Consumer demand for premium wine in the USA and UK is sophisticated. This is due to diverse tastes, preferences and increasingly intense competition with aggressive product branding, pricing and communication tactics from other international wine suppliers.

Australian exporting success is significantly dependent on the support and endorsement of wine importers and retailers. Yet previous research revealed a critical ‘blind spot’ respective to key triggers of import/stocking decisions specific to premium wines. It also highlighted a need for Australian producers to understand what these critical gatekeepers of the USA and UK premium markets need and expect in a business relationship.

In this webinar Professor Roberta Crouch will present the findings from a recently completed study of UK and USA importers, retailers and distributors. The research explored in some depth the drivers of premium wine sales in those markets along with the strategies necessary to build long lasting business relationships.

The similarities and differences between the two markets in terms of behaviours and preferences to purchase and stock premium Australian wine will be discussed, along with insights into what it takes to achieve preferred supplier status.

It is hoped the findings from this research will serve to enable and facilitate establishing strong and profitable business relationships in the USA and UK.

Presented by: Professor Roberta Crouch

Roberta is a Professor in Business Management and the Director of the MBA and Master of Business Programs at the college of Business, Government and Law at Flinders University. She is a past director of the MSc in Wine Business at the Burgundy School of Business (France) and the Masters in Wine Business program and Chair of the University of Adelaide Wine Future Research Cluster at the University of Adelaide.  She has conducted consumer behaviour research and, more specifically, the drivers of premium purchase decisions respective to wine, tourism and international services, nationally and internationally, in both established and developing wine markets. Roberta also has led several other substantial research projects for Wine Australia. She is widely published in both academic and business publications. Additionally, Roberta has consulted and provided strategic advice to industry, education and government stakeholders across a wide range of business related activities; marketing planning, branding and positioning, export strategies, building business relationships and business planning.

All webinars presented by Wine Australia are FREE for all to attend.

To register click HERE