Wine Strategic Plan
I. Executive summary
The quality and reputation of wellington wine have a key role to play in strengthening wellington wine’s brand promise of being a vibrant and welcoming place that celebrates the good things in life.
Wellington wines core brand attribute of being Australia’s home of exceptional wine and produce, complements other core brand attributes of un spoilt nature at close proximity, enterprising tradition of creativity and innovation, and a beautiful city and festival spirit.
The Strategic Plan target is to achieve an increase in Australia wine market from $50 billion in 2011-2012 to $57.5 billion in 2012-2013. The wellington strategic Plan identifies the priority strategies to achieve this target. One of these strategies is to encourage further investment in Australia’s food and wine tourism assets.
This strategy aims to create an unassailable competitive position for food and wine experiences and in doing so help to create global awareness of Australia as one of the world’s outstanding authentic food and wine destinations.
It also aims to increase the number of visitors, their length of stay and expenditure yield while in Australia’s food and wine regions. This strategic approach has been developed within a longer-term [2020] vision while providing an action plan until 2012.
Australia’s wine, food and tourism sectors are a potential winning partnership that can put Australia firmly on the global map by communicating the best of Australia today; making Australia easy to access and experience; and by creating an even more appealing Australia of tomorrow.
New products and experiences will create exciting ‘new news’ about wellington wine that will inspire people to visit and buy its produce both in site. The holistic experiences that are a blend of heritage, culture and natural environment, will offer a compelling celebration of the good things in life.
INTRODUTION
Wellington Wines (Pty) Ltd is a successful single production site
The quality and reputation of wellington wine have a key role to play in strengthening wellington wine’s brand promise of being a vibrant and welcoming place that celebrates the good things in life.
Wellington wines core brand attribute of being Australia’s home of exceptional wine and produce, complements other core brand attributes of un spoilt nature at close proximity, enterprising tradition of creativity and innovation, and a beautiful city and festival spirit.
The Strategic Plan target is to achieve an increase in Australia wine market from $50 billion in 2011-2012 to $57.5 billion in 2012-2013. The wellington strategic Plan identifies the priority strategies to achieve this target. One of these strategies is to encourage further investment in Australia’s food and wine tourism assets.
This strategy aims to create an unassailable competitive position for food and wine experiences and in doing so help to create global awareness of Australia as one of the world’s outstanding authentic food and wine destinations.
It also aims to increase the number of visitors, their length of stay and expenditure yield while in Australia’s food and wine regions. This strategic approach has been developed within a longer-term [2020] vision while providing an action plan until 2012.
Australia’s wine, food and tourism sectors are a potential winning partnership that can put Australia firmly on the global map by communicating the best of Australia today; making Australia easy to access and experience; and by creating an even more appealing Australia of tomorrow.
New products and experiences will create exciting ‘new news’ about wellington wine that will inspire people to visit and buy its produce both in site. The holistic experiences that are a blend of heritage, culture and natural environment, will offer a compelling celebration of the good things in life.
INTRODUTION
Wellington Wines (Pty) Ltd is a successful single production site