2018/19...global engagement 16 our collective voice 18 barossa. be consumed 19 barossawine.com 20...

ANNUAL REPORT

2018/19

BGWA Annual Report 2018/19

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CONTENTS

Our Vision | BGWA Team Members 3Chairman and Chief Executive’s Reports 4BGWA Strategy 62018 Barossa Crush Report 7Grape Barossa Report 8Wine Barossa Report 9Our Own Backyard 12Our Bright Future 14 Global engagement 16Our Collective Voice 18 Barossa. Be Consumed 19 barossawine.com 20 Barossa Wine Show 21Our Brand Promise 22 2018/2019 Visits 24BGWA Activities 2018/2019 26BGWA Member Toolkit 28Contact 31

WINE MISSIONBarossa winegrape growers and makers continue to grow Barossa as a vibrant and highly valued region by working collaboratively to produce and market wines of excellence, renowned for exceeding consumer expectations and derived through practices that are both environmentally and economically sustainable.

BGWA — Our Vision

BGWA — Board 2018/19

Peter JoyChairman

Special Directors:Matt Alexander Deputy ChairmanStefan JuryJones Harley Toole

Grape Growing Directors:Nigel BlieschkeBrendyn HueppauffJames Rosenzweig

Winemaking Directors:Jan AngasSam ClarkeAdam O’Neill

BGWA — Staff 2018/19

James March Chief Executive OfficerAmanda Longworth Brand Strategy ManagerAshleigh Fox (Commenced Maternity Leave April 2019)Events and Member ServicesNicki Robins Viticultural Development OfficerEmily Hay Marketing and CommunicationsMonica HageOffice Manager (Commenced Oct 2019)Annabel Mugford Strategic Projects (Part-time, independent contractor)

Established in 2007, BGWA’s vision is to position Barossa as Australia’s global wine and food region, based on its story of generational endeavour, custodianship of the Barossa landscape and a strong community culture of working together.

BGWA TEAM: (L-R)Nicki Robins, Annabel Mugford, James March, Emily Hay, Amanda Longworth(not pictured: Ashleigh Fox, Monica Hage)

WINE SECTOR VALUESCommitment to:Maintain and nuture our culture and heritageOngoing positive positioning of Brand BarossaSuperior quality and best practicesEnvironmental and economic sustainabilityResearch and innovationDiversity of our region and its productsCollaborate with our stakeholders to achieve common goalsOur community and its people.


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CHAIRMAN AND CHIEF EXECUTIVE’S REPORT — 2018/19

CHAIR’S REPORT

Firstly, I’d like to thank the Board and organisation for the welcome and support they have given to me since taking over the role in November last year. Linda held the position of Independent Chair for over 10 years and in that time guided and built BGWA into the trusted and strong organisation it is today. I take it as both a challenge and responsibility to maintain this momentum.

The BGWA team, led by James, does an amazing job with the resources they have available. The Auction, Wine Show and the numerous international trips James does to find and build opportunities to strengthen the Barossa Brand are always professionally conducted and praised by those who know about the work and effort that goes into them, but also the results they achieve. These activities are the result of a sound Strategic Plan that is regularly reviewed and enhanced.

There is little argument that the wine industry is the primary driver of the region’s prosperity. Just about everyone in the region is either directly or indirectly affected by the ups and downs of the industry. It has been that way for over 170 years.

As the body that best represents the wine industry’s interests in the region, BGWA is very conscious of its wider role in not only speaking on behalf of winemakers and

grape growers but also the affect these issues and challenges have on the wider community.

The Barossa is a truly premium global brand. At any one time, there are over 20 million labels on bottles of wine in cellars, on restaurant tables and shops all over the world with the word ‘Barossa’ on them. The consistent quality of our wines over many years has built our enviable reputation and brand value. In the latest data from Wine Australia, Barossa Valley wines generate on average just over $19 per litre, nearly double that of any other South Australian region. Just in this context, the Barossa Brand is worth over $100 million a year. But the Barossa Brand also has significant influence and value in tourism, food and other retail products and services.

One of the things I have come to quickly appreciate is the interrelated nature of wine to the region’s prosperity. A strong global wine brand, attracts visitors, which supports our restaurants and cellar doors, which employs people who buy from the local supermarkets and shop and send their children to the local schools. We exist in an interconnected system, not in a series of parallel silos.

The wine industry and the region are not without a diverse range of challenges. Among other things we are at risk to fluctuations in grape yield, changes in

exchange rates, international, federal and state political policies and tensions, climate change and water security, disease and biosecurity and changes in consumer tastes and expectations.

