tanunda sa 5352 report › wp-content › uploads › ... · incorporation into our brand logo. our...

Barossa Grape & Wine Association 1 John Street Tanunda SA 5352

[email protected] barossawine.com

Annual Report 2017/18

BGWA Annual Report 2017/18

2

CONTENTS

Our Vision BGWA Team Members 3

Chairman and Chief Executive’s Report 4

BGWA Strategy 6

2018 Barossa Crush Report 7

Grape Barossa Report 8

Wine Barossa Report 9

Our Own Backyard 12

Our Bright Future 14

Our Collective Voice 16

barossawine.com 18

Barossa Wine Show 19

Barossa. Be Consumed 20

Our Brand Promise 21

2017/2018 Visits 22

BGWA Activities 2017/2018 26

BGWA Member Toolkit 28

Contact 31


WINE MISSIONBarossa winegrape growers and

makers continue to grow Barossa

as a vibrant and highly valued

region by working collaboratively

to produce and market wines of

excellence, renowned for exceeding

consumer expectations and derived

through practices that are both

environmentally and economically

sustainable.

BGWA — Our Vision

BGWA — Board 2017/18

Linda Bowes Chairman

Special Directors:

Matt Alexander Deputy Chairman

Stefan JuryJones Harley Toole

Grape Growing Directors:

Nigel Blieschke

Brendyn Hueppauff

Tim McCarthy

James Rosenzweig

Winemaking Directors:

Jan Angas

Sam Clarke

Fiona Donald

Brett McKinnon

BGWA — Staff 2017/18James March Chief Executive Officer

Amanda Longworth Brand Strategy Manager(Commenced January 2018)

Ashleigh Fox Events and Member Services

Nicki Robins Viticultural Development Officer

Emily Hay Marketing and Communications (Commenced January 2018)

Sharon BombardieriOffice Manager (Part-time)

Annabel Mugford Strategic Projects (Part-time)

Established in 2007, BGWA’s vision is to position Barossa as Australia’s global wine and food region, based on its story of generational endeavour, custodianship of the Barossa landscape and a strong community culture of working together.

BGWA STAFF: (L-R)Amanda Longworth, Ashleigh Fox, James March, Emily Hay, Nicki Robins

WINE SECTOR VALUESCommitment to:

Maintain and nuture our culture and

heritage

Ongoing positive positioning of Brand

Barossa

Superior quality and best practices

Environmental and economic sustainability

Research and innovation

Diversity of our region and its products

Collaborate with our stakeholders to

achieve common goals

Our community and its people.


4

CHAIRMAN AND CHIEF EXECUTIVE’S REPORT

This year’s Annual General Meeting marks a changing of the guard and with that the opportunity to reflect on a body of work achieved over the past 11 years, rather than just the traditional year in review. This is the current chairman’s final report as the region bids her a fond farewell, having stewarded the BGWA since its formation. There is much to be proud of, which is clearly demonstrated in the visuals on the following pages.

The association today has a very strong balance sheet, rigorous governance framework, a highly capable and committed staff, and an enviable reputation as Australia’s leading regional peak industry body. We are exceptionally well positioned to realise our aspirational goal for Barossa to be Australia’s true global wine and food region. Since the region’s first vineyards were planted in the 1840s, the Barossa community has subscribed to the belief that it is stronger when it works together. Today, BGWA stands as a beacon within our grape and wine community, where the investments and capabilities of the region’s grape growers and winemakers are harnessed to enable collective action for the greater good.

Through leadership, innovation, and action we have committed to creating value for every Barossa grape grower and winemaker. The BGWA board and staff collaborate with member committees and working groups. This ensures immediate and longer-term challenges and opportunities for the region are identified. Consequently, strongly supported robust

strategic plans have been put in place to increase demand for Barossa wine and grapes. Building profitability across the value chain, and a commitment to generational thinking have been key pillars of all our strategic discussions.

