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Riding On The Success Of Brand Australia: A Preliminary Analysis of Queensland Wines And Wine Regions

Wickramasekera, Rumintha (2007) Riding On The Success Of Brand Australia: A Preliminary Analysis of Queensland Wines And Wine Regions. In Morrison, A. (Ed.) 2nd International Conference On Destination Branding and Marketing: New Advances and Challenges for Practice, 17-19 December 2007, Macao S.A.R., China.

Abstract

The Australian wine industry has achieved remarkable success during the last three decades. A key to this success has been the establishment of "Wine Brand Australia". While the majority of this success has been achieved by wineries located in South Australia, Victoria, New South Wales and Western Australia, over the last decade the Queensland wine industry has experienced greater percentage of growth than the national average in terms of the number of producers, tonnage crushed and the value of exports – admittedly from a very low base (0.2% of wine grape production in 2000). The aim of the paper is to gain a better understanding of the marketing strategies and regional factors that have aided the Queensland wineries and wine regions in achieving success. The results are based on a survey of the industry and an analysis of published data. In addition, a number of targeted interviews were undertaken with industry leaders in Queensland. The finding of the study highlight the importance of destination branding in sustaining the growth and vitality of the Queensland wine industry and the need to focus on promoting wineries in Queensland as being in the tourism/service industry rather than in wine making.

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ID Code: 15626
Item Type: Conference Paper
Additional URLs:
Keywords: Queensland wineries, Regional Branding, International Business and wineries
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism not elsewhere classified (150699)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2007 (please consult author)
Deposited On: 17 Nov 2008
Last Modified: 29 Feb 2012 23:35

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