Annual Membership Information 2021/22 - WINE REGION ON THE PLANET - Wine Tasmania

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Annual Membership Information 2021/22 - WINE REGION ON THE PLANET - Wine Tasmania
T
                       T HE C O O L E S
        PROMO T ING         T HE PL A NE T.
               E G IO N O N
        WINE R

Annual Membership
Information 2021/22
Annual Membership Information 2021/22
                                          T
                            T HE COOLES
               PROMO T ING             L A NE T.
                           N ON T HE P
               WINE R EGIO

                                                   CONTENTS
O  ur vision is to build
   Tasmania’s reputation
as a cool wine region like
                                                   Why join Wine Tasmania? ............................ 1
                                                    ORDINARY MEMBERSHIP ................................ 1
no other on the planet,
with demand for its wines                           MEMBER BENEFITS .................................... 1
continuing to exceed
                                                   Membership — Additional Categories .................. 3
production. With this as a
focus, all activities are                           VINØ............................................... 3
led by our 2021–23 Strategy
and the following key
                                                    STATE MARKETING LEVEL ONE ........................... 4
objectives:                                         STATE MARKETING LEVEL TWO ........................... 5
1. Proactively pursue                               NATIONAL MARKETING ................................. 6
   opportunities to
   communicate, position                            INTERNATIONAL MARKETING ............................. 7
   and promote the unique
                                                   About Us ........................................... 8
   Tasmanian wine story and
   drive market-led growth.                        Key Activities 2020/2021 ........................... 8
2. Progress Tasmania’s
   reputation as a                                  ADVOCACY & ISSUES MANAGEMENT ...................... 8
   differentiated wine                              MARKETING INITIATIVES .............................. 10
   producing and visitor
   destination.                                     TECHNICAL SUPPORT & REPRESENTATION ................ 11
3. Inspire, support, educate
                                                    MORE MEMBER SUPPORT & ACTIVITIES .................. 12
   and assist Tasmanian wine
   producers to grow their
   business performance.
Annual Membership Information 2021/22

                               WHY JOIN WINE TASMANIA?
WHY JOIN?                      Wine Tasmania is the peak industry body         ORDINARY MEMBERSHIP –
                               for professional Tasmanian wine growers,
                                                                               $869 INC GST
W
                               producers, makers and associated
   ine Tasmania supports                                                       Ordinary members receive the following
                               businesses. No matter the size, business
   its member businesses       model, age or location of your wine business    benefits:
and prioritises offering       across the island, by becoming an ordinary
                                                                               LEADERSHIP & COLLABORATION
assistance through             (aka producer) member, Wine Tasmania is
information, resources,                                                        •   Grow the Tasmanian wine sector’s global
                               able to offer assistance to your individual
representation, technical                                                          reputation, value and demand through
                               business needs.
                                                                                   collaborative promotion.
support & marketing
                               Becoming a member will provide you with         •   Access the targeted Tasmanian Wine
initiatives.                   access to a whole lot of information, help,         Story platform and practical social media
                               resources, tools and individual support, as         toolkit – join fellow producer members
LEADERSHIP & COLLABORATION     outlined in the benefits below. You will also       in embracing and adopting this brand
                               be directly contributing to and able to help        into your own business.
• Promotional activities
                               shape the sector’s strategy, priorities and     •   Have your interests represented on
• Cohesive brand presence
                               future performance.                                 critical issues, including smoke mitigation,
• Industry representation
                               Wine Tasmania has strongly positioned               biosecurity, regulation and more.
• Input & share of voice on
                               the Tasmanian wine sector amongst               •   Add your views to Wine Tasmania’s direct
  key issues
                               stakeholders, including government. It              representations and submissions on key
• Access to brand resources                                                        issues to the Tasmanian Government,
                               prioritises its member businesses in
• Member–exclusive offers                                                          Australian Government and other groups,
                               all activities and representation, and
                               equity across all members is paramount.             such as Australian Grape & Wine and
SUPPORT & ENGAGEMENT                                                               Wine Australia.
                               Regardless of your business size or
                               model, membership across the different          •   Have your voice heard and shape the
•   Educational resources
                               categories provides equal access to benefits        Tasmanian wine sector’s future direction,
•   Advice
                               outlined. In order to assist equity, some of        with regular surveys and invitations for
•   Professional development
                               the activities (as asterisked) may attract          input, as well as full voting rights in
•   News & updates                                                                 elections and at general meetings.
                               additional fees on a user-pays basis.