While we are enjoying a buoyancy of demand currently, it wasn’t always the case. Back in 2006/07 times were far more challenging. This was when a visionary group of the region’s growers and winemakers got together to push the formation of BGWA. Although the association cannot lay claim to being solely responsible for the current upswing, there is little doubt that realisation of a well-funded, strategic and united organisation has played a huge part in catapulting Barossa to the leadership status it has today.

As with any new organisation the formative years were needed to build trust, a robust structure and financial footing, and some visible outputs that helped set us on a positive trajectory.Then BGWA’s leadership and curation of the Barossa regional brand began in earnest in 2011, with the Barossa Big Ideas community consultation and strategy workshop. The critical and enduring output of this initiative was:

Barossa’s commitment then, as now, was to a four-pillar strategy:

1. Our Own Backyard: internally focused; production-based

2. Our Bright Future: externally-focused; demand-based

3. Our Collective Voice: internally/externally focused; our marketing platforms 4. Our Brand Promise: internally/externally focused; our brand culture

The foresight of this construct has ensured focused activity, investment and communication within those four elements. Despite a period of intervening uncertainty and change in the international wine market, the strategy remains relevant today. Relevance is achieved by the ability to weight investment according to direction and need, expanding or contracting any one of those pillars in any given campaign year. The benefit is our ability to customise to market, channel or audience. We have been singularly focused but have varied and tailored our implementation.

The enduring nature of the four-pillars construct is proved through its incorporation into our brand logo. Our regional partners have also aligned with the brand positioning giving further scale to the Barossa brand.

FINANCIAL YEAR 2017/18

Prudent financial management meant BGWA delivered an operating surplus in 2017-18 of $209,096. What sits behind this headline figure however, is a provision by the board for $175k as a specific allocation towards BGWA’s financial reserves. While 2017 was a higher-yielding vintage, the preceding five years have not been. Traditionally, modest funds held by the


NEXT PAGE

BGWA Strategy

Best practice governance: board succession planning and constitutional update

Capability boost: organisational restructure

Expanding global partnership network: relationships with GuildSomm, Wine Origins Alliance, Great Wine Capitals

Continued international market activation: Vinexpo Hong Kong and New York/Washington DC

Some of the more significant achievements and activities have been the following:

Best practice communications: launch of Barossa Wine as a benchmark website and digital platform

Grape Barossa: Careers in Operational Viticulture Future-proofing Project

Wine Australia Export Grant application: a total of $841K cash and in-kind funding for ‘Barossa First – The Belonging’ campaign.

Barossa Wine Industry Fund with the State Government accumulated for mitigating the risk of claimed refunds and to balance the vagaries of vintage sizes over the years. However, last year BGWA was directed by PIRSA to draw down that surplus and as a result the balance is now held by BGWA under our own control.

Members can be confident that while the board has very strong financial controls in place, there is a firm commitment to utilizing all levy funds to deliver a suite of activities within an ambitious and full annual operational plan.

BGWA’s balance sheet was improved by an independent professional revaluation of our 1 John St property, which was last done in 2012. The new valuation of $1.675M has further enhanced the strong financial position from which BGWA operates.

ACKNOWLEDGEMENTS

We thank all our members from the grape and wine sectors for their ongoing support and commitment to BGWA and the region.

We acknowledge the significant voluntary contribution the following directors have made to BGWA: Brett McKinnon, Fiona Donald and Tim McCarthy, who will be stepping down. The board dynamics and level of governance, strategy setting, and financial management have all benefited from these directors’ time and expertise on the board.

During the year we welcomed the appointments of Amanda Longworth and Emily Hay, who are already making a fantastic impact. They fully complement the dynamic and professional BGWA staff of Ashleigh Fox and Nicki Robins, and the ongoing work of Annabel Mugford. Thanks also to Brian Waples and Chai Hua Loke for strong financial management support, and we acknowledge the ever-smiling Sharon Bombardieri, who contributed much in the short time she was with us.We appreciate the outstanding contribution and effort of all our volunteer committee members and people that contribute to the work of the BGWA and the broader region throughout the year.Barossa is very fortunate to have so many people and stakeholders willing to give so much for the greater good of the region.