I believe our priorities over the next 12 months are to work toward dissolving the silos that exist in the region and to find ways to work together as one brand and one voice, to lobby the government and other authorities and stakeholders to ensure we have long term water security, to continue to build the value and power of the Barossa Brand and ensure that everyone benefits from this strength.

BGWA is a strong, effective and well-regarded organisation. I believe to maintain this position we need to take a wider leadership role, investigate broader and more secure sources of funding and maintain our focus on building the value of the Barossa Brand in key markets around the world.

Peter Joy

Peter Joy James March


NEXT PAGEBGWA Strategy

CHIEF EXECUTIVE’S REPORT

Momentum. That would be the word that I would use to characterise another successful year of operational delivery.

All our activities consistently align with our four-pillar strategy, which in turn provides us with a focus and strength of movement that builds its own momentum. When we reflect on the achievements, outputs, and most importantly, outcomes of the Operational Plan delivered during financial year 2018/19, it can be demonstrated that the ripple effect of our interconnected strategy is ever expanding Barossa’s global reach.

BGWA is a strong and agile organisation. Creating member value is at the core of everything we do. We have a clear sense of purpose and commitment to delivering world’s best practice, not only from our team, but encouraging this from the grapes our members grow, to the wines they make and their respective journeys to see them enjoyed by Barossa wine enthusiasts the world over.

It is a great privilege to represent the Barossa region in some of our international markets. It not only serves as inspiration to witness first-hand the appreciation of our wines and associated stories, but to continually remind me that we are competing in a hugely competitive global market.

What is equally inspiring is the opportunity to showcase our home to visitors from other parts of Australia and the world. To witness the enthusiastic and fervent bidding on some of the region’s most sought-after wines at the Barossa Wine Auction in April this year, was another milestone in our efforts to position Barossa as one of the world’s great wine regions.

To do this we need to have absolute clarity about what the Barossa Brand stands for and our internal commitment to it, and belief internally in the importance of brand. We need to secure it as best we can and have the ability to respond to market changes, challenges and opportunities.

Throughout this Annual Report members can read about this commitment. Our brand building activities start in vineyards and properties, on generational farms through initiatives such as the Demonstration Vineyards, the Pruning Expo, workshops on improving soil health, and the first work experience

week focused on developing a career in operational viticulture.

Some of the most successful bidders at the Barossa Wine Auction were people we have developed a relationship with through the Barossa Wine School. Our global networks are ever expanding through our outbound and inbound activities in carrying the regional brand message.

A particular highlight in November 2018 was Barossa putting its best foot forward to showcase the region to the international delegation attending the Great Wine Capitals Global Network AGM in Adelaide.

The end of the financial year saw the BGWA on the verge of moving to our new home at The Barossa Cellar. We are extremely grateful for the support of the Barons of Barossa for making this vision a reality, and the support of our members as we’ve relocated.

The momentum behind the Barossa First grant is another highlight, using the base of the extensive research and updated brand collateral ready to launch activities at home, China and the US in the coming year.

FINANCIAL RESULT

The Association delivered an operating surplus of $34,278.

We have a strong balance sheet with total equity at just over $2million, the first time we have achieved this result.

Knowing that the 2019 vintage was so

low yielding, we are preparing in the 2019/20 financial year to operate on much reduced income, however the balance of our grant spending will come into effect and Barossa’s brand building activities will maintain their momentum.

ACKNOWLEDGEMENTS

I’d like to particularly thank Peter Joy in his first year as Independent Chairman for providing great support and a keen desire to see the BGWA and Barossa region continue to reach its full potential.

To the volunteers that serve on the board, committees and working groups across all BGWA endeavours I offer my sincere thanks. It is a remarkable effort that you all make for the collective good of the region.

And finally, to the most committed, talented and dedicated staff of BGWA I applaud you. Each team member works to their absolute best ability, striving for excellence and justly proud in our collective achievement. Thank you for giving it your all.

THE FUTURE

While customary to report on the financial year just gone, it is hard not to be thinking ahead to some amazing opportunities that are within Barossa’s grasp.

Gaining momentum to continue our global reach is on the horizon.

BGWA and Barossa’s momentum is gathering pace!