                                         WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                       1
Annual Membership Information 2021/22

                              WHY JOIN WINE TASMANIA?
OPTIONAL MEMBERSHIP           LEADERSHIP & COLLABORATION                    CONT             biosecurity, sustainability and business
                                                                                             information.
CATEGORIES                    •   Access to Wine Tasmania’s logo for use in
                                                                                         •   Receive invitations to regular Wine
                                  marketing/corporate/digital materials.
                              •   Access discounted goods and services                       Tasmania workshops, benchmark

I  n addition to the listed
   member benefits for
ordinary members, producers
                                  as negotiated from time to time –
                                  including via Wine Tasmania’s Partners
                                  in Australia Post and NAB. Membership
                                                                                             tastings, the annual technical field day,
                                                                                             winemaker symposium and Tassie Wine
                                                                                             Stars event (at member pricing, if not
are welcome to access the         of Wine Tasmania includes access to                        complimentary).*
                                  reduced Australia Post rates negotiated                •   Receive regular news, information and
VinØ Tasmania best practice
                                  exclusively for members as well as                         updates through direct emails and the
management program and/
                                  access to its eParcel platform (not                        monthly Harvest e-newsletter.
or targeted promotional
                                  usually available for businesses sending               •   Access free advertising for members in
benefits and opportunities                                                                   the Wine Tasmania e-newsletter, to list
                                  fewer than 1,000 shipments annually).
through additional                                                                           items for sale, positions vacant etc.
categories of membership      SUPPORT & ENGAGEMENT                                       •   Explore the opportunity to join VINØ,
outlined on pages 3–7.        •   Enjoy complimentary access to                              Tasmania’s best practice management
                                  VinEd Tasmania, Wine Tasmania’s                            program for vineyards and wineries, a
Marketing categories of
                                  comprehensive resource across the                          user-friendly and practical resource to
membership are focused                                                                       help measure, benchmark, improve and
                                  essentials of wine business, including
on the local (Tasmanian)          business models, taxation, legal topics                    report your sustainability practices.*
market, interstate markets        and more, via Wine Tasmania’s website.
and international markets.                                                               For wine businesses wishing to participate
                              •   Support and grow your business through
In order to ensure equity                                                                in targeted marketing and promotional
                                  access to Wine Tasmania’s CEO, (new)
across members, some of                                                                  activities, optional membership categories
                                  Marketing Officer and Viticulture &
                                                                                         and benefits are outlined on the following
these activities (as              Winemaking Officer for specialist
                                                                                         pages.
asterisked) may attract           marketing, communication, technical,
additional fees on a
user-pays basis.
                              * Additional costs may apply to participate in workshops and marketing activities.

                                           WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                            2
Annual Membership Information 2021/22

                              OPTIONAL WINE TASMANIA MEMBERSHIP CATEGORIES
VINØ PROGRAM                  VINØ TASMANIA PROGRAM                                      •   A widely distributed, detailed aggregated
                                                                                             and de-identified VINØ program report.
                              MEMBERSHIP – $275 INC GST
V
                                                                                         •   Invitations to attend VinØ program events
   inØ is Tasmania's best                                                                    and discussions.
                              VinØ Tasmania is a best management
   practice viticulture &                                                                •   Random second party auditing to support
                              practice program – specifically tailored for
winemaking program.                                                                          the program’s integrity – a minimum of
                              Tasmanian wine businesses – to help you
                              measure, benchmark, improve and report on                      10% of program members are audited
KEY BENEFITS:                 your own practices.
                                                                                             each year by Wine Tasmania.
                                                                                         •   A platform to communicate and promote
• Workbook & resources        Reviewed annually, it contains practical                       your practices and credentials.
• One-on-one support          resources and tools for wine businesses
                                                                                         Wine Tasmania leads overarching promotion
• Annual report providing     across the topics of soil health, pests and
                                                                                         of the VinØ program and participating
  individual insights         diseases, biodiversity, water, waste, people,
                                                                                         businesses. This includes through its
• Events & discussions        biosecurity, winery and carbon emissions.
                                                                                         website, an annual report and media release,
• Auditing                    More than half of Tasmania’s vineyard area is              in its Tasmanian Wine Trails publication and
• Communications platform     now managed under the VinØ program, and                    across its promotional activities.
• Use of new VinØ logo        this is expected to grow.
                                                                                         VinØ program members are also encouraged
For more information          Program benefits include the following::                   to promote their participation and are
on VINØ, visit                •   A comprehensive online workbook                        now able to use the new VinØ logo in
www.winetasmania.com.au/          against which to report practices, with                promotional material and on wine labels
vinØ-looking-after-the-land       more than 200 practical resources.                     as desired. The logo is available for use by
                              •   One-on-one support on the VinØ                         current Wine Tasmania and VinØ Program
                                  program as required.                                   members which have completed their
                              •   A detailed individual annual report                    workbook with a minimum score of two
                                  identifying areas of strong performance                or above, and which have completed and
                                  and areas requiring improvement.                       returned the licensing agreement.