THE FUTURE

Lasting success pays tribute to the past but looks with courage to the future. There are exciting tailwinds behind our goal of expanding our global horizon in anticipation of our planned ‘Homecoming’ event.

The move to The Barossa Cellar is on track to be delivered by the end of the 2018/19 financial year. Operating from this new purpose-built home will enable us to be even more efficient, professional and befitting of one of the world’s great wine regions.We are delighted to welcome Peter Joy as the new independent chairman of BGWA. Peter brings a wealth of experience in international brand development and

managing multi-stakeholder organisations. His thoughtful and considered world view will ensure seamless transition of the board’s leadership and add further support to the momentum of BGWA’s programs.

That momentum will shift up another gear with the implementation of the Barossa First – The Belonging grant, designed to build international wine tourism and exports in China and the US. While the investment priority for the campaign is acknowledged as North America and China, there is an opportunity to scale this benefit to all priority markets by framing a ‘Homecoming’. This shared Barossa experience in our own backyard, is a global audience opportunity, continuing to build our collective voice.

Barossa’s future indeed looks bright.

OUR BRIGHT FUTURE

OUR OWN

BACKYARD

OURCOLLECTIVE

VOICE

OUR BRANDPROMISE Shared digital platform

B

arossa Trust M

ark

East

Coast K

OLs

BWS HK and China

E

ndless assessment & evolvement

Barossa Chapters | Our stories

Supply stra

tegy

New customer creation

Engaged community without borders

Natio

nal reach

Bar

ossa

Gro

unds | G

eneratio

nal farming

Market position and call to action

Real time engagement

Internatio

nal recogniti

on

I

I II III2011: PositionBig Ideas Think TankBarossa as a leading global wine, food and tourism experience

2017: AspirationMember ConsultationBGWA resourcing and delivering

2020: DemonstrationThe HomecomingShowcasing brand investment

BGWA: STRATEGIC PROGRESSION


6

II

III

Total crush down 22% on 2017 Total crush up 9% on 5-year average


NEXT PAGE

Grape Barossa Report

BAROSSA CRUSH REPORT — 2018 vintage

Barossa 2018 vintage wrapped up at the end of April 2018, with grape growers and winemakers happy with a high-quality vintage and good yields.

“Flavours and colours in reds are wonderful, and natural acids in the Eden Valley whites surprisingly high, with early standout varieties this year including Riesling, Chardonnay, Shiraz, Grenache and Cabernet” .Yalumba head of winemaking, Louisa Rose.

Barossa Valley 56,970

Eden Valley 11,593

Data source: 2018 South Australian Wine Grape Crush results (estimated response rate 85% = actual total Barossa crush 75—80k tonnes)


8

GRAPE BAROSSA REPORT — Brendyn Hueppauff

2017/18 was a very successful year for Barossa growers, with low disease pressure during the growing season and the vintage bearing high quality fruit, strong yields and very firm pricing.

2018 Barossa vintage

• Growing season: winter rainfall 10% higher than average. Spring rainfall only 78% of average in BV (98% in EV). December rainfall only 57% of average in BV (88% in EV).

• BV crush of 56,970 tonnes was 22% less than 2017 vintage but 9% above the five-year average. EV crush 11,593 tonnes, down 3% from 2017.

• Total Barossa crush of 68,563 tonnes* contributed 9% total volume and 25% total value of the South Australian crush.

• Average price BV Shiraz $2252 per tonne, 1% down on last year. EV Shiraz up 11% to $2636 per tonne and EV Cabernet Sauvignon up 15% to $2354.

*Wine Australia estimates SA Winegrape crush response rate is 85%, so the actual total Barossa crush is estimated at 75,000 to 80,000 tonnes.

In advocacy and engagement on behalf of Barossa’s winegrape growers, the Grape Barossa committee was successful in overseeing the following activities:

• Now is The Time for A Career in Operational Viticulture project launched in partnership with over

20 key stakeholders, including local high schools, viticulture companies, Apprenticeships SA, Registered Training Organisations, and the South Australian Government.

