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Wine growth strategies for international markets

We are excited to announce the upcoming WCA Wine Growth Summit. The summit will deliver insights and knowledge.

The Summit is designed to educate and share the collective knowledge of industry leaders’ experiences to better inform and educate wine brands so they can enhance their commercial outcomes, grow export markets and position their brands in a positive way globally.

This Summit is a platform for business owners, wine professionals, export managers, business leaders, winemakers, marketers, wineries, cellar door teams, brand managers and operators to meet and hear from experts, industry leaders and other small, medium and large-sized wine brands who are focused on growing their revenue through innovative growth strategies.

Why Attend

This is your opportunity to gain the latest insights and knowledge from leading industry experts in the wine growth space.

By attending this event you will:

  • Gain insights into the latest trends – What do wine consumers want from Australian wine brands?
  • Walk away with key learnings you can immediately apply back to your role.
  • Attain confidence in your future business growth plans.
  • Build your network in the export space.
  • Be informed about current growth strategies and techniques that are gaining traction.
  • Learn more about diversified growth strategies with proven success and future growth potential.


Speakers and Panelists

Opening Address

Hon Nick Champion MP, Minister for Trade and Investment, South Australian Government

Hear the success stories from people working in wine businesses

Speakers and panellists will share their successes and key lessons learned when growing a successful wine business. It will be a great opportunity to hear from case studies and recent experiences from speakers who have just been to key global markets.

  • Stuart Mosman, Sales & Marketing Senior Manager, Hentley Farm
  • Trent Burge, Owner & CEO, Burge Family Wine Estate
  • Chad Elson, CEO, Gibson Wines
  • Katherine Brown, Corporate Affairs and Brand Ambassador, Brown Family Wine Group
  • Isadora Noble, Co-Founder, Pop Up Wine – Singapore and SE Asia
  • Richard Dolan, Managing Director, Bec Hardy Wines
  • Eric Ma, General Manager, Knappstein
  • Angus Lilley, Chief Revenue Growth Officer, Treasury Wine Estates
  • Jennifer Lucchini, Country Manager, AusHub Vietnam
  • Robin Shaw, Founder, Wine Tourism Australia
  • Olivia Barrie, Chief Executive Officer, Mornington Peninsula Wine
  • Ben Patten, Head of Destination, Barossa Australia
  • Erin Leggat, Chief Executive Officer, McLaren Vale Grape Wine & Tourism Association
  • Crystelle Topatan, CEO & Founder, Launchy
Gather the latest market insights from industry leaders
  • Lee McLean, Chief Executive Officer, Australian Grape & Wine
  • Peter Bailey, Manager – Wine Sector Intelligence, Wine Australia
  • Regina Johnson, Senior Director, Department for Trade and Investment, SA
  • Anthony Grundel, TradeStart Export Advisor, Department for Trade and Investment in the South Australian Government
  • Marianne Duluk Manager, Food & Wine Exports, Department for Trade and Investment, SA
  • Sean Keenihan, President, Australia China Business Council, SA
  • Angus Barnes, Executive Chair, Wine Communicators of Australia
  • Alex Gibbs, CEO, Smile Marketing

Event Details

Date: 27th March 2024

Event Time: 9 AM – 5:30 PM (ACDT)

Venue: Adelaide Convention Centre, North Terrace, Adelaide, SA 5000





Summit Agenda


Insights and trends in key growth markets

  • Markets with potential growth
  • Wine consumer global trends
  • The future of Wine – Innovate or be irrelevant
  • What it takes to succeed in global markets
  • Market diversification: domestic vs international


Aligning your market growth strategy with a focused channel strategy

  • Channel strategies that reduce risk and achieve growth
  • Online channels – how to leverage their strengths in international
  • markets
  • Driving traditional channels
  • Support mechanisms that support a robust channel strategy: trade
  • shows, social media, awards, competitions


Where to grow next?

  • New categories that your marketing team need to be aware of
  • Category diversification – Thinking outside the WineSquare
  • Using grapes to develop new products
  • Do you have the capacity and the capability?
  • Developing products for diversified growth markets
  • How can we learn from other categories to achieve growth globally


Growth strategies to support a more diversified approach

Building a brand that’s worth protecting

  • Digital Marketing – What you need to focus on to support your diversified marketing approach
  • Case study – small-medium sized wine brand
  • Marketing strategies that support a more diversified approach

Attracting the premium wine traveller market back

  • Tourism trends and insights
  • International visitors tourism road map – How to get tourists to your place
  • Please note that the Summit Program may change leading up to the event date.