Australian wine – global sharing

Australia did not invent wine, but it did give it a standard around which 10’s of millions of people could 

regularly enjoy it.

after Seth Godin ‐ Tribes

Why then does the Australian wine sector appear gloomy?

Thought to be recent photo of Australian wine industry leaders

Thought to be recent photo of Australian wine consumers

Make’s me think there might be a disconnect?

“The ‘surplus society’ has a surplus of similarcompanies, employing similar people, with similar educational backgrounds, coming up 

with similar ideas, producing similar things, with similar prices and similar quality.”

Funky Business  Kjell Nordström  & Jonas Ridderstråle (1999)

So, Starbucks Australia blew it. They magically found a tribe, a previously disconnected tribe, a tribe that was looking for a place and an identity. And instead of nurturing and connecting this tribe, they merely chose to sell more coffee wine. What a shame. What could Starbucks Australia have done? They could have said, “How would 2 million 10’s of millions of people, well off people, traveling people, connecting people, idea merchants... how could these 2 million 10’s of millions of people benefit from 7,000 remote gathering places some greater connection? How do we create a place that they seek out, spend time and money and attention in?”

with apologies to Seth Godin 2008

So let’s do something about it

Leadership exists when people are no longer victims of circumstances but participate in creating new circumstances.

Jaworski (1998) Synchronicity

4 vs 2

Let’s do more and more about marketing FOR Australian wine consumers, and think less about marketing TO them

(Another derivative from Seth Godin, 2008)

We bring wines that delight our consumers

We share why we are different from our competitors

We get to know a whole range of needs and interests

We share the full breadth of our wine knowledge

We are “can do” and  keep moving the bar higher

Call us and we can help you with your wine solution

Its about Australia’s relationships with customers and consumers

This is Australia

Share our wines (+)

ACKNOWLEDGMENTS

• Some images courtesy of open access material such as FLICKR and SlideShare• The continued generosity of Seth Godin with ideas and material• The Visio Guy for ideas of how to extend the program

Jim Fortunejfortune@bigpond.net.au