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Which market? Evaluating international wine markets

  • Course Overview

    Which market? Evaluating international wine markets

    With around 240 million hectolitres consumed in 2015* around the world, wine is a truly global product. But when faced with a planet-full of potential markets, how do you identify which to target?

    Evaluating international wine markets requires specific market intelligence. What are the factors which should be considered when evaluating various international markets? Which ones provide the most potential for Australian wine businesses and what business capabilities are required to succeed? *International Organisation of Vine and Wine.
  • Key Learning Benefits
    This two day program will explore:
    • Differences between export markets and the domestic market
    • How to rate international markets’ profit potential
    • The complex international wine trade environment
    • The risks and rewards of emerging markets
  • Program Structure

    This program is delivered over two consecutive days during business hours.

    It will provide you with a stimulating and engaging learning experience, imparting valuable skills and knowledge with immediate application.

  • Who Attends
    This program is designed for business owners, winemakers, managers, supervisors and any other person wanting to learn more about the Australian wine context, its challenges and drivers.
  • Presenter and Facilitator

    Paul van der Lee

    Presenter Paul van der Lee has done everything from guiding a struggling mid-sized winery back to profitability, to being senior economics and policy advisor for the Winemakers’ Federation of Australia.

    Also a former South Australian Wine Industry Association export manager, he currently runs his own wine business consultancy and lectures in the University of Adelaide Master of Wine Business postgraduate programs.

  • Cancellation Policy


    If written notification of cancellation is received no less than 3 weeks prior to the program start date, the full fee will be refunded. If notification is received between 4 working days and 3 weeks prior to the course start date, a 25% fee will apply. If notification is received less than 4 working days prior to the program start date, the full fee will be forfeited.

    If the intended participant is unable to attend, a suitable substitute will be accepted right up to the morning of the program with no financial penalty.

Executive Education Unit



Level 7
10 Pulteney Street
Adelaide SA 5000


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Telephone: +61 8 8313 3268
Facsimile: +61 8 8313 6140
Staff Directory: Executive Education Unit