• BGWA advocacy for growers on potential spray drift and smoke taint issues during the 2017/18 growing season.

• Ongoing BGWA advocacy for growers on Barossa water allocation planning.

• Over 30 BGWA grower members reached in face-to-face re-engagement meetings with BGWA staff and Grape Barossa committee members.

As growers, it’s not always easy to quantify levels of success with specific operations of our business. This is no different for the BGWA Board. But when you understand the whole value-adding chain, those levels of achievement have a far greater success when combined as a whole.

I commend and congratulate the hard working staff/team of BGWA for a job well done.

In closing, I ask growers to aspire to look past the farm gate and appreciate the value-adding chain. Going forward the Barossa, as a now world-renowned region, owes its current, as well as future, success to all people in this chain realising how important we are to each other.

Brendyn HueppauffGRAPE BAROSSA CHAIR

Grape Barossa Committee 2017/18:Adrian HoffmannBrendyn HueppauffBrett ThompsonKirsty WallerKarl SchillerSebastien DaleyBen ZanderAlistair DinnsionDaniel HabermannTrent ReillyWill HolmesJames RosenzweigNicki Robins (BGWA)James March (BGWA)


WINE BAROSSA REPORT — Howard Duncan

I start this Chairman’s report by expressing thanks to former Chair, Matt McCulloch for his great work in steering the Wine Barossa Committee over five years. The purpose and function of the Wine Barossa Committee evolved substantially under his leadership, and the people who today make up the Committee is an exceptional reflection of the diversity of the winemaking community whose interests it aims to represent. Building on this legacy, the 2017/18 Committee developed an agenda aimed at creating value for the membership, engaging more members in the principal activities of the BGWA and wherever possible providing a few extra sets of helping hands to assist the Executive team in delivering the operational plan.

With the emphasis on ‘more doing/ less talking’, the 2017/2018 Committee created four new working groups comprising members of the committee and others with relevant expertise and experience. The Committee and group members then worked to define and agree terms of reference, the working group structure, meeting schedules, financial authority and reporting obligations. The four working groups are as follows:

The Wine Innovation Group;focussed on exploring avenues of innovation in Barossa winemaking across processes, equipment and inputs, and packaging innovation in response to developments in consumer behaviour. The aim is to foster collaboration amongst Barossa wineries by sharing technical innovations in winemaking and promoting best practice. It has begun work on initiating trials in partnership with suppliers on major themes of interest for Barossa winemakers, with the first trials programmed for October this year.

The Market Development Group;identifying opportunities for collaboration and regional brand activations at international trade expos and road shows. It also serves to provide market insights to assist in guiding and informing BGWA strategy and operating plans

The Barossa Be Consumed Group;supports BGWA in the development and delivery of the annual consumer showcase of all things Barossa. The event was launched in Melbourne in 2017 involving 44 wineries, reaching 1,000 consumers and generating approximately $70,000 in wine sales.

The Generations Lunch GroupAfter a hiatus in 2017, a working group reviewed recent Generations lunches with a view to defining the purpose and future of an event which will now return in December 2018.

The Committee and working group model will be further expanded in 2018 to include ‘Riesling Eden Valley’, a group of like-minded Eden Valley Riesling producers who are working to raise the profile of the region and variety, and engage more consumers in their love of Riesling. They are currently planning a month of Eden Valley Riesling focussed activities across Barossa throughout October.

I end my report as I started it, with a thanks. I’d like to express my thanks to all members of the 2017/18 Wine Barossa committee who contribute their time and energy to ‘the cause’, with a special mention to Vice Chair, Helen McCarthy. They freely share their knowledge and their expertise, and do so unselfishly and frequently, and more often than not with a very healthy dose of good humour!

