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Mitchelton Wines

In: Business and Management

Submitted By jezo1309
Words 4959
Pages 20
Griffith University
2213HSL
Food & Wine Tourism

Project Case Study:

“Mitchelton Wines of the Nagambie Lakes”

By: Jessica Chandra and Melissa Chandra

Course Convenor: Russell Cox
Tutor: Kelly Cassidy
Tutorial: Wednesday, 11:00am to 12:00 pm

EXECUTIVE SUMMARY Australia is growing to be one of the major wine producers in the global market. This is attributed to the following reasons: government support, international recognition and export demands, increasing domestic awareness and consumption of wine, development of local wine zones, regions and sub-regions and industry collaboration (Anderson, 2001; Beeston, 2002; Marsh and Shaw, 2000). Australia has become part of the ‘new world’ wine producers along with the United States, New Zealand, Chile and Argentina (Chang, Campbell and Sniekers, 2007). Looking closely into one of Australia’s region in Central Victoria, Nagambie is a small town, home to some of Victoria’s finest and historic wineries. With its increasing popularity as a tourist destination as well as quality vineyards, Nagambie has triggered government initiatives for the region’s development. The Mitchelton Wines, located in Nagambie along the beautiful Goulburn River. It is one of the leading wineries in Nagambie and is considered to be one of the most contemporary and yet historic wineries in Australia. However, since Nagambie is a small town and there are strong competition from more popular wine regions in Victoria, such as the Yarra Valley, Mitchelton lacks exposure. Thus, Mitchelton Wines and the tourism businesses of Nagambie should cooperate with the Australian tourism industry at large to increase their success and geographical identity/brand equity. Strategic operations from other successful wine regions such as the Napa Valley are taken into consideration in this report to formulate proposed strategies....

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