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Mildura - Australia
  The Mildura Murray Darling Wine Industry Today.

The Mildura Murray Darling is among the largest wine regions
in Australia, with more 800 growers and 15,000 hectares. The region produces in the vicinity of 300,000 tonnes annually for some of the world's best known brands.

Depending on seasonal conditions, the Mildura Murray Darling contributes up to about 20% of the national crush. Chardonnay is the dominant variety, followed by Shiraz, Cabernet Sauvignon and Merlot. Upcoming varieties include Pinot Gris, Sauvignon Blanc, Tempranillo, Viognier and Vermentino.

The Association will focus on developing and sustaining the below identified key drivers of the Mildura Murray Darling wine industry to ensure industry viability.

Business practice
Education and workforce
Domestic and international sales
Supply and demand
Environment and natural resources
Mildura Murray Darling Wines and Wineries

The Mildura Murray Darling Region boasts over 22 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.

Mildura Wines.

When Mildura Wines was formed in 2005, the following
three key areas and objectives were identified for
the Association to focus on :

  Marketing and Communication.  
  Facilitate locals becoming more informed & involved
with the wine industry.
  Promote the region to entities outside Mildura.  
  Design a map highlighting wineries in the region for distribution locally, nationally and internationally.  
  Identify Wine and Food fairs within and outside the region and distribute as an events calendar to the wine industry.  
  Communication and Information.  
  Develop a communication strategy taking into consideration the communication taking place within the region currently and the information being distributed.  
  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.
  Develop a database of contacts including members of the local wine industry and key local and national organisations.  
  Determine the skills/role shortages in the local wine industry.  
  Determine what the education & training needs are for all levels of wineries from cellar hands through to management.  
  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.  
  Identify methods of attracting skilled people to the region
(Work in conjunction with the Regional Skilled Incentive Program and the LLEN).
  Identify the gaps, potential collaborations and partnerships between organisations that can
be established and facilitate action.
  Establish a working committee to develop a Food and Wine Technology Centre for the region.  

Goals achieved by the Association include:

  Membership of over 20 businesses.  
  Official Launch using the branding ‘Mildura Wines’.  
  Export seminar.  
  Branding of the Association in collaboration
with Mildura Tourism.
  Attendance at Wine Australia.
  Introduction of the Wine Map brochure
(The first ever listing all wineries in the region).
  Strategic planning day and a strategic plan
for the Association.
  Production and release of a monthly newsletter.  
  Development of a database of wine industry stakeholders.  
  Hosting of media famils with wine writers Peter Forrestal
and Jeni Port.
  Identification of promotion and awareness opportunities.
  Establishment of the Association as a focal point and voice
for the wine industry.
  Networking events for the industry
eg. Mildura Wines Band.

Organisational Goals

After a strategic planning day was held in August 2006 the following five organisational goals were identified by
Mildura Wines:

  Industry Development.  

To facilitate professionalism & excellence within
the wine industry.

  To provide due diligence and financial sustainability
to Mildura Wines.
  To facilitate a unified identity for representation
of the wine industry.
  Partnership Development.  
  To develop relationships between Mildura Wines and key players in associated industries.  
  Promotion & Awareness.  
  To increase the awareness and celebrate the diversity of the wines of the region.
(Geographic Indicator - Murray Darling).
Mildura Wines is now implementing strategies to achieve
the above goals.