James March

BGWA Board 2018/19

OUR BRIGHT FUTURE

OUR OWN

BACKYARD

OURCOLLECTIVE

VOICE

OUR BRANDPROMISE

Shared digital platform

Barossa Tru

st Mark

East

Coast K

OLs

BWS HK and China

E

ndless assessment and evolvement

Barossa Chapters | Our stories

Supply stra

tegy

New customer creation

Engaged community without borders

Natio

nal reach

Bar

ossa

Gro

unds | G

eneratio

nal farming

Market position and call to action

Real time engagement

Global re

cognitionI

I II III2011: PositionBig Ideas Think TankBarossa as a leading global wine, food and tourism experience

2017: AspirationMember ConsultationBGWA resourcing and delivery

2020: The Next HorizonThe HomecomingShowcasing brand investment

BGWA: STRATEGIC PROGRESSION


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II

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NEXT PAGEGrape Barossa Report

BAROSSA CRUSH REPORT — 2019 vintage

Barossa 2019 vintage will be known as one of outstanding quality, but well below average yields.

“The good news is that flavours and colours (in reds) and overall quality is exceptional. Standout varieties include, but won’t be limited to, Shiraz and Grenache and Cabernet.”

Yalumba head of winemaking, Louisa Rose.

Barossa Valley 40,169down 28% on 2018

Data source: 2019 South Australian Wine Grape Crush results (estimated response rate 85% = actual total Barossa crush 53-55k tonnes)Wine Australia Regional Export Reports June 2019*MAT = Moving Annual Total

Eden Valley 5,477down 53% on 2018

BAROSSA ZONE TOTAL CRUSH 45,646 TONNES

BAROSSA CRUSH AS % OF SOUTH AUSTRALIAN 2019 CRUSH

6%VOLUME

BAROSSA WINE GRAPE PRICESAVERAGE PRICE PER TONNEGrowth 2018 —2019

15%$ VALUE

Barossa Valley Shiraz $2,315 +2%Cabernet Sauvignon $2,049 +2%Overall average +3%

Eden Valley Shiraz $2,755 +4%Cabernet Sauvignon $2,509 +6%Overall average +5%

BAROSSA ZONE EXPORTSMAT* growth June 2019

$

Price per litre AU$ Barossa Zone $12.43 +11%Barossa Valley $19.46 +6%Eden Valley $16.01 +10%

Top 5 export regions value AU$China $111,949,000US $ 12,438,000UK $ 11,196,000HK $ 11,151,000NZ $ 8,865,000

Total export value$199,343,000

Total export volume12,393,000 litres


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GRAPE BAROSSA REPORT — James Rosenzweig

The 2018/19 growing season was a tough one for Barossa growers, with high quality but below average yields.

January to June 2018 rainfall was only 62% of average, with winter 77%, spring 64%, and summer 31% of average in Barossa Valley. Growers also battled two major spring frosts and hail damage, followed by hot temperatures in December and January (2.6° and 3.2 °C above average respectively).

Grape prices stayed buoyant, with the average price of BV Shiraz at $2315 per tonne, 2% up on last year. EV Shiraz was up another 4% to $2755 per tonne, and EV Cabernet Sauvignon was up 6% to $25095.

Advocating for Barossa’s wine grape growers, in 2018/19 the Grape Barossa committee was successful in overseeing the following activities:

• “Education and Careers in Operational Viticulture”: Ten year 11 & 12 students have embarked on school-based apprenticeships in partnership with BGWA grower members, TafeSA, Faith Lutheran College and Nuriootpa High School. Year 10 students also took part in the BGWA-led viticulture-focused work experience week – an Australian first.

• Advocacy for growers in discussion with PIRSA and State Government Ministers to scope securing a potential alternative water supply source for Barossa vineyards into the future.

• In 2018/19, BGWA initiated at least 20 positive stories involving growers on Facebook/Instagram, The Leader, The Herald, Grape Grower & Winemaker magazine, Wine Australia RD&E newsletter, ABC radio and the BGWA Update.

Working with Wine Grape Council of SA regarding state-based levies going forward. The target was to evolve the way the levy is calculated to be fairer. This is your business, and Grape Barossa’s stance is the state body needs to be adequately resourced in order to strongly represent SA growers’ commercial needs.

This past year has been one of the best in terms of people around the table. Communication is on a high between all stakeholders. Our regional people need to be congratulated, with many leaders. The picture is evolving step-by-step, so Barossa stays number one.

I am pleased to see our regional home in The Barossa Cellar. This is a community asset, of which we can all be proud. I would love to see your family name on the sponsors board for the world to see!

Finally, thank you for putting your best foot forward. Together we can be fair and profitable. Embrace our youth as they are our future, and remember we are on show.

No doubt our seasonal challenges will continue and please, as needed, talk to someone.

