Developing an Identity for Regional Wine
Wine from Langhorne Creek lacks identity and ability to realise its value. The region’s characteristics that distinguish the wine and region will be used to form the basis of a program to generate interest and improved financial returns
The Langhorne Creek region’s distinctive wine styles can provide unique alternative choices when selecting wine. A long term endeavour aims to change the relationship that communities have with their wine industry and those who consume the wine.
RDA,AH,F,KI proposes to:
- Collate, analyse and detail existing data held by agencies and institutions providing key summaries that can be used by
- Determine Langhorne Creek wine styles to provide the basis of a new communication program promoting a regional identity.
- Engage with the community, improving the competitive position and form a model for wine regions
- Test these propositions in domestic and international markets with the support of the state government.
Langhorne Creek produces wine of exceptional quality; however the proportion of wine that is identified with the region is less than 10%. A strong regional identification is now widely recognised as the next competitive forum for wine - Andrew Jefford, Wine Writer
South Australia has long been the leading wine state but is declining. This project will help to sustain and develop the value of wine produced and the proportion of that which is retained in regional South Australia.
The outcomes could lead to a unifying factor for all within the region by providing a direct connection for the community and the wine, as well as better linkages of the region’s and industry’s compatibility.
The positioning of Australian wine in some international markets is such that wine under the ’Brand Australia’ image resonates less with consumers
Research by academics, industry bodies and others suggest that the regionalisation of wine is likely to provide new impetus to those seeking distinctive wines. The potential benefits from this long term project include;
- An increase in the amount of wine carrying a regional identity
- An increased value as consumers associate the region with good wine
- An improvement in the links between the region and its produce, leading to increased visitation and investment
- A reason to unite the community with a common purpose, combining, tourism, social development and wine production
This should lead to an increase in financial returns to the industry and increased emphasis on Langhorne Creek as a community.
Recent work by Winemakers Federation of Australia, Wine Grape Growers Australia and the Australian Wine and Brandy Corporation has identified the major challenges facing the wine industry. Andrew Fearne as 14th Thinker in Residence and author of major case studies into Australian wine and Andrew Jefford in his residence at the University of Adelaide have identified regionality as a major opportunity to improve the competitive position of Australian wine.
The information developed by this project will be used to underpin a unified identity for the region and its wines which may be able to be used as a model for other regions.
RDA,AH,F,KI proposes to follow ‘value chain principles’ espoused by Andrew Fearne in working with all sectors of the Langhorne Creek community by analysing consumers’ demands, opportunities and the market, while ensuring the products meet expectations and engaging with wine buyers.
For further information contact Director of Strategy & Major Projects, Terry Lee Email: terryl(at)rdahc.com.au