Growers Australia (WGGA) and WFA in 2012?
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The Australian & New Zealand Grapegrower & Winemaker 33