From Regulatory Change to Category Opportunity

The Context

Australia's fortified wine industry faced a significant challenge when international trade agreements required the retirement of traditional European-style category names such as Port, Sherry and Tokay.

The sector needed more than replacement names- it needed a compelling vision for the future of the category.

The Challenge

Develop naming conventions that could unite an industry of diverse producers while creating a platform for renewed consumer relevance and category growth.

The solution needed to secure industry support, meet regulatory requirements and inspire a new generation of wine drinkers.

Our role was to align industry stakeholders around a shared future while ensuring consumer appeal and commercial viability.

The Journey

Multi-stage insights and strategy program combining:

Stakeholder consultation across the wine industry
Consumer research and market analysis
Naming territory exploration and testing
Strategic workshops and industry facilitation
Development of an evidence-based category growth roadmap

The Results

New category naming conventions successfully adopted across Australia.
Industry-wide alignment achieved among small, medium and large producers.
Trademark protection secured for the new conventions.
A consumer-led strategy established to support long-term category revitalisation.
Created a foundation for renewed relevance, innovation and future growth.

From Regulatory Change to Category Opportunity

The Context

The Challenge

The Journey

The Results

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