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Australia’s country image internationally and trade recommendations to buy Australian wine: effects and implications
A 3.5-year 7-country study funded by Wine Australia gathered data from the wine trade in the USA, UK, China, India, Indonesia, Korea and Vietnam via interviews and surveys. Results confirmed that stereotypical beliefs about Australia, Australians and Australian wine have a substantial and significant influence on the likelihood of recommending Australian wines to customers. This is supported by data showing that Australia’s country image similarly affects the likelihood of consumers buying Australian wine, the amount purchased and the price consumers are willing to pay. Results point to a number of strategic options for enhancing Australia’s image as a producer of quality wines in critical established and emerging wine markets.

Sep 14, 2017 11:30 AM in Adelaide

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