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April 2002
The Marketing Decade
Setting the Australian Wine Marketing Agenda 2000-2010
by Michelle Tustin
Over the last two decades, the Australian wine industry was able to leverage its investment and heritage of quality vineyards and winemaking expertise to gain a high degree of penetration in global wine markets. The next decade, however, will be a more formidable challenge as the world economy, which is a vital stimulus to premium wine demand, is unlikely to repeat the robust performance of the 1990s. Structural changes in business, such as retail and wholesale consolidation, will have ramificat...
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