Event from the University of Adelaide
Debate@The Waite: Grape and wine quality doesn't matter - it's marketing that sells wine!
Free event. Registration essential.
Thursday, 17 October 2013, 6:30 pm to 8:30 pm
Lirra Lirra Cafe, Waite Road, Waite Campus, Urrbrae
Topic: Grape and wine quality doesn't matter - it's marketing that sells wine!
Thursday 17 October
Arrive at 6pm for a 6:30pm start.
The Debate@The Waite series [1] aims to raise awareness and understanding of agriculture and to highlight the world-class research done at the Waite Campus.
University of Adelaide researchers and other experts will be arguing for your vote on the night.
The Australian wine industry has made huge gains based on investment in research and development during the past 30-50 years, giving us the edge in a competitive global market. Industry levy and government-funded research has led to knowledge and applications that have enabled significant improvements in grape and wine quality, as well as productivity and yield increases.
In an era of more costly inputs and diminishing returns, and with Australian wine no longer the 'flavour of the month' internationally, is it time to shift investment to support marketing efforts that increase the future growth and profitability of the industry? Many winemakers feel the challenging global economic and market forces they now face are more immediate and grave than longer-term environmental threats such as soil salinity and climate change.
On the other hand, the fruit of much labour in R&D is slow to reveal itself - a 20-year time lag between discovery in the lab and application in the field is commonly cited in agricultural science. In some areas this has dropped to as little as six years to meet industry imperatives. An exciting period lies ahead, with many more possibilities evident on the knowledge horizon, but the rising costs of research, funding cuts and a diminution in the perceived value and importance of R&D to the industry are real threats.
Why bother making better wine if we can't sell it? Can consumers tell the difference between average wine and great wine anyway? Is increasing the marketing spend (especially if it's at the expense of R&D) a sound investment strategy, or a sign of desperation from an industry under pressure in a world that has become short-sighted, shallow and dollar-driven?
In this exciting and important debate, six experts in two teams will argue for your vote.
Will you be for or against?
Ms Carolyn Gadd, Email: carolyn.gadd@adelaide.edu.au [3], Executive Officer, Waite Research Institute, Business: 8313 4184
[0] https://www.adelaide.edu.au/news/events/event24422.html
[1] http://www.adelaide.edu.au/wri/news-events/debate/
[2] http://www.adelaide.edu.au/wri/news-events/debate/
[3] mailto:carolyn.gadd@adelaide.edu.au