James RosenzweigGRAPE BAROSSA CHAIR

Grape Barossa Committee 2018/19:Adrian HoffmannBrendyn HueppauffBrett ThompsonKirsty WallerKarl SchillerSebastien DaleyBen ZanderAlistair DinnsionDaniel HabermannTrent ReillyWill HolmesJames RosenzweigNicki Robins (BGWA)

WINE BAROSSA REPORT — Howard Duncan

Over the past year the Wine Committee has remained focused on nurturing a number of working groups and I thank all who have dedicated time, expertise and creative input into progressing a number of initiatives that support BGWA’s strategy and operating plan. This new structure also enables us to reach beyond those on the committee and encourage more people from member businesses to be involved in the delivery of BGWA events and programs. The following highlight the range of initiatives that the Wine Committee has been involved in through 2018/19

The Wine Innovation Group The working group has been:• engaging suppliers in regard to

broad regionally specific trials for vintage 2020

• will be aiming to have AWRI run a fault and taint seminar in the last quarter of 2019

• working with a supplier to present a series of mini seminars on finishing wines and getting them bottle ready

• will be calling for non-wine committee members to join once AGM is completed.

Barossa Be ConsumedOur key domestic consumer activation Barossa Be Consumed continued to build momentum in 2018 with successful events in Sydney and Melbourne through July. We saw an increase in the number of participating wineries (with more on the waiting list) and growth in ticket sales at both events. Post event surveys and ‘town hall’ meetings with stakeholders generated plenty of discussion around how the event can be further improved, and plans are being developed to extend the event footprint to new markets here in Australia and overseas. Be Consumed represents an exceptional opportunity to take the Barossa regional brand message to market through high quality

events, complemented by an extensive digital media broadcast. As the initiative builds momentum and reaches more consumers in 2019 and beyond, BGWA member wineries benefit immediately through direct sales opportunities and building their consumer marketing databases. The event also aims to promote visitation to Barossa and I would like to thank Jo Seabrook and the team at the regional visitor centre for their continued support in that endeavour.

Generations LunchFollowing a hiatus in 2017, the long running Generations Lunch returned to the Tanunda Show Hall in December 2018. The format for what is often known as the Barossa wine community’s unofficial Christmas lunch continues to evolve, and this year we invited the ‘Vintage Whisperer’ to share his thoughts on the vintage ahead and to make a few brave predictions. Thanks again to the BGWA team to helping deliver this event and to the team at Hand Made Catering for working in exceptionally hot and trying conditions on the day.

Riesling Eden Valley This group has come together over the last three to four years, led by John Hughes from Rieslingfreak. The group’s program of events continues to grow and build momentum, with a particular focus on promoting October as Eden Valley Riesling Month. In 2019, the number of wineries promoting events in Barossa and Adelaide has grown substantially to present an impressive number of tastings, lunches, dinners and masterclasses all serving to promote Barossa’s hero white wine variety.

Howard DuncanWINE BAROSSA CHAIR

Wine Barossa Committee 2018/19:Ben BryantSusanna PearceBen ChipmanHoward DuncanHelen McCarthyCasey MohrJustine HenschkeStuart BourneSamantha MasonSteven FrostKate McClureBernadette KaedingAmanda Longworth (BGWA)Ashleigh Fox (BGWAEmily Hay (BGWA))


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What we do and why we do it

Our strategic pillars in action


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KEY ACHIEVEMENTS

Eight BGWA “demonstration vineyards” operating in fifth year of BGWA’s Premium, Profitable, Sustainable Barossa Growers project (partnerships with Wine Australia and Tarac Technologies).

More than 150 BGWA members involved in BGWA’s “Creating Resilient Landscapes in Barossa” environmental programs (partnership with Adelaide Mt Lofty Ranges NRM Board). Community planting days involving BGWA members in Bethany and Krondorf were a highlight.

120 growers and technical viticulturists attended a “vine nutrition” workshop at Steve Schiller’s Gomersal property in May 2019. Presentations included V2019 results of BGWA demonstration vineyards by Chris Rogers Viticulture, vine nutrition and profitability by Farmer Johns, and best practice fertigation by Ardal Water Solutions.

160 growers and viticulturists attended BGWA’s “Preventing & Managing Eutypa” workshop, lunch and tradeshow in conjunction with the 2019 Barossa Pruning in June. Presenters included SARDI’s Dr Mark Sosnowski (Eutypa research update), Chris Rogers Viticulture (Eutypa reworking decision-

making tool), and BGWA’s six videos featuring growers’ yield/quality/profitability results five years after reworking Eutypa-affected vines.