                              * Additional costs may apply to participate in workshops and marketing activities.

                                           WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                            3
Annual Membership Information 2021/22

                              OPTIONAL WINE TASMANIA MEMBERSHIP CATEGORIES
STATE MARKETING – LEVEL ONE   STATE MARKETING LEVEL ONE –                                •    Priority inclusion in digital and social media
                                                                                              marketing activities focused on driving
                              $1,518 INC GST
S
                                                                                              visitation to your cellar door or online shop
   tate Marketing Level One
                              For members with cellar doors that are open                     (e.g. #TasWineTrails and #BuyDirect).
   has been designed for                                                                 •    NEW: Inclusion of a listing, bottle image
                              regularly (e.g. daily/regular days per week).
members with cellar doors                                                                     and link directly to your online shop via a
that are open regularly.      •   Priority inclusion and profile in the annual
                                                                                              dedicated “Get the Hard to Get” webpage
                                  Wine Trails publication (150,000 copies
                                                                                              on Wine Tasmania’s website.
                                  distributed) via a detailed description
KEY BENEFITS:                                                                            •    Invitation to attend and participate in the
                                  (35 words approx.) of your cellar door
                                                                                              annual BLEND Wine Tourism lunch, held
• Priority inclusion in           offering and a dot on the main Wine Trails                  in partnership with the Tourism Industry
  Wine Trails publication         map in the relevant section of this guide.                  Council of Tasmania.*
• Profile in Wine Trails      •   NEW: A listing and dot on the                          •    Complimentary access to tailored
• Listing on state-wide map       Wine Trails map in a new stand-alone                        marketing, communications, sales and
• Priority inclusion              state-wide map.                                             pricing modules in the VinEd Tasmania
                              •   Contact details and image in the digital                    program, Wine Tasmania’s comprehensive
  in digital marketing
                                  Wine Trails section of Wine Tasmania’s                      wine business resource.
  activities
                                  website, which includes interactive                    •    Invitation to submit wines for tastings as
• Inclusion in targeted
                                  maps and information on cellar doors                        relevant.
  promotions                      (attracting 100,000+ visits each year).                •    Invitation and inclusion in state marketing
• Invitation to BLEND event   •   Exclusive opportunity to include a                          activities and promotions, including
• Access to VinEd marketing       producer profile in the Wine Trails Guide                   engagement with Tasmanian wine trade.*
  resources                       to support your listing.*                              •    Inclusion in local media promotion as
• Invitations to              •   NEW: Inclusion of your cellar door                          relevant, which may include sharing
  participate in tastings,        in activities-based listings on Wine                        winery news, details of new wine
  engagement with wine            Tasmania’s website (cellar doors with                       releases, event promotion and interview
  trade & local media             dining experience).                                         opportunities.
  plus other marketing
  opportunities               * Additional costs may apply to participate in workshops and marketing activities.

