Wine marketing needs more investment: industry

Grape growers in the South Australian Riverland are calling for a rethink of the marketing of Australian wine at home and overseas. Poor prices for this year’s vintage led to growers looking for answers. Riverland Wine executive officer Chris Byrne said the issues with the consumer perception of wine were an industry-wide problem and what consumers wanted was not being listened to. He said a marketing effort to help consumers understand that the Riverland was more than a bulk wine producing region was being drafted.