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Mildura Murray Darling Wines and Wineries. |
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The Mildura Murray Darling Region boasts over 40 wineries and wine producers, ranging from boutique to large scale facilities,
that crush anywhere from 5 to 120,000 tonnes annually.
Over half of the regions wineries are exporting and many
are in the process of developing export markets.
The region contributes significantly to the national wine industry
and Australia’s most recognised and successful brands source
their wines from the Murray Darling region.
In 2005/2006 wines from the region collected over 300 medals
in national and international Wine Shows.
Mildura Wines.
When Mildura Wines was formed in 2005, the following
three key areas and objectives were identified for
the Association to focus on :
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Marketing and Communication. |
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Facilitate locals becoming more informed & involved
with the wine industry. |
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Promote the region to entities outside Mildura. |
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Design a map highlighting wineries in the region for distribution locally, nationally and internationally. |
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Identify Wine and Food fairs within and outside the region and distribute as an events calendar to the wine industry. |
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Communication and Information. |
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Develop a communication strategy taking into consideration the communication taking place within the region currently and the information being distributed. |
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Evaluate communication tools including the development
of a website to facilitate communication.
The website would be targeted at all sectors of the wine industry; committee members, association members and the general public.
The site should ensure links to other key organizations
and information sources. |
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Develop a database of contacts including members of the local wine industry and key local and national organisations. |
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Education. |
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Determine the skills/role shortages in the local wine industry. |
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Determine what the education & training needs are for all levels
of wineries from cellar hands through to management. |
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Investigate the education and training courses available locally that relate to the wine industry and prepare a handout for distribution to provide to the industry to encourage up-skilling within the region. |
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Identify methods of attracting skilled people to the region
(Work in conjunction with the Regional Skilled Incentive Program and the LLEN). |
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Identify the gaps, potential collaborations and partnerships
between organisations that can
be established and facilitate action. |
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Establish a working committee to develop a Food and Wine Technology Centre for the region. |
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Mildura Wines, since the appointment of a coordinator in
November 2005, has taken great steps forward in
bringing the industry together.
Goals achieved by the Association include:
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Membership of over 30 businesses. |
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Official Launch using the branding ‘Mildura Wines’. |
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Export seminar. |
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Branding of the Association in collaboration
with Mildura Tourism. |
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Attendance at Wine Australia.
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Introduction of the Wine Map brochure
(The first ever listing all wineries in the region). |
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Strategic planning day and a strategic plan
for the Association. |
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Production and release of a monthly newsletter. |
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Development of a database of wine industry stakeholders. |
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Hosting of media famils with wine writers Peter Forrestal
and Jeni Port. |
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Identification of promotion and awareness opportunities.
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Establishment of the Association as a focal point and voice
for the wine industry. |
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Networking events for the industry
eg. Mildura Wines Band. |
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Organisational Goals.
After a strategic planning day was held in August 2006 the following five organisational goals were identified by
Mildura Wines:
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Industry Development. |
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To facilitate professionalism & excellence within
the wine industry. |
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Governance. |
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To provide due diligence and financial sustainability
to Mildura Wines. |
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Communication. |
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To facilitate a unified identity for representation
of the wine industry. |
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Partnership Development. |
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To develop relationships between Mildura Wines and key players
in associated industries. |
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Promotion & Awareness. |
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To increase the awareness and celebrate the diversity of the wines of the region.
(Geographic Indicator - Murray Darling). |
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Mildura Wines is now implementing strategies to achieve
the above goals.
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