Eight Barossa Grounds briefings, vineyard tours/tastings delivered to over 50 key influencers, including international Masters of Wine, sommeliers, educators, students, wine show judges, Barossa brand ambassadors and Barossa Wine School students.

BGWA’s sixth year providing the “GrowCare Barossa” crop watch advice on vineyard pest and disease management, delivering two email alerts during the 2018/19 growing season.

OUR OWN BACKYARD

Our pillar that is internally facing, focused on production.

Activities are designed to improve sustainability, profitability and support resilient landscapes. These programs increase understanding, share knowledge while acknowledging our responsibility and custodianship of our asset: the land.


NEXT PAGEOur Bright Future

Eight members of Sustainable Winegrowing Australia, Barossa, obtained higher scores from the previous season, with the best vineyard 16.3% away from best practice and the vineyard needing most improvement 41% away from best practice.

Careers in Operational ViticultureEight Year 10 students from Faith, Nuri High and Kapunda High took part in BGWA’s “operational viticulture work experience week” in May 2019. 12 Barossa secondary school students have taken up school-based apprenticeships in viticulture with BGWA members since the program launch in Oct 2018, with more in the pipeline. This initiative is continuing in 2019/20.

120 growers & technical viticulturists attended the vine nutrition workshop

8 members of Sustainable Winegrowing Australia, Barossa receiving acknowl-edgement for achieving more sustaina-ble practices

8 Barossa Grounds briefings to over 50 key influencers

150 BGWA members involved in “Creating Resilient Landscapes in Barossa” environmental programs.


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OUR BRIGHT FUTURE

BAROSSA WINE SCHOOLCurrent geographic reach spans Hong Kong, China, Taiwan, Singapore, Canada, United States and Melbourne. Programs are delivered locally via Nuriootpa TAFE, Pernod-Ricard, Artisans of Barossa, Hentley Farm and various brands, forming part of a Cellar Door Experience.

KEY ACHIEVEMENTS

• Engaged with over 800 students globally.

• 14 participated in the Level 3 visit, a six-day immersion program

• 11 participants successfully passed the Level 3 exam, becoming Barossa Masters

• The Barossa Master graduation held in Hong Kong, hosted 40 Barossa Wine School alumni.

• 4 Barossa Wine School educator hosted groups attended the Barossa Wine Auction

We continue to focus on training BWS educators and upskilling existing educators. 22 new BWS educators:• US: 2• China: 7• Barossa: 12• Singapore: 1

Our pillar for externally facing, demand-based activities.

The goal is to capture growth potential in international markets by implementing activities that directly engage with influencers. The outcome of increasing regional brand awareness drives export demand, but also positions the region on the global wine stage, creating value in our asset: Barossa.


BAROSSA WINE AUCTIONFor the third time, we partnered with Langton’s Fine Wines to deliver the 2019 Barossa Wine Auction.Held on 26 April 2019 at Lambert Estate Wines, the Barossa Wine Live Auction and Lunch attracted 350 guests + 25 guests at a satellite event. The event was hosted by MC, Jane Thomson of the Fabulous Ladies’ Wine Society.Launch events were held in Sydney and Melbourne, selling out in under 10 minutes!PR Campaign reach: 27 million globally

Clearance rate:Live and silent auctions: 100%Online auction: 60%

NEXT PAGEOur Collective Voice

Purchasers:47% China/Hong Kong28% Domestic (outside Barossa)25% Barossans40% of bidders were female.

Record bottle prices set:• Penfolds 1962 Bin 60a (750ml)

$18,500 + buyer’s premium• Langmeil Freedom Shiraz 12 bottle

vertical collection $6,291 (three times the catalogue estimate)

• Pewsey Vale The Contours Six bottle veritcal collection + Contours Vineyard tour = $5,242 ($874/bottle, an Australian record for Riesling)

Total gross Auction revenue: $339k

800+ Barossa Wine School students

27 million people reached globally through Barossa Wine Auction campaign


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CHINA AND HONG KONG | NOVEMBER 2018, MARCH, MAY/JUNE 2019• Wine Australia China Wine Awards,

sponsored Best Wine Educator award

• Hosted Australian Beef + Barossa Shiraz events in two cities

• Hosted Party Barossa events (approximately 250 guests each) in Shanghai, Beijing and Chengdu

• Presented Collectable Wines of Distinction Masterclass at Chengdu Wine Fair

• Participated in Wine Australia China Roadshow

• Presented two Barossa Rare & Distinguished Masterclasses for 250 people each, Hangzhou and Shenzhen

• Visited Ningxia Wine Region, meeting with the head of the National Wine Bureau to discuss a sister wine region relationship. Toured Pernod Ricard Winemakers’ operations site at Helen Mountain

• Met with Alibaba officials• Met with KOL regarding promotional

relationship possibilities • Launched the Barossa Super 100

Classification in Shanghai• Met and built relationships with key

Barossa Wine Auction customers, resulting in attendance of 20 active bidders to the Live Auction and Lunch.

