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Wine Cluster Analysis


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School project regarding the clusters and the wine industry

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Wine Cluster Analysis

  1. 1. Wine Clusters: Analysis By: John Agricola
  2. 2. What’s a cluster? “Clusters are networks of compatible or  competitive inter-related companies working together to strengthen the industry market. Each Cluster creates a commercial magnet  that attracts customers, investment and innovation. Why Wine? The rich history of wine dates back to 6000  BC. Wine has become a huge business, and has great potential for the tourism industry here in Ontario
  3. 3. WINE CLUSTER EXAMPLES: Okanagan Wine Cluster 1) Located in British Columbia, Canada 1) Australian Wine Innovation 2) Cluster Located in Adelaide South Australia 1) Ontario Wine Research Cluster 3) Located in Ontario Canada 1)
  4. 4. Ontario is the most ideal place for research and innovation, as it is home to four worldwide known viticultural areas such as the Niagara Peninsula, Lake Erie, North Shore Peelee Island and Prince Edward County. A few members of the Ontario Grape and Wine Research Cluster are: The Wine Council of Ontario (WCO) The WCO is a non-profit trade association with a leadership role in marketing and establishing policy and future directions for the wine industry in Ontario Grape Growers of Ontario This association plays as an advocate for al processing grape growers in Ontario ensuring their grape growing needs are met. The Vineland Innovation Research Centre The Ontario Grape and Wine Research research The objective of this organization is to become the world-class 1) institution and international hub for horticulture and floriculture Cluster research, innovation and commercial activity Ontario is considered a New World wine producer, with focus on premium winemaking
  5. 5. The Australian Wine Institute: AWRI has contributed development and research and integrated solutions for the wine sector in Australia for more then 50 years. CSRIO Commonwealth Scientific Industrial Organization: CSRIO contributes to improving the production, processing and marketing of grapes and grape production. Provisor Property Incorporated Provisor is a resource provider for research and development, technical consulting and contract research and development. SARDI: South Australia Research and Development Institute Delivers the innovation to enhance the food, fibre and bioscience industries and living environmental systems. The University of Adelaide Established in 1874, the University is ranked in the top 1% in the world in 11 research fields. Studies include: grapevine physiology and microbial biotechnology. 2 The Australian Wine Innovation Cluster it is in the cluster mode that the synergies appear: the boundaries can quickly disappear and focus the combined capabilities of the partners on any problem in any part of the industry value chain”
  6. 6. One of the clusters is in Okanagan, BC. Out of the seven economic clusters, wine has been identified as one to watch as it is critical for the growth in the region. In the surrounding areas, there are universities, government and institutions that support this cluster. The wine cluster in Okanagan helps develop the tourism aspect of this area as the wineries are a major attraction and wine itself are a big part and sales to local restaurants. The Okanagan Wine Cluster  3)
  7. 7. Market Development for the Ontario Wine Cluster Discussed in the win and culinary tourism marketing strategy, emphasis should be focused on  “compelling high quality experiences for visitors, targeting high yield visitors for whom wine and culinary experiences are a lifestyle choice, and who have a high propensity to travel for such experiences. Different strategies will be employed for the Ontario market, the cross-border US market and longer-haul Canadian and international markets.” This effort would involve building awareness of quality Ontario HOW? wines outside of Ontario through packaging and tourism  promotion targeting extra-provincial markets. “There are a number of synergies here”
  8. 8. VQA of Ontario. What is it? The Vintners Quality Alliance of Ontario claims to not have a direct role in marketing or selling VQA wines, however the VQA labels which are attached to each wine bottle produced in Ontario DO provide a sense of credibility and assurance to customers who seek quality wines. Using this quality assurance logo does have an impact on consumer perception of the Ontario’s wine products. VQA’s long term strategic goal… “build a strong and credible appellation system, supported by quality and label integrity, and to raise the recognition and knowledge of each of Ontario’s wine appellations and their unique features”
  9. 9. Bringing Wine Tasting into the 20th Century Rather then use traditional means of  Founders of iYellow Wine advertisements, iYellow Wine Club utilizes Inc. the social capabalities of the new web 2.0, and provides participating Ontario wineries with a cost effecient and effective way to advertise their products and events, and encourage a younger audience to take part in wine tasting. In today’s day and age, wineries must  recognize the importance of change, and understand that sticking to traditional methods of advertising is ineffective, and adapting to new technologies (such as web 2.0) will be more effective in attracting younger markets and having them get involved in wine tasting, which was considered an “old people thing”. Visit: 
  10. 10. Cuvee 2009: Ontario’s Wine “Academy Awards” The Cuvée awards, is a weekend red carpet event, celebrating the  outsanding Ontario wine and food industry in the heart of Niagara wine country. It is a black-tie gala (much like the Academy Awards) where winemakers select the winners and guests mingle with the stars of the Ontario wine and culinary scene and travel the wine route (by red carpet) for special tastings. The award ceremony took place on February 27th, 2009. The competition revue panel involved 41 Ontario winemakers who tasted over 190 wines from 52 wineries to determine the winners. Awards were given to the following Wineries  based on their categories: Red: Cabernet Franc, by Cave Spring Pinot Noir, by Niagara College Meritage, by Tawse Winery and Strewn Winery Shiras/Syrah, by Creekside Estates and Lailey Vineyard White: Red Blends, by Wayne Gretzky Chardonnay Musque, by Cave Spring Gewurztamminer, by Calamus Estate Riesling, by Legends Estates Sauvignon Blanc, by Peninsula
  11. 11. Niagara’s Need for More Marketing Although the creation of wine is solely  Brock University the artwork of the Oenology and Viticulture (the science of wine production) the business and marketing aspect behind the finished product plays a huge role in the success of the wine; much like any other product in today’s markets. With the rapidly growing wine industry in Niagara, there is a growing demand for business and This idea will be vital for the emergence of marketing. the Ontario Grape and wine research cluster while includes a range of partners including: grape growers, wineries, the Vineland Research and Innovations centre, Niagara College, The University of Guelph and the Ontario Ministry of Agriculture, Food and Rural affairs. The groups’ aim is to coordinate grape and wine research.