Howard DuncanWINE BAROSSA CHAIR

Wine Barossa Committee 2017/18:Ben BryantSusanna PearceBen ChipmanHoward DuncanHelen McCarthyCasey MohrJustine HenschkeStuart BourneSamantha MasonLuke TylerSteven FrostKate McClureBernadette KaedingJames March (BGWA)Amanda Longworth (BGWA)Ashleigh Fox (BGWA)


10


What we do and why we do it Our strategic pillars in action


12

KEY ACHIEVEMENTS

Seven BGWA demonstration vineyards operating in its 4th year of Premium, Profitable, Sustainable Barossa Growers project (partnership with Wine Australia).

17 BGWA members, representing 54 distinct sites and 10% of total Barossa crush, participated in Sustainable Australia Winegrowing (SAW) Barossa. Overall sustainability score at very good, and two SAW Barossa members passed AusQual 3rd party audit.

More than 125 BGWA members are involved in BGWA’s Creating Resilient Landscapes in Barossa environmental programs.

90 people attended a 17 August 2017 grower breakfast and information session entitled What is the disease pressure in your vineyard for the 2017/18 wine grape growing season? Speakers included GrowCare Barossa’s Peter Magarey; BoM senior climatologist Darren Ray; Agronomist Adam Pietsch, and senior SARDI research scientist, viticulture Dr Michael McCarthy. 93% of survey recipients rated high or very high the value they obtained by attending the event, and 70% rated high or very high the knowledge they obtained from the event.

15 Barossa Grounds briefings, vineyard tours/tastings delivered to over 100 key influencers including international

Masters of Wine, sommeliers, educators, students, wine show judges, Barossa brand ambassadors and Barossa Wine School students.

BGWA’s 5th year providing the GrowCare Barossa crop watch advice on vineyard pest and disease management, with six email alerts delivered during the 2017/18 growing season.

Project: Removing psychological barriers to reworking Eutypa-affected vineyards. BGWA and Clare Valley produced eight videos and cost/benefit analysis fact sheets showcasing growers utilising different methods to rework Eutypa-affected grapevines.

OUR OWN BACKYARD Our pillar that is internally facing, focused on production.

Activities are designed to improve sustainability, profitability and support resilient landscapes. These programs increase understanding, share knowledge while acknowledging our responsibility and custodianship of our asset: the land.


NEXT PAGE

Our Bright Future

45 people attended BGWA’s Viticulture Technology Workshop on 30 May 2018. Presenters included McLaren Vale viticulturist/academic, Tony Hoare on the benefits of viticulture phone apps, and a live demonstration from technology developer, Oli Madgett on the new PlatFarm App. BGWA Marketing also ran social media training for 12 Barossa growers.

125 grower members involved in resilient landscape programs

93% of attendees rated the value of Grower breakfast information sessions as high or very high

15 Barossa Grounds briefings to over 100 key influencers

8 new videos produced on re-working Eutypa affected vineyards


14

OUR BRIGHT FUTURE

KEY ACHIEVEMENTS

BAROSSA WINE SCHOOLCurrent geographic reach spans Hong Kong, China, Taiwan and Melbourne. Programs are delivered locally via Nuriootpa TAFE, Pernod-Ricard, Artisans of Barossa and various brands , forming part of a Cellar Door Experience.

KEY ACHIEVEMENTSHong Kong completed its 5th year of educational program delivery:

• Engaged with over 700 students.

• 13 participated in the Level 3 visit, a six-day immersion program

• 100% pass rate for the 12 Level 3 students from Hong Kong and China

• The Barossa Master graduation held in Hong Kong, hosted 40 Barossa Wine School alumni.

China completed its 4th year of educational program delivery:

• 40 educators delivering Level 1

MARKET DEVELOPMENTNORTH AMERICA: SECOND LIFEThe US and Canada represent key target markets where leveraging the on-trade , media and educators are influencers that create pathways for increased awareness.

KEY ACHIEVEMENTS• Formation of a strategic partnership

with GuildSomm, August 2017

• Hosting a Barossa Masterclass series in New York, Chicago, San Fransico and Austin with Chris Tanghe MS, Guildsomm’s Chief Instructor reaching 100+ people.

