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  • Dr Vince O’Brien (AWRI General Manager Business Development) also presenting on behalf Gregoire Patacq (AWRI Project Scientist)
  • Patricia Williamson (AWRI Senior Sensory Scientist)

In this webinar you will find out:

Commoditisation occurs when products compete for a share of an established market based on similar product attributes. The global wine market place is a good example with premium product sales propositions often based on heritage, regionality, single block vineyards, vine age etc. As a high cost producer Australian wine businesses must develop unique products and experiences that consumers seek out on attributes other than price. This presentation will outline approaches and tools that Australian wineries can adopt to successfully develop high premium product categories including a description of the following:

  • how commoditisation occurs and how it can be overcome through creating a unique/differentiated value proposition
  • innovation, the associated challenges and customer-led value creation approaches
  • why people pay more for products and values of consumption/purchasing motivations driving such behaviour
  • what is a uniquely Australian approach can be taken to developing product premiums
  • innovation tools to build demand for high premium products including design thinking and luxury business strategy

WCA members can attend this event free of charge.  Non-members can purchase tickets to attend this event.  See Tickets information below.

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36 people are attending Webinar: How Australian wine producers can develop successful high premium product categories


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