                                           WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                                  4
Annual Membership Information 2021/22

                              OPTIONAL WINE TASMANIA MEMBERSHIP CATEGORIES
STATE MARKETING – LEVEL TWO   STATE MARKETING LEVEL TWO –
                              $440 INC GST
S  tate Marketing Level
   Two is for members with
cellar doors that are
                              For members with cellar doors that are only
                              open by appointment or at particular times
                                                                                             your cellar door or online shop
                                                                                             (e.g. #TasWineTrails/#BuyDirect).
                              of the year, or (NEW) for those without cellar             •   Complimentary access to tailored
only open by appointment                                                                     marketing, communications, sales and
                              doors wanting to promote/profile their wines
or at particular times of     or online wine shop.                                           pricing modules in the VinEd Tasmania
the year, or (NEW) for                                                                       program, Wine Tasmania’s comprehensive
those without cellar doors    •   Inclusion in the annual Wine Trails
                                                                                             wine business resource.
                                  publication (150,000 copies distributed)
wanting to promote/profile                                                               •   Invitation to submit wines for tastings
                                  with simple contact and location details –
their wines or online wine                                                                   as relevant.
                                  note, this does NOT include a dot on the
shop.                                                                                    •   Invitation and inclusion in state
                                  Wine Trails map.
                                                                                             marketing activities and promotions.*
                              •   Contact details and image in the Wine
KEY BENEFITS:                                                                            •   Inclusion in local media promotion as
                                  Trails section of Wine Tasmania’s
                                                                                             relevant, which may include sharing
• Inclusion in Wine Trails        website, which includes interactive
                                                                                             winery news, details of new wine
                                  maps and information on cellar doors
  publication (does not                                                                      releases, event promotion and interview
                                  (attracting 100,000+ visits each year).
  include listing on                                                                         opportunities.
                              •   NEW: Inclusion of a listing, bottle image
  the map)
                                  and link directly to your online shop
• Basic contact details in        via a dedicated “Get The Hard To Get”
  Wine Trails                     webpage on Wine Tasmania’s website.
• Inclusion in targeted       •   Opportunity for inclusion in digital
  promotions                      and social media marketing activities
• Access to VinEd marketing       focused on driving visitation to
  resources
• Inclusion in local media
  & other state marketing     * Additional costs may apply to participate in workshops and marketing activities.
  promotions

                                           WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                          5
Annual Membership Information 2021/22

                              OPTIONAL WINE TASMANIA MEMBERSHIP CATEGORIES
NATIONAL MARKETING            NATIONAL MARKETING –                                •   Invitation to participate in 2 x regional
                                                                                      wine sample drops during the year
                              $1,397 INC GST
F
                                                                                      to key mainland media selected by
   or members currently or
                              For members currently or about to be                    Wine Tasmania.
   about to be retailing      retailing their wines in the national market        •   Priority access to visiting national trade
their wines in the national   place or offering direct sales to mainland              and media influencers, including via
market place or offering      consumers.                                              Tourism Tasmania and the Department
direct sales to mainland                                                              of State Growth.*
                              •   Participation in the annual proactive
consumers.                                                                        •   Opportunity to participate in national
                                  inward trade visitation program
                                                                                      trade and media activities via sample
                                  (September) – opportunity to interact
KEY BENEFITS:                     with visitors and include wines in
                                                                                      submissions, regional and varietal
                                                                                      tastings.
• Participation in trade          tastings and events.*
                                                                                  •   Complimentary access to tailored
  programs & tastings,        •   Preferential inclusion in digital marketing
                                                                                      marketing, communications, sales and
                                  campaigns & social media activities
  including the annual                                                                pricing modules in the VinEd Tasmania
                                  (e.g. #MeettheMakers).
  mainland trade visit                                                                program, Wine Tasmania’s comprehensive
                              •   NEW: Inclusion of a listing, image and
• Preferential inclusion                                                              wine business resource.
                                  link directly to your online shop via
  in digital marketing                                                            •   Invitation to participate in other national
                                  a dedicated “Get The Hard To Get”
  activities                      webpage on Wine Tasmania’s website.
                                                                                      marketing activities and events.*
• Inclusion in targeted                                                           •   Inclusion in national media promotion
                              •   Opportunity to participate in interstate
  promotions                                                                          as relevant, which may include sharing
                                  activities and promotion, including
• Interstate activities &                                                             winery news, new wine releases, event
                                  in partnership with the Tasmanian
  promotion                                                                           promotion and interview opportunities.
                                  Government (note, VIN Diemen is currently
• Access to national              on hold for 2021, but other promotional
  influencers                     opportunities are being explored, including
• Access to VinEd resources       additional trade visits).*
• Inclusion in national
  media                       *Additional costs may apply to participate in workshops and marketing activities.