• Two trade seminars and a dinner

Our pillar for externally facing, demand-based activities.

The goal is to capture growth potential in international markets by implementing activities that directly engage with influencers. The outcome of increasing regional brand awareness drives export demand, but also positions the region on the global wine stage, creating value in our asset: Barossa.


were conducted in Edmonton, Canada reaching 70 influential trade buyers in both off and on-premise.

ASIAHong Kong and China continue to represent a strong opportunity to continue to expand reach in a market focusing on premium wine products.

KEY ACHIEVEMENTS

• Barossa Regional Wine stand in the Grand Pavilion of Hong Kong Wine & Dine. 10 brands were presented over the course of 4 days.

• Sponsorship of Wine Australia’s China Wine Awards Best Educator giving regional exposure to approximately 400 trade and media.

• Vinexpo Hong Kong’s Barossa Regional Wine stand exhibited 50

NEXT PAGE

Our Collective Voice

SKUs to over 600 people over 3 days. Two masterclasses reached an additional 60 people.

• China Barossa Wine School and Auction promotion covered six cities in seven days. Party Barossa, the key consumer-facing event engaged with 200 people in Guangzhou.

• Australian Beef + Barossa Shiraz Restaurant Week trialled in 20 top restaurants in Shanghai. Significant coverage via Chinese social media channels achieved.

700+ Barossa Wine School students (HK)

600+ reached VinExpo Hong Kong

Masterclasses held in 4 US cities

16


OUR COLLECTIVE VOICE

KEY ACHIEVEMENTS

Barossa Be Consumed, Melbourne, with 44 wineries participating plus 12 food producers and 1 caterer (Saskia Beer). 1,000 people were engaged, generating over 150 orders and approximately $70,000 in sales.

Refreshed barossa.com and the merging of Barossa Dirt and Barossa Vintages into barossawine.com, a best-practice platform for members, industry, media and highly engaged consumers

Barossa Wine Show saw 770 entries across 25 classes, with Wine of Show being awarded to the Bethany Wines 2016 Old Vine Grenache.

Built a strong social media base, with followers on Facebook, Instagram and WeChat being 6,300, 15,000 and 300 respectively.

Increased the ‘Join our Community’ database to 3,200 names that can be used to activate for regional events.

Two, hands-on social media workshops were delivered to our grower and winery members. Designed to upskill our members and deliver tangible action.

Our pillar for internal and external focused activities through marketing and communication platforms.

Establishment of proactive plans are intended to harness a collaborative approach. Unity facilitates clarity of messaging within our ranks and beyond. This solidarity gives strength to our asset: our community.


NEXT PAGE

barossawine.com

BGWA SOCIAL ACCOUNTS

12 viticulturist + 15 winery participants

22% increase in participant activity on social media

MEMBERS SOCIAL MEDIA WORKSHOP RESULTS

18


Australia 47.97

USA 28.05

France 2.6

UK 2.38

Canada 1.56

China 1.7

Hong Kong 1.54

Other 14.2

Referral 61.2

Direct 17.9

Organic Search 9.6

Social 11.2

BAROSSAWINE.COM

— Launched December 2017 www.barossawine.com gives BGWA a distinct digital home, enabling more effective presentation of our key messages and strengthening our education capabilities.

Australia 47.97

USA 28.05

France 2.6

UK 2.38

Canada 1.56

China 1.7

Hong Kong 1.54

Other 14.2

Referral 61.2

Direct 17.9

Organic Search 9.6

Social 11.2

1: 4.6K /barossa-vintages/barossa-vintage-reports

2: 3.2K / (home)