NORTH AMERICA | AUGUST 2018• Progressed sister-city relationship

discussions with Grapevine Texas• Hosted volunteer Sommelier’s lunch

for 120 people at TexSom• Hosted Barossa Wine School

Educator training in Texas and Level 1 class with Wine Australia in San Francisco

• Met with Napa Valley Vintners to progress Wine Origins Alliance and Great Wine Capitals Global Network.

EUROPE | MARCH 2019• Hosted Barossa Grounds

masterclass for Institute of Masters of Wine in London

• Presented to the Wine Origins Alliance regarding regional name protection

• Hosted Barossa Wine School Educator training for Peter Lehmann Wines and Liberty Wines Group

• Hosted on stand Barossa Grounds tasting at ProWein

• Met with Mark Pygott MW regarding International Judge position for Barossa Wine Show 2019.

OUR BRIGHT FUTURE

GLOBAL ENGAGEMENT


NEXT PAGEOur Collective Voice

17 cities visited throughout mainland China, Hong Kong, Europe and United States.

6 international Barossa Wine School sessions held in China, UK and USA

10 dedicated Barossa masterclasses hosted internationally

20 other events attended and/or hosted to promote Barossa wines and strengthen relationships internationally20

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OUR COLLECTIVE VOICE

KEY ACHIEVEMENTS

Barossa Wine Show September 2018930 entries across 25 classes, with Wine of Show being awarded to the Peter Lehmann Wines 2015 Wigan Riesling.

Social mediaContinued to build a strong social media base, with high engagement levels.Social media has been a key driver to barossawine.com, with news, stories and updates on key event campaigns.

Our pillar for internal and external focused activities through marketing and communication platforms.

Establishment of proactive plans are intended to harness a collaborative approach. Unity facilitates clarity of messaging within our ranks and beyond. This solidarity gives strength to our asset: our community.

7,065followers

+735yearly growth

17,079followers

+2,379 yearly growth

566followers

+266 yearly growth

@barossawines

Barossa 巴罗萨


NEXT PAGEbarossawine.com

Barossa Be Consumed:

Delivered successful events in Melbourne and Sydney featuring:• 45 wineries • 2 distilleries• 1 brewer• 2 food producers. • Catering provided by local restaurant, Harvest Kitchen.

Melbourne ticket sales 950Sydney ticket sales 793

Approximately 270 retail sales were made across the two events totalling approximately $100k.

Sell-out crowd in Melbourne79% capacity in Sydney56% were women45% were aged under 3521% aged 35-44

45 Barossa wineries

2 food producers + local caterer for meal service

Local musician: Sam BrittainModified Kegel laneBarossa media wall

BAROSSA. BE CONSUMED 2018Saturday 14 July | Carriageworks, SydneySaturday 21 July | Meat Market, North Melbourne

270 retail salesApproximate sales = $100kAverages sales/producer/city $950

PR Reach: socials1.1 million impressionsAdvertising reach 516k

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BAROSSAWINE.COM Distinctly different to the destination marketing focus of barossa.com, barossawine.com delves deep into Barossa’s winemaking past, present and plans for creating a sustainable future.

Since its launch in December 2017 the site has become a definitive source of regional information for wine enthusiasts, winemakers, marketers, viticulturists, students, educators and Cellar Door staff globally.

barossawine.com has shown strong SEO growth with organic search now taking #1 position for aquisition, up from #3 in 2017/18

> 1: 9.67K /barossa-vintages/barossa-vintage-reports

> 2: 6.94K / (home)

> 3: 5.52K /wine/barossa-wine-auction

> 4: 4.45K /vineyards/old-vine-charter

> 5: 4.07K /barossa-vintages-history

TOP 5 VIEWED PAGES

Referral notes:barossa.com 75.58%instagram 2.59%barossavintagefestival.com 1.29%winecompanion.com 0.83%cn.bing.com 0.69%

• Organic search 40.8%• Referral 24.0%• Direct 20.3%• Social 13.0%• Email 1.8%

• Australia 64.67• USA 10.82• UK 3.21• China 2.58• Hong Kong 2.01• Other 16.7

ACQUISITION

LOCATION

Users: 16,711Page Views: 100,557

Average session length: 2:02 minutes

Sessions: 22,748

+New Users: 16,624

Pages/Session: 4.42

“The Barossa wine website is an excellent resource as an educator, wine buyer and wine lover... full of tonnes of interesting information presented in a way to encourage exploration and much time lost discovering all the things about Barossa.