                                         WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                         6
Annual Membership Information 2021/22

                               OPTIONAL WINE TASMANIA MEMBERSHIP CATEGORIES
INTERNATIONAL MARKETING        INTERNATIONAL MARKETING –
                               $250 INC GST
F  or members currently or
   seeking to retail wine
in export markets.
                               For members currently or seeking to retail
                               wine in export markets.
                                                                                   •   Complimentary access to tailored
                                                                                       marketing, communications, sales and
                                                                                       pricing modules in the VinEd Tasmania
                               •   Access to insights and information on
                                                                                       program, Wine Tasmania’s comprehensive
                                   export markets, such as case studies,
KEY BENEFITS:                                                                          wine business resource, including export
                                   export sales reports, market overviews
                                                                                       market insights and information.
• Insights & information           and market assistance.
                                                                                   •   Priority in all Wine Tasmania’s
• Invitation to participate    •   Invitations to participate in export
                                                                                       international/export activities.*
  in workshops & discussions       workshops, surveys and discussions.
• International events &       •   Opportunity to contribute to a new
  promotions                       Tasmanian wine export market strategy.
                               •   Invitation to participate in international
• Access to VinEd export
                                   events and promotions, including
  resources
                                   facilitated virtual tastings.*
• Priority in international
                               •   Inclusion in international media
  & export activities
                                   promotion as relevant, including
The International Marketing        sharing winery news, details of new
category fee has been              wine releases, event promotion and
                                   interview opportunities.
reduced in 2021/22 to
encourage participation
by new or future wine
exporters.

                               *Additional costs may apply to participate in workshops and marketing activities.

                                          WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                      7
Annual Membership Information 2021/22

                              KEY ACTIVITIES 2020/21
ABOUT US                      Wine Tasmania exists to support its wine      Tasmania on behalf of members across all
                              producer members and the broader              levels of government and agencies including:

W
                              Tasmanian wine sector.                        •   Requesting, receiving, clarifying and
   INE TASMANIA is the
   peak body representing     Below is an overview of key activities            disseminating COVID-19 information,
Tasmania’s wine producers,    undertaken in 2020/21 to support, represent       restrictions and requirements to
                              and progress member businesses. With              producers, and successfully advocating
with a focus on promoting
                              COVID-19 continuing to impact Tasmanian           for vintage activities to be permitted as
the world’s coolest wine
                              wine businesses, Wine Tasmania remained           essential activities.
region.
                              agile and flexible, shifting focus and        •   Participation in regular teleconferences
The team includes Sheralee    priorities to best support member                 with the Agricultural Coordination Group
Davies as CEO, Paul Smart     businesses in this environment.                   and Agriculture Workforce Roundtable,
as Viticulture & Winemaking                                                     convened by Primary Industries Minister
                              In recognition of the pressures on wine
Officer, Tessa Astbury                                                          Guy Barnett on the impacts of COVID-19.
                              businesses resulting from COVID-19
as Marketing Officer and                                                    •   Participation in a new AgriTourism
                              impacts, Wine Tasmania membership was
Project Officer Allison                                                         Reference Group, convened by Tourism
                              reduced to a single flat fee, with expanded
Williams.                                                                       Tasmania.
                              benefits offered to members. This included
                              complimentary access to the VinØ program      •   Securing support through the Tasmanian
The Wine Tasmania Board is
                              and the new VinEd Tasmania resource, as           Government’s Strategic Industry
skills based and includes
                              well as additional promotion activities, as       Partnerships Program to address
wine sector and independent                                                     seasonal worker shortages, including
                              outlined on the following pages.
representatives:                                                                “How to Pick Wine Grapes” training in
Martin Rees – Chair, Nick     ADVOCACY & ISSUES MANAGEMENT                      conjunction with TasTAFE.
Haddow – independent, Rob     While representing the interests of the       •   Securing pre-election commitments,
Remnant – independent,        Tasmanian wine sector is always a focus of        including an emergency fund of
Samantha Connew – Stargazer   Wine Tasmania, additional resources were          $100,000 to subsidise wine grape
Wines, Rebecca Duffy – Holm   put into advocacy in light of COVID-19. A         testing for smoke in the event of a
Oak Vineyards, Tim Lyne –     range of other issues were raised by Wine         future bushfire.
Spring Vale Wines and David
Milne – Josef Chromy Wines.
                                        WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	����������������                  8
Annual Membership Information 2021/22

                              KEY ACTIVITIES 2020/21
ADVOCACY                      ADVOCACY & ISSUES MANAGEMENT            CONT        to discuss and provide briefings on
                              •   Securing a formal, written agreement            the Tasmanian wine sector, including