3: 2.3K /barossa-vintages/history

4: 1.6K /barossa-chapters

5: 1.5K /barossa-chapters/barossa-chapters-old-vines

TOP 5 VIEWED PAGES

Note: 87.9% referrals from barossa.com

• Referral 61.2• Direct 17.9• Organic search 9.6• Social 11.2

Australia 47.97

USA 28.05

France 2.6

UK 2.38

Canada 1.56

China 1.7

Hong Kong 1.54

Other 14.2

Referral 61.2

Direct 17.9

Organic Search 9.6

Social 11.2

• Australia 47.97• USA 28.05• France 2.6• UK 2.38• Canada 1.56• China 1.7• Hong Kong 1.54• Other 14.2

5.5kusers

37.5kpage views



Trophy winners

Most Outstanding Barossa Table Wine, Premium ClassesBethany Wines 2016 Old Vine Grenache

Most Outstanding Barossa Red Table Wine, Premium ClassesBethany Wines 2016 Old Vine Grenache

Most Outstanding Barossa White Table Wine, Premium ClassesSt Hugo 2017 Eden Valley Riesling

Outstanding Wine of ProvenanceSaltram Wine Estate No. 1 Shiraz: 2014, 2010, 1999

Most Outstanding Singe Vineyard Table Wine, Premium ClassesSt Hallett 2016 Mataro

Most Successful Exhibitor - Small Producer: Rojomoma

Most Successful Exhibitor - Medium Producer: Sons of Eden

Most Successful Exhibitor -Large Producer: Cellarmasters

2017 MEDAL TALLY

Gold 53

Silver 93

Bronze 227

BAROSSA WINE SHOW

— September 2017

The 2017 Barossa Wine Show was held from 10—15 September and received 722 entries from 108 exhibitors.

It was the first year the Awards Presentation Dinner was held at Lambert Estate Wines, which was attended by almost 400 people.

2017 was the third and final year for Chairman of Judges, Matt Harrop, who we thank for his tireless efforts, energy and commitment throughout the show.

NEXT PAGE

Barossa. Be Consumed

• Australia 47.97• USA 28.05• France 2.6• UK 2.38• Canada 1.56• China 1.7• Hong Kong 1.54• Other 14.2


20


Sip, Pick, Pack & Ship Retail

Activation:

150+ orders

Over 2000 bottles

$70,000 worth of wine sold

BBC facebook event page reached

112k people

PR Reach of over 7.2million people

BAROSSA. BE CONSUMED

— Saturday 22 July | Meat Market, North Melbourne

Sell-out crowd of 1000 people.61% were women45% were under 35 years old

44 Barossa wineries

$

12 Barossa Food producersBarossa Caterer – Saskia Beer

Melbourne based, Barossa musician – Ryan OliverModified kegel laneBarossa Media wall

A one-day celebration of all things Barossan.


NEXT PAGE

Visitation program

OUR BRAND PROMISE Our pillar for internal and external promises relating to our brand culture.

Our declared actions to continually strive to build value in brand Barossa , through the delivery of world class, best-practice in all that we do. Superior delivery creates inherent value for our asset: our members

SIGNIFICANT ACTIVITIESBrand re-fresh launch supported by three brand building workshops with members, partners and the broader business community. This was supported by upgrading of all Barossa Chapters materials and Member’s Took Kit information.

Barossa Trust Mark is undergoing a period of review with a new strategic focus to be prepared and delivered for January 2019.

In May 2018, Wine Australia approved the Barossa First – The Belonging Grant as part of the Australian Government’s $50 million Export and Regional Wine Support Package. The Barossa First Project – The Belonging is a two-year program with a total spend of $841,000. The key objective is to increase Barossa’s visitation of high value, international culinary tourists.

Increasing the value and volume of culinary tourists, who have memorable experiences provides the opportunity to boost spend while in market, but also results in purchasing Barossa goods at home, in turn increasing wine exports.

Led by BGWA, the consortium consists of nine other organisations, all making varied financial contributions. Our partners include: Wine Australia, PIRSA, RDA Barossa, Tourism Barossa, Barossa Food, the Barossa and Light Regional Councils, The University of Adelaide and University of South Australia.