I wish more wine regions had such a comprehensive and well organised website.”

Margaux Burgess

DipWSET, Certified Barossa, Riojca & Sherry Educator, Director Lingua Vina, Canada



Trophy winners

Most Outstanding Barossa Table Wine, Premium ClassesPeter Lehmann Wines 2015 Wigan Riesling

Most Outstanding Barossa Red Table Wine, Premium ClassesSt John’s Road 2017 The Resilient Grenache

Most Outstanding Barossa White Table Wine, Premium ClassesPeter Lehmann Wines 2015 Wigan Riesling

Outstanding Wine of ProvenancePeter Lehmann Wines Wigan Riesling 2018, 2012, 2002

Most Outstanding Singe Vineyard Table Wine, Premium ClassesPeter Lehmann Wines 2015 Wigan Riesling

Most Successful Exhibitor - Small Producer: Quin Wines

Most Successful Exhibitor - Medium Producer: Murray Street Vineyards

Most Successful Exhibitor -Large Producer: Wolf Blass Wines

2018 MEDAL TALLY

Gold 68Silver 148Bronze 264

BAROSSA WINE SHOW — September 2018

The 2018 Barossa Wine Show was held from 9—14 September and received a record 930 entries from 115 exhibitors.

The Awards Presentation Dinner was again held at Lambert Estate Wines, which was attended by almost 400 people.

We welcomed new Chair of Judges, Nick Ryan, to the Barossa Wine Show in his first year in this position.

NEXT PAGEOur Brand Promise


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OUR BRAND PROMISE Our pillar for internal and external promises relating to our brand culture.

Our declared actions to continually strive to build value in brand Barossa , through the delivery of world class, best-practice in all that we do. Superior delivery creates inherent value for our asset: our members

SIGNIFICANT ACTIVITIESParticipation throughout the Great Wine Capitals Global Network AGM in November 2018.

Completion of the Barossa First Project’s research component. Commencement of significant collateral redevelopment projects including barossa.com redevelopment and new visual library.

Barossa Trust Mark is undergoing a period of review following consultation with

members in March 2019.

A significant portion of the Barossa First project was devoted to conducting research into trade and consumer perceptions of Barossa in our key target markets; Australia, US and China.

Key results include:

• Against our international competitive set, including Bordeaux, Tuscany and Napa; Australian, US and Chinese tourists aligned our services and brand image more closely to Marlborough.

• Against our domestic competitive set, Australian, Chinese and US high value wine visitors associate Barossa as global, quality driven and hand crafted.

• Within our international competitive set, Barossa is seen as friendly, safe and in a natural setting. Tourism Australia have identified these all in the Top Five factors that influence destination choice for high value tourists.

• Over 80% of Australian, US and Chinese visitors stay overnight. Australian and American visitors would recommend two nights, while Chinese recommend three nights.

• The major reason for Australians not visiting Barossa was that they had already planned to visit another destination. While for US and Chinese visitors, they did not have enough time.

The visual campaign, titled ‘Find Your Place in Our Story’ incorporating a suite of six videos and a full photo library was filmed in April 2019, ready for release with the launch of the barossa.com refresh in late 2019/early 2020.

BAROSSA FIRST PROJECT UPDATE

GREAT WINE CAPITALS GLOBAL NETWORK AGM, ADELAIDE | NOVEMBER 2018

Taking full advantage of the attention of the global delegation of Great Wine Capitals members, BGWA led a full-week program of events and tastings, including a full-day immersive visit to Barossa.

5 days4 - 8 November 20186 events

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88 delegates9 tourism officialsfrom 9 global regions

15 Barossan experiences presented

1 Best of Wine Tourism Award winner

40 wineries presented

78 wines tasted

BGWA contribution:$9,453 cash contribution$9,500 estimated staff time cost

Co-contribution from other regional bodies $4,160* (*approximate)

Member goods and services contribution value:$36,000* (*approximate)

“The exceptional program hosted in the Barossa on Tuesday 6 November was one of the highlights of the program. It was clear that your team put in significant effort with members and producers in your region, with the entire program executed with great care.”