R
                                  with the Tasmania Fire Service,                 hosting vineyard visits by key political
   epresentation of the
                                  Sustainable Timber Tasmania and the             representatives.
   Tasmanian wine sector
                                  Parks & Wildlife Service regarding the      •   Representation of member
across a wide range of                                                            interests through submissions and
                                  fuel reduction program and minimising
critical issues, including:                                                       presentations to the Tasmanian
                                  the impact of smoke on vineyards, as
                                  well as frequent and regular discussion         Budget, Competitiveness of Tasmanian
• Covid-19 requirements &
                                  throughout the season.                          Agriculture, Premier’s Economic and
  recovery
                              •   With support from the Tasmanian                 Social Recovery Advisory Council,
• Smoke impacts and testing
                                  Government’s Trade Alliance Program,            Tasmanian Trade Strategy & Action Plan,
• Carbon emissions                                                                Biosecurity Bill and Climate Change Act
                                  undertaking a detailed review into
• Biosecurity/Phylloxera                                                          Review.
                                  improving the competitiveness of wine
• Seasonal workforce                                                          •   Participation in monthly teleconference
                                  freight and logistics, including the
• Freight & logistics             potential of a collaborative wine freight       of national and state wine organisations
• AgriTourism                     and logistics arrangement.                      to discuss key national issues impacting
• Tasmanian Trade Strategy    •   Securing support through the Tasmanian          on Tasmanian wine businesses.
• National wine issues            Government’s Strategic Industry
• Funding requests                Partnerships Program to investigate a
                                  Net Zero Carbon Emissions program
                                  for Tasmanian wine producers, as well
                                  as delivery of technical and extension
                                  support and activities.
                              •   Regular interaction with Tasmanian and
                                  Federal politicians and departments

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Annual Membership Information 2021/22

                             KEY ACTIVITIES 2020/21
MARKETING                    MARKETING INITIATIVES                           •  Dedicated social media promotion and
                             During 2020/21, many of Wine Tasmania’s            campaigns profiling Tasmanian wine

M
                             usual marketing activities were impacted           producers, encouraging direct wine
   arketing initiatives to
                             by COVID-19. In order to continue growing          purchases (#buydirect), visitation when
   support wine producers,                                                      possible (#taswinetrails) and Wine
                             the reputation of Tasmanian wines, the
with consideration to                                                           Tasmania’s online shop.
                             following activities were undertaken:
COVID-19 restrictions,                                                       • Presentation of a Tasmanian wine tasting
including:                   •   The 2021 Tasmanian Wine Guide                  for key wine trade and media in the UK in
                                 was tailored to recognise COVID-19             partnership with the Department of State
• "Interim" Tasmanian Wine       restrictions on tourism. It focused on         Growth and Wine Australia.
  Guide                          the broader wine story, wine producer       • Presentation of a Tasmanian wine
• Digital marketing              profiles and encouraged people to buy          tasting for key wine trade in Hong Kong,
  campaign                       wine directly from producers.                  presented in partnership with Austrade.
• Continuing interaction     •   A new digital marketing campaign was        • Numerous local, national and
  with wine trade                initiated to encourage people to choose        international print, radio and TV
• New direct to consumer         and preference Tasmanian wine as               interviews and stories regarding the
  campaigns & promotion          well as to grow value, sales and future        Tasmanian wine sector.
• Social media campaigns         visitation. This included advertising on    • Collation and distribution of regional wine
                                 Facebook and Instagram, supported              sample packs to Australian wine media.
• International wine trade
                                 by new Wine Tasmania webpages and           • Distribution of a wide range of
  tastings
                                 producer profiles (/getthehardtoget and        opportunities, including media and
• Sample packs to wine
                                 /meetthemakers) and a social campaign.         magazine submissions, wine shows,
  media & wine trade         •   ‘Care packages’ of Tasmanian wine and          events, grant and award programs and
• Collaboration with             produce were sent to mainland wine trade.      regular promotion of Tasmanian wine
  Tourism Tasmania           •   August and September campaigns of              awards and reviews to trade and media.
                                 the Wine Tasmania online wine shop           • Regular communication with Tourism
                                 were undertaken with associated social         Tasmania, including updates on the
                                 media and with participation open to all       Tasmanian wine sector and cellar doors
                                 members.                                       for inclusion in its marketing.