THE FUTURE: Barossa First—The Belonging

22


United States of America

Joe Czerwinski

Wine and Food Foundation of Texas

US Somms group

Brian Freedman

US WSET

Media, education and trade/sommelier

Canada

Ines CastilloSAQ

Francois Fortier SAQ

Shelley Hamer-Jackson

Lawrence d’Almeida

Jay Whiteley

Media and trade

China (including Hong Kong)

China Vintage Trip

Barossa Wine School Level 3

Watson’s Hong Kong

Retail, trade student and consumer

A

A

B

C

D

E

F

UK

UK Indies

Michael Palij MW

Joe Fattorni

Media, retail and education

D

B

Finland

Alko Finland

Retail

E

C

Domestic

Clive Hartley

Education

F

2017/18 VISITS TO BAROSSA

Multi-national

International Masters of Wine

Trade, education


17

145

101 39visits

experiences

visitors days in region

115winery visits


24


NEXT PAGE

The Previous Year [2016/17]

BGWA activitiesWhat we’ve been up to

26


BGWA ACTIVITIES 2017/18 AT A GLANCE


NEXT PAGE

BGWA Member Toolkit

28


Booklets a. Barossa Chapters i. Booklet ii. Individual Chapter PPT Templates

• Discovery• Flavours• Generations• Grounds• Old Vines• Rare and Distinguished• Shiraz

b. Barossa Ingredients Imagery a. Barossa Images i. High Res (only available on USB) ii. Low Res b. Videos i. Barossa at Home ii. Barossa Be Consumed TV Commercial iii. Grape Growers of the Barossa iiii. Barossa Chapters videosMaps a. Barossa Grounds b. Barossa Valley Map c. Eden Valley Map d. Barossa Topographical Map e. Wine Australia Regional Flyover

Posters a. Barossa Wifi poster

Infographics a. Old Vine Barossa Grenache b: Barossa Old Vine plantings b. Old Vine Charter c. Barossa climate, geography, production snapshotsLogos a. Barossa Logo examples b. Barossa Style Guide c. Barossa Logo Usage Terms and Conditions

Barossa Wine School a. Customisable Power Point b. Educational Booklet c. Barossa Wine School Video* (*can be accessed via USB from BGWA) Barossa Grounds a. Barossa Grounds Journey of Discovery Booklet b. PIRSA Report c. PIRSA GIS Maps d. Barossa Grounds Toolkit order form

Over the Vineyard Fence a. Winegrapes for Sale Register information

Reports a. Wine Australia reports b. Barossa China Ready report

BGWA MEMBER TOOLKIT The Toolkit is available to all financial members of the BGWA. The files are located in a Dropbox folder so you can access the collateral globally.

The collateral is designed for use in presentations, tastings nd other marketing activities.

Please email us:[email protected] to request access.

TOOLKIT CONTENTS:

BGWA:the beacon within the Barossa wine community for collaborative investment and enabler of collective action.

Please refer to the BGWA Member Prospectus for more information: www.barossa.com/about-bgwa

30

SUPPORTING AUSTRALIA’S REGIONAL WINE COMMUNITIES THROUGH WORLD CLASS LABEL SOLUTIONS.

Proudly supporting


This information has been made available to assist on the understanding the Barossa Grape & Wine Association (BGWA) is not rendering professional advice. The information is not legally binding and is not intended to be a substitute for legal advice. The information is based on the BGWA’s understanding regarding the requirements of the market at the time. The BGWA does not accept responsibility for the results of any actions taken on the basis of this information, nor for the accuracy or completeness of any material contained in it. The BGWA expressly disclaim all and any liability and responsibility to any person in respect of the consequences of anything done in respect of reliance, whether wholly

or in part, upon this information.

© Barossa Grape & Wine Association, October 2018.

The Barossa Grape & Wine Association would like to acknowledge our valued partners for their long term support and commitment to the region.

CONTACT US:

Barossa Grape & Wine Association1 John StreetTanunda, South Australia, 5352

Tel: 08 8563 0650E: [email protected]: barossawine.com

tanunda sa 5352 report › wp-content › uploads › ... · incorporation into our brand logo. our...

Documents