Jo Collins, Executive Director Agriculture, Food and Wine PIRSA

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United States of AmericaUS ImportersUS SommeliersPIRSA US DelegationUS RetailersMedia, education and trade

CanadaCanadian SommeliersBCLDBMedia and trade

China (including Hong Kong)China Vintage TripBarossa Wine School Level 3 China SommeliersLim Hwee PengRetail, trade, student and consumer

A

A

B

C

D

E

UK & EuropeEMEA Media, retail and education

D

B C

DomesticClive HartleyEducation

E

2018/19 VISITS TO BAROSSA

Multi-nationalInstitute of Masters of WineWSET OIV MScEmerging MarketsGreat Wine Capitals AGMTrade, education and consumer


17visits

301winery

presentations

225visitors

33days in region

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BGWA ACTIVITIES 2018/19 AT A GLANCE

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Booklets a. Barossa Chapters i. Booklet ii. Individual Chapter PPT Templates

• Discovery• Flavours• Generations• Grounds• Old Vines• Rare and Distinguished• Shiraz

b. Barossa Ingredients Imagery a. Barossa Images i. High Res (available on request via WeTransfer or Dropbox link) ii. Low Res b. Videos i. Barossa at Home ii. Barossa Be Consumed TV Commercial iii. Grape Growers of the Barossa iiii. Barossa Chapters videosMaps a. Barossa Grounds b. Barossa Valley Map c. Eden Valley Map d. Barossa Topographical Map e. Wine Australia Regional Flyover

Posters a. Barossa Wifi poster

Infographics a. Old Vine Barossa Grenache b: Barossa Old Vine plantings b. Old Vine Charter c. Barossa climate, geography, production snapshotsLogos a. Barossa Logo examples b. Barossa Style Guide c. Barossa Logo Usage Terms and Conditions

Barossa Wine School a. Customisable Power Point b. Educational Booklet c. Barossa Wine School Video* (*can be accessed via USB from BGWA) Barossa Grounds a. Barossa Grounds Journey of Discovery Booklet b. PIRSA Report c. PIRSA GIS Maps d. Barossa Grounds Toolkit order form

Over the Vineyard Fence a. Winegrapes for Sale Register information

Reports a. Wine Australia reports b. Barossa China Ready report

BGWA MEMBER TOOLKIT The Toolkit is available to all financial members of the BGWA. The files are located in a Dropbox folder so you can access the collateral globally.

The collateral is designed for use in presentations, tastings nd other marketing activities.

Please email us:[email protected] to request access.

TOOLKIT CONTENTS:

BGWA:the beacon within the Barossa wine community for collaborative investment and enabler of collective action.

Please refer to the BGWA Member Prospectus for more information: www.barossa.com/about-bgwa

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SUPPORTING AUSTRALIA’S REGIONAL WINE COMMUNITIES THROUGH WORLD CLASS LABEL SOLUTIONS.

Proudly supporting

Born in Bordeaux.Raised in the Barossa.TO FIN D O U T M ORE A B O U T O U R R A N G E OF D U B ORDE L A I S BA RRE L S , C A LL US OR V I SI T O U R W E BSI TE(08) 8563 2178 / W W W.A PJOHN.COM.AU

PRO U DLY SU PP ORTIN G THE B G WA

This information has been made available to assist on the understanding the Barossa Grape & Wine Association (BGWA) is not rendering professional advice. The information is not legally binding and is not intended to be a substitute for legal advice. The information is based on the BGWA’s understanding regarding the requirements of the market at the time. The BGWA does not accept responsibility for the results of any actions taken on the basis of this information, nor for the accuracy or completeness of any material contained in it. The BGWA expressly disclaim all and any liability and responsibility to any person in respect of the consequences of anything done in respect of reliance, whether wholly

or in part, upon this information.

© Barossa Grape & Wine Association, November 2019.

The Barossa Grape & Wine Association would like to acknowledge our valued partners for their long term support and commitment to the region.

CONTACT US:

Barossa Grape & Wine AssociationThe Barossa Cellar991 Stockwell Road, Vine Vale

PO Box 420, Tanunda

South Australia, 5352

Tel: 08 8563 0650E: [email protected]

Barossa Grape & Wine Association The Barossa Cellar, 991 Stockwell RdVine Vale,SA, 5352

[email protected] barossawine.com

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2018/19...global engagement 16 our collective voice 18 barossa. be consumed 19 barossawine.com 20...

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