THE NEXT HORIZON
our strategy
2011 2022 To position Barossa as Australia s leading regional experience on a global stage in terms of food, wine, tourism and community Taking an aspirational vision and resourcing to deliver it Demonstrating Barossa as Australia s leading regional brand investment
BAROSSA: THE NEXT HORIZON 2017 2022 BAROSSA: FIRST A Vision Barossa to become a global brand that creates enduring value for anyone connected to it.
By 2022 success will be measured through the following objectives: 1. Barossa, as a regional wine and food brand, will rank alongside the best regional wine and food brands in the global marketplace. (Global Brand Health Index TBC) (Our competitive set includes: Bordeaux, Burgundy, Champagne, Rhone Valley, Piedmont, Tuscany, Rioja, Priorat, Jerez, Napa, Sonoma, Douro, Mendoza, Marlborough and extends out to regional beverage brands including; Normandy, Cognac, Armagnac and Islay.) 2. Exports by value to the Top 10 major export markets (including: China, USA, UK, Canada and Hong Kong) continues to increase and is higher than the Australian average. (Source: Wine Australia WEA Report)
By 2022 success will be measured through the following objectives: 3. Barossa wine exported to the Top 10 major markets has an average price per litre that is higher than the Australian average. (Source: Wine Australia WEA Report) 4. Increased district weighted average price across the major varieties of grapes grown in Barossa continues to increase. (Source: Vinehealth Australia Annual Vintage Survey and Report) 5. Survey of members delivers above average levels of member satisfaction with services and performance of BGWA. (Source: BGWA Member Survey to be created)
BAROSSA: THE NEXT HORIZON 1. BAROSSA: FIRST CHOICE 2. BAROSSA: FIRST CLASS 3. BAROSSA: FIRST PRINCIPLES 4. BAROSSA: FIRST GROWTH 5. BAROSSA: FIRST FLAVOURS 6. BAROSSA: FIRST PLACE
BAROSSA FIRST BAROSSA: FIRST CHOICE HEADLINE AND STRATEGIC DIRECTION Our reason for being and our unique signature (THE STRATEGY) Key Delivery Pillar Barossa Shiraz to be recognised as a global category management priority both in retail and on-premise (THE OBJECTIVE) Initiative and Measure On premise at least one Barossa Shiraz is listed on each of the Top 50 Best Restaurants wine lists. (Survey to be created) Off premise In each of the Top 10 major export markets, the top 10 independent/chain retail outlets have a Barossa regional selection. (Survey to be created) (THE SUCCESS MEASURE)
BAROSSA FIRST BAROSSA: FIRST CLASS HEADLINE AND STRATEGIC DIRECTION Barossa IS committed to education as our preferred vehicle for demand creation and market development. (THE STRATEGY) Key Delivery Pillar Develop and foster a network of influential educators as our distribution radar. (THE OBJECTIVE) Initiative and Measure In each of the major markets, there is a hub of connected educators and wine education institutions delivering Barossa Wine School. (THE SUCCESS MEASURE)
BAROSSA FIRST BAROSSA: FIRST PRINCIPLES HEADLINE AND STRATEGIC DIRECTION Barossa s GI credibility is a watch word for viti-vini global excellence. (THE STRATEGY) Key Delivery Pillar Introduce a single vineyard register for Barossa to become the Geisenheim of regionality, renowned for our methodology and approach to the philosophy and expression of place. (THE OBJECTIVE) Initiative and Measure All single vineyard wines, of all varieties, are registered with BGWA. This includes specific categories for Barossa Grounds and Old Vine Charter vineyards. (THE SUCCESS MEASURE)
BAROSSA FIRST BAROSSA: FIRST GROWTH HEADLINE AND STRATEGIC DIRECTION An internationally recognised commitment to preserve, protect and promote landscape and environment as a sustainable resource. (THE STRATEGY) Key Delivery Pillar Barossa s old vine vineyards recognized as a national asset. (THE OBJECTIVE) Initiative and Measure 100% of growers are registered with Sustainable Australia Winegrowing. All old vineyards are registered through the Barossa Old Vine Charter. (THE SUCCESS MEASURE)
BAROSSA FIRST BAROSSA: FIRST FLAVOURS Establish Barossa food culture as a recognised step in the development of modern Australian cuisine and food culture. Our strategic intention, is to support our food partners in gaining the global recognition of Barossa as Australia s unique and enduring regionally defined food culture.
BAROSSA FIRST BAROSSA: FIRST PLACE Our ability to communicate as a region, a brand, a destination, a culture. Our strategic intention is to be promoted by Tourism Australia as a definitive Australian experience alongside Sydney, the Barrier Reef, Uluru and Hobart s MONA. Initiative and Measure To be defined with Barossa Food, Tourism Barossa and RDA- Barossa.
BAROSSA FIRST BAROSSA FIRST: A HOMECOMING In 2020 a homecoming event will be held in Barossa hosting 100 ambassadors who have worked closely with Barossa in the previous three years to achieve the Barossa First vision. The exercise will be to develop an incentive-program based on the deployment of those six themes and activations, used to earn Barossa frequent flyer points in various markets. the biggest collaboration of the international Barossa community convening on home soil for the first time Actions to support the initiatives will be fully scoped and are included in the BGWA Operational Plan 2017 2018.