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Annual Membership Information 2021/22

                              KEY ACTIVITIES 2020/21
TECHNICAL                     TECHNICAL SUPPORT &                                  dedicated VinØ member forum, one-on-
                              REPRESENTATION                                       one support and reporting and developing

V                             •   Delivery of the dedicated Phylloxera             a dedicated VinØ Program logo for use by
   iticulture & winemaking
                                  Preparedness Program, with support               eligible program members.
   support including:
                                  from Biosecurity Tasmania, including:        •   Delivery of ‘introduction to picking’
• Biosecurity & Phylloxera                                                         training prior to vintage to help with
                                  –	development and distribution of
  prevention                                                                       seasonal worker shortage, in conjunction
                                      consumer-focused vineyard signage
• VinØ program including                                                           with TasTAFE and supported by the
                                  –	training video and information for
  resources, member forums                                                         Tasmanian Government.
                                      wine producers
  & one-on-one support                                                         •   Investigation into a Net Zero
                                  –	training video and brochure for
• Training in partnership                                                          Carbon Emissions program for
                                      members of the public
  with TasTAFE                    –	random survey/visits to 50 vineyards          Tasmanian wine producers (continuing
• Net zero carbon emissions           around the island, which confirmed           in 2021/22), supported by the Tasmanian
  program                             the absence of Phylloxera                    Government.
• Workshops & tastings            –	drafting a Phylloxera incursion           •   Presentation of regular and targeted
                                      response plan, with the input of the         extension activities and workshops,
• Vintage report
                                      Technical Committee                          including the third annual Winemaker
                                  –	holding a scenario planning workshop          Symposium (Chardonnay) and the 2020
                                      with Biosecurity Tasmania                    Field Day (“Viable Viticulture & Ensuring
                              •   Delivery of the sixth season of the              Longevity”), including securing partial
                                  VinØ (“Vin Zero”) program, providing a           support from Wine Australia’s Regional
                                  comprehensive and user-friendly tool to          Program.
                                  assist managing, measuring, benchmarking     •   Collection and production of the 2020
                                  and reporting of sustainability practices.       Tasmanian Vintage report, reporting on
                                  This included a full review and update           value and yields, and widely distributed to
                                  of the program workbook, holding a               trade and media.

                                         WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	���������������                       11
Annual Membership Information 2021/22

                              KEY ACTIVITIES 2020/21
MORE                          MORE MEMBER SUPPORT & ACTIVITIES               •   Presentation of the eighth Pressing
                              • Presentation of free monthly benchmark           Matters 2021 Avery Chardonnay Forum,

M
                                wine tastings for producer members,              initiated and supported by Greg Melick
   ember support & other
                                rotating between the south, east coast           to provide 10 lucky wine representatives
   activities including:
                                and north of the state.                          with the opportunity to taste and discuss
• Benchmark tastings across   • Launch and updating of the VinEd                 40 benchmark wines.
  the state                     Tasmania program, a comprehensive new        •   Continued and ongoing dissemination
• VinEd program & resources     wine business and marketing resource             of information, assistance available,
                                for members hosted on Wine Tasmania’s            guidelines and FAQs in relation
• Partnerships with
                                website.                                         to COVID-19, including developing
  Australia Post & NAB
                              • Ongoing partnership arrangements                 vintage and cellar door protocols, in
• Tassie Wine Stars
                                with Australia Post and NAB, including           conjunction with Worksafe Tasmania,
• BLEND event                   exclusive wine delivery rates and offers         Australian Grape & Wine and state wine
• Avery Chardonnay Forum        for members.                                     organisations.
• Regular news & updates      • Presentation of the inaugural Tassie
                                Wine Stars event in November, including
                                awards for the Tasmanian Wine Legend
                                (Fred Peacock), VinØ Champion (Pooley
                                Wines) and VinØ Most Improved
                                (Cambridge Valley Vineyard) and a range
                                of MVP nominations (Most Valuable
                                Producer).
                              • Hosting the second BLEND wine tourism
                                lunch, in partnership with the Tourism
                                Industry Council of Tasmania (TICT), held
                                as part of the Tourism Conference in 2020.

                                        WINE TASMANIA MEMBERSHIP INFORMATION – 2021/2022 	���������������                    12
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