First Families of Wine
On 31 August, twelve of Australia’s most famous names in wine, many of whom have been in the business for several generations already, launched their alliance AFFW which will work to engage consumers, retailers, restaurateurs and industry members across the globe about the real character and characters of Australian wine.
The inaugural members are Brown Bros, Campbells, d’Arenberg, De Bortoli, Henschke, Howard Park, Jim Barry, McWilliams, Tahbilk, Taylors, Tyrrells and Yalumba. Together they own more than 5,500 hectares of vineyards (out of a total of 167,000 ha) and between them have well over 1,200 years of wine-making experience.
Underlining their class and style, the launch party was held at the Sydney Opera House in the presence of the Federal Minister for Agriculture, Tony Burke.
The first push – into Europe – is planned for May 2010.
The families have been working behind the scenes on the creation of the AFFW for more than three years. The meeting where the idea of the group was first mooted was held in July 2006 before the Wine Australia fair in Sydney.
“Although the Australian wine industry has achieved great success over many years and continues to dominate the UK wine market as the number one wine importer, the AFFW recognises the need to continually evolve and keep ahead of our competitors”, AFFW say.
“The wine industry’s exports to the UK and U.S. are declining in overall value and price per litre. Competing purely on price is not sustainable and is not a long-term competitive advantage. The AFFW will showcase the passion, quality and character of our wine brands that can compete against the world’s best and win,” the mission statement reads.
Paul Henry, General Manager Market Development of the Australian Wine and Brandy Corporation, believes that the initiative is positive for the wineries involved and for the category. “These companies can tell a compelling and authentic story which can only be derived as uniquely Australian.”
So these are Australia’s First Families of Wine? Men only? Sorry gentlemen, next time you take a photo, bring the ladies along too. Your consumers’ view of a family is very traditional.